Marketing: Society And The Environment Essay

Question:

Discuss about the Marketing for Society and the Environment.

Answer:

Introduction

Marketing gives main focus on choosing and targeting different markets and also it gives emphasis on enhancing the good relationships with the consumers in the market. The marketers are responsible for taking into consideration different markets that set the plan and strategies which are based on the information. They also give focus on analyzing the needs and wants of the customers, so that the organization can easily accomplish its goals and objectives. Marketing is a process by which the organization promotes their products in the market by communicating with the potential customers. It consists of all types of advertising. Organization invests a huge amount of money on marketing by which the sales of the product is enhanced and it gives direct impact on the society and the environment.

Marketing creates a positive contribution to a common good and the main role is of the marketer that takes into consideration society and environmental factors. Marketers are responsible to secure the natural environment through conservative and sustainable practices. Marketing is one of the method by which the society is informed about the products in the market and also it search for the needs and wants of the consumers. It is an effective method that search customer needs and also assist the consumers to take corrective decision regarding the purchase of product. Marketer’s gives focus on protecting the natural environment by considering the sustainable practices. Marketer has a great role in identifying the needs and wants of the consumers. By marketing, the products and services are promoted and it gives positive impact on the society.

Let’s consider an example: When dominoes introduced new product in the market, the promotion or marketing strategy is adopted that makes the product popular in the market. Marketing is an important aspect for every organization. Without marketing no organization can survive for long. The marketer should see that the product that are introduced in the market satisfy the needs and wants of the consumers. So, marketing gives a positive contribution and the marketers are also serious about the environment stewardship.

Economic Issues

Economic problems are concerned with the insufficient resources that do not satisfy the needs and wants of the consumers. By taking into consideration Hindustan Unilever limited it is seen that the company faced the issue that is related with the input cost. In this the company faced issues with the enhancement in the input cost due to the increase in the price of the raw material. The impact was on the company due to the rise in inflation, freight cost and raw material. At the time of inflation the company has to enhance the marketing strategies, so that the consumers can easily buy the product. With the inflation there can be fluctuation in the tax rate, which gives direct impact on marketing the products. It is seen that the enhancement in the price of the raw material and also the uncertainty in the commodity movement increase the operation cost of the company (Hollensen, 2015).

The issue that was faced by the Hindustan Unilever limited enhances the input cost and operation cost because there is rise in the cost of the raw material and also in the spurious products. The slowdown is seen in the global economy and the issue that started in the financial sector increased rapidly. There are many sectors that are affected which include country’s export performance and FMCG sectors. The price of raw material contributed in enhancing the prices of crude oil (Kaur, 2013). The company has a large brand portfolio in which numbers of brands are involved. To overcome the issue the company gave focus on reducing the advertisement cost and then focus was given to increase the price of the raw material. Price inflation has given a major impact on marketing, as the environmental stewardship has been taken into consideration by the company. At the time of price inflation the company should use better marketing strategies so that the products can be easily promoted without giving the negative impact on the sales (Gupta, 2014).

Marketing strategies helps the organization to take into consideration various tools that can be beneficial for the company. The initiatives that are concerned to minimize the operation cost can help to gain the competitive advantage. The company also needs consistent advertisements and also the promotional effects that stay for long in the mind of the customers. Also the company cannot enhance the cost of the raw material when they have the choice of optimizing the methods of procedures. Hindustan Unilever limited has a good brand portfolio that involves many brands. It is very difficult to manage the large brand portfolio by any company. The company needs a good management by seeing the current scenario related with the intense competition and the prices of raw material (Dinnie, 2015).

Legal Issues

There are various legal issues that are faced by the company. In the recent scenario business ethics is considered as a major issue in the global business arena. In this the legal issue is discussed by taking into consideration the Nestle Company. The company faced many legal issues that are concerned with the safety standards that should be followed by the MNC Company. The legal issue is concerned with the controversy with respect to the Maggi noodles (Solomon, 2014). In this case the ingredients like Monosodium Glutamate was high and the issue has taken into consideration by Food safety and standard authority of India under the provision of food and safety standard Act. The sample of the Maggi noodles were collected by the food safety and drug administration and in the product the lead was present and on the package there was misleading information. The content of Monosodium Glutamate was found at high level above the dangerous mark. Due to the misleading information and the ingredient that was involved in it, the product was banned by the state government (Ford and Richardson, 2013).

