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Fiji Water Campaign Final


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Fiji Water Campaign Final

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