REAL JUICE COMPANY CASE STUDY

PRESENTED TO: MS.RUPAL MAAM & MS.MEGHNA MAAM

PRESENTED BY: HARSHITA KAKAR HIREN TRIVEDI RINKAL SONI AKSHAT KAPADIA PRATIK NAIK JAYDEEP DHRANGA

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CASE SUMMARY
The company is in the business of producing and marketing fruit juices. There was a question in Ritu Joshis mind regarding her add copy that the juice could not be said 'best for health' when it was known for sure that the juice contains preservatives and food colour. Rohit Jain did not find anything wrong in the ad copy. Legal opinion was taken from their lawyer Amit Soni. According to Amit Soni advertising is false when it says A = B and that isn't true.

(contd)
An advertisement enters the realm of false advertising and is misrepresenting under MRTP Act when the ad has a claim that goes beyond hyperbole. Ritu Joshi now thinks that the Real Juice may pass the legal test but ethically it won't be correct. According to Amit Soni Comparative advertising is healthy but the advertiser must be clear about the claims to be made.

Ritu Joshi felt strongly that as being advertisers we have to be more concerned about the ethical aspects than merely the legal angle. We may be legally right but our act could be unethical if the words or pictures in the ad could lead the consumer to believe something that is not true.

Q1.) Analyse the issues in the case?

The major issue in the case is the conflict between the thoughts of Ritu Joshi and Rahul Jain. Ritu Joshi feels that the ad should be ethically correct. Rahul Jain feels that if the ad is legally correct ethical aspect does not matter. In the ad copy the juice cannot be said 'best for health' when its known for sure that the juice contains preservatives and food colour.

Q2.) What are your views about the ethical dilemma?

The ethical dilemma is about the health effects of the fruit juice being advertised as the best one & most healthy. Whereas the juice is actually preserved juice which contains added preservatives and food colours. Added preservatives and food colours can have ill effects on the health & any juice with these external additions cannot be an healthier option than fresh juice. Hence the claim of juice being healthiest is unethical.

Q3.) Why should marketers bother about ethics if the communications measure up to legal parameters?
Ethics is something you feel, not something you think. To make better relations with the society. To keep the trust of consumer. To get consumer satisfaction. To attain consumer loyalty. To meet the consumer expectations.

Q4.) How would you reword the copy of Real Juice so that it is ethical in your view without weakening the core message theme?

If u cant have it fresh, have it real- convenient & healthy way to fitness

CONCLUSION
To say that one should do something is another way of saying it is ethical. If it is not ethical, then one should not do it. Business management is all about making the right decisions. As well as Ethics is all about making the right decisions. Management is concerned with how decisions affect the company, while ethics is concerned about how decisions affect everything. Management operates in the specialized context of the firm, while ethics operates in the general context of the world. Management is therefore part of ethics. A business manager cannot make the right decisions without understanding management in particular as well as ethics in general. Business ethics is management carried out in the real world.