Fiji water is more than just a rehydration product, it’s a lifestyle. In this paper I will explain how the three levels of product, augmented product, actual product and the core benefit relate to Fiji water. The packaging label is important to all manufactures and Fiji sells the idea well with its design. Fiji has used a new brand development strategy.
When customers buy Fiji water they are showing that they are a sophisticated and informed customer. Fiji is different from all other waters on the market today. Fiji water is drawn from an underground source on Vit Levu, the main island of the South Pacific country of Fiji [ (Kotler & Armstrong, 2008) ]. When customers buy Fiji water they are trying to be with the in crowd, it could be considered the high end line of bottled water. I would not have known any of this, without reading the assignment, to me it’s just another bottled water, besides the square pretty bottle, it’s no different than the filtered tap water that I prefer to quench my thirst with.
The core consumer is the customer in which the product is marketed towards. Marketers must first identify this group in order to develop the product [ (Kotler & Armstrong, 2008) ]. In this case Fiji water is attempting to be the best most expensive water on the market. They needed to find a way to make their water different and seem better. There client would be the Mercedes driving Starbucks and Target customer as
The Actual product consists of a brand name, quality level, features, packaging, and features [ (Kotler & Armstrong, 2008) ]. Fiji water is branded as the Natural Artesian water. It was given to celebrities, athletes, and put into movies using product placement. They wanted to show an upper-class lifestyle of clients.
The quality level is extremely important for Fiji water. Since it’s marketed as the best it must be high in quality. Fiji
References: Kotler, P., & Armstrong, G. (2008). Principles of marketing. Upper Saddle River: Pearson.