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Fiji Water Uni Presentation

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My university marketing presentation on the product component of the 4 P's of marketing.

My university marketing presentation on the product component of the 4 P's of marketing.

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  • South Pacific Convergence Zone means Suva receives 3000 millimetres of rain a year. The jungle-clad mountains of the interior are often wrapped in heavy cloud and Fiji's isolation ensures rainfall is untainted. Use 50% renewable energy offset remaining emissions by 120%
  • consumer product, satisfy consumer wants, not used to manufacture other things. Durability, bottle can be reused
  • convenience A relatively inexpensive item that merits little shopping effort. Shopping A product that requires comparison shopping because it is usually more expensive and found in fewer stores.
  • convenience A relatively inexpensive item that merits little shopping effort. Shopping A product that requires comparison shopping because it is usually more expensive and found in fewer stores.
  • convenience A relatively inexpensive item that merits little shopping effort. Shopping A product that requires comparison shopping because it is usually more expensive and found in fewer stores.
  • 50% water in US is purified So, until you unscrew the cap, FIJI Water never meets the compromised air of the 21st century. No other natural waters can make that statement. extra high doses of silicia and strong high grade bottles to reduce chemiclas leechig into the water
  • Australia does not figure in the top 20 world wide for per capita consumption so this would make us a fast growing market The average consumer can't afford a Mercedes," he said. "But our product is an affordable luxury. It's an opportunity for any consumer to treat himself to the best product in the marketplace." Fiji Water's Cochran said the company has worked hard to have its water served in some of the world's best hotels and restaurants. The idea is that when people subsequently buy Fiji Water at a convenience store or supermarket, they'll recall that special vacation or meal.
  • Australia does not figure in the top 20 world wide for per capita consumption so this would make us a fast growing market The average consumer can't afford a Mercedes," he said. "But our product is an affordable luxury. It's an opportunity for any consumer to treat himself to the best product in the marketplace." Fiji Water's Cochran said the company has worked hard to have its water served in some of the world's best hotels and restaurants. The idea is that when people subsequently buy Fiji Water at a convenience store or supermarket, they'll recall that special vacation or meal.
  • actively promote thicker plastic, purity
  • added to all packaging fiji water research
  • Transcript

    • 1. 01 Paul Dunningham Marketing Presentation PRODUCT
    • 2.
      • Product in the 4p’s
      • My chosen product
      • Classifying
      • Define the terms
      • Branding
      • Packaging and labelling
      02 AGENDA
    • 3.
      • Most important of the 4p’s
      • Can be exchanged
      • Tangible or intangible
      • Includes
        • packaging
        • brand name
        • benefits
      03 PRODUCT
    • 4.
      • From Fiji
      • Founded 1996 by David Gilmour
      • Shipping 1997
      • US first market
      • Artesian Water
        • a well that flows upwards
      • Carbon negative
      04 FIJI WATER Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx
    • 5.
      • Why Fiji Water?
        • Reselling what we get virtually for free
        • Pop culture
        • Public criticism
          • Transport
          • Packaging
        • 2 nd in US premium bottled water
          • Evian 1st
      05 FIJI WATER Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx
    • 6.
      • Tangible product
      • Core: Hydration
      • Actual: Bottled water, square packaging
      • Augmented: Fiji Green, pop culture, perception.
      06 CLASSIFYING
    • 7.
      • Consumer product
        • not used to manufacture other things
      • Durability
        • Contents
        • Bottle
      07 CLASSIFYING
    • 8.
      • Product involvement
        • Convenience
          • Impulsive, unplanned purchase
        • Shopping
          • People selecting Fiji Water brand
      • Narrow targeted promotion
      08 CLASSIFYING
    • 9.
      • Mostly narrow targeted promotion
      • Clever product placement
        • Ally McBeal
        • The Sopranos
      • Mainly consumer driven market
      09 CLASSIFYING Retrieved November 2nd, 2009 from http://www.smh.com.au “ Hollywood couple buys Fiji Water for $63m”
    • 10.
      • 2 nd largest beverage category in the US
      • 2007 US advertising expenses
        • Water ($54.5 million)
        • Carbonated drinks ($637 million)
        • Beer ($1 billion)
      10 CLASSIFYING Retrieved November 2nd, 2009 from http://www.bottledwater.org/public/
    • 11. 11
      • Why 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
      12 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.
      13 DEFINING
    • 14. 14 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.
      15 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
      16 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
      17 BRANDING
    • 18.
      • Distinctive square bottle
      • Thicker plastic
        • less contamination
        • safety of goods
        • good for recycling
      • Excellent for transportation
        • space taken compared to competitors
      18 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.
      19 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
      20 CONCLUSION
    • 21. 21

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