ATHENA AGENCY

FIJI WATER
TABLE OF CONTENTS

Executive Summary
Situation Analysis
Marketing Goals
Target Audience
Media Objectives
Creative
Media Strategy
Media Execution
Promotions and Non-Traditional Efforts
Budget
Meet the Team
Appendix
 EXECUTIVE SUMMARY
FIJI is an established bottled water brand known for for
distributing clean, quality water. However, sales are not
nearly as high as its competitors, and awareness of the
brand could use some enhancement. With the popularity of
bottled water quickly growing, it’s important to take
advantage of marketing opportunities. In this campaign, the
aim was to:
1. Achieve national distribution in 80 percent of US food,
local and regional sports venues, and convenience store
locations
2. Grow brand awareness
3. Capitalize on “FIJI taste me”
4. Increase annual distribution.
We chose heavy bottled water drinkers as our primary
target audience. This campaign sought to capitalize on
established habits of drinking bottled water and gain
loyalty from those people. Our secondary target audience
was heavy FIJI Water drinkers. We sought to strengthen
loyalty and encourage even more consumption. In addition,
these people are more likely to engage with posts on social
media and spread awareness.
We set goals of 60 percent reach and an average frequency
of 3. However, through a variety of media, targeted spot
markets and budget allocation choices, we were able to
significantly surpass our goals. We ended with a 93.1
percent reach and an average frequency of 9.7.
Overall, this campaign was very successful and can be
replicated in the future to surpass the competition in sales
and awareness.
 SITUATION ANALYSIS

Background
In 1996, Canadian businessman, David Gilmour founded FIJI Water under the name
Natural Waters of Viti Ltd. In 2004, Roll Global, owned by Stewart and Lydia Resnick,
bought FIJI for $50 million. The Resnicks own multiple California wineries, as well as
companies like Teleflora and POM Wonderful. FIJI sales exceeded $434 million, but the
competition is fierce with the other five big brands making $5 billion combined.

Past and Present Advertising

Fiji water has used similar imagery and copy in both the past and the present
advertising. The tagline, “untouched by man,” and images of FIJI water bottles floating
over tropical scenes are used consistently in campaigns throughout the years.
 SITUATION ANALYSIS

Strengths Weaknesses
- FIJI Water is already an established brand - FIJI Water is known as a more expensive brand of bottled
- FIJI Water has a loyal following water
- Unique selling point (water that has never been touched by - Sales are low compared to other bottled water companies
man) - Lack of awareness
- Naturally sourced beverage

Opportunities Threats

- FIJI could start promoting their water as premier water in - Sales and spending of other brands
order to make up for their expense - Other brands are well known
- FIJI could start to market in order to have more frequency to - Other brands aren’t as expensive
raise brand awareness
SITUATION ANALYSIS

The Market
Bottled water has grown in popularity annually since the eighties. Consumers find
bottled water more and more convenient and accessible. Currently consumers are
looking for a more natural bottled water. Consumers do not want artificial sweeteners,
flavors or colors tainting their water. 24 percent of consumers say that they want
GMO-free or organic bottled water.

Share of Market
Due to health reasons and convenience, bottled water is rapidly growing in popularity.
Bottled water sales are continually growing by 12 percent to 15 percent each year. FIJI
Water is currently taking up a very small percentage of the market. When compared with
other bottled water, FIJI Water only makes up 4.8 percent in the US of bottled water sales.
 SITUATION ANALYSIS
Share of Spending

FIJI Water makes up 7.7 percent of the share of spending for the top six bottled water companies. That is about five percent less
compared to other leading bottled water brands and 17 percent less than the leading bottled water brand, Glaceau Waters.
SITUATION ANALYSIS
Share of Voice
MARKETING GOALS

