North South University

Assignment on American Marketing Association and P and G India

Name- Md. Hasan Arif Id- 0 ! 0"#$ 0%0 Section- & 'ourse- (us )0! *ate -!0.!."0!) +acu,ty-Ita

Question comment, compare and contrast P & G India's "Purposes, Values and Principles (www.pg-india.com/ %ssociation. cl/p!p. tm" wit t at o# t e code o# mar$eting et ics o# %merican &ar$eting

%nswer'
Introduction%merican &ar$eting %ssociation--he American Marketing Association commits itse,f to .romoting the highest standard of .rofessiona, ethica, norms and va,ues for its mem(ers /.ractitioners0 academics and students1. Norms are esta(,ished standards of conduct that are e2.ected and maintained (y society and3or .rofessiona, organi4ations. 5a,ues re.resent the co,,ective conce.tion of 6hat communities find desira(,e0 im.ortant and mora,,y .ro.er. 5a,ues a,so serve as the criteria for eva,uating their o6n .ersona, actions and the actions of others. As marketers0 they recogni4e that they not on,y serve their organi4ations (ut a,so act as ste6ards of society in creating0 faci,itating and e2ecuting the transactions that are .art of the greater economy. In this ro,e0 marketers are e2.ected to em(race the highest .rofessiona, ethica, norms and the ethica, va,ues im.,ied (y their res.onsi(i,ity to6ard mu,ti.,e stakeho,ders /e.g.0 customers0 em.,oyees0 investors0 .eers0 channe, mem(ers0 regu,ators and the host community1. P and G India 7 P8G is one of the ,argest and amongst the fastest gro6ing consumer goods com.anies in India. 9sta(,ished in ! &)0 P8G India no6 serves over &#0 mi,,ion consumers across India. Its e2istence .ans across the :eauty 8 Grooming segment0 the Househo,d 'are segment as 6e,, as the Hea,th 8 ;e,, :eing segment0 6ith trusted (rands that are househo,d names across India. -hese inc,ude Vic$s, %riel, (ide, ) isper, *la+, Gillette, %m,ipur, Pampers, Pantene, *ral--, .ead & / oulders, )ella and 0uracell . Su.erior .roduct .ro.ositions and techno,ogica, innovations have ena(,ed P8G to achieve market ,eadershi. in a ma<ority of

categories it is .resent in. P8G India is committed to sustaina(,e gro6th in India0 and is current,y invested in the country via its five .,ants and over nine contract manufacturing sites0 as 6e,, as through the "&0000 <o(s it creates direct,y and indirect,y. -heir sustaina(i,ity efforts focus on 9nvironmenta, Protection as 6e,, as Socia, =es.onsi(i,ity to he,. deve,o. the communities they o.erate in.

P8G o.erates under three entities in India - t6o ,isted entities >Procter 8 Gam(,e Hygiene and Hea,th 'are ?imited@ and AGi,,ette India ?imitedB0 as 6e,, as one !00C su(sidiary of the .arent com.any in the U.S. ca,,ed AProcter 8 Gam(,e Home ProductsB.

1ompare and contrast P & G India's "Purposes, Values and Principles wit t at o# t e code o# mar$eting et ics o# %merican &ar$eting %ssociation' P and G India2 3oundation' -aken together0 their Pur.ose0 5a,ues and Princi.,es are the foundation for P8GBs uniDue cu,ture. -hroughout their history of over !$0 years0 their (usiness has gro6n and changed 6hi,e these e,ements have endured0 and 6i,, continue to (e .assed do6n to generations of P8G .eo.,e to come. -heir Pur.ose unifies them in a common cause and gro6th strategy of im.roving more consumersB ,ives in sma,, (ut meaningfu, 6ays each day. It ins.ires P8G .eo.,e to make a .ositive contri(ution every day. -heir 5a,ues ref,ect the (ehaviors that sha.e the tone of ho6 they 6ork 6ith each other and 6ith their .artners. And -heir Princi.,es articu,ate P8GBs uniDue a..roach to conducting 6ork every day.

