Fiji Water Uni Presentation

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

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Fiji Water Uni Presentation

  1. 1. 01 Paul Dunningham Marketing Presentation PRODUCT
  2. 2. <ul><li>Product in the 4p’s </li></ul><ul><li>My chosen product </li></ul><ul><li>Classifying </li></ul><ul><li>Define the terms </li></ul><ul><li>Branding </li></ul><ul><li>Packaging and labelling </li></ul>02 AGENDA
  3. 3. <ul><li>Most important of the 4p’s </li></ul><ul><li>Can be exchanged </li></ul><ul><li>Tangible or intangible </li></ul><ul><li>Includes </li></ul><ul><ul><li>packaging </li></ul></ul><ul><ul><li>brand name </li></ul></ul><ul><ul><li>benefits </li></ul></ul>03 PRODUCT
  4. 4. <ul><li>From Fiji </li></ul><ul><li>Founded 1996 by David Gilmour </li></ul><ul><li>Shipping 1997 </li></ul><ul><li>US first market </li></ul><ul><li>Artesian Water </li></ul><ul><ul><li>a well that flows upwards </li></ul></ul><ul><li>Carbon negative </li></ul>04 FIJI WATER Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx
  5. 5. <ul><li>Why Fiji Water? </li></ul><ul><ul><li>Reselling what we get virtually for free </li></ul></ul><ul><ul><li>Pop culture </li></ul></ul><ul><ul><li>Public criticism </li></ul></ul><ul><ul><ul><li>Transport </li></ul></ul></ul><ul><ul><ul><li>Packaging </li></ul></ul></ul><ul><ul><li>2 nd in US premium bottled water </li></ul></ul><ul><ul><ul><li>Evian 1st </li></ul></ul></ul>05 FIJI WATER Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx
  6. 6. <ul><li>Tangible product </li></ul><ul><li>Core: Hydration </li></ul><ul><li>Actual: Bottled water, square packaging </li></ul><ul><li>Augmented: Fiji Green, pop culture, perception. </li></ul>06 CLASSIFYING
  7. 7. <ul><li>Consumer product </li></ul><ul><ul><li>not used to manufacture other things </li></ul></ul><ul><li>Durability </li></ul><ul><ul><li>Contents </li></ul></ul><ul><ul><li>Bottle </li></ul></ul>07 CLASSIFYING
  8. 8. <ul><li>Product involvement </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><ul><li>Impulsive, unplanned purchase </li></ul></ul></ul><ul><ul><li>Shopping </li></ul></ul><ul><ul><ul><li>People selecting Fiji Water brand </li></ul></ul></ul><ul><li>Narrow targeted promotion </li></ul>08 CLASSIFYING
  9. 9. <ul><li>Mostly narrow targeted promotion </li></ul><ul><li>Clever product placement </li></ul><ul><ul><li>Ally McBeal </li></ul></ul><ul><ul><li>The Sopranos </li></ul></ul><ul><li>Mainly consumer driven market </li></ul>09 CLASSIFYING Retrieved November 2nd, 2009 from http://www.smh.com.au “ Hollywood couple buys Fiji Water for $63m”
  10. 10. <ul><li>2 nd largest beverage category in the US </li></ul><ul><li>2007 US advertising expenses </li></ul><ul><ul><li>Water ($54.5 million) </li></ul></ul><ul><ul><li>Carbonated drinks ($637 million) </li></ul></ul><ul><ul><li>Beer ($1 billion) </li></ul></ul>10 CLASSIFYING Retrieved November 2nd, 2009 from http://www.bottledwater.org/public/
  11. 11. 11 <ul><li>Why customers drink bottled water </li></ul><ul><li>Retrieved November 2, 2009 from http://www.nrdc.org/water/drinking/bw/fig2.gif </li></ul>DEFINING
  12. 12. <ul><li>Rate of adoption is on high end of scale </li></ul><ul><ul><li>not complex </li></ul></ul><ul><ul><li>highly observable, socially aware </li></ul></ul><ul><ul><li>compatibility </li></ul></ul><ul><ul><li>trial ability lower end (but accessible) </li></ul></ul><ul><ul><li>relative advantage </li></ul></ul><ul><li>Late majority stage of adoption </li></ul>12 DEFINING
  13. 13. <ul><li>Fiji water is the only product sold. </li></ul><ul><ul><li>no product mix/line depth and width </li></ul></ul><ul><li>The variants are size of the packaging </li></ul><ul><ul><li>330ml, 500ml, 1L, 1.5L. </li></ul></ul>13 DEFINING
  14. 14. 14 BRANDING <ul><li>Brand name and mark </li></ul>
  15. 15. <ul><li>Fiji Water Ethos </li></ul><ul><ul><li>Untouched by man </li></ul></ul><ul><ul><li>Artesian water </li></ul></ul><ul><ul><li>“ So much more pure, so much more healthier” </li></ul></ul><ul><ul><li>Soft taste </li></ul></ul><ul><ul><li>Uncontaminated, uncompromised. </li></ul></ul>15 BRANDING Retrieved November 2nd, 2009 from http://www.fijiwater.com/Bottled.aspx
  16. 16. <ul><li>Manufacturer brand, national brand. </li></ul><ul><li>in the BCG matrix </li></ul><ul><li>Good recall of brand </li></ul><ul><li>High end scale positioning </li></ul><ul><ul><li>in right hotels and restaurants </li></ul></ul><ul><li>Affordable luxury </li></ul>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. 17. <ul><li>Could this be the future of bottled water advertising? </li></ul><ul><li>http://www.youtube.com/watch?v=keKRZYZYNTw </li></ul>17 BRANDING
  18. 18. <ul><li>Distinctive square bottle </li></ul><ul><li>Thicker plastic </li></ul><ul><ul><li>less contamination </li></ul></ul><ul><ul><li>safety of goods </li></ul></ul><ul><ul><li>good for recycling </li></ul></ul><ul><li>Excellent for transportation </li></ul><ul><ul><li>space taken compared to competitors </li></ul></ul>18 PACKAGING Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx
  19. 19. <ul><li>Regulations </li></ul><ul><ul><li>ingredients </li></ul></ul><ul><ul><li>composition </li></ul></ul><ul><li>Partly transparent </li></ul><ul><li>Rainforest graphics </li></ul><ul><li>In 2008 added “From the Island of Fiji” </li></ul><ul><ul><li>some consumers thought Mt. Fuji in Japan. </li></ul></ul>19 LABELLING Retrieved November 2nd, 2009 from http://popsop.com/2158
  20. 20. <ul><li>Product can be exchanged. </li></ul><ul><li>Introduced Fiji Water </li></ul><ul><li>Consumer use product </li></ul><ul><li>No varieties just different sizes. </li></ul><ul><li>Affordable luxury branding </li></ul><ul><li>Unique square bottle packaging </li></ul><ul><li>Labelling fresh and clean </li></ul>20 CONCLUSION
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