Treading on that Fine Line? - Caselets in Marketing Ethics

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Case Details:

Case Code : MKTG186
Case Length : 14 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Emami Ltd.; Pfizer Inc.; Facebook.
Industry : Fast Moving Consumer Goods; Pharmaceutical; Social Media.
Countries : India/ USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Caselet 1: Emami's Marketing of Men's Fairness Creams

"These products and their advertisements reinforce an old Southeast Asian bias that you have to be fair to be beautiful... Sunscreens, skin-whitening, fairness creams - they are all the same."¹

- Prahlad Kakkar, Advertising Consultant and Ad Guru, in 2007.

"Everyone wants to look better. What's the difference between a woman using lipstick, Europeans using skin-tan lotion, and an Indian skin-lightening cream?"²

- Alyque Padamsee, Advertising Consultant and Ad Guru, in 2007.

In 2007, leading Bollywood³ actor, Shahrukh Khan (Khan), was roped in by Emami Ltd.⁴ (Emami) to endorse its fairness cream for men, 'Fair and Handsome'.

The ads renewed the smoldering debate on the ethics of skin-lightening products.

For most Indians, as for South Asians as a whole, a fair complexion has been a much desired asset and their quest for a lighter skin had prompted many Fast Moving Consumer Goods (FMCG) behemoths to venture into the business of manufacturing and marketing skin-lightening products, such as fairness creams, lotions, cold creams, and soaps...

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Caselet 2: Pfizer's Marketing of Lipitor - Next Page>>

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1] Parul Gupta, "Indian Men Go for the Light Look to Win Women," www.thestandard.com.hk, September 7, 2007.

2] Ruth David, "All's Fair in Love and Bollywood," Forbes, August 24, 2007.

3] Bollywood is the informal name given to the popular Mumbai-based Hindi-language film industry in India. It is one of the largest film producers in the world, producing more than 1,000 films a year, with an audience of 3.6 billion people.

4] Emami Ltd. (Emami) is the FMCG arm of the Kolkata, India-based Emami Group. In addition to cosmetics and toiletries, the group had interests in healthcare, paper, writing material, etc. Emami posted revenue of Rs. 5.16 billion in 2006-07. (Source: "Emami sees 15 pct revenue growth in FY08," www.reuters.com, September 25, 2007.)


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