CASE 21
Ethics in Advertising
SITUATION 1 BELOW THE BELT ADVERTISING
The battle for sachet market share has been growing more suspenseful every year according to April 2002 ORG-MARG (A.C. Nielsen) Retail Audit. In volume terms, Chik has 21.19 per cent (15.18 per cent in April 2001) share of the 32,000 tonne/year (Rs. 1000 crore in value) shampoo market threateningly close to clinic’s 22.95 per cent (29.19 per cent in April 2001). This and the fact that Chik went national this April (earlier available in Andhra Pradesh (AP) and Tamil Nadu (TN) appear to have generated considerable insecurity for HLL. This has culminated in the company resorting to blatantly provocative banner ads outside rural retail outlets in TN and AP. The banners show the ...
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