The legal issue was stated under FSS act, 2006. The order from FSS was available on the public domain that withdraws the 9 products of Maggi instant noodles from the market. The consumption of these products resulted unsafe and hazardous for the human consumption. The authority ordered to stop the production of the product and also to withdraw the product from the market. The legal issue is related with the liability of the celebrities’ for brand endorsement. In this the court has asked police to register the FIR against the celebrity who are endorsing the product through advertisements (Maggi, 2016).The act imposed the liability on celebrities for endorsing the products that is unsafe and hazardous for the health of the public. The penalty was imposed for misleading the advertisement. The liability of the brand endorsers is more as there are many stakeholders who are involved in branding, starting from the agency of advertisement and the celebrity who are the part of the endorsement. So, by analyzing the case it is seen that the Maggi has recovered the image in the market due to its strong marketing and promotional strategies implemented by the company. By introducing the renewed product in the market the goodwill of the company is enhanced (Armstrong, Kotler, Harker and Brennan, 2015).

Ethical issues

There are various ethical dilemmas that are faced by the organization. The company that is taken into consideration is Kentucky Fried Chicken (KFC). The company is the most recognized brand in the fast food industry. By the enhancement in the living standard of the people it is seen that people are related with the change in health and nutritional attitudes and behaviors. People are now more concerned with their health and figures. The main concern is increased because the information which is spread everywhere states that the fast food has no nutrition, it is a junk food (Sheth and Sisodia, 2015).

This is the biggest dilemma faced by the company, as it has enhanced the image of a fast food that offers greasy unhealthy food. The company should take into consideration strategies so that there can be potential enhancement in the shareholder value. The company use the oil that contain Tran’s fatty acids for cooking with the Sudan red in their new product named as Orleans roasted Wing. It has brought negative effect in the media report and also the KFC was boycotted. The main focus of the company is to prevent the issue related with the health and nutrition. The management of the company should take into consideration the steps that maintain the healthy and nutritional food that is the requirement of the future generation to survive (Menon, Bharadwaj, Adidam and Edison, 2015).

The company stopped using the Sudan red oil for cooking and the corrective steps are taken into consideration to reduce the problem. The company is trying to reduce the negative issues that are prevailing in the market. The company gave main focus on the customers, so that the issue can be minimized by taking corrective steps. KFC made a public apology for using the oil that consists of Tran’s fatty acids and the food ingredients for cooking with the Sudan Red. The company committed the promise in the public, so that the goodwill can be maintained (Kotler, Keller, Brady, Goodman and Hansen, 2016).

The company used the media and internet to enhance the goodwill in the market. So in this case the company requires a creative media to spread. By taking into consideration creative advertising the brand and product image of the company is enhanced in effective manner. The company also established the dietician department. To clear the doubts of the consumers it is very important to enhance the image of the company. KFC invited food inspector so that the doubts can be cleared in a proper way. The company adopted effective promotional strategies so that the image in the market can be enhanced. This is the ethical issue that is raised and the company has taken corrective measures to enhance the goodwill in the market (Lehnert, Park and Singh, 2015).

To minimize this issue the company has taken into consideration accurate measures that have given enhancement in the image of the company. KFC made effective promotions and also the profits of the organization are enhanced by distributing the special vouchers in the public. The company joined many activities so that the goodwill of the organization can be improved in proper way. Ethical issues are faced by the company and it directly impact on the working pattern of the organization. The company should promote the right information about the product in the public, so that the negative perception about the product cannot be created. To promote the product in the market it very essential for the organization to take into consideration effective marketing strategies, that will give positive outcomes. Marketing strategies help the organization to introduce new product in the market (Foxall, 2014).

Conclusion

By considering all the points it is concluded that marketing plays a great role to introduce the products and services in the market. The marketer also considers all the aspects before introducing the product. To minimize all the issues the company should take into consideration proper marketing strategies, so that the product can be promoted in effective manner. Marketing is very essential for expansion and growth of the organization. If the company do not adopt the marketing strategies, then it will be very difficult to attain the goals and objectives of the organization. In this paper the issues that are discussed are economic issue, legal issue and ethical issue. The companies that are taken into consideration are Hindustan Unilever, Nestle and KFC. It is also seen that every organization faces issue but it depend on the organization that how to handle it in a corrective way. So, it is concluded that every organization should take into consideration marketing strategies that assist in attaining the goals and objectives of the organization.

References

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.

Ford, R.C. and Richardson, W.D., 2013. Ethical decision making: A review of the empirical literature. In Citation classics from the Journal of Business Ethics (pp. 19-44). Springer Netherlands.

Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.

Gupta, A.D., 2014. Ethics in Business Practice: Marketing Management. In Business Ethics (pp. 107-113). Springer India.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

Kaur, M., 2013. Rural marketing: A case study on Hindustan Unilever Limited. International Journal of Applied Research and Studies, 2(6), pp.1-14.

Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., 2016. Marketing management. Pearson Education Ltd.

Lehnert, K., Park, Y.H. and Singh, N., 2015. Research note and review of the empirical ethical decision-making literature: Boundary conditions and extensions. Journal of Business Ethics, 129(1), pp.195-219.

Maggi, G., 2016. Issue linkage. Handbook of Commercial Policy, 1, pp.513-564.

Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.

Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform? Fresh perspectives on the future. Routledge.

Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.

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