Fiji Water is a bottled water company founded in 1996 that sources its water from an artesian aquifer in Fiji. It has experienced fast growth and markets itself as high quality, pure water. A SWOT analysis identified strengths such as water purity and health awareness, but also weaknesses like higher price compared to tap water. Marketing strategies include targeting the US market with a message of healthy, pure water and promoting sustainability even in the bottle.

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類型： 151KB GIF

2. The Winner’s Team
Ashley Hyejin Kang
Bonnie Wang
Raphaël Bils

3. Outline
 Fiji Water Profile
 Situation Analysis
- SWOT
 Marketing Strategies
- 4 Ps
 Conclusion

4. Fiji Water
Profile
Where is Fiji?

10. Fiji Water Profile
 Founded in 1996
 Fast growing
 Every drop is green
 Fiji Water – the world’s finest water
 The natural artesian water

11. Fiji Water
Profile
What is artesian
water?

12. Fiji Water Profile
 Size and price
1500ml
1000ml
500ml
330ml

13. Price comparison
$4.00
$3.50
$3.00
$2.50
$2.00
$1.50
Series1
$1.00
$0.50
$0.00

14. The survey analysis
Percent of people who know Fiji Water
no
yes
I'm not sure

15. Fiji Water Image

16. SWOT Uncontaminated
Uncompromised
Untouched
Quality of water (purity) Shipping logistic concerns
Market share Higher price
S W
O T Tap water
Health awareness
Competitors
The green package
Environmental concern

17. SWOT

18. SWOT
Quality of water (purity) Shipping logistic concerns
Market share Higher price
S W
Health awareness
O T Tap water
The green package
Competitors
Environmental concern

19. SWOT
 New type of bottle
 Reduce 43% plastic
 Reduce 50 gram CO2 (carbon dioxide)
 Increase 70% recycle space

20. Marketing Strategy
 Target Market
 USA
 Positioning statement
 The healthy and pure water
 Every drop is green – even the bottle

21. Video

22. 4 Ps - Product
 Pure
 Healthy
 330ml
 Environmental concern (less plastic)

23. 4 Ps - Place
 Place
 Grocery
 Restaurant

24. 4 Ps - Price
 Price
 The same with the original one
 6 pack

25. 4 Ps - Promotion
 Advertising
 TV commercial ENJOY YOUR
 Poster SUMMER TIME
 Point-of-purchase display

26. Conclusion
 Pure
 Healthy
 Every drop is green
 Enjoy Your Summer Time!

28. Conclusion
 Enjoy the cool summer time
 Enjoy the healthy pure water
 Enjoy Fiji water

29. Price comparison

30.  The video of the bottle
 Positive PR about social issues

32. Fiji Water Profile
 Fiji Water – the world’s finest water
 Uncontaminated
 Uncompromised
 Untouched