Black Book (A PROJECT REPORT ON ETHICS IN ADVERTISING)
Black Book (A PROJECT REPORT ON ETHICS IN ADVERTISING)
Black Book (A PROJECT REPORT ON ETHICS IN ADVERTISING)
A Project Submitted to
University of Mumbai for partial completion of the degree of
Bachelors of Management Studies (Marketing)
By
March 2024
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Declaration
I undersigned Pranit Bhagwan Dighe hereby, declare that the work
embodied in this project work titled ‘A project report on Ethics in
Advertising’ forms my own contribution to the research work carried out
under the guidance of Dr Urmila Shetve is a result of my own research
work and has not been previously submitted to any other University for
any other Degree or Diploma to this or any other University.
I, here further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.
Certified by
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Acknowledgement
To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.
I would like to thank my Principal, Dr. Suchitra Naik for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our coordinator Mr. Nitin Pagi, for his moral support
and guidance.
Dr. Urmila Shetve whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
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Table of contents
9. Chapter V 70-71
Conclusion & Suggestions
10. Chapter VI 73
Bibliography
11. Chapter VII 75-76
Appendix
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Chapter I
Introduction
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Chapter I
The present study is titled as “a project report on ethics in advertising”. In this project
we will study about ethics in advertising. Today the India’s advertising industry is
expanding its business at a rapid rate. India’s advertising industry in very little time
has carved a niche for itself and placed itself on a global map. But over the years
advertising have created debatable ethical issues like ITC, surrogate advertising,
puffery, unverified claims, women stereotype, comparative advertising, use of
children in advertising etc.
Introduction
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What is ethics?
Ethics means “good conduct” or “conduct which is right in view of the society and the
time period”. By common consent, various modes of behaviour and conduct are
viewed as “good” or “bad”. In other word, we can say that ethics are the guideline
principles and values that govern the actions, behaviour and decisions of an individual
or group. Ethics is a choice between good and bad or between right and wrong. It is
governed by a set of principles of morality at a given time and at a given place and in
a given society.
Ethics means “good conduct” or “conduct which is right in view of the society and the
time period”. By common consent, various modes of behaviour and conduct are
viewed as “good” or “bad”. In other word, we can say that ethics are moral principles
and values that govern the actions and decisions of an individual group. Ethics is a
choice between good and bad, between right and wrong. It is governed by a set of
principles of morality at a given time and at a given place and in a given society.
Ethics is related to group behaviour in ultimate analysis, thus setting norms for an
individual to follow in consistence with the group norms. A particular action May be
within the law and still not be ethical; target marketing is a good example for this.
There is no law to restrict tobacco companies from promoting their brands to Africans
& American, though it is in India but for doordarshan only. Similarly the alcoholic –
beverage companies promote their brands & target not only college students but
underage drinkers as well. These advertisements have increased alcohol related
problems. Advertisements exposing pornography is another serious issue in
advertising industry today. Advertisements promoting permissiveness & objectifying
women are heavily criticized in the society. Therefore, even advertising has ethical
value. The mixing of art and facts in advertising communication are subservient to
ethical principles. In today’s competitive and buyer’s market, an advertisement has to
be truthful and ethical. If an advertisement is misleading, the credibility of the
organization is lost. To view the truth in advertisement, it has to be seen from to
consumer’s point of view rather than from legal point. The advertising industry has
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been frequently criticized for putting out misleading or exaggerated claims in respect
of product, goods and services advertised. It is also perceived as guilty of glorifying
certain habits or tendencies regarded as undesirable and encouraging consume rest
culture. However, it is very difficult to demarcate a clear line of difference between
what is true and what is untrue. But the advertisement as such is judged by its impact
and by its acceptance by the consumers. The product must fulfil its advertised claims.
Advertisements should be decent and not be obscene. It must be truthful. Gambling is
also unethical. Sometimes, celebrities endorsing the product and spreading falsehood
is also criticized. Advertising is a social process, thus it must follow the time-tested
norms of social behaviour and should not affront our moral sense. In short ethics are
rules of conduct or principles of morality that point us towards the right or best way to
act in a situation. Ethics vary from person to person, society-to-society point of view.
Remember that the various people have different backgrounds, values and interests.
You May see nothing wrong with the advertisements for cigarettes or beer or sexually
suggestive ads, but other students; many oppose these actions on moral and ethical
grounds. You will have to draw your own conclusions as to what is right and what is
wrong!
Ethics in advertising refers to the moral principles and values that guide advertising
practices. Ethics in advertising involves a set of standards that advertisers are
expected to follow to ensure that their advertising is truthful, fair, and responsible.
Advertisers have a responsibility to the public, their clients, and their own business to
ensure that advertising is conducted in an ethical and socially responsible manner.
One of the main ethical considerations in advertising is the need for truthful and
accurate advertising. Advertisers have a responsibility to ensure that their advertising
is not misleading or deceptive, and that any claims made in advertisements are backed
up by evidence. This includes not making false or exaggerated claims about the
features, benefits, or performance of a product or service.
Another ethical consideration in advertising is the need for respect and dignity for
individuals and groups. Advertisements should not contain any material that is
discriminatory, offensive, or harmful to any individual or group. Advertisers should
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also avoid exploiting vulnerable groups or individuals, such as children or people with
disabilities.
Ethics in advertising also involves the need for transparency and disclosure.
Advertisers should clearly disclose any sponsorship or financial relationships they
have with the products or services they are advertising. This includes disclosing any
payments or incentives they receive for promoting a product or service.
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Profile of the company - ITC
ITC ltd is one of India's foremost private sector companies. ITC has a diversified
presence in
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Cigarettes & tobacco hotels information technology packaging paperboards &
specialty papers agri-business foods lifestyle retailing education & stationery and
personal care - the full stops in the company's name were removed effective
September 18 2001. The company now stands rechristened ITC ltd. During the year
first six decades of the company's existence were primarily devoted to the growth and
consolidation of the cigarettes and leaf tobacco businesses the seventies witnessed the
beginnings of a corporate transformation that would usher in momentous changes in
the life of the company. In the year 1925 the company set up packaging & printing
business as a strategic backward integration for ITC's cigarettes business. It is today
India's most sophisticated packaging house.in the year 1975 the company launched its
hotels business with the acquisition of a hotel in Chennai which was rechristened
'ITC-welcomgroup hotel chola'.
