Paul Dunningham

Marketing Presentation

PRODUCT

01

AGENDA

Product in the 4ps

My chosen product
Classifying
Define the terms
Branding
Packaging and labelling

02

PRODUCT

Most important of the 4ps

Can be exchanged
Tangible or intangible
Includes
packaging
brand name
benefits

03

FIJI WATER

From Fiji
Founded 1996 by David Gilmour
Shipping 1997
US first market
Artesian Water
a well that flows upwards

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

04

FIJI WATER

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

CLASSIFYING

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
Product involvement
Convenience
Impulsive, unplanned purchase

Shopping
People selecting Fiji Water brand

Narrow targeted promotion

08

CLASSIFYING

09

Mostly narrow targeted promotion

Clever product placement
Ally McBeal
The Sopranos

Mainly consumer driven market

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

CLASSIFYING

10

2nd largest beverage category in the US

2007 US advertising expenses
Water ($54.5 million)
Carbonated drinks ($637 million)
Beer ($1 billion)
Retrieved November 2nd, 2009 from http://www.bottledwater.org/public/

DEFINING

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

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.

BRANDING

14
Brand name and mark

BRANDING

15

Fiji Water Ethos

Untouched by man
Artesian water
So much more pure, so much more healthier
Soft taste
Uncontaminated, uncompromised.
Retrieved November 2nd, 2009 from http://www.fijiwater.com/Bottled.aspx

BRANDING

16

Manufacturer brand, national brand.

in the BCG matrix

Good recall of brand
High end scale positioning
in right hotels and restaurants

Affordable luxury
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

BRANDING

17

Could this be the future of bottled water

advertising?
http://www.youtube.com/watch?v=keKR
ZYZYNTw

PACKAGING

18

Distinctive square bottle

Thicker plastic
less contamination
safety of goods
good for recycling

Excellent for transportation

space taken compared to competitors
Retrieved November 2nd, 2009 from http://www.fijiwater.com/FAQ.aspx

LABELLING

19

Regulations
ingredients
composition

Partly transparent
Rainforest graphics
In 2008 added From the Island of Fiji
some consumers thought Mt. Fuji in Japan.
Retrieved November 2nd, 2009 from http://popsop.com/2158

CONCLUSION

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

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