FIJI Water is a company founded in 1966, with the desire to provide the finest water for costumers around the world. FIJI water only sells bottled water, and selling quality water is the primary goal for the company. Since FIJI’s major product is bottled pure water, the packaging of the bottle is the key factor for the company to successfully sell its products. There are two special characteristics for the design of the bottle. Firstly, the background of the tag on the bottle is blue, which refers to the high quality of FIJI water. Secondly, the product is with a squared bottle, which is special comparing with other bottled water products.
It is easier for costumers to recognize the product. The packaging of the product is environment-friendly. Besides, as a high-end product, the price of FIJI bottled water is relatively high. As another high-end bottled water brand, Evian has a bigger global market. Thus, the weaknesses of FIJI bottled water are as such: the low popularity and high price.
As a high-end product, FIJI bottled water has attracted different types of costumers around the world. The first group of customers of FIJI bottled water is those who require high-quality water to support their daily work. For instance, athletes, which have strict requirements for their own physical condition, need high-quality water frequently. The second group of costumers is those who prefer to consume environment-friendly products. To create a viable, reliable marketing strategy for FIJI bottled water, we must focus on the value of the product and the potential costumers of the product.
To attract more customers with environmental awareness, FIJI Water has to enhance its positive image of making environment-friendly products. One goal for the company is to change the stereotype of customers which believe FIJI Water is not an environment-friendly company since the product it is selling is packed with plastic. Besides, FIJI Water needs to cooperate with sports activities and events to indicate the characteristic of FIJI bottled water. For example, it is a good opportunity to let customers know the high quality of FIJI bottled water as they are watching FIJI as the sponsor of the Super Bowl.
In addition, cooperation with billiards events and competitions is a good option for FIJI Water to expand its market. As we know, billiards is a high energy-consuming sport and athletes need to drink a lot of water during the competition. The costumers of FIJI bottled water are those who are willing to pay the extra money for the unique qualities FIJI bottled water has (high-quality and environment-friendly packaging etc.). Thus, the company should use a viable marketing strategy to expand its market to attract customers who are most willing to buy FUJI bottled water.