In the year 1979 they entered the paperboards business by promoting ITC
bhadrachalam
Paperboards ltd which today has become the market leader in India. In the year 1985
the company set up surya tobacco co. In Nepal as an indo-Nepal and British joint
venture. In the year 1990 the company acquired tribeni tissues ltd a specialty paper
manufacturing company and a major supplier of tissue paper to the cigarette industry.
The merged entity was named the tribeni tissues division (ttd). In the year 1990 the
company set up the agri business division for export of agricommodities.
Today the division is one of India's largest exporters. In the year 2000 the company
spun off its information technology business into a wholly owned subsidiary ITC
InfoTech India ltd to more aggressively pursue emerging opportunities in this area.
Also the company forayed into the greeting gifting and stationery products business
with the launch of expressions range of greeting cards. A line of premium range of
notebooks under brand 'paperkraft' was launched in 2002. To augment its offering and
to reach a wider student population the popular range of notebooks was launched
under brand 'classmate' in the year 2003.
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The company also entered the lifestyle retailing business with the wills sport range of
international quality relaxed wear for men and women in the year 2000. The wills
lifestyle chain of exclusive stores later expanded its range to include wills classic
formal wear (2002) and wills clublife evening wear (2003).
ITC also initiated a foray into the popular segment with its men's wear brand john
players in 2002. The company forayed into the foods business to create a new driver
of business growth. It began in August 2001 with the introduction of 'kITChens of
India' ready-to-eat Indian gourmet dishes.
In 2002 the company entered the confectionery and staples segments with the launch
of the brands mint-o and candy man confectionery and aashirvaad atta (wheat flour).
Also the company's philosophy of contributing to enhancing the competitiveness of
the entire value chain found yet another expression in the safety matches initiative.
ITC now markets popular safety matches brands like ikno mangaldeep aim aim mega
and aim metro.
In August 2002 surya tobacco became a subsidiary of ITC ltd and its name was
changed to surya nepal pvt ltd (surya nepal).in the year 2003 the company entered the
biscuits segment with the introduction of sun feast. Also the company forayed into the
marketing of agarbattis (incense sticks) in partnership with the cottage sector. The
company's popular agarbattis brands include spriha and mangaldeep across a range of
fragrances like rose jasmine bouquet sandalwood madhur sambrani and nagchampa.
In the year 2004 the company acquired the paperboard manufacturing facility of bilt
industrial packaging co ltd (bipco) near coimbatore tamil nadu.
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In July 2005 the company introduced essenza di wills an exclusive range of fine
fragrances and bath & body care products for men and women. Inizio the signature
range under essenza di wills provides a comprehensive grooming regimen with
distinct lines for men (inizio homme) and women (inizio femme).
In the year 2007 the company entered the fast growing branded snacks category with
'bingo!'.the company launched 'fiama di wills' a premium range of shampoos shower
gels and soaps in September October and December 2007 respectively. The company
also launched the 'superia' range of soaps and shampoos in the mass-market segment
at select markets in October 2007 and vivel de wills & vivel range of soaps in
February and vivel range of shampoos in June 2008.
In the year 2008 the company repositioned the business as the education and
stationery products Business and launched India's first environment friendly premium
business paper under the 'paperkraft' brand. Paperkraft entered new categories in the
office consumable segment with the launch of text liners permanent ink markers and
white board markers in 2009.
During the year 2009-10 the company launched new variants of 'gold flake' and 'navy
cut filter kings' with innovative product features limited edition packs of 'classic' and
launch of new brands like 'flake excel filter' and 'duke filter'. The company also
launched its premium line of hand-rolled cigars in select markets under the brand
name 'armentieres'. During the year the company launched 'mint-o gol' in the 'chews'
category.
In the agarbattis the company launched a new variant 'fragrance of temple' in tamil
nadu under the 'mangaldeep' brand which delivers temple aroma. In the personal care
segment the company launched 'fiama di wills' gel bathing bar. Also they
strengthened the brand 'vivel' with the launch of the 'milk cream & glycerin' bathing
bar in the winter care segment and 'deo spirit' in the freshness segment.
In October 2009 the company launched the ITC royal gardenia a 292 room luxury
offering in bangalore. It is the largest leed (leadership in energy and environmental
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design) platinum rated hotel in the world and the first in asia to achieve this
distinction.
In the year 2011 ITC limited proposed invest up to rs 3000 crore to set up a paper
manufacturing unit in andhra pradesh as part of its plans to double capacity over the
next five years.
ITC also entered into lifestyle retailing and the stationery segments through its
premium brands paperkraft notebooks and wills sport apparel range. Eventually the
company launched mass-appeal brands like classmate: notebooks and john players:
menswear.
ITC opened first premium cigar retail store in delhi. ITC ltd also acquired the entire
shareholding of russell credit ltd. (wholly owned subsidiary of the company) in
wimco ltd. (wimco) (i.e. 96.825% of wimco's equity share capital). Consequently
wimco became a direct subsidiary of the company with effect from September 29
2011.
In 2012 ITC ltd acquired 22606065 ordinary shares having no par value of technical
pty ltd (tpl) a company incorporated in australia from russell credit ltd wholly owned
subsidiary of the company. Consequently tpl became a wholly owned subsidiary of
the company with effect from March 26 2012.
In 2013 ITC ltd has launched a social investment project mission sunehrakal (msk) in
mysore district to conserve soil and moisture. ITC also forayed into the biscuits
market with its sun feast range of glucose marie and cream biscuits. ITC infotech
becomes the 1st ptc authorized training partner in India. ITC hotels tied up with rp
group hotels & resorts to manage 5 hotels in India and dubai.
ITC's leading personal care brand announced the launch of its second edition of the
signature series of the couture spa range of gel bathing bars. ITC's leading personal
care brand also announced the launch of its unique skin nourishing range of soaps -
vivelin 2014 ITC has been voted among the top two 'buzziest brands' in the 'corporate'
category by 'afaqs' one of the world's largest marketing and advertising portals.
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ITC's leading personal care brand and one of India's most exciting brands introduced
`love & nourish'. ITC becomes fastest firm to clock rs 1000 cr revenue in stationery
market. ITC's engage range takes second spot in deo market by volume. ITC also
replaces tcs as India's most admired company.