Purpose'

P8GBs .ur.ose, to touch and im.rove the ,ives of consumers0 no6 and for generations to come0 is a sim.,e yet .o6erfu, thought that guides them in everything they do - (e it de,ivering su.erior (rand .ro.ositions that have he,.ed them (ecome one of the fastest gro6ing consumer goods com.anies in India today0 or (e it their sustaina(i,ity efforts that are deve,o.ing communities and he,.ing .reserve the environment. Values' Integrit+

-hey a,6ays try to do the right thing. -hey are honest and straightfor6ard 6ith each other. -hey o.erate 6ithin the ,etter and s.irit of the ,a6. -hey u.ho,d the va,ues and .rinci.,es of P8G in every action and decision. -hey are data-(ased and inte,,ectua,,y honest in advocating .ro.osa,s0 inc,uding0 recogni4ing risks.

4eaders ip

-hey are a,, ,eaders in their area of res.onsi(i,ity0 6ith a dee. commitment to de,ivering ,eadershi. resu,ts. -hey have a c,ear vision of 6here they are going.

-hey focus their resources to achieve ,eadershi. o(<ectives and strategies. -hey deve,o. the ca.a(i,ity to de,iver their strategies and e,iminate organi4ationa, (arriers.

*wners ip

-hey acce.t .ersona, accounta(i,ity to meet their (usiness needs0 im.rove their systems and he,. others im.rove their effectiveness. -hey a,, act ,ike o6ners0 treating the 'om.anyBs assets as their o6n and (ehaving 6ith the 'om.anyBs ,ong-term success in mind.

Passion #or )inning

-hey are determined to (e the (est at doing 6hat matters most. -hey have a hea,thy dissatisfaction 6ith the status Duo. -hey have a com.e,,ing desire to im.rove and to 6in in the market.,ace.

(rust

-hey res.ect their P8G co,,eagues0 customers and consumers0 and treat them as they 6ant to (e treated. -hey have confidence in each otherBs ca.a(i,ities and intentions. -hey (e,ieve that .eo.,e 6ork (est 6hen there is a foundation of trust.

Principles'
/ owing respect #or %ll Indi!iduals'

-hey (e,ieve that a,, individua,s can and 6ant to contri(ute to their fu,,est .otentia,. -hey va,ue differences. -hey ins.ire and ena(,e .eo.,e to achieve high e2.ectations0 standards and cha,,enging goa,s.

-hey are honest 6ith .eo.,e a(out their .erformance.

( e Interests o# t e 1ompan+ and t e Indi!idual %re Insepara,le

-hey (e,ieve that doing 6hat is right for the (usiness 6ith integrity 6i,, ,ead to mutua, success for (oth the 'om.any and the individua,. -heir Duest for mutua, success ties them together.

-hey encourage stock o6nershi. and o6nershi. (ehavior.

( e+ %re /trategicall+ 3ocused in ( eir )or$

-hey o.erate against c,ear,y articu,ated and a,igned o(<ectives and strategies. -hey on,y do 6ork and on,y ask for 6ork that adds va,ue to the (usiness. -hey sim.,ify0 standardi4e and stream,ine their current 6ork 6henever .ossi(,e.

Inno!ation Is t e 1ornerstone o# /uccess

-hey .,ace great va,ue on (ig0 ne6 consumer innovations. -hey cha,,enge convention and reinvent the 6ay they do (usiness to (etter 6in in the market.,ace.

Valuing Personal &aster+

-hey (e,ieve it is the res.onsi(i,ity of a,, individua,s to re.etitive,y deve,o. themse,ves and others. -hey encourage and e2.ect outstanding technica, mastery and e2ecutiona, e2ce,,ence.

/ee$ing to -e t e -est

-hey strive to (e the (est in a,, areas of strategic im.ortance to the 'om.any. -hey (enchmark their .erformance carefu,,y versus the very (est interna,,y and e2terna,,y.

-hey ,earn from (oth their successes and their fai,ures.

( e+ %re 56ternall+ 3ocused

-hey deve,o. su.erior understanding of consumers and their needs. -hey create and de,iver .roducts0 .ackaging and conce.ts that (ui,d 6inning (rand eDuities.

