FIJI Water Short Write- Up

When the Resnicks acquired FIJI water in 2005, the bottled water industry was very crowded. Yet, FIJI water soon became the bestselling imported bottled water in the United States. What accounts for FIJI Waters success?FIJI water was positioned as a luxury water brand and to emphasize this point the Resnicks leveraged their connections with top celebrities like Nobu Matsuhisa, Pierce Bronson, Vin Diesel and others who were willing to endorse and use Fiji Water in a public domain. The brand was also used in many TV commercials and placed in movie scenes to increase exposure. Additionally, Fiji water was also handed out in concerts, shows and political conventions. Fiji water had a very strong marketing campaign overall to get the word out about the brand and compete with other giant bottled water companies.

What is greenwashing, and why do companies engage in greenwashing? How do you know when a claim is greenwashing?Greenwashing is the practice of misleading the audience about your environment standards and impact. There are many reasons to why companies take part in greenwashing; one of the major reasons is that the company can then promotes their environmental standards as a positive marketing factor. This could impact companys sales and reputation in the public perception. Any company that differs their quantitative impact to the environment in the subsequent years is practicing greenwashing. In light of the lawsuit, what should FIJI Water do? Should it amend its carbon negative strategy?Fiji water should amend the carbon negative strategy as it has been criticized for fabricating the truth and gaining market share using wrong practice. The truth of the matter is that Fiji water is not a carbon neutral company nor it is carbon negative. If they continue to use the carbon negative campaign to their benefit they would only be criticized more that could diminish companys market value and attract more lawsuits.Suppose FIJI Water hired you to develop a negotiation strategy to use with the Fijian government. What strategy would you recommend?In my theory since the company gets all of its water resources from Fiji, it should reward the country and its citizen by making sure they all get fresh water and still preserve the countries natural resources. This would elevate companys reputation and market perception. On the other hand the company should not accept drastic increases in export or water extraction tax that could hurt companys profitability.