- Achieve national distribution in 80% of US food, local and regional

sports venues, and convenience store outlets

- Grow brand awareness from 8% to 35% during the next calendar

year

- Capitalize on the “FIJI taste me” test

- Increase national distribution 15% annually. Increase 45% within

three years
TARGET AUDIENCE
Primary Audience - Heavy Bottle Users
Stephanie is a 32-year-old caucasian woman. She
is married and has two children, ages 1 and 3. She
lives with her family in a big city in the southern
United States, and she makes sure they are all
healthy, active and hydrated. Her income is approx-
imately $75,000. After graduating high school, she
got hired as an office receptionist, but is currently
applying and interviewing for a better paying job.
Because of her career goals, she likes to stay up
on business news and current events through TV,
magazines and the internet. She enjoys watching
the news with her husband after putting her kids
to bed. Since Stephanie is busy working and taking
care of her kids, Stephanie chooses to buy bottled
water.
Demographics
- Women (Index of 106)
- 25-34 (Index of 109)
- Graduated HS (Index of 102)
- Sales and Office Occupations (Index of 108)
- HHI $60,000- 74,000 (Index of 110, but base total of 24,808)
- HHI $75,000-149,999 (Index of 100, but base total of 73,652)
- County Size A (Index of 106)
- Region- South: (Index of 114)
- Now married (Index of 99)
- Child age: <6 (Index of 111, base total of 43,768)
- Race: Other (Index of 133, but base total of 24,498)
- Race: White (Index of 92, but base total of 185,148)
- Cable Services: MTV2 (Index of 133)
- Magazines: Los Angeles Times (Sunday) (156)
- TV Show Types: Late Night Network News (Index of 130)
- TV Show Types: Pageants (Index of 126)
- Websites/Apps: TheStreet (Index of 135)
- Websites/Apps: CareerBuilder (Index of 129)
 TARGET AUDIENCE
Secondary Audience - Fiji Bottle Water
Users
Laura is a single, 24-year-old, African American
woman living in a big city in the Southwest region
of the United States. After graduating college, she
finished her Masters degree and became employed
as an Office Administrator for a large company,
earning an annual salary of $150,000. She has one
child, who has just turned 2. In her free time, Laura
can be found reading magazines, such as Ebony,
Cosmopolitan and Food and Wine. She also likes
to watch women’s fashion shows and various pro-
grams on Adult Swim and Comedy Central. Courtney
also enjoys traveling and spends a lot of time online
looking at Airbnb and Cheap Tickets. Since Laura
lives in a big city and works a demanding job, she
chooses Fiji water as her on-the-go water bottle.
Sources
(n.d.). Retrieved from https://www.gfkmrismartsystem.com/UniversityReporter/Report.aspxl
(n.d.). Retrieved from http://academic.mintel.com.byui.idm.oclc.org/display/815375/
Demographics
- Women (Index of 105)
- 18-24 (Index of 180, but base total of 30,250,000)
- 25-34 (Index of 136, but base total of 43,784,000)
- Graduated college, plus (Index of 112)
- Sales and Office Occupation (Index of 135)
- Child age: <6 (Index of 127, base total of 43,768)
- Child age: 2-5 (Index of 119, base total of 34,144)
- Black/African American (Index of 159)
- County Size A (Index of 129)
- Region- South: (Index of 100, but base total of 92,801,000)
- Region- West: (Index of 129, but base total of 56,523,000)
- Cable Services: Adult Swim (Index of 194)
- Cable Services: Comedy Central (Index of 182)
- Cable Services: Disney XD (Index of 178)
- Magazines: Cosmopolitan (Index of 186)
- Magazines: Ebony (Index of 212)
- Magazines: Food and Wine (Index of 210)
- TV Show Types: Women’s Fashion (Index of 187)
- Websites/Apps: Airbnb (Index of 194)
- Websites/Apps: Cheap Tickets (Index of 187)
- Websites/Apps: Airbnb (Index of 194)
- Websites/Apps: Cheap Tickets (Index of 187)
MEDIA OBJECTIVES

It is imperative that we reach over half of our target audience in order to have a significant impact and
reach our goals. According to the Ostro Model located in the appendix, our designated frequency goal
should be 3.0. Using these figures, the gross rating point calculation comes out to be 180. We hope to
exceed these goals over the course of the campaign.

Reach Goal: 60%

Frequency Goal: 3
GRPs: 180

Ostrow Model
Goal: Reach 60%
3.0+0= 3 Average Frequency
-To Reach 60%
60x3=180 GRP

See Ostrow model in Appendix

CREATIVE

Positioning Statement: Our position is to make FIJI Water the bottled water that
makes our audience feel like they are on vacation in Fiji.

Tagline: Getaway to Fiji

Our target audiences love the idea of traveling and being healthy. The positioning
statement is based on our research which found that both our primary and secondary
audiences live in big cities, yet they like to find ways to escape and relax. This position
gives the idea that when they drink FIJI Water they can mentally go to a place like Fiji
and relax from their everyday stress. The tagline, “Getaway to Fiji,” is in reference to the
promotional material to win a trip to Fiji. The anticipated result of both of these
statements is that people will be drawn to the brand through enticing language and the
accompanying vision.
MEDIA STRATEGY
Spot Markets

We chose the five cities with the highest populations in southern United States for three
reasons. First, according to Mediamark, our target audience, heavy bottled water drinkers, lives
in county size A (106) in this region (114). Second, bottled water, as a category, has higher sales
during the summer months because of the temperature (Media Flight Plan). In the south, there
are more warm months than other regions. Third, the taste of tap water is inversely related with
bottled water sales. The worse the tap water tastes in a certain region, the more bottled water
is sold in that region (Mintel, Retrieved from: http://academic.mintel.com.byui.idm.oclc.org/dis-
play/815379/?highlight#hit1).

