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Fiji Water Campaign Final
 

Fiji Water Campaign Final

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    Fiji Water Campaign Final Fiji Water Campaign Final Presentation Transcript

    • FIJI Natural Artesian Water 1954 Carly Andersen, Brooke Bonnem, Nikki Constantine, Heather Lodge, Jessica Strode, Jessica Wesley
    • Historical Overview
      • David Gilmour bought Wakaya Island where he found pure water flowing from the Yaqara River
      • The company was started in 1996 and FIJI Water was introduced to the United States in 1997.
      • FIJI has a unique bottling system and the water is “untouched by man.”
    • Situation Analysis
      • FIJI Water is drawn from an artesian aquifer, located at the edge of a primitive rainforest.
      • FIJI Water never comes into contact with the air until bottle is opened.
      • FIJI Natural Artesian Water is good for your health.
      • FIJI Water is the only one among the top 10 bottled water in the US originating from an artesian source.
      • FIJI Water is currently marketed as a luxury good for wealthy consumers.
    • Industry Overview
      • The first bottled water was introduced in 1820.
      • Coca-Cola, a leader in the bottled beverage industry, began in 1886.
      • In 1954, cola beverages were the highest selling bottled beverage product.
      • At this time, bottled water was not sold commercially.
      • Saratoga Springs and Coca-Cola would have been FIJI’s leading competitors in the bottled beverage industry.
    • Consumer Research
      • The target market for FIJI is the middle class.
      • FIJI Water is broadly distributed and widely available to the masses.
      • FIJI Water is marketed as an essential item for a bomb shelter kit.
      • Marketing objectives are to give out samples in grocery stores, emphasize purity, and promote patriotism during the Cold War time.
    • Advertising Strategy
      • To market FIJI water as the safest and most pure bottled water, especially concerning Cold War fears.
      • To focus our print ads on scare tactics.
      • Overall, our campaign is in the introductory stage and we are creating awareness for this new product.
      • The packaging of the water will be a glass bottle, tinted light blue and labeled with a tropical scene to emphasis purity.
    • Creative Strategy
      • In a time of mayhem and danger, FIJI Water can provide a safe, pure drinking alternative that protects your family and keeps them healthy.
      • Product image: safe, convenient, family oriented
      • Art elements of ads: average middle class Americans protecting their families from Cold War dangers
    • Media Plan
      • Television and print are the best modes of media to reach our target market as they are both widespread among the middle class at this time.
      • We will use the televised First Annual Miss America pageant and Cold War fears to aid in presenting our product in a patriotic manner.
      • Radio, magazines, and billboards will be incorporated but will not be the main focus.
    • Promotions and Public Relations
      • Contest advertised in LIFE magazine; winner gets a year’s worth of free FIJI Water
      • Increase awareness by distributing free samples in supermarkets
      • Sponsorship for numerous 1954 events with a focus on the Miss American Pageant