ITC enters e-cigarette business. ITC hotels launches one of largest ever foreign
investments in colombo in 2015 ITC's paper boards and specialty papers division
introduced grease-resistant paper boards. ITC acquired 87.06% equity share capital of
classic infrastructure & development ltd. Russell credit ltd. A wholly owned
subsidiary of the company has acquired the entire equity share of wills corporation
ltd. (wills).
ITC also launches vivel ayurveda essence in kerala. On 13 February 2015 ITC
announced that the company has entered into asset purchase agreements with m/s.
Johnson & Johnson ltd. India & m/s. Johnson & Johnson pte. Ltd. Singapore for
purchase of `savlon' and `shower to shower' trademarks and other intellectual property
respectively primarily for use in India.
On 23 February 2015 ITC announced that the company has been declared as the
highest/successful bidder for park hyatt hotel located at 263-c arossim cansaulim goa
along with land and built up area of the hotel together with all buildings and structures
and plant & machineries.
This property of m/s. Blue coast Hotels ltd. was put up on sale by ifci ltd. Through
public auction under the provisions of the Securitization and reconstruction of
financial assets and enforcement of security interest act 2002 On 24 March 2016 ITC
announced that it has acquired the entire equity share capital of technico agri sciences
limited India from technico pty limited australia for a total consideration of rs 121
crore.
The acquisition is a related party transaction between ITC and technico pty limited a
wholly owned subsidiary of ITC. Technico agri sciences limited is in the agricultural
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bio-technology business primarily of growing and selling of technituber seed potatoes
and field generated seed potatoes.
On 2 April 2016 ITC announced that the company has been compelled to shut its
cigarette factories with effect from 1 April 2016 until clarity emerges in the uncertain
state of the rules on health warning on cigarette packs.
On 5 May 2016 ITC announced that the Supreme Court on 4 May 2016 passed an
order transferring to the karnataka high court all writ petitions pending in various
courts challenging the rules prescribing 85% pictorial warnings on packages of
tobacco products. The Supreme Court observed that all parties should endeavour to
follow the rules.
On 8 May 2016 ITC announced that its cigarette factories are commencing production
progressively. ITC's board of directors at its meeting held on 20 May 2016
recommended issue of bonus shares in the ratio of 1:2.
On 9 October 2016 ITC announced divestment of its entire shareholding in its wholly
owned subsidiary king maker marketing inc. Usa along with assignment of certain
trademarks owned by the company for total consideration of US$24 million. The
company allotted 4026657100 ordinary shares of re 1/- each fully paid-up were issued
and allotted as bonus shares in the proportion of 1 (one) bonus share of re 1/- each for
every existing 2 (two) fully paid-up ordinary shares of re 1/- each held on 04 July
2016 being the record date determined by the board for the purpose. The bonus shares
were allotted on 07 July 2016.during the year the company divested the entire equity
shareholding in king maker marketing inc. (kmm) new jersey usa.
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November 2016.as on 31 March 2017 the company has 24 subsidiaries including 9
subsidiaries outside India.
During 2018-19 ITC launched over 50 new FMCG products across categories such as
foods personal care education and stationery products agarbatti and matches
strengthening its diverse and differentiated portfolio of FMCG offerings.
On 10 July 2018 ITC global holdings pte. Limited singapore a subsidiary of the
company which had been under winding up was dissolved vide the order of high court
of the republic of singapore. Consequently global ceased to be a subsidiary of ITC ltd.
During the fy2020 ITC launched a bouquet of specially crafted innovative products
with agility and speed to cater to the consumers' urgent needs for health wellness and
hygiene solutions. It launched over 60 new products. The amalgamation of sunrise
foods private limited and its subsidiaries with the company was approved by the
board of directors on 04 September 2020. The necessary petitions seeking sanction of
the national company law tribunal to the said amalgamation have been filed.
Tribunal kolkata bench vide order dated 26 February 2021 which became effective
from 01 April 2021 and consequently sunrise got amalgamated with the company
with effect from the appointed Date 27 July 2020. During the year wimco limited
became a wholly owned subsidiary of the Company with effect from 29th July 2021.
The scheme for amalgamation of hobbits international Foods private limited and
sunrise sheetgrah private limited with the company was sanctioned by Hon'ble
national company law tribunal Allahabad bench effective from 12 August 2021.as on
30 September 2021 the company has 25 subsidiaries 4 joint venture companies and 7
associate companies.
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2. General overview
ITC was ranked as India's most admired company, according to a survey conducted
by fortune India, in association with hay group. ITC is the country's leading FMCG
marketer, the clear market leader in the Indian paperboard and packaging industry, a
globally acknowledged pioneer in farmer empowerment through its wide-reaching
agri business, a pre-eminent hotel chain in India that is a trailblazer in 'responsible
luxury'.
Indian brands that create and retain value in India. ITC's world-class FMCG brands
including Aashirvaad, sun feast, yippee!, bingo!, b natural, ITC master chef, fabelle,
sun bean, fiama, engage, vivel, savlon, classmate, paper craft, mangaldeep, aim, and
others have garnered encouraging consumer franchise within a short span of time.
While several of these brands are market leaders in their segments, others are making
appreciable progress.
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ITC is one of India's largest companies by market capitalization and is listed on both
the bombay stock exchange and the national stock exchange of India. The company
was founded in 1910 and has since grown to become a significant player in various
industries in India and globally.
In the cigarettes and tobacco industry, ITC is a major player in India, with a strong
portfolio of cigarette brands that includes popular names such as wills, gold flake, and
navy cut. The company also has a significant presence in the FMCG sector, with
products in categories such as packaged foods, personal care, and home care.
ITC's hotels business operates under the brand name ITC hotels and has a presence in
several cities in India. The company's paperboards and specialty papers business is
focused on sustainable and environmentally friendly products and has won several
awards for its efforts in this area.
In recent years, ITC has focused on sustainability and social responsibility as part of
its business strategy, with initiatives related to reducing its environmental footprint,
promoting sustainable agriculture, and supporting rural communities in India.
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3. Policies of the company
Policies:-
▪ Stakeholder engagement.
▪ Responsible advocacy.
▪ Product responsibility.
▪ Freedom of association.
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4. Vision and Mission
The vision and mission of the Indian tobacco company (ITC) are as follows:
Vision: "to be India's most valuable corporation by 2030, through innovative products
and services, while preserving and enhancing the country's natural and social capital."
