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Columbia Roxx is a sparkling non-alcoholic beverage company that offers refreshing water to consumers. The company is committed to producing high-quality beverages made only of the best ingredients in order to ensure customer satisfaction. Furthermore, Columbia Roxx implements the best practices to act as a responsible corporate citizen, taking into the account not only obligations and ethics existing inside the organization but also those related to social, cultural, and environmental aspects of the community life.
First and foremost, the company does its utmost to create appealing jobs for applicants. It ensures decent salaries, career opportunities, and favorable workplace environment, fostering creativity, inspiration, and collaboration. Moreover, all the employees receive numerous financial and non-financial incentives for their excellent performance. Working for Columbia Roxx is a great opportunity for graduates to fulfill their potential.
The company’s employees are guaranteed fair and equal treatment free of bias. All disputes at the workplace are resolved by the board of top managers exclusively on the basis of the situation (disregarding the position of the parties in the organization hierarchy). The primary concern of Columbia Roxx is to preserve amicable relationships established between employees and protect their interests in any situation.
Non-discrimination policies are in place to guarantee that no worker is prejudiced against because of his/her gender, ethnicity, age, or any other factors. The recruitment policies of the company do not allow denying a job to a female applicant on the assumption that she might take a maternity leave in the nearest future. No limitations can be applied to those who come from minority backgrounds or have other sexual orientations. Neither is it permitted to practice forced retirement if the employee is capable of performing his/her duties regardless of the age.
As far as the legislative aspect of the company’s operations is concerned, its practices do not violate any laws of the United States or Columbia, where the major bulk of activities take place. The organization has not been designed as a social venture and does not receive any governmental support. This decision was made on the assumption that the initiative may not be supported by the local population since it will not be advertised enough to attract the public attention.
The company realizes the significance of environmental issues and takes measures to reduce the harm done to the environment. First, it opts for recyclable materials for packaging. Moreover, it offers customers to refund money for bottles if they bring them back to supermarkets. As for the use of water, the organization joined the water resource management program widely launched by the Environmental Ministry of Columbia (Clerici et al., 2016). Participation of a number of enterprises in this program allows the country to increase resource availability.
Another aspect where the social responsibility of the company is crucial is population health. The most pressing issue of the beverage industry in this respect is a harmful impact sparkling drinks may produce on the digestive system as well as their negative perception by the customer (Bucher & Siegrist, 2015). To ensure that Columbia Roxx beverages are healthy, the organization has invested in research and development to conduct experiments on its effects on the human body. Improvements have been introduced to decrease the amount of sugar and chemicals in the produced drinks.
The advertising campaign will, therefore, be focused on the company’s environment- and customer friendliness. It will be targeted not only at adolescents and children (the major groups for sparkling drinks) but also at people adhering to a healthy lifestyle. Both traditional and digital distribution methods will be used to reach teenagers and young adults that feel more comfortable shopping online. Digital advertising will involve the use of social media platforms and a fully customized company website that will be on the first page of the Google search engine.
References
Bucher, T., & Siegrist, M. (2015). Children’s and parents’ health perception of different soft drinks. British Journal of Nutrition, 113(3), 526-535.
Clerici, N., Richardson, J. E., Escobedo, F. J., Posada, J. M., Linares, M., Sanchez, A., & Vargas, J. F. (2016). Colombia: Dealing in conservation. Science, 354(6309), 190. Web.
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