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.