The ways to improve ethical aspects of the marketing campaign
Basically efficient marketing is considered to be the art of sales. It is aimed at satisfying the needs of potential customers by promoting particular product. The customers are influenced to buy the product they want by different ethical and psychological tricks. They start to believe that this product or service will make them to become happier. With the development of means of communication shaping the company's reputation became the indirect sign of efficiency, reliability and "social utility" of promoted product. With growing number of target and potential customers, the factor of public recognition started to be significant. As a countermeasure for the formation and strengthening of positive reputation of the company the social and ethical marketing strategies were created.
This type of marketing allows companies to meet not only the physical but also the spiritual needs of the consumer, leading to higher sales volumes. It provides big businesses with loyalty of customers. In other words, socio-ethical marketing offers the entrepreneur the possibility of betterment the world. Nevertheless such strategy still remains a means of commercial gain. At the idea to improve the world and become richer got huge recognition in the society.
A lot of influential companies establish different campaigns in order to safeguard their reputation as organizations with ethical and social purposes. Furthermore the ways of promoting ideas of sustainable development are also significantly diversified. At the same time the breaches of such ideals may lie within the nature of the product and its possible harm imposed on customers. Such a problem may be noticed in marketing food to children by various techniques. Some companies view the children as their target customers. They provide them different opportunities for development and initiate different projects for children. At the same time the consumption of food promoted may cause occurrence of some diseases that may even turned into chronic.
Harmful products to children are positioned as encouraging, pleasant surprise that parents can buy for a child if he would get good grades in school for instance. As the result of well-techniques immature person receives wrong perception of products that are actually harmful. At the same time such companies are still social oriented despite breaching the standards of keeping the health of humanity.
It is interesting to mention Coca-Cola Company as an example of doing significant ethical mistake while advertising its product for children. This company is one of the most popular brands in the world. Coca-Cola can be called a truly legendary drink that has highly developed advertising campaigns with Santa Claus as the main hero to make people purchase its product. It attempts to treat their youngest customers well.
It is important to mention its great social projects and benefits provided for customers before starting to criticize their trials to adjust people to this quite dangerous for their health drink. And analyze its unfair methods to influence the choice of children. The Coca-Cola initiated partnership with the Olympic movement, offered its drink for free for orphans, actively participates in the green movements and organized different socially-oriented projects. They are only a few of good achievements.
Although the Coca-Cola Company states that its advertizing campaigns are not oriented on children auditory, a lot of its «social actions» result in increase of the number of children consuming its product. For example, in the Coca-Cola Museum in Atlanta admission for students is free. Such trick increases the amount of fans of sweet drinks dramatically. Also throughout the country high schools signed with Coca-Cola contracts that restrict the choice of sold in vending machines beverages. Only drinks produced by Coca-Cola Company could be sold to the scholars. The so-called "contract bottling" arose originally as the agreement of companies selling soda cooperating with defined networks of enterprises, drink Coca-Cola were offered in McDonald's, and Pepsi in Burger King.
Having received the active support of the administration in schools, Coca-Cola found out the opportunity to overcome long-standing contact ban relating to advertising to children. The rules of advertising stated by D'arcy Agency prohibited the use of image of "children under the age of 6 or 7 years" for the purposes of advertising. It is believed that such a policy Coca-Cola abides to this day.
But all the limitations still allow the company to penetrate into the young minds. Studies have confirmed that children at the age from six to eighteen months start to know the brands. Under the age of 3 years they show specific preference in consumption. Of course to be familiar with the brand and be loyal to him are different things. Nevertheless it was proven by scientists that the strong connection exists between drinking soft drinks in childhood and becoming life-long customer of that brand in future.
At the same time the critics invoked increased demand for the healthier Coca-Cola products for children. The answer was the creation of special drink, a kind of Cola to be consumed by the children. Despite that fact many children still prefer to drink ordinary Cola. In order to limit the harm that can be made for children, more enhanced promoting campaign should be launched to increase the number of the youngest funs of Cola buying the cola for children. The ingredients of such a product should be designed especially for betterment of the children health. Nevertheless the Coca Cola marketing strategy tries to overcome different abusement of the
