PRINCIPLES OF MARKETING >C<
17th Edition
ISBN: 9781323555651
Author: Kotler
Publisher: PEARSON C
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Chapter 20, Problem 20.17VC
Summary Introduction
Case summary:
Product H generates $130 million in yearly revenues in the previous year was started as the founder did not like the beverage coolers options at the convenience stores. Thus, with the aid of former professor, the founder launched Product H, which is the nation’s organic bottled tea.
Product H established to assist the economic structure of the impoverished nations. It bought raw items from Country A’s farmers and invested in its supplier to farmer to assist them to become an independent. Though, Product H is a total subsidiary of Company C, it exists to function on the social responsibility principles set up by its founders.
Characters in given case:
Product H
To discuss: Whether Product H can do well.
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Honest Tea, the Coca-Cola brand that produced $130 million in global revenues last year, got its start because cofounder Seth Goldman didn’t like the options in the beverage coolers at convenience stores. So with the help of a former professor, he launched Honest Tea—the nation’s first fully organic bottled tea. But the company’s drive for success was not based not as much on profits as on a desire to change the world. With social responsibility steeped deep into its business model, Honest Tea set out to help develop the economic structure of impoverished nations. Honest Tea purchased raw ingredients from Native American and South African farmers and invested in its supplierfarmers to help them become self-reliant. Although Honest Tea has been a wholly owned subsidiary of the Coca- Cola Company since 2011, it continues to operate on the principles of social responsibility established by its founders. After viewing the video featuring Honest Tea, answer the following questions:
List…
Ethical marketing is more of a philosophy that informs all marketing efforts than a marketing strategy. Consider a social media advertisement that claims a product will do X, Y, and Z, but when you order it, you discover it can only do X. These types of disreputable, dishonest, and corrupt marketing strategies acted unethically. Finally, while unethical marketing may succeed in the short term, it is not a good long-term strategy. Customers will begin to distrust your brand as a whole, making it difficult to find brand advocates willing to spread awareness about your product or service through word-of-mouth marketing. Investigate the critical role ethics plays in modern marketing and formulate the best practises to create ethical solutions to all of your marketing challenges?
Ethos water is a brand of bottled water that makes a specific claim of how it fulfills CSR. According to its website, “Ethos water is a brand with a social mission—helping children around the world get clean water and raising awareness of the World Water Crisis” (http://www.ethoswater.com/). To accomplish this goal, the company donates 5 cents for every bottle sold to fund water programs in developing countries. As many critics have pointed out, however, all is not what it appears to be. While Ethos donates five cents per bottle sold, the average price of a bottle is $1.80, forty-five cents more than the national average price of a bottle of water (Source: http://online.wsj.com/article/SB125167502443470973.html). What is more, the manufacturer of Ethos water, PepsiCo, does not make use of recycled plastic, in contrast to its other products.
How would you characterize Ethos’ approach to CSR? In your view, has it struck an ideal balance between earning profits and acting responsibly?…
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