FIJI Natural Artesian WaterFIJI Natural Artesian Water19541954

Carly Andersen, Brooke Bonnem, Nikki Constantine,Carly Andersen, Brooke Bonnem, Nikki Constantine,Heather Lodge, Jessica Strode, Jessica WesleyHeather Lodge, Jessica Strode, Jessica Wesley

Historical OverviewHistorical Overview

• David Gilmour bought Wakaya David Gilmour bought Wakaya Island where he found pure Island where he found pure water flowing from the Yaqara water flowing from the Yaqara RiverRiver

• The company was started in The company was started in 1996 and FIJI Water was 1996 and FIJI Water was introduced to the United introduced to the United States in 1997.States in 1997.

• FIJI has a unique bottling FIJI has a unique bottling system and the water is system and the water is “untouched by man.”“untouched by man.”

Situation AnalysisSituation Analysis

• FIJI Water is drawn from an artesian FIJI Water is drawn from an artesian aquifer, located at the edge of a aquifer, located at the edge of a primitive rainforest. primitive rainforest.

• FIJI Water never comes into contact FIJI Water never comes into contact with the air until bottle is opened.with the air until bottle is opened.

• FIJI Natural Artesian Water is good FIJI Natural Artesian Water is good for your health. for your health.

• FIJI Water is the only one among FIJI Water is the only one among the top 10 bottled water in the US the top 10 bottled water in the US originating from an artesian source. originating from an artesian source.

• FIJI Water is currently marketed as FIJI Water is currently marketed as a luxury good for wealthy a luxury good for wealthy consumers. consumers.

Industry OverviewIndustry Overview

• The first bottled water was The first bottled water was introduced in 1820.introduced in 1820.

• Coca-Cola, a leader in the bottled Coca-Cola, a leader in the bottled beverage industry, began in 1886.beverage industry, began in 1886.

• In 1954, cola beverages were the In 1954, cola beverages were the highest selling bottled beverage highest selling bottled beverage product.product.

• At this time, bottled water was not At this time, bottled water was not sold commercially. sold commercially.

• Saratoga Springs and Coca-Cola Saratoga Springs and Coca-Cola would have been FIJI’s leading would have been FIJI’s leading competitors in the bottled beverage competitors in the bottled beverage industry. industry.

Consumer ResearchConsumer Research

• The target market for FIJI is the middle class. The target market for FIJI is the middle class.

• FIJI Water is broadly distributed and widely FIJI Water is broadly distributed and widely available to the masses.available to the masses.

• FIJI Water is marketed as an essential item for FIJI Water is marketed as an essential item for a bomb shelter kit. a bomb shelter kit.

• Marketing objectives are to give out samples Marketing objectives are to give out samples in grocery stores, emphasize purity, and in grocery stores, emphasize purity, and promote patriotism during the Cold War time. promote patriotism during the Cold War time.

Advertising StrategyAdvertising Strategy

• To market FIJI water as the safest To market FIJI water as the safest and most pure bottled water, and most pure bottled water, especially concerning Cold War especially concerning Cold War fears.fears.

• To focus our print ads on scare To focus our print ads on scare tactics.tactics.

• Overall, our campaign is in the Overall, our campaign is in the introductory stage and we are introductory stage and we are creating awareness for this new creating awareness for this new product.product.

• The packaging of the water will be a The packaging of the water will be a glass bottle, tinted light blue and glass bottle, tinted light blue and labeled with a tropical scene to labeled with a tropical scene to emphasis purity.emphasis purity.

Creative StrategyCreative Strategy

• In a time of mayhem and In a time of mayhem and danger, FIJI Water can danger, FIJI Water can provide a safe, pure provide a safe, pure drinking alternative that drinking alternative that protects your family and protects your family and keeps them healthy.keeps them healthy.

• Product image: safe, Product image: safe, convenient, family orientedconvenient, family oriented

• Art elements of ads: Art elements of ads: average middle class average middle class Americans protecting their Americans protecting their families from Cold War families from Cold War dangersdangers

Media PlanMedia Plan

• Television and print are the best modes of media to reach our target Television and print are the best modes of media to reach our target market as they are both widespread among the middle class at this time. market as they are both widespread among the middle class at this time.

• We will use the televised First Annual Miss America pageant and Cold War We will use the televised First Annual Miss America pageant and Cold War fears to aid in presenting our product in a patriotic manner.fears to aid in presenting our product in a patriotic manner.

• Radio, magazines, and billboards will be incorporated but will not be the Radio, magazines, and billboards will be incorporated but will not be the main focus.main focus.

Promotions and Public Promotions and Public RelationsRelations

• Contest advertised in LIFE Contest advertised in LIFE magazine; winner gets a magazine; winner gets a year’s worth of free FIJI Wateryear’s worth of free FIJI Water

• Increase awareness by Increase awareness by distributing free samples in distributing free samples in supermarketssupermarkets

• Sponsorship for numerous Sponsorship for numerous 1954 events with a focus on 1954 events with a focus on the Miss American Pageantthe Miss American Pageant