The Branding of Fuji Water

In: Other Topics

Submitted By tiffanyv
Words 947
Pages 4
Untouched by man
Tiffany Voight
BUS 303
Kristin Brocklesby
October 12, 2009 Untouched by man As defined by Kotler & Armstrong (2008), a brand is a name, term, sign, symbol, or design, or a combination of these that identifies the products or services of the seller or group of sellers and differentiates them from those of competitors (p. 226). Even the most common everyday items have been branded by there manufacturers. It is important for a company to create an image of their product for consumers to allow that product to be attractive to a certain target market. Fiji water is one of the fastest growing bottled water companies in the market today. The marketing strategy used by Fiji and the image they created has allowed them to become a phenomenal success. Fiji uses a fairly simple branding strategy and developed the three main levels of the product effectively. Packaging and labeling have played a large role in the product’s success. Fiji is a fairly new brand but if they want to build on their success a line extension would the best brand development choice for them. Consumers have many choices of bottled waters. What differentiates Fiji water from other bottled waters? Fiji has developed a plan to market the story of what is in the bottle. Since many times consumers feel that all bottles water tastes the same, it is necessary for Fiji to have the best story behind the water and be able to back this story with facts. The water that is in the bottle is a natural artesian water of the purest form, extracted from a virgin ecosystem far from acid rain, herbicides, pesticides and other pollutants, and that is filtered naturally for years through layers of silica, basalt and sandstone in the Fiji Islands. The story behind the water has created a strong brand for the water inside the package. To begin the marketing of this impressive product, Gilmour…...

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