Can products be marketed ethically? I would like to say "Yes".
"Procter & Gamble Co. and Unilever have battled over many things over the decades, from soap shares to spy scandals. But the latest battleground may be the most surprising and intriguing -- a race to show who's best at saving the world.
Nothing indicates the growing hold "ethical marketing" has on the industry better than the concept's growing embrace by the world's two biggest spenders. While both have been engaged in such efforts for years, they're talking about them, and particularly advertising them, like never before . Unilever has won honors in global ethical reputation ranking from PR monitoring firm co valence in 2007 & Columbia University's Botwinick Prize in business ethics,
in part for such efforts as Dove's "Campaign for Real Beauty" which aims to reach 5 million girls with self-esteem programs. In fact, the line between doing good and marketing has become blurry enough that Dove's "Evolution" viral video had to be yanked from a not-for-profit classification at the last minute to qualify for last year's Film Grand Prix at Cannes.
Nothing indicates the growing hold "ethical marketing" has on the industry better than the concept's growing embrace by the world's two biggest spenders. While both have been engaged in such efforts for years, they're talking about them, and particularly advertising them, like never before . Unilever has won honors in global ethical reputation ranking from PR monitoring firm co valence in 2007 & Columbia University's Botwinick Prize in business ethics,
in part for such efforts as Dove's "Campaign for Real Beauty" which aims to reach 5 million girls with self-esteem programs. In fact, the line between doing good and marketing has become blurry enough that Dove's "Evolution" viral video had to be yanked from a not-for-profit classification at the last minute to qualify for last year's Film Grand Prix at Cannes.
How P&G can be out of the competition of recognition? It will be hard to do more communicating than P&G already has done. At least eight P&G brands have active ad campaigns touting environmental or philanthropic efforts, everything from Always and Tampax supporting efforts to keep African girls in school by providing them with free sanitary-protection products to Pantene collecting locks of hair for cancer patients. Two of those efforts already are leading to new-product launches, in the cases of Pantene and Pur water filters. Pur has one of the most elaborate cause-marketing efforts -- a $20 million program that aims to purify 2 billion liters of water in Africa and save 10,000 lives by 2012.
Unilever's Mr. Havelock said "A great product at the right price is the entry point,once there, a company or a brand that has a social responsibility position or a sustainability position will then have an edge over other brands."
At last one of the Porter's 5 forces , Rivalry, has generated enough synergy among the rivals to track a route to differentiate themselves by worshiping the humanity.
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