Fiji Water Essay

1755 Words Apr 8th, 2013 8 Pages
Introduction
FIJI Water LLC is a U.S. based company, that market its famous brand in more than a dozen countries out of its bottling plant located in the Fiji Islands. The product concept was developed in the early nineties by David Gilmour, the Canadian-born owner and founder of Fiji’s renowned Wakaya Island Resort.1

As of 2008, FIJI Water marketed its bottled mineral water in about a dozen countries in North America, Asia, Europe and the Middle East. It was marketed as FIJI Natural Mineral Water in Europe and as FIJI Natural Spring Water in Australia. The two main markets for the product were the United States and Australia.

At the same time, the company’s relationships with the Fiji government were at the lowest point. The
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Another important factor that had contributed to FIJI Water’s success in the U.S. market was its distribution. Having good distributors was important in that it enabled the brand to be well placed in and readily available to the market. Building an image of the high quality, uniqueness and class of the product was another aspect of this successful marketing campaign.

The successful launch of FIJI Water in the United States was attributed to a skilful marketing strategy and the high quality of the people who drove the initial marketing campaign.4 The company made people believes that FIJI Water was much more than just pure, good-testing liquid; it was also a promise of good health, refinement, status, and exclusivity. It evoked images of unspoiled natural beauty and purity. It was a tropical paradise captured in a bottle.

2 “The Global Bottled Water Market. Report 2007,” Beverage Marketing Corporation, January 2008.
3 www.fijiwater.com. 4 Paul Yavala, “Fiji Water Travels,” The Fiji Times, November 2000, P.4.
Relations with the FIJI Government
The "negative" contribution to the local environment---Tax Issues
Fiji Water appeared to provide little direct benefits to government revenue because of the tax-free status granted by earlier governments

The success of FIJI Water was very evident to all citizens of Fiji as they observed the large number of trucks transporting containers of bottled water to the

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