ITC's vision statement emphasizes its commitment to becoming the most valuable
corporation in India by 2030. The company aims to achieve this by developing
innovative products and services that meet the evolving needs of consumers while
also preserving and enhancing the country's natural and social capital. This vision
statement highlights ITC's focus on sustainability, responsible business practices, and
creating long-term value for all stakeholders.
Overall, ITC's vision and mission statements emphasize the company's commitment
to sustainable and responsible business practices, creating long-term value for all
stakeholders, and adapting to the changing business environment to achieve its goals.
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5. General future plans of ITC
Diversification: ITC plans to continue to diversify its business beyond tobacco and
into other areas such as fast-moving consumer goods, hotels, paperboards, and
packaging. The company aims to reduce its reliance on tobacco and create a more
balanced portfolio of businesses.
Innovation: ITC plans to invest in innovation and product development to create new
and innovative products that meet the changing needs of consumers. The company is
also exploring the use of new technologies such as blockchain and artificial
intelligence to improve its operations and customer experience.
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6. International marketing
Indian tobacco companies May use a variety of strategies for international marketing,
including:
Online marketing: Indian tobacco companies May use online marketing strategies to
reach global audiences, such as social media advertising, search engine optimization,
and e-commerce platforms.
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7. ITC portfolio
ITC's world class FMCG brands including aashirvaad, sun feast, yippee!, bingo!, b
natural, ITC
Master chef, fabelle, sun bean, fiama, engage, vivel, savlon, classmate, paper craft,
Mangaldeep, aim and others have garnered encouraging consumer franchise within a
short span of time.
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8. Organizational structure of ITC
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9. Swot analysis
The swot analysis of ITC includes its strengths, weaknesses, opportunities, and
threats. And in this reading of the swot analysis of ITC ltd., we will examine this
beauty and wellness company in terms of its internal and external factors.
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▪ Strengths
ITC has 6 strong and diverse business units under its name that drive its portfolio of
business units: overall revenues and enable ITC to innovate and explore more
business opportunities.
Effective social business initiatives: ITC has developed a triple bottom line strategy
that focuses on developing the economic, social and environmental capital of the
nation. ITC has launched initiatives like e-choupal, choupal pradarshan khet (cpk) that
benefit the people at the grass roots level i.e. Farmers. These initiatives have also
helped ITC improve its corporate image from a traditional tobacco manufacturer.
Strong brands across products: ITC is a strong branded company whose products are
leaders in most of the segments in which they operate. ITC owns some of the most
popular cigarette brands such as gold flake and classic. ITC also owns sun feast,
which is one of the best selling biscuits in India. Similarly, aashirvaad, yippee!,
engage, john players and bingo are among the market leaders in their respective
categories.
▪ Weaknesses
Mostly dependent on tobacco: ITC has made continuous efforts to decouple its FMCG
business from over-dependence on tobacco products and has been successful to some
extent. However, tobacco products continue to be the major source of revenue,
accounting for more than 60% of the total revenue from FMCG business.
Brand image: ITC has made great efforts to improve its corporate image, but the fact
that ITC has many tobacco products in its portfolio affects its corporate image.
Tax increase: increase in tax on tobacco products affects prices and hence revenue.
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▪ Opportunities
Strategic acquisitions: ITC should continue with strategic acquisitions as they have
done in the past with the acquisition of savlon from Johnson & Johnson and b natural
from balan natural foods. As the product fits into the existing distribution network,
ITC can look to expand its product portfolio and grow its non-tobacco FMCG
business, thereby strengthening its revenue base.Growth in purchasing power: ITC
should take advantage of the growing purchasing power and improvement in lifestyle
of customers in India. This could help increase revenues across all business segments.
Food and personal care products: ITC should leverage its distribution channels in the
personal care and food processing industries to benefit from the growth in these
categories to increase revenue. Rural market: the growing rural market in India and
other emerging markets offer tremendous opportunities to improve the company’s
bottom line.
▪ Threats
Intensified competition in FMCG sector: ITC faces intense competition in its FMCG
business from large multinationals like HUL and P&G and Indian FMCGs like
Patanjali and dabur. This restricts ITC’s market share.
Stringent regulations & rise in taxes in cigarette business: the tobacco and cigarette
industry in India continues to be threatened by stringent government regulations and
tax regimes. This poses a threat to ITC’s highly profitable cigarette business.
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10. Marketing strategy of ITC
Marketing strategy of ITC analyses the brand with the marketing mix framework
which covers the 4ps (product, price, place, and promotion). There are several
marketing strategies like product innovation, pricing approach, promotion planning
etc. These business strategies, based on ITC marketing mix, help the brand succeed in
the market.
ITC marketing strategy helps the brand/company to position itself competitively in the
market and achieve its business goals & objectives.
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Let us start the ITC marketing strategy & mix to understand its product, pricing,
advertising & distribution strategies:
▪ Product strategy: - ITC is a leading FMCG company in India. ITC has a dynamic
portfolio in its marketing mix with businesses spanning FMCG, agri-business, hotels,
information technology, paperboards and packaging. The product lines have great
product length and depth. ITC products are exported to over 90 countries worldwide.
The core products are: FMCG, personal caring, clothing, hotels
▪ Pricing strategy: - ITC have products in all price brackets but more and more new
products are on the premium side as they provide higher margins. Pricing of the
product depends on several things like pricing objective, the market one is operating
in, the purchasing power of the consumers, the market condition, product’s market
position etc. For instance, as bingo was entering the market, it adopted a very clever
aggressive pricing strategy to capture the market share. They maintained their prices
as per the market leader but offered more quantity and more margins to the retailers
which gave them a competitive edge. ITC follows different marketing mix pricing
strategy for different products. Their economy brands follow economy pricing.
Marketing and manufacturing cost is kept at a minimum. ITC had to hike the price its
premium products in the industry due to hike in excise duty. Classmate is priced over
5% over its competitors. The annual revenue of the company is around $10 billion.
▪ Place & distribution strategy: - ITC has an unmatched distribution network. Its
products are available in more than 4 million retail stores in India. A strong
distribution shows its marketing mix place strategy. ITC is constantly trying to reduce
the lead time and to make the products reach to the retailers as quickly as possible.
Being an environment friendly organization, ITC is carbon positive, solid waste
positive and water positive. Out of the total energy it consumes over 47% comes from
renewable sources. E-choupals ensure timely supply of high quality raw materials.
