Case analysis Essay Example | Topics and Well Written Essays - 250 words

Case analysis - Essay Example They were able to develop the Fiji Waters as a high profile drink as they sponsored golf tournaments, sports events and were even able to win endorsements in the movies. The drink that appeared to be exclusive is available in supermarkets and local stores and creates a notion that what is good for the rich and famous is also good for the majority. Green washing is a marketing strategy used by companies to mislead benefits of a product, service, technology, or company practice (Rouse, Margaret, Sept. 2007)). Companies engage in green washing to enhance product’s capabilities and mislead consumers on the true picture of the product for company’s gain. For example, the Fiji Waters â€Å"carbon negative† advertising campaign has been challenged in the US District Court to be misleading. I believe a claim is a green washing when there are many criticisms against it, and evidences or proofs are not rightly presented. The FIJI’s Water Negative campaign is not a green washing because it begins with a measurable target that proposes to offset more greenhouse emissions than were released by its operations and products. It is turning the positive harmful effects of its operations into something negative. Beginning 2008, it will reduce its land use and utilize renewable energy. It did not assume to maintain zero CO2, but rather `a reduction only. FIJI Waters hopes to reduce its CO2 emissions by 25%; 50% from renewable resources, and reducing wastes from production facility by 33%. FIJI Waters is conscious of its corporate social responsibility (CSR) and has done efforts to reduce damage to the environment. CSR is one way to be assured of the sustainability of long-range operations that will be beneficial to both the company and to the community. It is a head-turning marketing campaign that will also make people think of its environment. I am concerned that with the way underground water is cons umed,