-hey deve,o. c,ose0 mutua,,y .roductive re,ationshi.s 6ith their customers and their su..,iers.

-hey are good cor.orate citi4ens. -hey incor.orate sustaina(i,ity into their .roducts0 .ackaging and o.erations.

&utual Interdependenc+ Is a )a+ o# 4i#e

-hey 6ork together 6ith confidence and trust across (usiness units0 functions0 categories and geogra.hies. -hey take .ride in resu,ts from rea..,ying othersB ideas. -hey (ui,d su.erior re,ationshi.s 6ith a,, the .arties 6ho contri(ute to fu,fi,,ing their 'or.orate Pur.ose0 inc,uding their customers and su..,iers0 universities and governments. %merican &ar$eting %ssociation'

5(.I1%4 7*8&/ As Marketers0 they must fo,,o6E

!. 0o no

arm. -his means conscious,y avoiding harmfu, actions or omissions (y

em(odying high ethica, standards and adhering to a,, a..,ica(,e ,a6s and regu,ations in the choices they make.

". 3oster trust in t e mar$eting s+stem. -his means striving for good faith and fair dea,ing so as to contri(ute to6ard the efficacy of the e2change .rocess as 6e,, as avoiding dece.tion in .roduct design0 .ricing0 communication0 and de,ivery of distri(ution. %. 5m,race et ical !alues. -his means (ui,ding re,ationshi.s and enhancing consumer confidence in the integrity of marketing (y affirming these core va,uesE honesty0 res.onsi(i,ity0 fairness0 res.ect0 trans.arency and citi4enshi..

5(.I1%4 V%495/
.onest+ 7 to (e forthright in dea,ings 6ith customers and stakeho,ders. -o this end0 they 6i,,E

Strive to (e truthfu, in a,, situations and at a,, times. Fffer .roducts of va,ue that do 6hat they c,aim in their communications. Stand (ehind our .roducts if they fai, to de,iver their c,aimed (enefits. Honor our e2.,icit and im.,icit commitments and .romises.

8esponsi,ilit+ 7 to acce.t the conseDuences of our marketing decisions and strategies. -o this end0 they 6i,,E

Strive to serve the needs of customers. Avoid using coercion 6ith a,, stakeho,ders. Ackno6,edge the socia, o(,igations to stakeho,ders that come 6ith increased marketing and economic .o6er.

=ecogni4e their s.ecia, commitments to vu,nera(,e market segments such as chi,dren0 seniors0 the economica,,y im.overished0 market i,,iterates and others 6ho may (e su(stantia,,y disadvantaged.

'onsider environmenta, ste6ardshi. in their decision-making.

3airness 7 to (a,ance <ust,y the needs of the (uyer 6ith the interests of the se,,er. -o this end0 they 6i,,E

=e.resent .roducts in a c,ear 6ay in se,,ing0 advertising and other forms of communicationG this inc,udes the avoidance of fa,se0 mis,eading and dece.tive .romotion.

=e<ect mani.u,ations and sa,es tactics that harm customer trust. =efuse to engage in .rice fi2ing0 .redatory .ricing0 and .rice gouging or >(ait-ands6itch@ tactics.

Avoid kno6ing .artici.ation in conf,icts of interest. Seek to .rotect the .rivate information of customers0 em.,oyees and .artners.

8espect 7 to ackno6,edge the (asic human dignity of a,, stakeho,ders. -o this end0 they 6i,,E

5a,ue individua, differences and avoid stereoty.ing customers or de.icting demogra.hic grou.s /e.g.0 gender0 race0 se2ua, orientation1 in a negative or dehumani4ing 6ay. ?isten to the needs of customers and make a,, reasona(,e efforts to monitor and im.rove their satisfaction on an ongoing (asis.

Make every effort to understand and res.ectfu,,y treat (uyers0 su..,iers0 intermediaries and distri(utors from a,, cu,tures.

Ackno6,edge the contri(utions of others0 such as consu,tants0 em.,oyees and co6orkers0 to marketing endeavors.