ITC has well integrated manufacturing and logistics facilities with a wide and deep
distribution network. All manufacturing units owned by ITC are hazard analysis and
critical control point certified. ITC has distinctive agri-sourcing capabilities with farm
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linkages in over 17 states which provide it with high quality wheat, soya, potato,
coffee etc. It has an efficient crm program for commodity customers. ITC's
paperboards and specialty papers division has four manufacturing units, eight regional
sales offices and over 60 dealers in India. ITC has over 100 hotels are present in 70
destinations. ITC’s food products are exported to north america, middle east, africa
and australia.
▪ Promotion & advertising strategy: - ITC designs its promotion strategy keeping in
mind its brand proposition and its target audience. It promotes its product through
print, television and radio as a part of its marketing mix. ITC’s different brands have
different brand ambassadors. For example, classmate has been endorsed by yuvraj
singh and soha ali khan; saina nehwal has endorsed salvon; shahrukh khan has been
endorsing the entire range of snacks under the umbrella brand of sun feast. ITC roped
in ranbir kapoor for john players. As part of ITC’s centenary initiative, classmate
launched the largest student contact program- ideas for India challenge. It provided a
platform for Indian youth to brainstorm and address the issues and challenges which
our nation faces and help in developing the nation. ITC also launches a lot of digital
campaigns to ensure maximum participation.
▪ The fiama de wills men campaign is one such example. Fiama de wills has had an
association with the talented designer, masaba gupta for wills lifestyle fashion week.
ITC also engage in cross marketing promotions. Yippee! Launched a campaign with
paytm offering recharge coupons equivalent to the price of yippee noodles. The
company launched an advertisement to back the campaign. Hence this concludes the
ITC marketing strategy & marketing mix.
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11. Competitors of ITC
Dabur India ltd is one of India’s leading FMCG companies with revenues of over rs
7,680 crore & market capitalization of over rs 48,800 crore.
Building on a legacy of quality and experience of over 133 years, Dabur is today
India’s most trusted name and the world’s largest ayurvedic and natural health care
company.
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▪ Hindustan Unilever Limited
The Procter & gamble company (P&G) is an American Multinational consumer goods
corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter
and James gamble. It specializes in a wide range of personal health/consumer health,
personal care and hygiene products; these products are organized into several
segments including beauty; grooming; health care; fabric & home care; and baby,
feminine, & family care. Before the sale of Pringles to Kellogg’s, its product portfolio
also included food, snacks, and beverages.
30
12. Current status of ITC in India
In the FMCG sector, ITC has a strong presence with brands such as Aashirvaad,
Sunfeast, bingo, yippee! and classmate. The company has also diversified into the
health and hygiene segment with its 'Savlon' brand. ITC is among the top three
players in the packaged foods market in India.
In the hotels segment, ITC has a portfolio of luxury hotels and resorts under the 'ITC
hotels' brand, including iconic properties such as the ITC grand Chola in Chennai and
the ITC Maurya in New Delhi.
ITC is also a significant player in the paperboards and packaging segment, with a
range of products including specialty papers, paperboards, and packaging solutions.
In recent years, ITC has placed a strong emphasis on sustainability and has set
ambitious targets for reducing its carbon footprint, water usage, and waste generation.
The company has also undertaken several initiatives in the areas of renewable energy,
a forestation, and community development.
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Chapter II-
Research
Methodology
32
Chapter II
▪ To compensate the losses arising out of the ban on advertisements of one particular
product.
33
2. Importance of ethics in advertising
▪ Ethics in Advertising means a set of well-defined principals which governs the way of
communication taking place between the seller and the buyer and it is the most
important feature of the advertising industry.
▪ Customer want to feel confident that they can trust the seller and seller’s company
before any kind of commitment is made. Without ethics, no one would like to buy
products or services from the seller.
▪ Hence the ethical aspect is just as important as brand’s image. Therefore ethics and
advertising have a lot to do with each other.
▪ Ethics is the most important feature of the advertising industry. Though there are
many benefits of advertising, there are also some points which don’t match the ethical
norms of advertising.
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3. Limitation Of The Ethics In Advertising
Complying with regulations isn’t always enough. For example, customers might feel
mistreated if your advertisements exaggerate your product’s effectiveness, even if
your claims remain within legal boundaries. Consumers will expect you to present
yourself as well as possible without misleading them. Explain the benefits of your
products or services clearly and without fabrications or pertinent omissions.
▪ Ambiguity
In advertisements can border on the unethical. For example, hidden fees and
misleading pricing might be manipulative. Leaving out important details -- such as a
need to purchase separate components to use a product -- leaves customers essentially
misinformed. If they learn about unexpected costs after purchasing a product or
service, you May have breached an ethical limit by effectively cheating them from
their point of view, even if you have not technically broken any law.
▪ Controversy
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• Children
The issue of marketing to children is contentious. Children ages 2 to 11 are estimated
to see 25,600 advertisements a year, according to the book “advertising and integrated
brand
36
Ethical & Unethical Advertising Campaigns Examples:
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5. Research Method Used
For the purpose of present study primary & secondary data is used.
38
Chapter III-
Literature Review
39
Chapter III
Literature Review
1. Features
There are all kinds of advertising standards codes that companies are meant to abide
by, but what exactly sets apart unethical advertising from ethical advertising? This is a
complex question that could elicit a range of answers, but there are some very basic
features of ethical advertising that can help the average person to tease apart
manipulative and harmful methods of advertising from its positive counterpart, or at
the very least, its morally unproblematic counterpart.
40
Honesty
The asa has previously highlighted that misleading ads result in the most complaints
(62%) and account for most of the watchdog’s workload (76% of cases). Stuart
Mitchell, the founder of ethical marketing news, believes:
Honesty in advertising will become more and more important and I feel that Maybe
it’s time marketers and advertisers came under more scrutiny.
Honest advertising should take into account the impression it will have on consumers,
the information that is included, the use of evidence to back up claims (including
about competitors), and differences between objective and subjective claims.
Exaggeration is also anathema to honest advertising.
Avoiding Exploitation
Payday lenders May not be breaking any laws with their ads, but they do arguably
exploit customers in many instances. With some online payday loan firms charging an
interest of 3,000%, this has been called ‘legalized loan sharking’. In light of the issue,
google banned search ads from payday lenders, putting them in the same ‘dangerous
products’ category as guns, tobacco, and explosives. These ads prey on customers and
can cause their debts to spiral out of control. Ads should never serve to diminish – let
alone ruin – a customer’s quality of life.
