UNETHICAL MARKETING STRATEGY  Brand Identity Marketing Strategy  Stealth marketing strategy  Infiltration marketing strategy  False/Deceptive Advertisement Marketing Strategy






deception. no sugar soft drink to promote that fact that there is no sugar in their drinks. promotion. billboards and on the radio. A marketing strategy combines product development. ethical marketing is an honest and factional representation of product and service. Young children and early aged teenagers are persuaded by false advertisement today and become trapped by these products because everybody else has them. delivering a framework of culture and social values to consumers.Introduction Marketing strategy is a method of focusing an organization’s resources on a course of action that can lead to increase in sales and dominance of a targeted market. identifies the firm's marketing goals. of particular marketing issue that are matters of moral judgment. pricing. ethics takes the backseat in the need to please. Unethical marketing is the act of lying. they use artificial . and allocation of resources. marketing mix. which involves ethics that are ethical standard which pertains to marketing. it does with philosophical examination. Unethical marketing is promoting misleading or false claims about a product and also misleading of consumers to buy a product that are not of standard or genuine (Gershon & Buerstatte. 2003). Marketing strategy determines the choice of target market segments. In marketing sometime. cheating. Now days. from a moral standpoint. Instead of putting sugar into their drink. There are many blatant and international forms of ethical violation that is becoming common today. ideally within a stated timeframe. and explains how they will be achieved. Ethical marketing is the application of marketing ethics into the marketing process. relationship management and other elements. marketers in India (and across the world) are targeting children for marketing their products. Today many soft drink companies such as Coco-Cola and Pepsi try to cover up the fact that their soft drink is extremely unhealthly. by creating new. television. positioning. Every marketers/companies are looking for the same thing – Profit. distribution. It is hard to find some ethical advertisement today because we are surrounded by a lot of unethical and illegal advertising in newspapers. stealing. kids represent an important demographic to marketers.

They also have their name on some of the educational products such as stationery and programs on computers used in primary schools. and as it is a part of the schooling environment. This encourages young children to want to eat McDonald’s which is a very unhealthy fast food. go to McDonalds”. This can create an image of “if you want a happy time. For example. . by supplying a free venue for birthday parties and an outdoor area with a children’s playground. children think that this has the approval of the education department. thereby misleading people. which is unethical. McDonald’s is a major franchise restaurant worldwide that have lured millions of children into eating at their restaurant. This could lead to poor food choices in later life.sweeteners to make it make have that the same taste as the original drink.

are now using almost the spelling or name with the popular know NIKE and most customers can hardly tell which product is the original NIKE product. 2004. Song Ericsson’s Stealth campaign fathom communication hired 60 actors to pose as tourists in 10 cities across the U. Vranica 2002: walker 2004). a new company which into sport products. The actors were instructed to approach people with the simple request of taking a photo. Hin 2006. by deceiving consumer that it is the same brand and from the company. Companies are now bridge the gap between their brand image and the brand identity. Stealth Marketing strategy is the use of surreptitious practices that fail to disclose or reveal the true relationship with the company producing or sponsoring the marketing message (also see Balter & Butman. marketers are how using this strategy to sell their product. Customers are now expose to different products in the marketing place and are face with brand identity of a product but different company producing this product. Example. Stealth Marketing Strategy: is strategy that encourages individuals to pass on a marketing message to others. on behalf of the company (Branscum 2004. Kaikati & Kaikati. Thomas 2004. 2006. .UNETHICAL MARKETING STRATEGIES Brand Identity Marketing Strategy: How you want the consumer to perceive your product or your brand. WOMMA 2007). Unsuspecting persons were asked to photograph the take tourist with the newly launch T68i camera phone. creating the potential for exponential growth in the message's exposure and influence. usually near some tourist attraction like the Empire state building in NEW YORK.S. After the persons obliged. the Song-paid and scripted actors demonstrated the mechanics of the camera phone & began talking up the benefit and features of the phone.

