Introduction
Thai Namthip’s eco-crush bottle, marketing project done by Coca-Cola Thailand is an excellent case study of a contradiction in ethical marketing. In recent decades, ethical marketing mix has become increasingly important among all organization especially the concern over environmental impact of packaging. Plastic waste problem becomes a momentous issue globally (Hawkins, 2011). Many leading businesses have tried to develop new approaches in producing green packaging or named as Design For the Environment (DFE) approach (Hauschild et al., 2004). Namthip drinking water has rebranded itself and launched new slogan, ‘Namthip Thinking Water’. The claim on its green packaging is that eco-crush bottles will help saving the environment in many aspects. This leads to several amounts of benefits and innovations within the society. Furthermore, it has yielded back an ethical criticism on its marketing as well.

Namthip, Thinking Water
Thai Namthip is one of the top five players in industry that always markets itself with green packaging approach. From the trend towards ethical environmental packages, global opportunities in doing sustainable businesses with an environmental consciousness (Siamturakij, 2012) and the support that people actually buy the package not the product itself as it reflects pure quality of water (Hawkins, 2011). All these factors should be a stimulus that provoked Namthip to come up with green project that will make the brand become differentiated.
Namthip has rebranded itself to be more environmentally friendly with new packaging, an eco-crush bottle in the year 2012. The investment of 700 millions THB was pushed into new manufacturing line. This new innovative bottles are products of less PET material,...
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.... Because company actually has rationales behind the actions; but it was not yet communicated out well enough. Thereby, with this action, the criticism should be lessened and this marketing campaign will be more effective in consumers’ eyes.
Conclusively, eco-crush bottle project is the pioneer in Thai beverage industry that has intensive concern for environment and society. Notwithstanding higher profit gained, if rethink thoroughly Namthip is still a business not a charity or foundation; so making profit is still a part of its roles. With only assurance that, the certain amount of positive environment impacts it generated back to society is more or at least the same level as it claimed. The ethic and morality in its marketing still exist intelligibly. And for negative views on some consumers’ mind, it will just need time and successful outcome to prove and relieve.
bottles that will be saved from polluting the environment by using this product. It also cuts down
I am writing in response to your request that I analyze Johnson 's "Bottled water, go away" and make a recommendation for or against publication in The Shorthorn. I have analysed Johnson 's rhetorical appeals and determined that the contents of her article are very relevant to The Shorthorn readers. I recommend this article to be published in The Shorthorn because it discusses bottled water and relates that with environment and health. Johnson 's claim, reasons, evidence, ethos, logos, pathos, counterargument are very relevant for readers of The Shorthorn. Especially readers who prefer bottled water and are not serious about the recycling of those bottles are the target audience of this publication but it
Bottle water is recently considered commodity with marketing strategies used by bottle water manufactures to amplify consumer fear of tap water purify and to make bottle water meaningful on a personal, local and global scale (Connel 2006, 2007). However, Fiji water has made this meaning by using its brand with exclusive lifestyle that include environmental actions, social justice and progressive politics, by tracing Fiji water from its source in Yaqara Valley to the shelve over the world groceries stores or restaurants for customers consumption as “The Taste of Paradise, from the islands of Fiji, delivered to your doorstep” as a Fiji water has launched in its slogan.
protect the environment through initiatives, grants, the ways in which their products are manufactured, and proper waste disposal. In the field of marketing, it is known that “Too many choices means no choice at all”, which signifies that if customers have too many options to choose from, they tend to get confused and overwhelmed, which often leads to them not making a purchase (Barry, 2003). However, having very limited options tends to bore and discourage customers from purchasing the product as well. Patagonia, overall, doesn’t have a large product mix.
CSR currently has no universal definition, but it is commonly agreed that the strategy engages the business brand with a specific societal issue that relates to the company’s field of work. For example a car company might apply their brand with uses of green energy with the automobile. Businesses have noticed the benefits CSR can generate for their company. However, this strategy is most effective when the company commits their entire brand around the particular cause. The Whole Foods Market (WFM) is the perfect example of how the use of the CSR works for a company. To understand how stores like the WFM influence society’s move towards sustainability and healthy living, it is important to look at the stores CSR strategy portrayed through their advertising, such as their website. In my paper I hope to further the conversation about the use of the corporate responsibility strategy for businesses to ...
Environmental conservation is a major challenge for businesses today. This is because environmental measures are often regarded as measures that reduce profitability of an organization. As a result of this, ethics are introduced to ensure that a business is doing what is right all the time. These ethics become fundamental elements in defining what is moral and what is legal because a legal action does not necessary imply that it is ethical. In the US, companies are under pressure to comply with demands of safeguarding the environment. The pressure is not only emanating from federal regulations, but also from the clients. A latest development in marketing strategies has even identified that packaging is becoming influential in attracting customers. Clients in the 21st century do not go to the market and buy an item just for the sake of satisfying their needs, but rather consider other features regarding the product they want to buy. One of the main features they look at is how the product, in its entirety, is conforming to the necessities of making the earth a better place to live. In this regard, clients, in this century, are very considerate on how a product is packaged. Any business that wants to succeed in this century must presume that each customer is an environmentalist. Using this presumption, the business will not have a problem with ethical issues in packaging their products. This paper examines ethical issues surrounding packaging practices in the US and how the packaging practice conform to the environmental regulations for a better environment. This paper also checks on how the packaging practice has evolved and aligned itself to ethical pract...
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Background. In an effort to limit waste, the State Park Service (SPS) allowed individual state parks the choice to place a ban on the sales of non-reusable bottles within their parks. Such parks would, instead, provide water refill stations. Consequently, the International Bottled Water Association (IBWA) has protested the change and is currently supporting a bill that would cut funding going to the new refill stations, and prohibit the SPS from putting any taxpayer
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
Promote social responsibility; recycle scrap water bottles and use recycled plastic in the production of our bottles
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