01Paul Dunningham

Marketing Presentation

PRODUCT

02• Product in the 4p’s

• My chosen product

• Classifying

• Define the terms

• Branding

• Packaging and labelling

AGENDA

03• Most important of the 4p’s

• Can be exchanged

• Tangible or intangible

• Includes – packaging– brand name– benefits

PRODUCT

04• From Fiji

• Founded 1996 by David Gilmour

• Shipping 1997

• US first market

• Artesian Water– a well that flows upwards

• Carbon negative

FIJI WATER

Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx

05• Why Fiji Water?

– Reselling what we get virtually for free– Pop culture– Public criticism

• Transport• Packaging

– 2nd in US premium bottled water• Evian 1st

FIJI WATER

Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx

06• Tangible product

• Core: Hydration

• Actual: Bottled water, square packaging

• Augmented: Fiji Green, pop culture, perception.

CLASSIFYING

07• Consumer product

– not used to manufacture other things

• Durability– Contents– Bottle

CLASSIFYING

08• Product involvement

– Convenience• Impulsive, unplanned purchase

– Shopping• People selecting Fiji Water brand

• Narrow targeted promotion

CLASSIFYING

09• Mostly narrow targeted promotion

• Clever product placement– Ally McBeal– The Sopranos

• Mainly consumer driven market

CLASSIFYING

Retrieved November 2nd, 2009 from http://www.smh.com.au “Hollywood couple buys Fiji Water for $63m”

10• 2nd largest beverage category in the US

• 2007 US advertising expenses– Water ($54.5 million)– Carbonated drinks ($637 million)– Beer ($1 billion)

CLASSIFYING

Retrieved November 2nd, 2009 from http://www.bottledwater.org/public/

11Why customers drink bottled water

• Retrieved November 2, 2009 from http://www.nrdc.org/water/drinking/bw/fig2.gif

DEFINING

12• Rate of adoption is on high end of scale

– not complex– highly observable, socially aware– compatibility– trial ability lower end (but accessible)– relative advantage

• Late majority stage of adoption

DEFINING

13• Fiji water is the only product sold.

– no product mix/line depth and width

• The variants are size of the packaging– 330ml, 500ml, 1L, 1.5L.

DEFINING

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BRANDING

• Brand name and mark

15• Fiji Water Ethos

– Untouched by man– Artesian water– “So much more pure, so much more healthier”– Soft taste– Uncontaminated, uncompromised.

BRANDING

Retrieved November 2nd, 2009 from http://www.fijiwater.com/Bottled.aspx

16• Manufacturer brand, national brand.

• in the BCG matrix

• Good recall of brand

• High end scale positioning– in right hotels and restaurants

• Affordable luxury

BRANDING

Retrieved November 2nd, 2009 from http://www.fijiwater.com/Bottled.aspx &http://www.sfgate.com “L.A. business tries to make Fiji Water a star”

17• Could this be the future of bottled water

advertising?

• http://www.youtube.com/watch?v=keKRZYZYNTw

BRANDING

18• Distinctive square bottle

• Thicker plastic– less contamination– safety of goods– good for recycling

• Excellent for transportation– space taken compared to competitors

PACKAGING

Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx

19• Regulations

– ingredients– composition

• Partly transparent

• Rainforest graphics

• In 2008 added “From the Island of Fiji”– some consumers thought Mt. Fuji in Japan.

LABELLING

Retrieved November 2nd, 2009 from http://popsop.com/2158

20• Product can be exchanged.

• Introduced Fiji Water

• Consumer use product

• No varieties just different sizes.

• Affordable luxury branding

• Unique square bottle packaging

• Labelling fresh and clean

CONCLUSION

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