Fiji Bottle Water, Essay Example

FIJI bottle water originates from the Fiji islands from an artesian aquifer. Fiji refers to an island country, which is composed of almost 320 islands of the southwest Pacific Ocean. Fiji Water specifically comes from an ecosystem that is very virgin located in Yaqara Valley on Viti Levu Island at the perimeter of a primitive rainforest. This is the reason why it is believed to be different from other waters because of its source. Fiji is bottled water that is believed to not have touched the air that is open. It is a form of artesian water that is said to have been the rainwater that is sealed deep beneath layers of the surface of the earth. According to the Environmental protection agency, artesian water refers to pure water since the water is restricted between a layer of rock and clay that protects it from infectivity. This paper discusses various aspects of the FIJI Water Company, its origins, how it markets its products, what the customers consume among other various issues related to Fiji Waters.

Therefore this water has never been exposed to the environment. This water is said to have come from the aquifer that fell as rainwater hundreds years ago. In the process of its formation it was filtered through layers of basalt, silica and sandstone which are rich of minerals. The water is not treated since it is extracted through a borehole and then bottled out hence the slogan “Untouched by man. Until you drink it}” This is what the customers are really buying.

The three levels of product include the core product, the actual product and the augmented product. With reference to the core product, it is not the tangible. It is impossible to touch the core product. For instance, the core product of the Fiji bottle refers to the benefit that is accrued from it. Fiji bottle water contains silica, basalt and sandstone which are natural mineral content that the end buyer benefits. Fiji water is rich in minerals such as silica, which is a mineral composition from the rocks of the volcanic on Fiji islands. These minerals have various benefits to human beings since it facilitates strengthening of the skin, hair, nails, connective tissues and bones in the body. The mineral content also provides the softness and smoothness tastes of the Fiji Waters. On the other hand, what the company benefits in terms of income, employment of human resources can also be termed as core product.

The second product level is the actual product which is basically the actual water since one can touch and feel it. The outcome is found in its usage as drinking bottled Fiji water.

The third level of product is the augmented product which is the non-physical part. With respect to Fiji bottled water, the water itself is natural but the value has been added on the bottle, the slogan and the trademark. Other value added aspect is the transportation of the Fiji water to the customers and other forms of advertisements, after-sales service accompanied by it.

Packaging and labeling of Fiji is very crucial for Fiji Water Company. This is why Fiji Water is normally packed with four different back labels. The labels are unique from each other hence carries different meanings with regard to Fiji Water. For instance “bottled in Fiji,” “what ecosystem is your water from,” “what is artesian water,” and “untouched by man” are always available on the website.  FIJI Water (2008-04-2009) “FIJI Water Becomes First Bottled Water Company to Release Carbon Footprints of its Products” (www.fijiwater.com)

Fiji Company uses various brand development strategies to market its bottled water products. The use of the natural nature of the FIJI water “Every Drop is Green” creating an image that the water is natural hence the name “FIJI Natural Artesian Water” (“FIJI Water”).

The Company also uses competent advertisements in order to sell the product in the market. The brands ultrachic image has been displayed well especially in the ads. The ads have attractive raindrops that fall in the Fijis’ rainforest showing that the water is pure and natural. It has also used the ads with superstars, movies stars, and other celebrities so as to reach many customers around the world (James and Jan, 2009). This marketing strategy has made FIJI waters to be well known around the world hence expanding its market outlets. Other marketing strategy includes the pairing of prestigious hotel selling expensive meals. In addition, the company introduced the silver serving sleeve in the bottle making the bottle be unique from the rest. Therefore this strategies shows that Fiji water company appreciates the best and hence it can afford it well.

The best strategy used by FIJI water is the use of ads since it is the only method that can market Fijis’ core product in a wider population in the world.

References

FIJI Water (2008-04-2009) “FIJI Water Becomes First Bottled Water Company to Release Carbon Footprints of its Products” Press Release www.fijiwater.com retrieved on 13^th August 2009

James McMaster, Jan N. (2009) “FIJI Water and Corporate Social Responsibility – Green Makeover or “Greenwashing” Harvard Business Review

Information on “Fiji Waters” www.fijiwaters.com retrieved on 13^th August 2009