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 FORMULA IN 3RD 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

• Poorly nourished mothers unable to feed their children- the formula was an ample substitute- lack of knowledge to use was the downside

ADVICE TO NESTLE

Support breast-feeding through campaigns

Empower and educate the 3rd world on how to use the formula

Reduce the risk of mother-child transmission of HIV by creating awareness

Help by CSR- having HIV detection camps