Fiji, marketing analysis

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Fiji Water is a bottled water company founded in 1996 that sources its water from an artesian aquifer in Fiji. It has experienced fast growth and markets itself as high quality, pure water. A SWOT analysis identified strengths such as water purity and health awareness, but also weaknesses like higher price compared to tap water. Marketing strategies include targeting the US market with a message of healthy, pure water and promoting sustainability even in the bottle.

The Winner’s Team
Ashley Hyejin Kang
Bonnie Wang
Raphaël Bils

Price comparison
$4.00

$3.50

$3.00

$2.50

$2.00

$1.50
Series1

$1.00

$0.50

$0.00

The survey analysis
Percent of people who know Fiji Water

no
yes
I'm not sure

SWOT Uncontaminated
Uncompromised
Untouched

Quality of water (purity) Shipping logistic concerns
Market share Higher price
S W

O T Tap water
Health awareness
Competitors
The green package
Environmental concern

SWOT
Quality of water (purity) Shipping logistic concerns
Market share Higher price
S W
Health awareness
O T Tap water
The green package
Competitors
Environmental concern

SWOT
 New type of bottle
 Reduce 43% plastic
 Reduce 50 gram CO2 (carbon dioxide)
 Increase 70% recycle space

Marketing Strategy
 Target Market
 USA

 Positioning statement
 The healthy and pure water
 Every drop is green – even the bottle

4 Ps - Product
 Pure
 Healthy
 330ml
 Environmental concern (less plastic)

4 Ps - Place
 Place
 Grocery
 Restaurant

4 Ps - Price
 Price
 The same with the original one
 6 pack

4 Ps - Promotion
 Advertising
 TV commercial ENJOY YOUR
 Poster SUMMER TIME
 Point-of-purchase display

Conclusion
 Pure
 Healthy
 Every drop is green
 Enjoy Your Summer Time!

Conclusion
 Enjoy the cool summer time
 Enjoy the healthy pure water
 Enjoy Fiji water

 The video of the bottle

 Positive PR about social issues

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Fiji, marketing analysis

1. 大小： 1024 × 768 類型： 151KB GIF

2. The Winner’s Team Ashley Hyejin Kang Bonnie Wang Raphaël Bils

3. Outline  Fiji Water Profile  Situation Analysis - SWOT  Marketing Strategies - 4 Ps  Conclusion

4. Fiji Water Profile Where is Fiji?

10. Fiji Water Profile  Founded in 1996  Fast growing  Every drop is green  Fiji Water – the world’s finest water  The natural artesian water

11. Fiji Water Profile What is artesian water?

12. Fiji Water Profile  Size and price 1500ml 1000ml 500ml 330ml

13. Price comparison $4.00 $3.50 $3.00 $2.50 $2.00 $1.50 Series1 $1.00 $0.50 $0.00

14. The survey analysis Percent of people who know Fiji Water no yes I'm not sure

15. Fiji Water Image

16. SWOT Uncontaminated Uncompromised Untouched Quality of water (purity) Shipping logistic concerns Market share Higher price S W O T Tap water Health awareness Competitors The green package Environmental concern

17. SWOT

18. SWOT Quality of water (purity) Shipping logistic concerns Market share Higher price S W Health awareness O T Tap water The green package Competitors Environmental concern

19. SWOT  New type of bottle  Reduce 43% plastic  Reduce 50 gram CO2 (carbon dioxide)  Increase 70% recycle space

20. Marketing Strategy  Target Market  USA  Positioning statement  The healthy and pure water  Every drop is green – even the bottle

21. Video

22. 4 Ps - Product  Pure  Healthy  330ml  Environmental concern (less plastic)

23. 4 Ps - Place  Place  Grocery  Restaurant

24. 4 Ps - Price  Price  The same with the original one  6 pack

25. 4 Ps - Promotion  Advertising  TV commercial ENJOY YOUR  Poster SUMMER TIME  Point-of-purchase display

26. Conclusion  Pure  Healthy  Every drop is green  Enjoy Your Summer Time!

28. Conclusion  Enjoy the cool summer time  Enjoy the healthy pure water  Enjoy Fiji water

29. Price comparison

30.  The video of the bottle  Positive PR about social issues

32. Fiji Water Profile  Fiji Water – the world’s finest water  Uncontaminated  Uncompromised  Untouched

Fiji, marketing analysis

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