Avoiding Stereotypes
Ethical ads should avoid promoting harmful stereotypes about people. For example,
ads that objectify or inappropriately sexualize women have wider societal
implications. These kinds of ads can affect how we view each other and, ultimately,
how we treat each other. Advertising can also impact how people think about
themselves, damaging their well-being as a result. For example, ads that promote
unrealistic ideals of thinness for women can be contributing factors in low self-
esteem, negative body image, and eating disorders.
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Social Responsibility
It’s no longer a question of whether consumers care about social impact. Consumers
do care and show they do through their actions. Now the focus is on determining how
your brand can effectively create shared value by marrying the appropriate social
cause and consumer segments.
Ads will always push a product. This brings into focus the question of whether ethical
advertising should simply be about avoiding unethical practices. This might imply
that advertising can be ethically neutral. But is such a thing possible? The truth is that
advertising will always impact how large numbers of people think, feel, and behave,
and it’s inevitable that a mixture of negative and positive effects will occur,
sometimes the negative outweighing the positive, and vice versa, which can include
effects on people’s well-being, as well as the propping up of companies and industries
that May be deemed unethical in some respect.
What defines ethical advertising, then, May not just be about avoiding harm but about
promoting various goods in the world (which would make advertising more of a
positive force in society). Some advertisers May feel having a positive moral message
in their ads May come across as virtue signalling and do-goody; however, this is more
of a practical issue. Many advertisers are successful at promoting social and moral
values, and if more priority were placed on aligning advertising with consumers’
increasing consideration of social causes, then both businesses and consumers would
benefit. Moreover, if society at large could realistically benefit from advertising, then
this might help to improve the reputation of the advertising industry, with people
viewing it less as an evil presence in society, and instead see it as something a bit
more wholesome and useful.
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2. Principals
• According to the nature of the target audiences to which the commercials are
intended, promotional techniques based on advertising ethics should treat purchasers
equitably. Treatment should also be determined by the nature of the advertised item or
service.
• Advertisers should observe government and local rules surrounding marketing and
advertising campaigns while strategizing promotional efforts with advertising ethics.
They should also follow the industry's self-regulatory protocols for the purpose of
advertising rehearsals.
Ethical advertising and ad agencies in both the internet and offline worlds should
conduct confidential investigations into the various moral and ethical issues that May
rise. Additionally, diverse members of the ad design team should be permitted to
express their ethical or moral reservations about a specific sort of ad campaign. There
should be trust among advertising agencies, PR agencies, media suppliers, clients, and
third-party service providers in advertising ethics procedures. The entire process
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should be founded on complete transparency and honesty in terms of business
ownership, plans, and compensations, discounts, and media incentives.
3. Theories
Three ethical theories are commonly used in the consideration of advertising ethics-
utilitarianism, deontology and virtue ethics. Each May lead to a different conclusion
when applied to the same ethical dilemma.
Utilitarianism
• Make a decision based on what action produces the greatest benefit for all concerned.
This approach to ethical decision making is often used in public policy decisions
where policy makers have to take the course of action that is likely to produce the
44
greatest overall benefit for the greatest number of stakeholders (for example, all
inhabitants of a region).
In our example, bae systems is faced with a dilemma. If it pays the bribe it wins the
contract, ensuring the growth and survival of the organisation. However, paying it
May be illegal and by doing so, bae systems perpetuates corruption in an African state
that ultimately ensures its citizens suffer from misappropriation of their money. Yet
not paying the bribe May result in redundancies and how would these affect
employees’ families?
Deontology
Deontology is concerned not so much with the consequences of action but whether the
underlying principles of a decision are right. According to this view ethically good
decisions are made by adhering to key ethical principles such as honesty, truthfulness,
respecting the rights of others, justice and so on.
Applying this theory to bae systems raises a number of issues. Bribery tends to be
illegal so by paying a bribe bae systems makes everyone in the organisation indirectly
implicit in an illegal act. Also if a bribe is paid, where does the money go? Does it
reinforce the status of a corrupt section of the wealthy and avoid payment of taxes? In
this example, a few people would benefit from the bribe to the detriment of the wider
majority of Tanzanian citizens.
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Virtue Ethics
Virtue ethics views marketing ethics from the perspective of the moral integrity of the
individual(s) involved in making the decision. A morally good decision is one that is
based on the virtuous character of whoever is making the decision. Moral virtues
include honesty, courage, friendship, mercy, loyalty and patience.
In our example, bae systems’ payment of the bribe lacks any virtue (effectively
reinforcing corruption in Tanzania) and little courage (paying bribes May appear to be
unofficial organization policy).
It should be clear that making ethical judgments rarely involves clear decisions.
Depending on the viewpoint, different ethical principles May well lead to different
decisions. Often it is appropriate to look at an ethical question using different theories
before making a decision.
Managers in public sector organizations will often have to make difficult decisions
about which stakeholder needs to satisfy when limited budgets mean not all needs and
expectations can be met fully. In many public sector and internal marketing contexts
the customer or stakeholder has relatively little say over the kind of service they
receive. Thus, questions of an unequal distribution of power are more acute in not-for-
profit and internal marketing where one or both parties to an exchange are often
locked into existing arrangements and cannot walk away if they are dissatisfied with
what they are receiving.
46
4. Advantages & Disadvantages
There are numerous benefits to both company and society from ethical marketing
practices. Some of the primary benefits include:
Advantages
47
• Improved Standard of Living/Health - the overall sense of fairness and equity that
results from ethical business practices (particularly marketing), results in an overall
improved standard of living for customers.
Disadvantages
• Management Support
Market ethics are essential to protect your brand reputation and improve your
workplace culture but business ethics do come with a few drawbacks. One drawback
of practicing ethical marketing is that many compliance programs require
management to be effective. This can become a major issue if members of the
management team decide to apply their own version of corporate ethics to the way
they manage their employees. This clash of principles can cause confusion among
employees which makes people angry and upset.
• Company Costs
There are many advantages and a few disadvantages to ethical advertising. While
there May be a few disadvantages, ethical advertising is worth the practice and will be
much more beneficial for company in the long run. If you’re having trouble deciding
if company should practice business ethics or not, just remember that employees,
customers, and the community surrounding your organization would much rather do
business with an ethical company than a non-ethical one.
