FIJI Water and Corporate Social Responsibility -
Green Makeover or “greenwashing”?
Case Study
Marcella Biazon
Principles of Marketing
Dr. Konya Weber
September 20, 2012
FIJI Water Case Study A corporation that says it is socially responsible, claims that they are concerned for society's welfare; which also includes the environment, because now days, we are a lot more concerned about our environment and how everything affect it. The corporation will make sure to insure those values within the company and also to its partners. ("Social responsibility in Marketing," 2012 - 1998) Also, if a corporation says it is ethically responsible and it really is, it shows to their customers and partners their integrity
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Also, it was available online within the U.S. In Fiji, the product was available only through Coca-Cola Amatil. The focus of the product was on the U.S., so they made it easier to consumers to find it. Moreover, marketing was one of the important elements as well. To build an image, to show the uniqueness and class of the product. It started with just some advertisements on magazines; but the product achieved growth, through word-to-mouth advertisements, target sampling and free product placements. It got famous among celebrities that also showed the luxury of the product. In 2007, the company launched a new marketing campaign, with the objective to show consumers the benefits of the FIJI Water. They used integrated marketing communication approach, which is a strategy designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Therefore, that's how FIJI Water was successful, with all these points stated above; with marketing having an important role in it. (Lamb, Hair & McDaniel, 2012) FIJI Water also started the campaign “carbon negative”, which claims that they are going to reduce the levels of carbon dioxide released on the products and everything related to their products. “Fiji says it will account for the carbon footprint throughout the entire lifecycle of its
This report assesses the potential internalisation of Vitel Water’s prill beads into either the Vanuatu or Kiribati markets. Clean drinking water is scarce in both nations but they offer different advantages and risks. The purpose of this report is to assess the best market fit for the product.
Many believe that business entities should have an ethical duty to be socially responsible, to work towards increasing its positive effects on society while decreasing its negative effects. Many organizations look for opportunities to be socially responsible while also creating shareholder wealth.
| Develop a presentation to outline the new plan to the members of the commercial fishing industry.Schedule presentation date.Give presentation nationwide and inform the commercial fishing
This paper will incorporate my opinion of why customers buy Fiji Bottled Water. I will utilize the three levels of product including the core benefit, actual product and augmented product. Lastly, I will give my suggestions on which brand development strategies make the most sense for Fiji.
Fiji is an culture that I find most appealing to me. It was a British colony for 96 years until it gained its independence in 1970. Fiji is a country in South Pacific. It is known for its luxurious private islands.
Social responsibility is built on a system of ethics, in which decisions and actions must be ethically validated before proceeding. If the action or decision causes harm to society or the environment then it would be considered to be socially irresponsible. Being socially responsible means that people and organization must behave ethically and sensitivity towards, social, cultural, economic, and environmental issues. Striving for social responsibility helps individuals, organization and government to have a positive impact on development, business and society. Often, the ethical implication of decision/action are overlooked for personal gain and the benefits are usually material. This frequently manifest itself in companies that
or so many years our society has been thinking of forming new creative and innovative businesses, which would be more environmental and customer friendly. Nowadays a large number of different companies follow the social, ethical, as well as moral consequences when it comes to their decision making. One of the relatively new concepts involving economic and social concerns is Corporate Social Responsibility. Many of us apply this approach not only at work, but also in everyday life without even recognizing.
The Clean Water Act (CWA) founds the elementary structure for regulating releases of contaminants into the water bodies of the US and also for surface waters it regulates quality standards. The origin of the CWA was passed in 1948 and was named the Federal Water Pollution Control Act, then the Act was suggestively reorganized and prolonged in 1972. as "Clean Water Act" this became the Act 's communal name after amendments in 1972.Further down to CWA, EPA has applied other pollution control agendas such as for industry, the setting wastewater standards. We similarly have set some water quality standards for all pollutants in surface waters.
The country I chose to do my report on is Fiji. I don’t know much about the country, but I like to drink Fiji water and I know it comes from there. I also think the name Fiji sounds pretty cool. I learned that Fiji was originally named “Viti” but when the islanders were pronouncing it, it sounded like ”Fiji”, so that is how it got recorded.
Firstly, I would like to explain what Corporate Social Responsibility is. “It is a company’s sense of responsibility towards the community and environment (both ecological and
Corporate Social Responsibility are actions taken by a corporation that have positive and lasting impact for all stakeholders associated with the organization, seeking to strike a balance between profits and helping to establish lasting investment in the community (Carrol, 2015). In the 1980’s, then President Reagan challenged the business community to take on more responsibility to address social problems (Carrol, 2015). Socially responsible actions can benefit local communities as well as the greater societal good.
Social responsibility makes a company more competitive and reduces the risk of sudden damage to the company’s reputation and sales.
* Who are the main Stakeholders of beverage companies such as Coca cola and nestle in this case? How would you prioritize their stake and how legitimate are the different stakes?
Manzoor, K. P. (2011). The global water crisis: Issues and solutions. IUP Journal of Infrastructure, 9(2), 34-43.
Corporate social responsibility is the voluntary stance or set of actions from a corporation that demonstrate a contribution to a better society and a cleaner environment. Corporations are already required to operate within the law, but laws do not always protect all people or individuals who will be affected by the corporation’s actions. In addition to this, it is very common for special interests to play a part in legal decisions through lobbying efforts, so it is assumed to be an additional effort for a corporation to be socially responsible. Being socially responsible essentially comes down to being considerate and calculated in the decision making process, paying attention to the consequence of every action. In the ethical decision making model, there are two particular steps that I believe to be of greater importance than the others. The first would be that of