Fiji Water
Date: February 16, 2011
To: Professor Koford
From: Eric Walters
Subject: Fiji Water Case Analysis
As requested, I have looked at the case study. Below I have included the answers to the questions that you have posed to us.
Ethical and Socially responsible Marketing and why marketers should be concerned about CSR and sustainability
If a company markets ethically that means they are not just looking at what is legal, they are looking at what is morally right. To be socially responsible is to understand that the company is a part of a larger society and accountable to them for their actions. If a marketer is not concerned about their Corporate Social Responsibility (CSR), there could be some major problems with sustainability. …show more content…
One of those factors being their product. In reality, they did have a great product. Most other bottled water is just purified tap water. Since their product is straight out of an aquifer located in the middle of nowhere, it has no after taste like most of the other bottled waters out there do (6). It also has a distinct flavor and superb taste (6).
Another factor that contributed to Fiji Water’s success is their marketing. They did a beautiful job marketing their brand. The amazing thing is they did this while spending a relatively small amount of money on marketing. They relied on their unique packaging, image-creating publicity, and free product placements (7). By getting popular celebrities to endorse it, they created the image that they were wanting.
The other main factor that contributed to Fiji Water’s success was luck. At the same time Fiji water was starting to be produced, beverage consumption in the United States was going through a large shift in beverage consumption (5). From 1997-2007 the per capita consumption of bottled water grew by more than a gallon per year, more than doubling (5). As the population became more health conscious, they turned away from sugary drinks and towards bottled water. Fiji Water truly found them selves in the right place at the right …show more content…
Obviously this is something that most would not know how to do, so it would be best to do as Fiji did and partner with a company that specializes in this. Fiji went with the Carbon Disclosure Project (11).
Once you have figured out where the carbon emissions are coming from, you can see if there is anything you can do to change the process to be more environmentally friendly. Even after doing this there will still be some sort of carbon footprint so the next step is to figure out how to counterbalance this effect.
Fiji Water did this by going “carbon negative”. Fiji Water planned to offset its carbon footprint by 120% thereby not only making up for their carbon footprint but also an additional 20% (11). By doing this they would be making a negative carbon footprint. Some of the steps they would take to do this were: -Reducing packaging by 20% -supplying at least 50% of the energy used at its bottling plant with renewable
To: Professor Koford
From: Eric Walters
Subject: Fiji Water Case Analysis
As requested, I have looked at the case study. Below I have included the answers to the questions that you have posed to us.
Ethical and Socially responsible Marketing and why marketers should be concerned about CSR and sustainability
If a company markets ethically that means they are not just looking at what is legal, they are looking at what is morally right. To be socially responsible is to understand that the company is a part of a larger society and accountable to them for their actions. If a marketer is not concerned about their Corporate Social Responsibility (CSR), there could be some major problems with sustainability. …show more content…
One of those factors being their product. In reality, they did have a great product. Most other bottled water is just purified tap water. Since their product is straight out of an aquifer located in the middle of nowhere, it has no after taste like most of the other bottled waters out there do (6). It also has a distinct flavor and superb taste (6).
Another factor that contributed to Fiji Water’s success is their marketing. They did a beautiful job marketing their brand. The amazing thing is they did this while spending a relatively small amount of money on marketing. They relied on their unique packaging, image-creating publicity, and free product placements (7). By getting popular celebrities to endorse it, they created the image that they were wanting.
The other main factor that contributed to Fiji Water’s success was luck. At the same time Fiji water was starting to be produced, beverage consumption in the United States was going through a large shift in beverage consumption (5). From 1997-2007 the per capita consumption of bottled water grew by more than a gallon per year, more than doubling (5). As the population became more health conscious, they turned away from sugary drinks and towards bottled water. Fiji Water truly found them selves in the right place at the right …show more content…
Obviously this is something that most would not know how to do, so it would be best to do as Fiji did and partner with a company that specializes in this. Fiji went with the Carbon Disclosure Project (11).
Once you have figured out where the carbon emissions are coming from, you can see if there is anything you can do to change the process to be more environmentally friendly. Even after doing this there will still be some sort of carbon footprint so the next step is to figure out how to counterbalance this effect.
Fiji Water did this by going “carbon negative”. Fiji Water planned to offset its carbon footprint by 120% thereby not only making up for their carbon footprint but also an additional 20% (11). By doing this they would be making a negative carbon footprint. Some of the steps they would take to do this were: -Reducing packaging by 20% -supplying at least 50% of the energy used at its bottling plant with renewable