Fiji Water

1680 WordsFeb 22, 20117 Pages
QUESTIONS: FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY 1. What is ethical and socially responsible marketing and why should marketers be concerned about CSR and sustainability? It is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term. It involves the customer at all times, how the consumer will benefit and focuses on full satisfaction of the customer not selling of the product. Socially responsible companies should aspire to produce desirable products; these products should provide immediate satisfaction and long term benefits. These products are seen by consumers as immediate gratification products and that will also have a positive…show more content…
Fiji has taken several factors into consideration and implemented them throughout the company. These include reducing packaging by 20%, supplying at least 50% of the energy used in its bottling plant with renewable energy, which would be a great outcome for the company. Another step is using more carbon-efficient transportation and restoring degraded grasslands in the Yaqara Valley by planting native tree species and supporting recycling programs. FIJI Water’s negative carbon campaign was planning to offset its total carbon footprint by 120%, by removing from the earth’s atmosphere not only all the emissions its activities produced but also an additional 20%. ICF International has independently reviewed and verified the company’s carbon footprint and reported it to consumers since it has a portfolio of information able to show the results to all clients around the world. These results are visible to all at all times. 4. What is green washing and how can it be identified? Do you think FIJI Water is engaged in green washing? What could the company do to gain environmental credibility? Some issues to consider are: Greenwashing is a term describing the deceptive use of green marketing in order to promote a misleading perception that a company’s products are environmentally friendly. By conservation groups FIJI is viewed as pure green washing at its best, by claiming that is was going carbon negative.

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