ETHICAL MARKETING IN MY WORKPLACE

“Ethical marketing refers to the process by which companies market their goods and services by focusing not only on how their products benefit customers, but also how they benefit socially responsible or environmental causes.” (Shewan, 2018)

My current role as an Assistant Brand manager requires strong project management skills from brand strategy conceptualization to actual implementation. I am expected to grow the market share and brand equity through Above-the-Line and Below-the-Line activities I will implement year on year. In my line of work, I craft plans that aim to grab market shares from leaders of the category. In order to do this, we must have a compelling story to share to our consumers backed up with a strong brand essence that is relevant and relatable to the target market.

In relation to Above-the-Line activities, I normally partner with a creative agency in designing a communication strategy prior the start of the year. The way we do the planning process is I brief them of my brand calendar full year for all planned activities and possible product launches that are in line with the company direction. The agency will go through the task and come back with a proposal for all media channels – Television, Radio, Print, Digital, and OOH. Then the revision and approval process begins. This is where I believe my business ethics is often challenge. Being a market challenger is a tough but fulfilling job, we have to consistently think of cost effective ways in  communicating our message across the channels. Multinationals normally flex their muscle in terms of advertising so you frequently see them anywhere. But for us, we strategically place our materials to key channels that we deem are most fit for the location and target market.

On the other hand, Below-the-Line activities are those that are conducted on trade level. These are mostly identification of point of sales and inducing trial usage through different set of activities or gimmicks. Dealing with supermarkets is very challenging which I did not knew prior joining my company. Before, I casually go through supermarket aisles just thinking of the products I want to buy and go. But now, I always do competitor checks and review brand activities that could possibly be implemented for my brands. Additionally, I now look at it as a real estate business, basically every corner in a supermarket is rented; the more visible you want your brands to be,  the higher your rental fees are. We fight off consumer attention so we buy out shelves and allot display allowances for highlight. The free items that you normally see attached to the products are also carefully thought off so we can encourage offtake and eventually result to brand conversion upon trial.

In my present company, part of our core values are transparency and accountability. I give high regards into these when making decisions not only for the sake of my brand image but for all stakeholders in general. In planning and implementing all my activities, I observe diligently ethical frameworks that will bring positive associations to my brands and my company.