Example. creativity and success tracking. taking over a web site. or live event against the wishes or rules set by the proprietor. you can’t become an Olympic athlete eating McDonald’s and drinking Coke. Just because something is “legal” does not make it right. or maker. There are plenty of other companies which can support the greatest athletes in the world. McDonald’s and Coke are not falsely advertising because they are not making the claim that their products will turn you into an Olympic athlete. Given the outrageous obesity and diabetes issues plaguing many Western nations. the last thing we need is fat kids feeling OK with their Super Sized fries because they falsely believe Shaun White lives on crap too. Is a marketing practice that takes a specific approach to strategy. Advertising is considered to be false or misleading if it could mislead consumers about a product’s place of origin. The Olympic Committee should stop projecting otherwise. In this case. quality. where all three are driven by a thorough understanding of the business objective at hand? How days marketing are also now being done on the internet and marketers are taking advantages using fake identities online discussion to promote their products. Further. . Technically. However. is the act through which a marketers take over the website to talk with customer online about their products and posting/act as the owner of the site. McDonald’s and Coke are cleverly branding the Olympics with the most widely recognized symbols for fast food and junk beverages. The Olympic Committee should be ashamed of themselves. False/Deceptive Advertisement Marketing Strategy: False/deceptive Advertisement Marketing Strategy is another legal consideration in brand management. the athletes are not technically endorsing Big Macs or carbonated sugar water. conversation. Example. nature.Infiltration Marketing Strategy: This is the act of using fake identities in an online discussion to promote a product.

especially in relation to groups such as the elderly Counterfeit goods and brand piracy Copying the style of packaging in an attempt to mislead consumers Deceptive advertising Irresponsible issue of credit cards and the irresponsible raising of credit limits Unethical practices in market research and competitor intelligence Pricing lack of clarity in pricing • • • • • • • • • • Unethical practices relating to products • • • • • • • • Selling goods abroad which are banned at home Omitting to provide information on side effects Unsafe products Built in obsolescence Wasteful and unnecessary packaging Deception on size and content Inaccurate and incomplete testing of products Treatment of animals in product testing .attracting customers and then subjecting them to high pressure selling techniques to switch to an more expensive alternative High pressure selling .Unethical practices in marketing – • Dumping – selling at a loss to increase market share and destroy competition in order to subsequently raise prices Price fixing cartels Encouraging people to claim prizes when they phoning premium rate numbers “Bait and switch” selling .

People are manipulated by the unethical marketing of products (Luthar. These pop ups on the internet come up so quick before the page has even been loaded and leads you to another window and then it gets the reader’s attention to participate in their quiz or competition and you are lured into a scam. it made young girls to think that they have to look like Barbie Dolls and dress to a particular fashion like the models and celebrities that are seen on television and heard about on radio stations. 1997). and phone numbers. . IIIegal marketing is the marketing that actually breaks the laws. It is very wrong to falsely claim that your product is something when it’s really not. Billions of people all over the world have access to the internet whether it’s at their own house or even at a internet café. promoting competitions to lure people into buying certain products in order to participate in the competition. When a science experiment was conducted by 2 high school students in Auckland. Girls are targeted especially. They were legal consequences for Ribena. et al. New Zealand the result was that they found no vitamin C intake on Ribena. home address. This can escalade them to a multi-million dollar business. They begin to believe the claims made and purchase the products that will not live up to their claims. An example of this is the Ribena scam where they advertised illegally by claiming their drink had 4 times more vitamin C than oranges. Hackers are just waiting for you to fall for their fake advertised pop up on the internet so they are able to scam you. Another area of unethical marketing happens on the internet. Some sites are very dangerous and ask for personal details such as credit card details. that invade personal computers. pop ups. There are millions of spam. Unethically is everywhere and seems to be the only way for businesses to sell their product. so this form of marketing opens up heaps and heaps of opportunities.UNETHICAL MARKETING STRATEGY EVALUATION & EXAMPLES Unethical marketing is how most businesses today make a lot of business profits. This method of marketing invades personal space. it is shocking to see our children become the main group of people who are lured and fooled by this marketing strategy. for example Barbie Dolls was a major selling product and still is today.