-reat everyone0 inc,uding our com.etitors0 as they 6ou,d 6ish to (e treated.

(ransparenc+ 7 to create a s.irit of o.enness in marketing o.erations. -o this end0 they 6i,,E

Strive to communicate c,ear,y 6ith a,, constituencies. Acce.t constructive criticism from customers and other stakeho,ders.

92.,ain and take a..ro.riate action regarding significant .roduct or service risks0 com.onent su(stitutions or other foreseea(,e eventua,ities that cou,d affect customers or their .erce.tion of the .urchase decision.

*isc,ose ,ist .rices and terms of financing as 6e,, as avai,a(,e .rice dea,s and ad<ustments.

1iti:ens ip 7 to fu,fi,, the economic0 ,ega,0 .hi,anthro.ic and societa, res.onsi(i,ities that serve stakeho,ders. -o this end0 they 6i,,E

Strive to .rotect the eco,ogica, environment in the e2ecution of marketing cam.aigns. Give (ack to the community through vo,unteerism and charita(,e donations. 'ontri(ute to the overa,, (etterment of marketing and its re.utation.

Urge su..,y chain mem(ers to ensure that trade is fair for a,, .artici.ants0 inc,uding .roducers in deve,o.ing countries.

I&P45&57(%(I*7 -hey e2.ect AMA mem(ers to (e courageous and .roactive in ,eading and3or aiding their organi4ations in the fu,fi,,ment of the e2.,icit and im.,icit .romises made to those stakeho,ders. -hey recogni4e that every industry sector and marketing su(-disci.,ine /e.g.0 marketing research0 e-commerce0 Internet se,,ing0 direct marketing0 and advertising1 has its o6n s.ecific ethica, issues that reDuire .o,icies and commentary. An array of such codes can (e accessed through ,inks on the AMA ;e( site. 'onsistent 6ith the .rinci.,e of su(sidiarity /so,ving issues at the ,eve, 6here the e2.ertise resides10 they encourage a,, such grou.s to deve,o. and3or refine their industry and disci.,ine-s.ecific codes of ethics to su..,ement these guiding ethica, norms and va,ues.

1omment%merican &ar$eting %ssociation

F(taining consumer o.inions through organi4ed marketing research is essentia, to modern marketing. :ut this im.,ies fairness to consumers0 and not a(use of their confidence. -he Marketing =esearch 'ode of 9thics a..roved (y the American Marketing Association s.e,,s out minimum ethica, standards for researchers. -hey =e.ort on the decision of the American Marketing Association /AMA1 to im.rove its marketing code of ethics. Mem(ers of the 'ode of 9thics 'ommittee of AMAG =emarks from chairman F. '. +erre,, on the deve,o.ment of the codeG 92amination of the marketing code of ethics of various com.anies made (y the organi4ation. -hey su..ort consumer (y fo,,o6ing their demand. -hey have got re.utation from the consumers. -heir ethica, norms are acce.ta(,e to the consumers. -hey su..,y 6hat their consumers 6ant.

P and G India-hey have done incredi(,e <o( (y su..,ying .roducts to consumers. -hey fo,,o6 some ethica, va,ues. -hey a,6ays try to do the right thing. -hey are honest and straightfor6ard 6ith each other. -hey function 6ithin the ,etter and s.irit of the ,a6. -hey maintain the va,ues and .rinci.,es of P8G in every action and decision. -hey are data-(ased and inte,,ectua,,y honest in advocating .ro.osa,s0 inc,uding recogni4ing risks. -hey res.ect their P8G co,,eagues0 customers and consumers0 and treat them as they 6ant to (e treated. -hey have confidence in each otherBs ca.a(i,ities and intentions. -hey (e,ieve that .eo.,e 6ork (est 6hen there is a (asis of trust. -hey function against c,ear,y e2.ressed and a,igned o(<ectives and strategies. -hey on,y do 6ork and on,y ask for 6ork that adds va,ue to the (usiness. -hey sim.,ify0 standardi4e and stream,ine their current 6ork 6henever .ossi(,e.