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.
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