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Fiji Water

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Fiji Paper

Dan Christianson

BUS 330 Principles of Marketing

Kristin Broklesby

April 4, 2010

Fiji Water, I will admit I have purchased this particular brand of water in lieu of its appearance.

At the basic level of product and service, which is your core benefit level; this addresses the question as to what the consumer is actually buying.

I would hope we would say that we’re all buying water, which is true. But, according to Fiji you are buying “the nature of water.” Fiji wants you as the consumer to know your buying and drinking the purest, cleanest water the earth has to offer.

Wanting the consumer to know the benefits of this product, it is said to have a youth preserving antioxidant, True?

At the second level of product, product developers turn their ideas for the product and the buyer into the actual product.

Developing design, quality level, brand name and packaging are the key elements to this stage. As I had mentioned in my opening statement, I have purchased this product strictly because of it appearance. From the square shape of its bottle to its colorful label, this product does have an appearance unlike any others. From our reading, a company official states “the bottle appears to have magic in it.” I would strongly agree that Fiji has accomplished their goals at this stage of product and services.

In the final stage of product and services, Fiji has used celebrity appeal to augment their product.

By providing the consumer with health conscious information and the benefits of consumption, Fiji has provided additional consumer services besides drinking out of a unique bottle with an attractive label.

Many of us purchase items because of how it looks. Its appearance is much like that of first impressions. When we meet someone, whether we like it or not we make a mental note in our mind of what we think about and

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