Ch. 11- Developing and Managing Products

The water is a market in which one cannot develop a new product. Water is water, however what Fiji water did was be the first company to introduce a form of "luxury water" by promoting its image of being untouched, and bottled at the source. Looking at the product life cycle of Fiji water, currently it is in its growth stage.  After being acquired by "The Wonderful Company" in 2004, the company has been in its growth stage. The company has been continually marketin the products spening more each year. The company launched its "Fiji Green Campaign" in 2009, followed by it's first ever Telivision campaign costing $30 million dollars. The company is established enough that production and distribution is a major aspect of the companies logistics. However the companies owners Lynda and Stewart Resnick have big plans for growth of the company, by using more marketing campaigns to further promote its "untouched" trademark.

Chapter 8-segmenting and targeting markets

Segmentation Scheme of Fiji Water:

1) Sustainability: In order for a company to introduce a new topic, it must have the customers to buy its' products. When Fiji water began in 1996, it already had a developed market of consumers: the market of those who buy water bottles. The only objective the company had was to make their water appear more appealing, which is exactly what they did because today Fiji water is known as this unique water brand.

2) Identifiability and measurability: When entering the bottled water industry, Fiji water had to know whether their target market was measurable based on its size, age, demographics etc. Knowing these
"measurements" of its target market, enable Fiji water to justify actually producing a product.

3)Accessibility: Fiji water's target market, is one that is easy to access and market to. Fiji water most powerful means of advertising is through social media and TV advertising campaigns, which provide a way of accessibility to its consumers.

4) Responsiveness: While all of Fiji Water bottle's look the same, their segmentation among the different websites across the world is very evident. Inspecting the website among an array of countries, Fiji water went to extreme efforts to solely diversify The United States website and the Japanese website. Although I cannot read one word on the Japanese website, it offers a completely different first impression as oppose to the U.S website. Fiji water U.S offers a website that makes the product appear as one that is associated with being healthy and getting fit. The home page portays the bottled water as the "I" in "FIT" along with the phrase "It's slim, trim, and ready for the gym. " The Japanese website offers a website that seems to be more directed towards convenience. Directly on the home page, the website offers the option to have the water directly shipped to ones door along with images of boxed Fiji water.

• United States Website
• Japanese website

Chapter 15- marketing communications

Fiji water never felt the need to provide any means of communication with its consumers until recently. In 2015 the company launched a $30 million dollar advertising campaign, in order to reinforce the brands integrity by promoting its "untouched" image. According to Vice President Clarence Chia Fiji water wanted to "re-introduce the brand more broadly to consumers,” he states that the “The ‘Untouched’ campaign beautifully tells our brand story and we are excited to share that message with the world.” Going from very little marketing communication to $30 million dollars worth of communication is clearly quite the leap. It was the companies first time including a TV ad for its product. All of this communication to its consumers is the form of advertising. The company is paying for the TV ads in order to provide a one-way communication to its consumers and potential consumers to advertise its "untouched" and "green" water. Chia's main goal of communication for this marketing campaign was to remind consumers that the water really does come from Fiji and the fact that it really is untouched. As seen in the above advertisement, they present the bottle in a contrasting way with gospel background music leaving the viewer with a positive association that the bottle is associated solely to earth.

Ch. 10 - Product Concepts

Every time one walks into a convenience store, they will find a selection of bottled water in the chill wall. The bottled water selection is there for the consumer to grab without little information search, also known as convenience products. Among this variety of bottled water convenience products is Fiji water. The company makes its product as available as any other bottled water in order to make profit goals. When an individual steps into a convenience store to purchase a bottle of water, they most likely haven't spent previous hours on what bottled water to buy. As a result, many individuals fall for Fiji waters marketing and prefer the look of the Fiji water bottle and pay the extra dollar or two. While Fiji Waters sales are currently at $150 million dollars a year in the $15 billion dollar domestic bottled water sales industry, their number is rapidly climbing. Fiji water is making a "luxury brand" out of a convenience product. It may seem ludicrious to do, but it is what people like. Individuals like being owning the newest smartphone, car, or clothing line. Although water may differ from these genre of products, it is the same concept. David Gilmour, the founder of Fiji water, knew what he was doing when he started up Fiji Water.