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 impact on society, long term wise. Marketing ethics refers to the philosophical examination, obviously from a moral standard point, of a particular marketing issue that is involved with any matter related to moral judgment. These factors mentioned evolve in a socially responsible and culturally sensitive business community. Corporate social responsibility is a form of corporate self-regulation integrated into a business model. It is focused on promoting the public interest by basically encouraging community growth and development, and voluntarily eliminating practices that can harm the public sphere. Corporate social responsibility is the inclusion of public interest into corporate decision making, and it includes three major factors which are involved, people, planet and profit. Marketers should always take this into consideration not because of legal or ethical issues but because everyone’s actions affects the public in any given way. Business needs to create profit at all times but in a respectable way and this is why corporate social responsibility is essential for marketers.
2. What factors contributed to the marketing success of FIJI Water?
FIJI water had to adapt to the new market trends, people’s desires and luxuries have changed over the past years. Bottled water has increased its selling largely over the past couple of years, it is also considered the new trend. Society today drinks tons of bottled water, and this rate increases around 7% each year. Fiji has managed to create a trend out of their bottles; the design to it is very appealing as well. At the same time society itself has become more health conscience and fitness oriented, FIJI water plays a big role into that. The younger generation has played a role in the increasing sales since they always fall for trends and tend to follow it. Those are the two mayor factors affecting its marketing and making it so successful. The successful to this was administrated to the skillful marketing group that launched the project in North America and the high quality of work; these people were able to draw a large attention towards FIJI water. FIJI waters were able to compete with other 400 brands with its unique packaging, premium product pricing and effective distribution of course. It is innovate which is a huge quality and has a great image-creating publicity. Apart from being a trend, it is considered the water with no after taste had a smooth taste with a low mineralization giving it a clean and pure taste. The form of the bottle played a role as well, being one of its uniqueness qualities. The colors had influence as well, having the blue cap coordinated with the color of the fresh waterfalls and the blue and green colors throughout the see-through labels. The bottling includes a pink flower on the front representing the Fiji Islands. The marketing of this product was were unique and has become a worldwide product; it is appealing to society all over the world since at the beginning the used to export almost 90% of production.
3. What does it mean for FIJI Water to go carbon negative? How does one measure and report carbon footprints of products? Is the carbon footprint of FIJI Water big compared to other...
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