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Ethics in Advertisement of Light (or lite) liquor

TEAM MEMBER: ARNAB DAS(T007) DEBOJYOTI CHAKRABORTY(T022) ANSHUMAN DASGUPTA(T005) TANMOY MONDAL(T079) RATUL SUR(T053) ARNAB CHATTERJEE AVIJEET BERA

The Industry: -

The Indian liquor industry is divided into two broad

segments: Indian Made Foreign Liquor (IMFL) and country-made liquor. IMFL comprises alcoholic beverages that were developed abroad but are being made in India (whisky, rum, vodka, beer, gin and wine), while country-made liquor comprises alcoholic beverages made by local breweries.

Terminology: -

Light (or lite) alcohol means liquor containing a maximum of 2.5% alcohol by volume. Malt liquor is a North American term referring a type of beer with high alcohol content. In legal statutes, the term often includes any alcoholic beverage above or equal to 5% alcohol by volume made with malted barley. Chocolate liquor (cocoa liquor) is pure chocolate in its liquid form. Like the cocoa beans (nibs) from which it is produced, it contains both cocoa solids and cocoa butter in roughly equal proportion.

Advertising: -Liquor producers spent heavily on advertising on


the electronic media because of the reach of satellite and cable TV. Though the broadcasters were bound by a 30-year old advertising code which banned them from airing advertisements that related to or promoted cigarettes and tobacco products, liquor, wines and other intoxicants, the telecast of such advertisements continued blatantly over the years. This was because the code was only a code of conduct, not a legally enforcing code. Doordarshan, the state-owned TV channel, was the only one that adhered to it.

Code for Advertising Liquor: 1. Liquor advertisements shall neither conflict with nor detract from the need for responsibility and moderation in liquor consumption. 2. Liquor advertisements shall observe a high standard of social responsibility. 3. Liquor advertisements shall not depict or imply the consumption of liquor in potentially hazardous situations or include any unsafe practices. 4. Liquor advertisements shall not offer motor vehicles or boats as prizes in any competition.

5. Liquor advertisements shall be directed to adult audiences. Liquor advertisements shall not be directed at minors nor have strong or evident appeal to minors in particular. 6. Liquor advertisements shall not be shown on television between 6.00 pm and 8.30 pm 7. Liquor advertisements shall not use or refer to identifiable heroes or heroines of the young. 8. Broadcasters must take care to avoid the impression that liquor promotion is dominating the viewing or listening period when broadcasting liquor advertisements. 9. Liquor advertisements shall not by any means, directly contain any misleading description, claim or comparison about the product advertised, or about any other product, or suggest some special quality which cannot be sustained.

Violation: REAL WORLD CASE: 1. CASE OF SMIRNOFF ICE: When I say the word "Smirnoff", what do you think of? The ethical issue isn't the alcohol in the product; it's the brand name on the bottle (Smirnoff Ice). You're not alone. A rival company says this commercial is misleading you because there's no vodka in Smirnoff Ice. It's a malt beverage. Does the name "Smirnoff" mean "vodka" or is it just a name? Many of you are in the target audience. Are you being fooled here? And if you thought Smirnoff Ice contained vodka, did you also think it contained ice? You don't have to take time from your studies to decide this case. As we speak, it's being examined by the ATF (Federal Bureau of Alcohol, Tobacco and Firearms).
ANALYSIS OF THE CASE: 1. IN THE CASE THE COMPANY MISLEADS PUBLIC. 2. THE AD CREATES NEGETIVE IMPACT IN THE MINDS OF THE CUSTOMERS.

Recommendation: 1. Company managers should abide by the laws and codes of the
central government. 2. Violation should not happen. 3. Should also reveal the injurious part.

2. Mango Wine Lucknow institute: 1. Wine made from mangoes-the Dussehri, Langra and Chausa. 2. Hope to compete with traditional grape based wine. 3. France, Italy and Australia are the leaders of grape based wine industry. 4. Each of the mango varieties taste different, each of the wines too varies in taste. 5. Problem faced-treating the viscous mango pulp to make it thin enough to pass as wine. 6. The process of fermentation is not very tough, but balancing the viscocity is what needed. 7. Alcohol content- 8% to 9%. 8. Main wine growing region- Karnataka & Maharastra. 9. Cashew apples and blackberries are also used. 10. Healthier-as contains antioxidants and vitamins. 11. Niche market. 12. Unless the basic wine market develops, there is not much scope.

Observations: Promotion needed. Need to grow public relation. Sales & Distribution channel needed to be efficient. Experiential marketing needed. Will get support from health department as contains vitamins

NO LOSS OF ETHICAL VALUES.

BIBLIOGRAPHY
1. SALE OF LIQUAR ACT-1989
2. ASKMEN.com 3. Source- Agence France-Presse, Aug 27.