Fiji case study
What factors contributed to the marketing success of FIJI Water?
Analyse the 4 Ps and the positioning of the FIJI Water brand.
FIJI´s 4 P´s
• Locally and
• Exclusive distributors
• Aggressive expansion
• Premium –
• Free product
• Paid advertising
FIJI´s success factors
Premium product pricing
Good market environment
Highly skillfull marketers
Change in customer preferences
“promise of good health, refinement, status, and
What is the ethical and socially responsible marketing?
Why should marketers increasingly be concerned about
CSR issues and sustainability?
Ethical and Social
CSR is promoted as a business model to help companies
regulate themselves (because of the impact on general
public) as well as establishing a strong relationship with
What is ethics?
Not only profit-driven
Reinforce social and ethical values for citizen benefit
CSR Issues and Sustainabilities
Ethics as a selling point
Component of brand image
Image of the organization
Easier access to information (customer awareness)
Differentiation from competitors
Attract and retain talent
What does it mean for FIJI Water to go carbon negative?
What do think about it? How does one measure and
report carbon footprints of products? Is the carbon
footprint of FIJI Water big compared to other produ...