Essay about Fiji Water

1676 Words Mar 5th, 2011 7 Pages

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
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FIJI is trying to remove more carbon from the atmosphere than they release into it. A carbon footprint is the total set of greenhouse gases emissions caused by the corporation FIJI, or any other. A carbon footprint can be measured by undertaking a greenhouse gas emission assessment. Fiji measures it by taking the carbon emissions throughout every stage of the product lifecycle. Meaning that it starts from the production of raw materials for packaging, continues in transporting the raw materials and equipment to the plant as well as manufacturing and filling the bottles and shipping the products from Fiji to markets all over the world. The measurement continues while distributing the product, refrigerating it in stores, restaurants and any other type of outlet where it can be found and finishes on measuring the carbon footprint of disposing or recycling the product. Fiji water also reports this information at all times on the website available for customer, because as the VP of the company suggest, it is hard for people to make a change as well as a difference on their actions is to provide them with the information and benefits of the process. Fiji has managed to purpose its goal with the “untouched” campaign. It had a pure and healthy approach to it, including the blue refreshing colors and the creative copy that managed to bring out the pristine nature as well as magical allure to the Fiji Islands. It gave the public the sense of it being a pure and good

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