What are customers really buying?
In Principles of Marketing by Kotler, P. & Armstrong, G. (2008), three levels of products are mentioned, they are core benefit, actual product and augmented product (p.219-220). Core benefit: what the consumer seeks in a product, customers are not only buying water that tastes good but that is good for their health as well. Actual product: turning the core benefit into a product that will be purchased by the consumer. Product planners of Fiji develop its name, taste and packaging to be recognizable to the consumer. Augmented product: this generates from the core benefit and actual product, offering consumer services and benefits. People drink water when they are thirsty or just to keep health; Fiji’s goal is to provide the best tasting water. Fiji is a brand of water that originates from the Fiji Islands; it is bottled in a square shape stylish bottle. Fiji Water Company is fairly new; it was founded in 1996 and introduced to the United States in 1997. The brand development discussed in Kotler, P. & Armstrong that best describes Fiji water would have to be Multibrands, companies often introduce additional brands in the same category (p.238). The product planners of Fiji created a new brand name for water introducing Fiji Water. As mentioned before Fiji Water is fairly a new company originating from the Fiji Islands, this water is not a brand that was renamed, or extended in order to be recognized. Fiji water is known to be the most pure water than any other bottled waters. Fiji water is uncontaminated and uncompromised. Fiji waters aquiter is in a virgin ecosystem a continent away from the nearest industrialized civilization. Being so far Fiji is protected by the winds that carry acid rain and pollutants, their rainfall is purified by equatorial winds (http://fijiwater.com/Ecosystem.aspx). Fiji water is drawn from an asterian aquiter, which is located at the very edge of the primitive rainforest. The vast...
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