FIJI WATER CASE ANALYSIS

GROUP 2I
ABHISHEK AGARWAL
MAYANK GUPTA
MIKKILINENI SRI HARSHA
PRAGYA PATAK
RISHAB KOTHARI
SHANU MALIK

WHAT ACCOUNTS FOR FIJI WATERS SUCCESS?

Personal Relationships: Used personal relationships with chefs of
leading restaurants, resorts and spas to promote brand
Creating artificial demand: Waters bottles were often off the
shelves due to their early inability to match huge initial demand, made
the brand exclusive
Marketing through Hollywood: Hired creative entertainment
services, a Hollywood marketing consulting firm and made sure they
were showcased in movies
Sponsoring local events: Sponsored many local events such as golf
tournaments, sailing regattas, and musical events

WAYS OF ESTIMATING CARBON FOOTPRINT

A carbon footprint
is the measure of
the environmental
impact of a
particular
individual or
organization's
lifestyle or
operation,
measured in units
of carbon dioxide

Source: Fiji
Destination: San Fransico
Distance: 5470 Miles
Emissions (Transport): 0.49
lbs/1 Liter Bottle

Emissions (1000
Bottles)
490 lbs of CO2

GREEN WASHING
Greenwashing is the practice of making an unsubstantiated or
misleading claim about the environmental benefits of a product
Greenwashing can make a company appear to be more
environmentally friendly than it really is.
Used to differentiate a company's products or services from its
competitors by promising more efficient use of power or by
being more cost-effective over time
Why green washing ?
Real purpose is to save money and not environment
Environmental responsibility of product is too overstated
Not able to prove facts about its claims

ADDITIONALITY AND TESTS

Additionality

Claiming an emission reduction has occurred due to the purchase of a

carbon credit, which would have occurred anyway without any investment
from the company

Example
If a company buy carbon offsets, company make the implicit claim that
they forgo reducing their own emissions but in exchange the company pay
someone to reduce their emission
If they neutralize the emissions caused while production by buying
offsets from someone who would have reduced their emissions anyway,
regardless of payment, the company have not eliminated any emissions,
but rather have subsidized an activity that would have happened anyway

STRATEGY TO BE ADOPTED BY FIJI

Fiji water's response is that they base their carbon calculations
on the full life cycle of the water bottle
But "forward crediting", is a completely unaccredited way to
measure carbon footprint

Way Forward
FIJI water should completely amend its strategy of forward
crediting because it is creating a bad image to the company
Its sales will go down if lawsuit continues
Rather, they should focus on their operations and substitute to
plastic bottles which will actually reduce carbon footprint