Introduction to Marketing

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Transparency

For transparency, Reckitt Benckiser Group failed to create a spirit of openness in marketing operations. The firm did not take any appropriate action against the sale of the same product in 4 packages with different prices. In 2013, the firm was criticized for advertising identical product in distinct ways, as this may mislead customers. Moreover, Reckitt Benckiser Group was asked to discontinue any misrepresentations of Nurofen specific pain products (Walker, 2015). Yet the company refused to accept the criticisms and kept on selling identical product in 4 packages with different prices. This violates the ethical value of transparency as suggested by the American Marketing Association (2016), as Reckitt Benckiser neglected criticisms and did not take any reasonable action to avoid misleading customers.

Conclusion

To sum up, the marketing activities of Reckitt Benckiser Group have violated 3 ethical values (honesty, fairness and transparency) according to American Marketing Association (2016). As one of the world’s largest drug manufacturer, Reckitt Benckiser Group should not only focus on its sale, but engage in ethical practices and be the role model of the industry. It should discontinue to market identical product in different packages since this will mislead customers. The firm should also label functions of its pain-relief products precisely, so that it is clear to customers to deduce whether the products could satisfy their needs. If the drug can treat specific type of pain, Reckitt Benckiser Group should provide evidence-based report to support its efficacy.

References

AMA Publishing. (2016, March 6). Statement of Ethics. Retrieved from American Marketing Association: https://archive.ama.org/archive/AboutAMA/Pages/Statement%20of%20Ethics.aspx

Hatch, P., & Lin, T. (2015, December 14). Nurofen painkillers to be pulled from Australian shelves over misleading claims. Retrieved from businessday: http://www.stuff.co.nz/business/world/75084008/Nurofen-painkillers-to-be-pulled-from-Australian-shelves-over-misleading-claims

Reckitt Benckiser Group. (2016, March 6). RB Home. Retrieved from Reckitt Benckiser Group: http://www.rb.com/home

The Australian Competition & Consumer Commission. (2015, December 14). Court finds Nurofen made misleading Specific Pain claims. Retrieved from The Australian Competition & Consumer Commission: https://www.accc.gov.au/media-release/court-finds-nurofen-made-misleading-specific-pain-claims

The Chartered Institue of Marketing. (2016, March 6). Who we are and our vision for marketing. Retrieved from The Chartered Institue of Marketing: http://www.cim.co.uk/more/getin2marketing/what-is-marketing/

Walker, P. (2015, December 14). Nurofen's maker misled consumers over painkillers' contents, court rules. Retrieved from theguardian: http://www.theguardian.com/business/2015/dec/14/nurofens-maker-admits-misleading-consumers-over-contents-in-painkillers