Fiji Water Marketing Strategy

By: Eskedar Melaku Ericka Riggs Dana Rivera

Eric Tung

Introduction

• Overview of product

• Current IMC• Focus of new IMC

campaign

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Industry

• Bottled Water Industry– Decline in Sales– Reduced Prices– New Opportunities

• Flavored Water• Going Green

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Competitors

Direct CompetitorsPrivate Labels (DeerPark, Evian, SmartWater)

Indirect CompetitorsTap WaterFilters

Reusable Water Bottles

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Fiji Water

• Positioning– High Quality, Affordable– Location: Fiji

• Branding– High Brand Awareness– Imaging: Tropical, Exotic

Water

• Competition– Shelved beverages in

stores– Other bottling companies

(DeerPark)

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Strengths

•High Brand Awareness•High Quality Positioning•Strong Distribution•Strong Marketing Resources.

Opportunities

•Enhanced Still Water Doing Well•Category Forecasted to Increase in Future •Environmentally Conscious Bio-degradable plastics

Threats•New, Lower Priced Offerings•Unstable Economic Climate - Recession •Environmental movement

Weaknesses

•Unstable Brand Image•High Priced•Is in A Declining Category

Current Market STP

• Segmentation variables – Gender, age &

income

• Positioning currently used– Affordable High

Quality

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New Market STP

• New Positioning– Focus on SiO2 (silica

mineral)

• Segment variables & target– Geographic,

Demographic, Socioeconomic, Psychographics, Benefit segmentation

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Ericka - CB issueswith SiO2

Ericka - Communication Processwith SiO2

Objectives of IMC Plan

• Why and how we chose our objectives

• Promotional Mix Elements used

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Ericka - Communication & Strategic Elements

• Source• Message• Channel Decision

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Media Objectives

• Target Audience• Media Schedule• Broadcast Media

– TV & Radio

• Print Media

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Appeal & Execution Styles

Appeal• Informational / Rational

Appeal• Emotional Appeal

Execution Style• Slice-of-Life• Straight Sell• Comparison

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First Step

Promotional Parties• “Purely Beautiful” Theme• Celebrities • Public Figures

Print Ads• Magazines

-Informational.Women’s Fitness

-Social.Cosmopolitan

-Emotional.InStyle

-Self Actualization.O

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Second Step

Commercials• Limited (3)• Mid-day / Evening• Social• Esteem/Emotional• Self Actualization

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Third Step

Internet• Banner Ads

- Reminder Ads- Store Sites

. Macys.com

. Nordstroms.com

. etc.

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Ericka - IMC Tools

• Support Media• Direct &

Interactive• Sales Promotions• Public Relations• Personal Selling

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Other Issues

• International Element to IMC plan

• Social Issues Fiji Water Company faces

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Conclusion

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