Fiji

Fiji Water & CSR – Green Makeover or GreenWashng

Will Fiji Water be able to successfully navigate through these rough waters of corporate social responsibility? What should it do to breathe new life into this otherwise clever marketing strategy?

‘Fiji Waters’ founded by David Gilmour had the below marketing mix

1. Product

* Mineral enriched Fiji Artesian Water

* Unique

2. Place

* Developed Countries in like US, Mexico, European Countries

* Developing Countries like China, India, Middle East

3. Promotion

* Positioned itself as the 100% pure, natural, human untouched, drinking water

* Innovative Packaging

* Targeted the below segments

* Health conscious

* Brand Image conscious

4. Price

* High compared to other mineral water brands

Creative & well thought through marketing strategy was able to connect the target customers with the product.

Corporate Social Responsibility

The company was contributing back to the society by doing the below for the residents living near the factory.

* Providing employment

* Taking up cleanliness drives

* Providing basic education

* Providing clean drinking water

When the company product was challenged in the media for not being eco friendly, the company started providing details of the various steps it had taken like the i) mentioning of the reduced carbon footprints ii) steps taken for the betterment of it’s employees.

In the past, Fiji Waters has been able to successfully come out of various challenges and will surely be able to demonstrate the same again. To achieve this, I feel it needs to take the below steps:

1. Continue the existing welfare steps undertaken for it’s employees.

2. Invest in Energy & Technology

a. Power

It should look at other eco-friendly alternatives of power supply

b. Transport

As the water is not immediately perishable, Fiji Waters can evaluate various eco-friendly...