Principles of Marketing
April 13, 2008
Fiji Bottle Water This paper will incorporate my opinion of why customers buy Fiji Bottled Water. I will utilize the three levels of product including the core benefit, actual product and augmented product. Lastly, I will give my suggestions on which brand development strategies make the most sense for Fiji.
The Core Benefit When customers purchase Fiji water, they are buying more than just bottled water. They are enhancing their status. Fiji has become synonymous with success. The company’s marketing strategy is geared toward upscale customers, hotels and restaurants alike. Some people want to be a part of this new trend. Drinking …show more content…
Augmented Product Fiji has done an excellent job providing the consumers with options including with home delivery. The bottles are not sold individually, but are sold by the dozens. Word of mouth is one of the best forms of marketing. Fiji bottled water is the topic of numerous conversations especially when served in the right atmosphere and setting.
Brand Development Strategy Because of it brand name and affiliation to success; I feel that brand extension would be the best strategy for Fiji bottled water.
Fiji water seems to be as unique as it name and is considered to be the choice of bottled waters for many today. In my attempt to explain all three levels of the product marketing, I am curious to try this