PEPSI-COLA PRODUCTS PHILIPPINES INC.
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PEPSI-COLA PRODUCTS PHILIPPINES INC. Kel 2 : Agung MS Reine Deborah E Hanibal Purwanto Dwi Yulianto
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PEPSI-COLA PRODUCTS PHILIPPINES INC. Kel 2 : Agung MS Reine Deborah E Hanibal Purwanto Dwi Yulianto. CASE – Background. Sales have been running a distant 2nd to Coke. CASE – Pepsi 349. - PowerPoint PPT Presentation
Transcript of PEPSI-COLA PRODUCTS PHILIPPINES INC.
PEPSI-COLA PRODUCTS PHILIPPINES INC.
Kel 2 :
Agung MSReine Deborah EHanibalPurwantoDwiYulianto
CASE – Background
Sales have been running a distant 2nd to Coke
CASE – Pepsi 349
• Pepsi launched ‘Number Fever’ campaign in Feb.92. Numbers printed on the underside of cap and winning numbers announced each day
• Prizes : 100 pesos – 1 M pesos
• Ads in newspapers, radio, TV, saying ‘today you could be a millionaire’
CASE – VICTIMS
• Victoria Angelo, unemployed mother of 5, lives w/family in tin-roofed shack in Manila
• Husband: Juanito, earns US$4/ day
• began drinking pepsi, every meal, snack
• each day prayed to get winning number
• gather around small TV w/neighbors to see
• May25, #349 flashed winner
CASE • ‘WE ARE A MILLIONAIRE’ to children ‘you can finish
school and go to college’ to husband ‘you can buy
passenger jeep’ to self ‘we can buy a real
house’ … a dream come true …• unfortunately, Pepsi
realized mistake, thousands of people were demanding payment
• realizing the mistake could cost Billions of $
• Pepsi refused to pay
CASE – Pepsi 349
• Riots broke out, Pepsi delivery trucks were stoned, torched, overturned
• homemade bombs were thrown at Pepsi plants and offices
• in one case, fragmentation grenade tossed at a parked Pepsi truck bounced off truck
• killed 5 year old girl, schoolteacher and wounded others
CASE – Pepsi 349
• The violence frightened the company officials and they offered then 500 pesos to the winners
• More than 480,000 winners claimed the prize• The original promotion budget : $ 2 million
for prizes• Pepsi had paid over $ 10 million in prizes• Violence resulted in 30 burned trucks, 6000
people filed civil suit for damages• 5000 criminal suits charging fraud (false
advertising)• Pepsi claimed it was started by a ‘computer
error’
Who are the stakeholders in the case?
Stakeholders’ are generally the different people or groups of people who are affected by the situation or case.
1. The Customer2. The Investor of Pepsi Co3. The Government4. The Supplier5. The Employees6. The Creditors7. The Society
What priority rank do you give to each stakeholder?
1. The Customers2. The Employees 3. The Creditors and Investors 4. The Supplier5. The Society6. The Government
Were any ethical norms or priciples violated?
TRUST !!!!
Likely the ethical principles violated have to do with trust that they would keep their word, (pay for winners) even if it weren’t profitable…Pepsi was making money by making these people believe that they might win a lot of money.
If ethical norms or principles were violated, who violated them?
…PEPSI-COLA PHILIPPINES INC. who violated them…
Was Pepsi justified in not paying the full 1-million-pesos-prize?
1. Pepsi delivery trucks were stoned, torched, or overturned.
2. Molotov cocktails and homemade bombs were thrown at Pepsi Plants and Offices.
3. Pepsi executives received many death threats.
What should Pepsi have done differently? When?
• They needed to try to maintain the goodwill of their customers. The projected $ loss from loss in reputation may be worse than paying the prizes .
• Simply from a business and ethical perspective, they should have done something very quickly to maintain the good will of their customers once they knew of their mistake.
Would the response of the people have been different in Europe? South America? Asia? Africa?
1. In Mind/Heart : will be same2. In Action : will be
different, subject to their background.
www.pepsi349.com
Norma dan Etika
Norma dan Etika Bidang Pemasaran Etika pemasaran dalam konteks produk:
– Produk yang dibuat berguna dan dibutuhkan masyarakat.
– Produk yang dibuat berpotensi ekonomi atau benefit
– Produk yang dibuat bernilai tambah tinggi– Produk yang dapat memuaskan masyarakat
Etika pemasaran dalam konteks harga:– Harga diukur dengan kemampuan daya beli
masyarakat.– Perusahaan mencari margin laba yang
layak.– Harga dibebani cost produksi yang layak.
Etika pemasaran dalam konteks tempat / distribusi:– Barang dijamin keamanan dan keutuhannya.– Konsumen mendapat pelayanan cepat dan
tepat.
Etika Pemasaran dalam konteks promosi :– Sebagai sarana menyampaikan informasi
yang benar dan obyektif.– Sabagai sarana untuk membangun image
positif.– Tidak ada unsur memanipulasi atau
memberdaya konsumen.– Selalu berpedoman pada prinsip2 kejujuran.– Tidak mengecewakan konsumen.
Iklan dan Dimensi Etis Iklan ialah bentuk komunikasi tidak
langsung yg didasari pada informasi tentang keunggulan suatu produk sehingga mengubah pikiran konsumen untuk melakukan pembelian.
Fungsi Iklan:– Iklan sebagai pemberi informasi tentang
produk yang ditawarkan di pasar.– Iklan sebagai pembentuk pendapat
umum tentang sebuah produk.
Persoalan Etis Dalam Iklan• Iklan merongrong otonomi dan kebebasan
manusia.• Iklan yang manipulatif dan persuasif non-
rasional menjadikan manusia yang konsumtif.
• Iklan merongrong rasa keadilan sosial dan memicu kesejanggan sosial.
Prinsip – prinsip Etis Dalam Iklan• Iklan tidak boleh menyampaikan informasi
yang palsu dengan maksud memperdaya konsumen.
• Iklan wajib menyampaikan semua informasi tentang produk yang diiklankan.
• Iklan tidak boleh mengarah pada pemaksaan.
• Iklan tidak boleh mengarah pada tindakan yang bertentangan dengan moralitas.
