Ethics and Marketing Becoming Responsible The Case of
Ethics and Marketing Becoming Responsible: The Case of Philip Morris Karen Enthoven Karthik Rajaraman Becoming Responsible: Ben Thompson Phillip Morris Emma Weston The Case of
Outline • Philip Morris – The Case • Ethical Issues Raised • Advertising Issues • Ethical Issues in Marketing • Q&A 2 30/09/2020
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 $80 Bn USD revenue still comes from Tobacco 3 30/09/2020
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 4 30/09/2020
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 5 30/09/2020
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 6 30/09/2020
Questions 7 30/09/2020
- Slides: 7