The "Less Sugar" Marketing Campaign

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The “Less Sugar” Marketing Campaign In this case, there is an ethical dilemma regarding this cereal company’s marketing strategy. The brand manager is not only expected to falsely advertise the company’s products that affect the health of children, but will also receive a monetary incentive if sales are successful. By examining the facts of this situation, one can see that this cereal manufacturer is acting unethically. In order to increase the sales of three of its lowest selling cereals by 20% and earn a bonus, the company has decided to make it known to the customer that these cereals now contain 75% less sugar. While the product does contain less sugar, it has only managed to do so by using a synthetic carbohydrate substitute. This new formula offers only 10 less calories than the original, partially because it is based on a smaller serving size. The primary stakeholders in this case include everyone who works for this cereal manufacturer including the brand manager, the division chief, the research and development team, and the marketing team. The parents who purchase the cereal and the children who consume the food are also stakeholders. Lastly, the stores that carry this company’s products are also affected. The ethical issues at hand involve false advertising, negatively impacting the health of children, and receiving bonuses based on harming others. Childhood obesity is currently a major issue. By gaining the attention and trust from parents who are looking for healthier breakfast choices for their children, this company is deliberately taking advantage of them. In the end, it is the children and their wellbeing that will be hurt the most. As an alternative, the brand manager could try to convince the division chief that this marketing campaign is unethical. By stressing that they are deceiving the customers, the brand manager could create a

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