S. The standards of ethics and consumer protection are evolving rapidly. they cannot fully protect gullible consumers because every year and more products making false and unsubstantiated claim pop up. The U. Take action: (http://www. including Global Positing Coordinates (for satellite tracking) and implant or tag every animal with a radio frequency device (RFID). but any national program needs to be designed so as to not harm small farmers and must insure the privacy of farmers and animal owners. Like in the USA the government and the trade commission are make laws and make sure that traders do the right things and consumers are protected Congress ponders legislation requiring id chips in all The system would require tagging or implanting all farm animals with radio frequency devices and registering those animals with a federal government tracking system. OCA supports the principle of being able to track animal diseases back to the source in order to protect public and animal health.S. Small-scale farmers say the registration fees. The plan would require every owner of even a single livestock animal to register their home with a national tracking system. and marketers must learn about the current standards.UNETHICAL PRACTICES CONTROL BY CONSUMERS ASSOCIATION All marketers should be aware that unethical practices are currently used by unscrupulous or uninformed companies. Large-scale livestock producers say NAIS would help them control an outbreak of disease by allowing individual animals to be tracked to their origins.cfm) . RFID expenses and administrative bureaucracy of the system would drive them out of business.organicconsumers. Farm animals: Congress is debating a controversial program called the National Animal Identification System (NAIS). Federal Trade Commission has been quite aggressive in running after unscrupulous marketers but in spite of their efforts.

for example a banking institution . any company embarking on a direct marketing campaign will be required to run their list against the Opt Out registers and ensure that any names on the DMA register are deleted off their database. All companies making use of databases will be required by proposed law to run their database through the opt out register each and every time they run a direct marketing campaign and remove any names appearing on their lists that have been registered on the opt out list. SMS.where you have provided consent for them to market to you. For example you may continue to receive mail from companies with which you already do business with. you may continue to receive mail addressed to the "resident" since the mail is not personalized. "According to proposed law. It aim is to protect both the industry and consumers from unethical or ignorant practitioners and lobby against adverse legislation from government and other regulatory bodies (Singhapakdi. The Direct Marketing Association of South Africa (DMASA) has launched multiplatform functionality for its pot out register via SMS.DIRECT MARKETING ASSOCIATION OF SOUTH AFRICA (DMASA) The direct marketing association of South Africa (DMASA) has made tremendous progress in mobilizing the industry. There reduction in the unsolicited direct mail you receive. explains Brian Mdluli." explains Brian. e-mail. internet and call centre which allows consumers to remove their details from mailing lists used by the association’s members to promote goods and services via. not all commercial mail will be stop. telephone and post to unsuspecting consumers. 2000). It represent not only direct marketers but it focus on the consumers also. "The Opt Out Register has been developed by the DMA in response to required Government legislation to professionalize the industry and curb unsolicited marketing messages via mail. Failure to do so will result in heavy penalties and the process will be regulated. et al. Conclusion . CEO of the Direct Marketing Association of South Africa (DMASA). In addition.

telemarketing. determining these perceptions is affected by cultural values and socioeconomic characteristics of consumers.Marketing involves communicating and dealing with customers. consumers may lose faith in business enterprises and start calling for more legislation and restrictions on the free market economy. Because of the questionable practices by some marketers. These undermine the privacy and self-determination of consumers. marketing practices are under more public scrutiny than other business functions (Lacmiak and Murphy 1985). and fake product reviews and advertorials that pose as legitimate literature are some of the potentially unsolicited channels by which marketing efforts are conveyed. direct marketing. APPENDIX . Unethical perceptions of marketing practices can lead to more legislation and restrictions placed on business firms. Spam marketing. As a result. it does not necessarily lead to more ethical business climate. Although restrictions can be placed through legislation. Hence. email marketing.

