Fiji Water Case Study Essay

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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
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