This is a deceptive advertisement which has neglected the ethical and moral standards of a client in giving information to the customers. It can sometimes go unnoticed by the public; hence the customers will purchase the juice relying on false information issued. Ethics on itself is a selling point for companies as consumers prefer to purchase goods from ethical companies as compared to those companies which do not abide by the ethical and moral standards set.
An advertiser who does not disclose the truth offends the law and is liable to suffer damages caused to the consumer. Most of the times, the advertiser does not disclose information so that they can increase their sales and profits. With regard to this Sunshine drink which contains less than 5% juice should not be advertised as a juice, the advertiser must disclose its contents so that as the consumer purchases it they are fully aware.
There are strict rules with regard to advertising; however advertisers always find a leeway not to abide by the ethical and moral standards set. Psychological tactics must be avoided especially when advertising products used by children, harmful products like cigarettes and alcohol, despite the fact that they are mostly used to increase demand and hence increase sales in the long run.
These issues discussed above will affect the marketing as sunshine will not be sold as 100% fruit juice. The sales will also be affected because those who previously purchased it as a fruit juice will be more knowledgeable of its contents. Florida’s Department of Citrus and a coalition of consumer groups are right in their allegations as the firm has been misleading the customers.
China is considered as a land of tea, therefore introducing coffee into its market is quite a challenge. Hence there is need to use an extensive marketing strategy that will ensure the Chinese will appreciate a change in their beverage and start taking coffee. Making the decision to enter China and introduce coffee can present tremendous opportunities, however for people who are not familiar with the Chinese consumers it’s a daunting challenge.
Market segmentation is an important factor, it sets out to determine what percentage of the market prefers coffee to tea so as to determine the marketing strategies which can be used to maintain customer loyalty and attract new consumers. The marketing team must determine the number of sales made of coffee compared to tea.
It is also important to focus on the political situation of China bearing in mind that it is a communist nation. There is a possibility of discouraging or even prohibiting foreign businesses from entering the market. A strategy that could be used by a foreign investor is forming an alliance with an already established business and in the process gain consumer confidence; the marketing cost to be incurred in this case will be lower.
Advertising could be used as form of marketing to reach the target market. The age of individuals must be taken into consideration before coming up with the means of marketing to ensure that it is age appropriate. The affordability and packaging must also be considered, the packaging should be attractive to make the consumers want to try it out as it is a new product. The price should be affordable to the consumers because they cannot purchase a new product if it’s expensive compared to those already in the market.
Ingram D., 2013. List of Ethical and Legal issues while advertising http://smallbusiness.chron.com/list-ethical-legal-issues-advertising-11466.html accessed on 21/01/2014
Hot Drinks, 2013.Euromonitor International: Coffee in China http://www.euromonitor.com/coffee-in-china/report accessed on 21/01/2014