There are many things that make Fiji Water the second largest seller of bottled water in the United States, bested only by Evian, but I believe between the company’s packaging and labeling of its’ product and the fact that it comes from a natural underground source have played the largest roles in the growing success of Fiji Water. Core Benefit
Fiji’s core benefit is that is has been “untouched by man” (Landi, 2008) which means that it goes straight from the source to the bottling facility. The source itself creates the filtering of the water. Their marketing stresses that it has a high level of magnesium and silica which is thought to be great for enhancing youth. Actual Product
Beginning with the Brand name chosen, Fiji makes one think of a peaceful, tropical island and clear pristine water. The marketing level is one of very high quality. Fiji Water was first sold at extremely fine restaurants and high priced resorts and hotels. When it is served to the consumer, it is served in a signature silver or gold sleeve that they fit around the bottom of the bottle. The best chefs also use Fiji Water in their recipes, and high-end bars are now using it to mix in their cocktails.
The packaging and labeling for this product are absolutely brilliant. The bottle features a see-through label with a clear plastic front that carries the name, a large palm frond and a pink hibiscus flower below it. You can peak through to the back and have a 3-D affect to see Palm trees. The new marketing campaign shows that they added different back panels that explain the origin of the artesian water itself. Of course, according to a company official, it doesn’t hurt when “The bottle appears to have a magic in it.” (Kotler & Armstrong, 2008) Augmented Product
From the very first moment you see a bottle of Fiji water, you are struck by its’ beauty. The bottling is simplistic and pure. Consumers believe they are buying more than just great water. They believe they...
References: Kotler, P. & Armstrong, G. (2008). Principles of Marketing. New Jersey: Pearson Prentice Hall.
Landi, H. (2007, November). Paradise in a bottle. Beverage World, 21-24.
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