Fiji Water Essay

889 WordsDec 11, 20084 Pages
Fiji Bottle Water Brian Ford Principles of Marketing Kristin Brocklesby April 13, 2008 Fiji Bottle Water This paper will incorporate my opinion of why customers buy Fiji Bottled Water. I will utilize the three levels of product including the core benefit, actual product and augmented product. Lastly, I will give my suggestions on which brand development strategies make the most sense for Fiji. The Core Benefit When customers purchase Fiji water, they are buying more than just bottled water. They are enhancing their status. Fiji has become synonymous with success. The company’s marketing strategy is geared toward upscale customers, hotels and restaurants alike. Some people want to be a part of this new trend. Drinking…show more content…
In a remote area of the rainforest, there is an artesian aquifer that produces the water. A state of the art bottling facility is located right on top of the aquifer and draws the water up, protecting its purity and soft taste. In my opinion once the general public becomes more aware of the intricacies affiliated with Fiji water and how it is preserved and bottled further sales will follow. Additionally, the upper and upper middle class feel that the water given its isolation and quality processing add to their success persona. This could be affiliated with Target Marketing. Target Market is a set of buyers sharing common needs or characteristics that the company decides to serve. Fiji uses social marketing by highlighting the all natural process. Fiji promotes that the water is good for your overall health to include strengthening your bones, connective tissue, teeth, skin, and hair. Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individual behavior to improve their well being and that of society. The brand name of Fiji is being associated with some of the finer things in life. Some of the more affluent retreats and restaurants are serving Fiji bottled water because of its brand. Branding Equity is utilized in this form of marketing. Brand Equity is the positive differential effect that knowing the brand name has on customer response to the product or service. The retreats and restaurants

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