Green Marketing Campaign in Fiji

Question: Discuss about the Green Marketing Campaign in Fiji. Answer: Summarizing Green Marketing Promotion It is an account of the success story in green promotion and campaign attempted by an US based company with its manufacturing unit in Fiji. In fact, the water bottle based enterprise was one of the very first companies, which ventured into the market with an innovative setup (Bowman d'Estries 2015). FIJI Water LLC was to commercialize the artesian water available in Fiji in different parts of the world. Primarily termed as Natures Best, as the water was availed one of the natural sources, which was an aquifer dated 4500 years old from the Yaqara Range of the Nakauvadra Mountains in Fiji (Jeong, Paek Lee, 2013). The annual consumption of bottled water globally accounted to more than 45 million gallon, which enabled FIJI Water LLC to rope in and sustain with their innovative and sound idea of releasing the footprint. FIJI Water LLC incorporated some strategies that helped in influencing the marker to purchase their product. The adopted strategies are: The market segmentation primarily focused on the positive impact of natural resources, which was corroborated with the health conscious group of people. It also appealed to the fitness and health experts who finally could count as an almost equal alternative to carbonated soft drinks. The objective of making drinking water as one of the trendy products was huge success among the youngsters. This was the key to its revenue and demand demographics of bottled water in USA (Fitts, 2016). The social marketing campaign was one of the major factors for the success of this campaign. This is in relation to the effective marketing within the press, in terms of advertising by fitness brands, carbon reduction promotional procedures, and celebrity promotion techniques and of its high mineral value. The skillful and smart packaging which had a blue cap along with a green body and coherent pricing, FIJI Water LLC was one of the most important determinants of the green marketing strategy. The distributional strategies with the optimum utilization of both the online and offline areas along with its promotional opportunities in various high profile events like the Oscars, with the objective of affordable luxury water ( Jones, Murray Overton, 2017). One more reason that is important is its collaboration with the Carbon Disclosure Project, which has been accepted as the healthy strategy for its PR actions, which also includes the recycling phenomenon. It itself was suggested in its tagline, every drop is green (Jones, Murray Overton, 2017). The Reaction Quality of Fiji Green Marketing Campaign The restrictions on the development of such an innovative idea of the reduction of the carbon impacts related to the bottled water products was very surprising and disappointing , therefore by the virtue of this challenge, they introduced the green marketing campaign , a unique marketing technique which will be the initial steps in protecting our environment (Jeong, Paek Lee, 2013). The attempts that are adopted by the bottled water associate; Fiji Water LLC is a very noble approach, which has been one of the important features that are to be considered while determining the success and operational policies of the enterprise. The incorporation of a healthy phenomenon is significant in nature for a corporate concern. It has eventually reacted with the surrounding agents in terms of its demand, vendor, targets, production etc. The presence of the several beneficial structures, which are necessary for the survival of its production and marketing campaign on a global perspective, reacts with the culture and state of the business. References Bowman, D., d'Estries, G. (2015).U.S. Patent No. D722,872. Washington, DC: U.S. Patent and Trademark Office. Fitts, S. (2016).U.S. Patent No. D748,487. Washington, DC: U.S. Patent and Trademark Office. Jeong, H. J., Paek, H. J., Lee, M. (2013). Corporate social responsibility effects on social network sites.Journal of Business Research,66(10), 1889-1895. Jones, C., Murray, W. E., Overton, J. (2017). FIJI Water, water everywhere: Global brands and democratic and social injustice.Asia Pacific Viewpoint.