Thai Namthip's Eco-Crush Bottle

1827 Words4 Pages
bulb-icon

Recommended: Ethical marketing nature

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,...

... middle of paper ...

.... 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.

Show More
Related

  • Sodastream Executive Summary

    676 Words  | 2 Pages

    bottles that will be saved from polluting the environment by using this product. It also cuts down

    Read More

  • Cynthia Barnett And Selling Bottled Water

    742 Words  | 2 Pages

    Together, the passages “Business in a Bottle”, by Cynthia Barnett and “Selling Bottled Water: The Modern Medicine Show”, by Peter Gleick, portray how bottled water has taken a superficial and deceptive image due to false advertising and pseudoscientific claims by greedy bottling companies, whose purpose is to take advantage of a free resource in order to make millions in profit; destroying the environment as they go. Both passages expose the bottling companies’ manipulative tricks, in order to bring awareness and open the populations’ eyes to the lies they have been fed for many years, however the authors utilize distinct styles to achieve their goal. Barnett focuses on specific bottling companies’ data and incorporates analysts for support,

    Read More

  • Analysis Of Johnson Bottled Water Go Away

    1312 Words  | 3 Pages

    She talks about how the bottled water can be convenient and easily available at almost any store. By saying, "The ultimate convenience is always having water by using a reusable plastic water bottle." She tries to persuade the readers to reuse the water bottles instead of disposing of it. She asserts at the beginning of the article that, "Bottle water is here to stay" and says that She will continue to drink from her reusable water bottle and reserve bottled water for times in which she cannot acquire clean tap water. Johnson also talks about bottle with Eco-Slim cap and explains how water companies are aware of the environment and are decreasing the amount of plastic in bottle to reduce it 's on the environment. She has also provided an strong example of Haiti where bottled water was able to become a life savior after the very destructive earthquake of 2010 and agrees that bottled water has various benefits too. These counterarguments show that the author is not totally against the bottled water and she knows that bottled water is here to

    Read More

  • Marketing Reflection Essay

    1007 Words  | 3 Pages

    Young, D. (2012). Green Marketing & Marketing Ethics, Room 009, Block 17, Middlesex University Dubai. (25th March, 2012)

    Read More

  • The Usage of Water Bottles Should Be Banned

    526 Words  | 2 Pages

    For ever water bottle made, non-renewable resources are wasted to produce an unnecessary luxury. For the bottled water Americans enjoy, seventeen million barrels of oil are used (excluding transportation), which could fuel more than 1.3 million cars for a year. Most water is imported and exported from places that are thousands of miles away, like Fiji. Although oil is controversial in nature, for every one liter of water produced, three liters are used; the excess water wasted can supply clean water to the world’s poorest countries. Moreover, the energy used in bottle production can supply energy to over 190,000 homes. The resources that can be replaced by ceasing the production of water bottles can solve many global problems faced by a growing population.

    Read More

  • Bottled Water Case Study

    1204 Words  | 3 Pages

    According to the “Competition in the Bottled Water Industry in 2006 Case,” bottled water industry became the one of the world’s most attractive beverage categories, as more and more people began to focus on health and fitness. Consumers start realizing the need of proper hydration, and they began purchasing bottled water instead of drinking tap water, because they were worried about safety of tap water, which tasted like chemicals. Actually, tap water contained chemicals, such as chlorine and fluoride, which are harmful for human body; however, this problem was solved when the bottled water was brought to the market. Due to bottled water’s convenience, purity, and portability, and safety, bottled water industry began to rise rapidly. During

    Read More

  • Greenwashing in Media

    2736 Words  | 6 Pages

    Companies that carry out greenwashing commonly use the words, ‘green’, ‘energy efficient’, and ‘clean’ to expo...

    Read More

  • Marketing Mix Strategy to Achieve Marketing Objectives

    779 Words  | 2 Pages

    Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.

    Read More

  • Water Inc. Marketing Plan

    1661 Words  | 4 Pages

    Promote social responsibility; recycle scrap water bottles and use recycled plastic in the production of our bottles

    Read More

  • Consumerism In The Story Of Bottled Water

    960 Words  | 2 Pages

    She developed a fun, informative, and engaging video on such a serious topic. She did this by making a cartoon movie that illustrates how the companies are manipulating consumer decisions. She is also the narrator of the movie, which shows viewers how passionate she is about the epidemic of waste. Additionally, she supports her claims with research and her own personal experience. When watching the video, it immediately pulled me in and told me what I need to know; it is both engaging and educational. Leonard gives interesting facts to keep viewers involved throughout the film. She asks questions to encourage viewer involvement in thinking through the impact water bottles have on the environment. At the end of the film, she even challenges the viewers to do something to make a difference by boycotting water bottles and setting up petitions demanding cleaner tap

    Read More

  • Essay On Greenwashing

    1166 Words  | 3 Pages

    From last few years there are plenty of good companies telling their environmental stories to the world and even some who are not but should be. Some do it well; others do not know where to begin or how to go about it. There are a few tips on what to look for by a customer who does not get greenwashed.

    Read More

  • Characteristics of "Green Business"

    1515 Words  | 4 Pages

    Important companies like Shell, DuPont, BP has been reorganised to generate profits from this green market of goods and services. In this sense, it may sound altruistic, "the sustainability", the logic of profitability and competition is what will determine the ability of companies of the future to meet the changing needs of consumers.

    Read More

  • Plastic Bottle Essay

    3145 Words  | 7 Pages

    The notion that the water that is in the clear plastic bottle just purchased is pure; purer than the water flowing from the tap is the fundamental reason of choice, one over the other. Millions upon millions of people every day make that choice with a confidence anchored in the trust that the company name on the plastic bottle guarantees it. The choice and use of this source of water purity is at the heart of a growing controversy. More importantly this choice has become both a personal and environmental health problem that has grown far beyond what anyone had predicted earlier when it seemed absurd to pay for a bottle of water when you could have a drink right out of the tap for free. Adding further to the growth of water in a plastic bottle across the world, we have expanded our love affair with the prestige of a name brand water bottle associated more with its’ status rather than its’ purity and thirst quenching capacity.

    Read More

  • Effects of Plastic Bottles On the Environment

    1327 Words  | 3 Pages

    Water bottles are made of polyethylene terephthalate (PET) plastics that don’t biodegrade, but they are completely recyclable. PETs photo degrade, they break down into smaller fragments over time. These fragments absorb all the toxins that pollute waterways, contaminate soil, and sicken animals (which are then consumed). The plastic trash also absorbs organic pollutants such as BPA. They take centuries to decompose while sitting in landfills, amounting to billions of environmentally poisonous time bombs.

    Read More

  • Mecca Cola

    1251 Words  | 3 Pages

    The launch of Mecca-Cola was a success, perhaps because it is providing a fresh alternative to common consumerism, while using political and social charity leveraging advantages. Nevertheless, Mecca-Cola is vulnerable to competition (specific target base, low entry barrier for me-too products), and its positioning appeal may wear out if world politics change. Mecca-Cola could be a sustainable business if it emphasizes on universal values that appeal to a broader, sustainable consumer base, rather than just another Anti-America alternative product.

    Read More

More about Thai Namthip's Eco-Crush Bottle

Open Document