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Ethics and Marketing. Becoming Responsible: The Case of Philip Morris. Becoming Responsible: The Case of Phillip Morris. Karen Enthoven Karthik Rajaraman Ben Thompson Emma Weston. Outline. Philip Morris – The Case Ethical Issues Raised Advertising Issues Ethical Issues in Marketing

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ethics and marketing

Ethics and Marketing

Becoming Responsible: The Case of Philip Morris

Becoming Responsible: The Case of Phillip Morris

Karen Enthoven

Karthik Rajaraman

Ben Thompson

Emma Weston

outline
Outline
  • Philip Morris – The Case
  • Ethical Issues Raised
  • Advertising Issues
  • Ethical Issues in Marketing
  • Q&A
philip morris the case
Philip Morris – The Case
  • Maker of the World’s Best Selling Cigarette “Marlboro”
  • Increased Diversification (Kraft Foods, Miller Brewing)
  • Repositioning to meet changing social climate
    • From Tobacco Giant to World’s largest Packaged Goods Company
    • New Mission Statement:

“To be the most responsible, effective and respected developer, manufacturer and marketer of consumer products, especially products intended for adults”

    • New Tagline

“Working to make a difference. The people of Philip Morris”

  • The Ugly Truth
    • Marlboro kills 75,000 Americans per year
    • 2/3 of $80Bn USD revenue still comes from Tobacco
ethical issues raised
Ethical Issues Raised
  • Shareholder Responsibility
    • Self interest - meeting shareholder needs
    • Moving with the times
    • Right to compete and effectively represent products
  • Stakeholder Responsibility
    • Accurate information
    • Proper representation
    • Responsible Advertising
advertising issues
Advertising Issues
  • Current Situation
    • Legal framework
    • Ethical dilemma - Protection vs Freedom
    • Easy to circumvent (Marlboro Country)
  • Ideal Situation
    • Ethical behaviour
    • Onus is on Tobacco companies
    • Relatively undeveloped
    • Promotion of individual products
ethical issues in marketing
Ethical Issues in Marketing
  • Ethics and the relationship between marketing manager and their customers
    • Representing the official company position vs the Truth
    • Advertising conventions – stretching the truth
    • What happens when you are found out?
  • Role of a Code of Ethics
    • Good but can be circumvented
    • Can tobacco companies be trusted ?
    • May just be lip service
  • Advent of “Green Marketing”
    • Green does not necessarily mean ethical