ethics in global brand management lecture two: ethics and global marketing planning
TRANSCRIPT
Ethics in Global Brand Management
Lecture two:
Ethics and Global Marketing Planning
What is marketing?
• Marketing involves:– Focusing on the needs and wants of customers– Identifying the best method of satisfying those
needs and wants– Orienting the company towards the process of
providing that satisfaction– Meeting organisational objectives
What is global marketing?
• Notion of a 'borderless' global marketplace• Marketing operations that cross political and cultural
boundaries• Maximising opportunities in the search for global
competitive advantage• Adding to stakeholder value• Exporting / International marketing / global marketing
Global Marketing management
Lee and Carter, 2012
CORE
Brand PersonalityHow the Brandmakes me feel
How the Brand makes me look
What the Branddoes for me
How I woulddescribe the Brand
Facts & Symbols
RATIONAL
EMOTIONAL
The whole brand model
CORE
Brand PersonalityHow the Brandmakes me feel
How the Brand makes me look
What the Branddoes for me
How I woulddescribe the Brand
Facts & Symbols
RATIONAL
EMOTIONAL
“Verbs thatdescribe what theBrand physicallydelivers”
Refreshes
Washes whiter
Nourishes
SavesEnergy
The whole brand model
CORE
Brand PersonalityHow the Brandmakes me feel
How the Brand makes me look
What the Branddoes for me
How I woulddescribe the Brand
Facts & Symbols
RATIONAL
EMOTIONAL
“Verbs thatdescribe what theBrand physicallydelivers”
“Adjectives thathelp articulate and position the Brand physically”
Healthy
Smooth
Green
Expensive
TriangularRefreshes
Washes whiter
Nourishes
SavesEnergy
The whole brand model
CORE
Brand PersonalityHow the Brandmakes me feel
How the Brand makes me look
What the Branddoes for me
How I woulddescribe the Brand
Facts & Symbols
RATIONAL
EMOTIONAL
“Verbs thatdescribe what theBrand physicallydelivers”
“Adjectives thathelp articulate and position the Brand physically”
Healthy
Smooth
Green
Expensive
Triangular
“What other people wouldsay about you were you to beseen talking with this Brand“
Stylish
Naive
Cheap
Powerful
Refreshes
Washes whiter
Nourishes
SavesEnergy
The whole brand model
CORE
Brand PersonalityHow the Brandmakes me feel
How the Brand makes me look
What the Branddoes for me
How I woulddescribe the Brand
Facts & Symbols
RATIONAL
EMOTIONAL
“Verbs thatdescribe what theBrand physicallydelivers”
“Adjectives thathelp articulate and position the Brand physically”
Healthy
Smooth
Green
Expensive
Triangular
“What other people wouldsay about you were you to beseen talking with this Brand“
Stylish
Naive
Cheap
Powerful
“How I feel emotionallywhen I interact the brand. The elements that reinforcewhat I truly feel about myself“
A goodmother
Dynamic
Sophisticated
Vibrant
Refreshes
Washes whiter
Nourishes
SavesEnergy
The whole brand model
CORE
Brand Personality
How the Brandmakes me feel
How the Brand makes me look
What the Branddoes for me
How I woulddescribe the Brand
Facts & Symbols
RATIONAL
EMOTIONAL
“Adjectives thathelp articulate and position the Brand physically”
“Verbs thatdescribe what theBrand physicallydelivers”
Refreshes
Washes whiter
Nourishes
SavesEnergy
“What other people wouldsay about you were you to beseen talking with this Brand“
Stylish
Naive
Powerful
Cheap“How I feel emotionallywhen I interact the brand. The elements that reinforcewhat I truly feel about myself“
A goodmother
Dynamic
Sophisticated
Vibrant
“Iconic brand elements thattrigger recognition“
Nike Tick
Coke Bottle
Ferrari Red
“What the brand would belike if it were a person”
Charming
CaringArrogant
Childish
Golden archesHealthy
Smooth
Green
Expensive
Triangular
The whole brand model
The marketing concept
• Segmentation• Targeting• Positioning
New products and processes for international markets
The International Product Lifecycle
Sales
Time
Home countryCountry A
Country B
Building sustainable competitive advantage
Product portfolio managementM
arke
t Gro
wth
Rat
e
Relative Market Share
High
High
Low
Low
STAR
CASHCOW DOG
?QUESTION
MARK
Growth stage
Build market
Introduction stage
?
Maturity stage
Harvest market
Decline stage
Divest market
BCG/ Boston matrix
Ethical brand challenges
Ethical brand challenges
Definition of ethical marketing
'Ethical marketing refers to practices that emphasise transparent, trustworthy, and responsible personal and / or organisational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders.'
Murphy et al, 2012, Ethics in Marketing: International Cases and Perspectives
An ethical perspective
• Ethical marketing puts people first– Create products and services that have a
perceived and real social benefit.– Essential for sustainable competitive
advantage.
• Ethics is an applied discipline.
Seven basic perspectives:Approach from Murphy et al, 2012
1. Ethical marketing puts people first.
2. Ethical marketers must achieve a behaviour standard above the law.
3. Marketers are responsible for whatever they intend as a means or end with a marketing action.
4. Marketing organisations should cultivate better (i.e. higher) moral imagination in their managers and employees.
5. Marketers should articulate and embrace a core set of ethical actions.
6. Adoption of a stakeholder orientation is essential to ethical marketing decisions.
7. Marketing organisations ought to delineate an ethical decision making protocol.
Business perspective one:
• Societal benefit:Ethical marketing puts people first
• Do not treat people as a means to a profitable end.• Flouting this can add costs to the average
marketing transaction.
Net benefit to who?
• Society or the individual consumer?– Tobacco– Credit cards– Alcohol– Video games– Food
• These are the second-order, or even third-order effects of marketing practice that can raise ethical questions
Business perspective two:
• Ethical expectations for marketing must exceed legal requirements– The law represents the lowest common denominator
of expected behaviour for marketers.– The formalisation of restrictions by law typically lags
behind public opinion.
• Ethics and the law are connected but are not the same thing
Political / Legal environment
• Three dimensions:– The home country– The host country– The international trading environment
Ethics and the law
• Legal systems in some areas may be underdeveloped.
• Country may not have a democratic system– Legal system may reflect the interests of the
ruling class.
Ethics and the law
• Ethics embodies higher standards than law.• Ethics assumes more duties than law.• Those companies that view themselves as
ethical marketers aspire to a higher standard.• Even in democracies, the legal system cannot
be a substitute for personal and organisational responsibility.
Ethics in Global Brand Management
Lecture two:
Ethics and Global Marketing Planning
Tutor: Giovanna Battiston
Role play activity
ActivityYou have just graduated from university and you have been appointed as a Marketing Officer at Starbucks. As part of your training scheme, you have been asked by senior management to work with other new marketers in your team to deliver a 20-minute presentation in response to the following question:
Advise Starbucks on whether its brand is currently considered to be ethical in the marketplace and what measures it can take to improve its position.