Jakarta (MidLand) – Marketing expert Hermawan Kartajaya has appealed to local companies or brands not to exploit the Palestinian issue for their business interests and not engage in unhealthy competition to bring down competitors.
“Political issues in other countries should not be raised to politicize affairs. “This means exploiting political issues by using the Palestinian issue to deliberately tear down the products of other parties or competitors in unhealthy ways,” Hermawan said in an official statement in Jakarta on Monday.
Hermawan said this act cannot be done in Indonesia because the country has an advertising code of ethics that does not allow one company to bring down another company by directly defaming its competitors as is done in other countries such as the United States. .
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While local businesses can benefit from exploiting the Palestinian issue to make profits, this must be done in a healthy manner and not intentionally influence consumers not to buy competitors’ products.
For example, he said that if the issue of boycotting competing products arose as a community initiative, then this action would not be a problem because it would not have the support of either party.
“In our country, knocking down competitors means directly insulting them brand its competitors cannot because they violate the advertising code of ethics. “But if you don’t say the name directly, that’s fine,” said he, a graduate of the University of Surabaya.
He regrets that the marketing generally practiced today is often wrong. Since marketing is considered promotion or simply selling, that’s fine. Therefore.
Hermawan believes that total improvement is necessary, even if it is not easy. Especially if a company has a culture accustomed to unfair competition, such things are clearly difficult to achieve.
Therefore, he suggested that local companies determine their position in responding to the Palestinian issue by showing something healthy such as creating new things, new services and new promotions in a healthy and attractive way.
“It’s okay to use momentum, but it has to be healthy and not violate the code of ethics. That means not influencing people by telling them not to buy affiliate products. That’s not allowed,” he said.
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Reporter: Hreeloita Dharma Shanti
Editor: Zita Meirina
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