Redux Marketing Case Study

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use, contravened the right to be informed. The inclusion of coupons for Jenny Craig and Weight Watchers also created a false impression that Redux was suitable for the mainstream population who wanted to lose a few pounds, thus violating consumers' right to be informed.
. The right to redress against damage - Once the French manufacturer and Canadian distributor became aware of the problems associated with the use of Redux by non-obese clients, they were slow to act in removing the product from the market. The manufacturer and distributor became the target of a class-action lawsuit by users who developed heart and lung problems. The manufacturer and distributor should have moved more quickly, and voluntarily, to provide compensation for damage. By forcing users to pursue a class-action lawsuit, the right to redress against damage was violated.
. The right to consumer education - The use of generalists in the medical field, and the inclusion of material such as ...

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use by obese patients was not respected. Instead marketers exploited members of the mainstream public, with misperceptions about ideal body weight.
. Honesty and fairness - being honest in serving consumers, clients, distributors and the public. In the Redux case, marketers targeted members of the medical community who dealt with the general public instead of the obese target market. In the promotion of Redux to this generalist market within the medical profession, honesty and fairness was not respected, with the result that an unacceptable level of risk was created in the general population.
. Rights and duties in the exchange process - products are safe and fit for their ...

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