Fall 2017

Makeup Case

Student Name: ______

Fiji Bottled Water is recognized as one of the most environmentally friendly bottled water and is the choice of many celebrities and politicians. Here is their latest commercials I am sure you have seen on tv: . Are their claims true or is this all just a greenwashing campaign? Do extensive research and see what you can find out about their ethics, social responsibility. Then have some fun playing with the Fiji brand.

  1. What are three reasons Fiji is touted as a Sustainable product?

Based on your research, do you think Fiji Water is engaged in Greenwashing? Support your answer. Does this affect your personal purchase decision regarding Fiji Water?

References: Sources used other than the textbook. Failure to cite research will result in loss of points on this question.

  1. Corporate Social Responsibility:

Identify additional (besides greenwashing) issues in this company’s marketing program (Exhibit 8.4).

Overall
Product
Pricing
Distribution
Promotion

References: Sources used other than the textbook. Failure to cite research will result in loss of points on this question.

  1. Brand Value

Who is (or should be) their current target market?

Short Description
Segmentation Method 1:
Segmentation Method 2:
Segmentation Method 3:

What degree of brand loyalty (pg 206) does this target market have towards this company? Support your answer with examples and information from cited sources.

What advantages (p.204) does the brand give to its customers?

Advantage / Support

References: Sources used other than the textbook. Failure to cite research will result in loss of points on this question.

  1. Customer Relationships

What strategies are used for enhancing and maintaining customer relationships (Exhibit 10.3)? Support your answer with cited examples.

Strategies / Support

Evaluate the level and sources of quality for the Total Product Offering (pg 291)

Core
Supplemental
Symbolic and Experiential

References: Sources used other than the textbook. Failure to cite research will result in loss of points on this question.

  1. Brand Extension

Using their current target market, create a new product or service as a brand extension for this company. Make sure you capitalize on the brand value and customer relationships described above.

Product
Price
Place
Promotion

Describe how this takes advantage of the strengths of the current brand and the preferences of the target market.

References: Sources used other than the textbook. Failure to cite research will result in loss of points on this question.