Nestle is one of the world's largest food manufacturers. 'We take this report seriously. Initially Nestle dismissed the IGBM report. to the benefit of people. The Update states that Nestle's latest efforts in countering the boycott is to advertise itself as a squeaky clean beneficial force by distorting facts. '. Nestle's persistence in violating the World Health Organization (WHO)'s International Code of Marketing of Breast-milk Substitutes was once again revealed in a four-country research commissioned by the Interagency Group on Breastfeeding Monitoring (IGBM). Third World Network The international boycott against Nestle is very much alive since its launch two decades ago. Nestle marketed infant formula ethically and responsibly and has done so ever since.. Entitled 'Cracking the Code'.' According to the latest Update of Baby Milk Action's Boycott News. not only in direct economic terms but also in wielding damage to its corporate image.International boycott against Nestle continues By Mary Assunta. with a turnover of U. the report reveals the massive scale of company marketing malpractice. This boycott is still on because Nestle continues to employ unethical marketing tactics in many countries. market trends and company behavior more than any other food company. management morale and management time the company must spend combating it. the international boycott is having an important impact on Nestle. An advertisement which appeared in the Oxford Independent claims that even before the introduction of the WHO Code. Nestle however has only curbed some of its more blatant malpractices.. even before reading it. It controls approximately 40% of the worldwide market for baby food. the environment and their own image. food legislation. The Update reports that in recent years many companies have reversed policies as a result of public pressure.' . However in the face of the scandalous findings a week later Nestle changed its tune to. and announced on BBC World Service that it would not accept reproaches from self-appointed groups'. $42 billion. It influences UN systems.S.

the nest .to be protected and entrenched in the law and strictly enforced by the authorities. Peter Brabeck. Nestle has come around this by aggressively promoting other expensive processed baby food products with idealized pictures of babies on the tins and in a language locals don't understand.. Such promotions continue to undermine breast feeding. Nestle wants its corporate brand . it takes our products out of anonymity which one might find with other products. The advertisement mentions Nestle's new Charter on its infant formula policy in developing countries. Nestle is the sole advertiser of baby foods in the Indian edition of Parenting magazine and its Cerelac advertisements are found in pharmacies. Ghana.The Update however cites some examples of Nestle's promotions in India where there are laws to prevent companies from advertising infant formula.. made this call for better brand protection and speedy trade deregulation when addressing government representatives of developing countries at the October 1996 Global Investment Forum organized by the United Nations Conference on Trade and Development (UNCTAD). While Nestle's biggest complaint has been over-regulation and has been actively undermining attempts to bring about strong baby food legislation in many countries. Our corporate brand .. promote its products through health facilities. The Update reports that Nestle's Vice President.. ironically it is calling for legislation of a different kind to be strictly enforced. Pakistan. or its attempts to undermine strong baby food legislation in the Philippines. The Update also points out that the advertisement in the Oxford Independent makes no mention of criminal charges against Nestle in India or the company's challenge to the Indian law.the nest . It even offers cash incentives for local salespersons to display products. However despite its attempts to whitewash its real practices with a feeble Charter the truth is Nestle continues to undermine legislation in many countries.' . give gifts to health workers and has never disciplined its staff for violating the International Code. He said. He receives 200 rupees each month. '.. A pharmacist in Jaipur said that only Nestle representatives are offering payment in return for a prominent display of baby the seal. Uganda and Europe. The consumers' trust helps us to introduce completely new concepts.

the international boycott against the company is still on in 17 countries. In the face of Nestle's continuous irresponsible marketing practices. This is indeed a scandalous betrayal of trust.For decades Nestle has used 'the nest' to get mothers to 'trust' in their products which have caused suffering to infants all over the world. REFERENCE . This boycott will continue till Nestle stops its irresponsible behavior. especially of the poor from developing countries.

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