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5. Approaches
Advertising ethics, just saying the phrase evokes many different responses. Some
smirk and ask if it isn’t an oxymoron—even “the ultimate oxymoron?” (Beltrami,
2003) others insist that advertising is among the most ethical of professions because
of close regulation. A common reaction is a desire simply to avoid the topic. Delving
into ethical questions is hard for any profession. It raises complex and perplexing
issues, and many prefer to let sleeping dogs lie. Avoidance, however, is probably
never a good strategy; in a post-enron, post-worldcom world, it surely is not.
Advertising pushes the boundaries of what is familiar and acceptable. In such an
environment, making ethical judgments can be particularly difficult. Concomitantly,
scholarship about ethics in advertising faces difficulties ranging from making
normative judgments to defining the object and scope of an investigation. Ethics is
now considered a mainstream topic in the advertising literature (Hyman et al., 1994),
but the amount of academic research on it has not been commensurate with its
importance (Drumright and murphy, 2004). The scope of advertising ethics is so
broad and encompassing that research is thin and inconclusive in important areas, and
some issues have received far greater treatment than others. Historically, the topic of
ethics in advertising has been examined largely through a bipolar approach—a micro-
macro divide.
49
a strong influence on the moral sensitivity of individual advertising practitioners
(Drumright and murphy, 2004; Keith et al., 2003). Moreover, solutions to some macro
level ethical problems to which advertising contributes require the collaborative
efforts of organizations or groups of organizations. There are different approaches to
ethics in advertising that advertisers can adopt. Some of these approaches include:
Overall, there are different approaches to ethics in advertising that advertisers can
adopt, depending on their values and priorities. Advertisers should carefully consider
50
these approaches and adopt the one that aligns with their ethical principles and
contributes to the greater good of society
6. Consumer Behaviour
Consumers are more likely to purchase products or services that are advertised in an
ethical manner. This is because ethical advertising creates trust and credibility with
consumers. When consumers trust an advertiser, they are more likely to believe the
claims being made about a product or service, and therefore more likely to make a
purchase.
On the other hand, unethical advertising can have a negative impact on consumer
behaviour. If consumers perceive that an advertiser is being deceptive or misleading
in their advertising, they are less likely to trust the advertiser and May avoid
purchasing the product or service being advertised.
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7. Limitations
Limited Dcope: The report May focus on a specific aspect, such as content creation
or targeting strategies, potentially neglecting interconnected issues like data privacy,
diversity and representation, or the impact of emerging technologies on advertising
ethics.
Limited Data Availability: Data collection challenges May arise due to the
confidential nature of industry practices or the reluctance of companies to disclose
information. This limitation May be particularly pronounced in emerging markets
where regulatory frameworks are less established.
Bias: Personal biases May inadvertently shape the report's tone or emphasis.
Awareness of potential biases is critical, and efforts should be made to incorporate
diverse perspectives to mitigate any unintentional skewing of the analysis.
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Rapidly Changing Landscape: The pace of technological advancements and shifts
in consumer behavior can render the report outdated quickly. Ethical considerations in
advertising are dynamic, and staying abreast of ongoing developments is crucial for
maintaining the relevance and applicability of the report's recommendations.
Emerging Ethical Dilemmas: The report May not anticipate or fully explore novel
ethical challenges brought about by emerging technologies, such as artificial
intelligence, virtual reality, or influencer marketing. Future considerations should be
acknowledged to address the evolving nature of ethical concerns in advertising.
Stakeholder Dynamics: The report might not thoroughly examine power dynamics
among stakeholders, such as advertisers, media platforms, and consumers.
Understanding how these dynamics influence ethical decision-making can provide
deeper insights into the complexities of the advertising industry.
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8. Factors affecting ethics in advertising
There are several factors that can affect ethics in advertising, including:
Corporate Culture: the culture within a company can impact ethics in advertising. If
a company places a high value on ethical practices, it is more likely that their
advertising practices will reflect this value. On the other hand, if a company
prioritizes profits over ethics, their advertising practices May be more likely to
prioritize sales over ethical considerations.
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Overall, there are a variety of factors that can impact ethics in advertising. Advertisers
should be aware of these factors and work to ensure that their advertising practices are
ethical and socially responsible.
Identifying The Target Audience: advertisers must determine who the intended
audience is for their advertisements. This helps to ensure that the advertisements are
appropriate for the target audience and that they do not mislead or deceive them.
Defining The Message: advertisers must clearly define the message they want to
convey in their advertisements. The message should be truthful, accurate, and not
misleading.
Creating The Advertisement: advertisers must create advertisements that are in line
with ethical standards. This means avoiding false claims, exaggerations, and any other
forms of deceptive advertising. Advertisements must also respect cultural sensitivities
and social norms.
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Throughout the process, advertisers must be committed to ethical principles and
follow industry standards and regulations. This includes being truthful, transparent,
and respectful of consumers' rights and privacy.
One potential case study of ethics in advertising could focus on the advertising
practices of a company that has faced criticism for ethical violations in its marketing
campaigns, such as the fashion retailer H&M. In 2018, H&M faced backlash over an
advertisement that showed a black child wearing a sweatshirt with the slogan "coolest
monkey in the jungle". The advertisement was widely criticized as racially insensitive
and led to protests and calls for a boycott of the company. H&M quickly issued an
apology and removed the advertisement, but the incident raised questions about the
company's ethical practices in advertising.
This case study of H&M could provide insights into the importance of ethical
considerations in advertising and the potential consequences of failing to take these
considerations seriously. It could also demonstrate how companies can respond to
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criticism and take action to improve their ethical practices in advertising.
Additionally, it could highlight the role of consumers and stakeholders in holding
companies accountable for their advertising practices and promoting ethical standards
in the industry.
Chapter IV-
Data analysis
& Interpretation
57
Chapter IV
Questionnaire
1 Yes 75
2 No 25
25
Yes
No
75
In this pie diagram, 75% people know about ITC limited. And 25% people does not
know about ITC limited.
58
2. What is the full form of ITC limited?
5.3
5.3
Indian Tobacco
Company
Indian Television
Company
Indian Tobacco
Control
89.5
59
From the above pie diagram, 89.5 % people say that the full form of ITC is Indian
Tobacco Company. And combining 5.3% people says its Indian television company
and Indian tobacco control. This basically shows that people are more aware about the
proper full form.
