Nestle-the Infant Formula Controversy

In: Business and Management

Submitted By czarnuulka
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NESTLE-THE INFANT FORMULA CONTROVERSY

CASE BRIEF
For over 20 years, Nestlé has been directly and indirectly charged with involvement in the death of Third World infants Most of the charges alleged due to discouraging breast feeding among Third World mothers Misuse of the products, thus contributing to infant malnutrition and death Nestle sought clarifications from UNICEF and WHO so as to identify the immaculate measures
THE RESPONSIBILITIES
Be involved in baby friendly campaigns Create breast feeding awareness Create awareness pertaining to usage instructions for the formula Continue their efforts on social responsibility Reposition themselves in the market Reduce pushing sales through channels like hospitals Have a cut on giving free samples
ACCUSATION AVOIDANCE
Understand the country’s culture Support breastfeeding and its benefits Encourage using formula for special situations only Analyse health hazards and implications of the formula
A STEP FOR THE FUTURE
Understand tradition, life style, economic status, natural conditions of the host country Conduct studies about the possible medical implications
Involve in morality rather than bottom line increase

DECISION TO MARKET THE RD FORMULA IN 3 WORLD COUNTRIES Marketing techniques used: Free samples given Mass marketing to general public Nearly all of these advertisements depicted healthy white babies being fed by the formula. Pushing sales through hospitals and maternity wards by dumping the formula Marketed to the society who did not know how to make maximum use of the product
Unethical Component • Nestle displayed negligence and did not fulfil their corporate social responsibility • Did not play its role in educating the public as to the proper methods of using the product
Ethical Component • Nestle wanted to provide nutrition to those who could not afford it- hence the free samples •…...

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