2 Imperial 36.4
Tobacco
Company
3 Indian Tobacco 5.3
Control
\
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5.3
Indian Tobacco
Company
36.8 Imperial Tobacco
Company
57.9
Indian Tobacco
Control
In the above pie chart, it is clear that 57.9% people say that the former name of ITC is
Indian Tobacco Company. It is also noted that close to 37% of the respondents agree
that it is imperial tobacco company.
1 Yes 31.6
2 No 42.1
3 Sometimes 26.3
61
26.3
31.6
Yes
No
Sometimes
42.1
In the above figure, 42.1% respondents strongly disagree to the use of products of ITC
limited and 31.6% respondents agree to its use.
1 YiPPee 26.3
2 Sunfeast 10.5
3 Britannia 47.4
4 Aashirwad 15.8
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15.8
26.3
YiPPee
SunFeast
Britannia
10.5 Aashirwad
47.4
According to above diagram, 47.4% people use ITC limited product of Britannia and
the least 10.5% people use sun feas
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6. Which tobacco product of ITC limited do you know?
2 Lucky Strike 0
5 None 7.1
According to above diagram, 68.4% respondents say that they use none of the ITC’s
tobacco product and 26.36% people use gold flakes product.
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7. Do you think prices are reasonable of the product of ITC?
1 Yes 42.1
2 No 15.8
3 Maybe 42.1
15.8
In this diagram we can see that combining of 42.1% respondents are not sure about if
the prices are reasonable.
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8. Do you know about ITC’s ad campaign?
1 Yes 26.3
2 No 36.8
3 Maybe 36.8
26.3
36.8
Yes
No
Maybe
36.8
From the above diagram, 26.3% people know about ITC’s ad campaign.
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9. Which ad campaign of ITC limited do you know?
2 ProudlyIndian 15.8
10.5 15.8
67
In the above diagram, 36.8% people know about famous ITC campaign namely har
ghar tiranga and the least known campaign is sab saath badhein.
1 Television 68.4
3 Newspaper 7.1
4 Youtube 5.3
5.3
7.1
Television
21.1 Social Media
Newspaper
YouTube
68.4
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Fig no. 4.10
In the above figure, we can see that the 68.4% people see the advertisement of ITC
limited on Television and the least known media for the advertisement is YouTube.
Financial data: financial data May include revenue, profit margins, earnings per
share, return on investment, and other financial metrics that provide insights into the
financial performance of ITC Company over time.
Market data: market data May include data on market size, market share, sales
volume, and sales growth for ITC company's products and services in various
industries and markets.
Advertising and promotional data: advertising and promotional data May include
data on advertising spend, media channels used, and the effectiveness of advertising
and promotional campaigns in driving consumer awareness and purchase intent.
Supply chain data: supply chain data May include data on inventory levels, supply
chain efficiency, and distribution channels for ITC company's products and services.
By analysing these different types of data, it May be possible to identify patterns and
trends that can help ITC company make data-driven decisions related to business
operations, product development, marketing and advertising, supply chain
69
management, and financial management. Additionally, data analysis can help identify
areas for improvement and opportunities for growth and expansion in different
industries and markets.
70
Case study of ITC Company
One potential case study of ITC could focus on the company's efforts to diversify its
business operations beyond its traditional tobacco products into other industries, such
as FMCG, hospitality, and agri-business.
In the early 2000s, ITC faced challenges related to the declining demand for tobacco
products and increasing government regulation of the tobacco industry in India. To
counter these challenges, the company pursued a diversification strategy, expanding
into other industries and focusing on sustainability and social responsibility.
One key aspect of ITC's diversification strategy was its focus on FMCG products,
such as packaged foods, personal care products, and home care products. The
company's FMCG business grew rapidly in the following years, helped by its strong
distribution network and marketing campaigns.
Overall, ITC's diversification strategy has been successful, with the company's non-
tobacco businesses now accounting for a significant portion of its revenue and profit.
However, the company still faces challenges related to regulatory uncertainty and
changing consumer preferences, particularly in the tobacco industry.
This case study of ITC could provide insights into the challenges and opportunities of
diversification strategies in a rapidly changing business environment, as well as the
importance of sustainability and social responsibility in business operations
71
Chapter V-
Conclusion &
Suggestions
72
Chapter V
Conclusion
Ultimately, ethical advertising is not only a legal requirement but also a moral
obligation. It ensures that consumers are treated with respect and that they can make
informed decisions based on accurate and truthful information. It also helps to
promote a level playing field for businesses and creates a more sustainable and ethical
marketplace.
73
Suggestions
Identifying ethical issues in advertising: the project report can help readers identify
common ethical issues in advertising, such as deceptive or misleading advertising,
false claims, and manipulation of emotions, and the consequences of such practices.
Analyzing case studies and examples: the project report can provide readers with
case studies and examples of ethical and unethical advertising practices, allowing
them to analyze the impact of such practices on consumers, businesses, and society.
Overall, a project report on ethics in advertising can help readers gain a better
understanding of the importance of ethical considerations in advertising and develop a
framework for evaluating and improving advertising practices.
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Chapter VI-
Biblography
75
Chapter VI
Bibliography appendix/annexure
Advertising Myths - Ifs and Buts of the Advertising Industry
https://www.managementstudyguide.com/advertising-ethics.htm
Powell, Michael, and Laurie Young. "Advertising and consumer culture: A special
issue on ethics." Journal of Business Ethics 64, no. 3 (2006): 197-199.
Beltramini, Richard F., George A. Peterson, and James M. Kozup. "Reliability and
validity of a proposed ethics orientation scale: A measure of marketing professionals'
ethical orientations." Journal of Business Research 40, no. 3 (1997): 283-299.
Murphy, Patrick E., and Gene R. Laczniak. "Marketing ethics: Cases and readings."
Routledge, 2013.
Carrigan, Marylyn, and Ian H. Harris. "Ethics and international marketing: Research
background and challenges." Journal of Business Ethics 16, no. 11 (1997): 1113-
1118.
Harker, Michael, and Paul Morgan. "Toward a new conception of advertising ethics."
Journal of Advertising Research 35, no. 4 (1995): 11-21.
Features of ITC
https://www.itcportal.com/about-itc/profile/index.aspx
https://en.wikipedia.org/wiki/ITC_limited
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77
Chapter VII-
Annexure
78
Chapter VII
79
8. Do you know about ITC’s ad campaign?
o Yes
o No
80