Los Angeles- 3,999,759

Houston- 2,312,717
Phoenix- 1,626,078
San Antonio- 1,511,946
San Diego- 1,419,516
MEDIA STRATEGY

CDI
Los Angeles - 6.19%
Houston - 1.85%
Phoenix - 1.44%
San Antonio - .69%
San Diego - 1.08%

BDI
Los Angeles - 6.27%
Houston- 2.15%
Phoenix- 1.22%
San Antonio- .69%
San Diego - 1.10%
 MEDIA STRATEGY
SOV as justification
We noticed that FIJI was lacking advertisement
through a few different media. These media were
used frequently by our target audience, so it was
important to capitalize.
One of the top media choices for our target au-
dience is magazines. Prior to the campaign, FIJI
had only .33 percent SOV for magazines. While
this number is low, most of the top bottled water
brands were not advertising in magazines ether.
Using our budget to advertise in magazines allowed
us to be a stronger competitor in that category.
Nestle Pure Life was dominating the mobile web
(80 percent SOV) and online video media (71
percent SOV). While FIJI was in third place for both
media, it was still very low. Increasing digital media
helped FIJI become a stronger competitor.
In terms of SOV, there was a lot of potential in the
medium of radio. However, our target audience does
not listen to the radio, so it was not included in our
media plan.
Media Mix Determined and Justified Type of scheduling pattern
In order to reach our audience, we focused on some The type of scheduling plan we chose to use is
of the media types our audience consumes the flighting. We believe that the best time to use our
most. We advertising budget is in the summer months when
allocated the highest percentage of our budget to people are more concerned about staying hydrated
net and drink the most bottled water. We started in
TV-prime time and net TV-late night/late news. April to lead up to the summer months and ended in
While these dayparts are expensive, they are September as summer was coming to a close.
effective in gaining reach. We also believe these
are good times to reach our audience because they
are right about the time school and work ends and
after the kids go to bed.
We allocated a large budget for digital spots as
well
because it is effective in gaining reach and
frequency, and it is fairly cost-effective. In addition,
it gives a great
platform for our eye-catching advertisements.
We spread the rest of the budget fairly evenly
between other media our audiences consume
frequently: net
cable-prime, net cable-late fringe,
magazines-women’s, magazines-general interest
and outdoor.
MEDIA EXECUTION
The media we selected were network television, network cable, magazines, outdoor advertising and digital
advertising. All of these media types are used thoroughly by both our primary and secondary audiences, with
index numbers well over 100. We selected when and where to purchase advertising based on many elements
including weather, children’s school schedules, work schedules, etc.

Primary Audience Secondary Audience

Cable Services: E! (Index of 126)
Cable Services: MTV2 (Index of 133)
Magazines: Boating (Index of 136)
Magazines: Bridal Guide (Index of 136)
Magazines: Coastal Living (131)
Magazines: Essence (Index of 144)
Magazines: Los Angeles Times (Sunday) (156)
TV Show Types: Late Night Network News (Index of
130)
TV Show Types: Pageants (Index of 126)
Websites/Apps: CareerBuilder (Index of 129)
Websites/Apps: Overstock (Index of 118)
Websites/Apps: TheStreet (Index of 135)
Cable Services: Adult Swim (Index of 194)
Cable Services: Comedy Central (Index of 182)
Cable Services: Disney XD (Index of 178)
Magazines: Cosmopolitan (Index of 186)
Magazines: Ebony (Index of 212)
Magazines: Food and Wine (Index of 210)
Magazines: National Geographic Kids (Index of 212)
TV Show Types: Women’s Fashion (Index of 187)
Websites/Apps: Airbnb (Index of 194)
Websites/Apps: Cheap Tickets (Index of 187)
Websites/Apps: NBA (Index of 187)
MEDIA EXECUTION

According to the flowchart and the accompanying goals, we have exceeded our reach and frequency goals
drastically with the lowest reach falling at 93.1% and the lowest frequency falling at 9.7. These are much
more effective numbers and helped us to meet our objectives in a more efficient way.
PROMOTION and NON-TRADITIONAL EFFORTS

Based on our research, outdoor, digital (social media) and magazine advertisements, are some of
the most effective ways to reach our primary and secondary target audiences.

Non-traditional promotion is effective amongst the target audiences. We decided to give a

getaway to Fiji. Through each medium, people had a chance to enter the getaway. Each giveaway
entry required the person do something that promotes FIJI Water and create brand awareness.
For example, with our social media posts, one entry form is to post a picture of yourself drinking
FIJI Water and tagging the brand.

Our promotional material attracts the viewer and encourages them to participate and promote
FIJI to their friends. Outdoor advertising is effective for our secondary audience with an index
of 117. Digital advertising is effective for both audiences with the index numbers being primary,
135, and secondary, 187. The last example we created was with magazine advertising, this had
an index of primary, 156, and secondary, 212.
PROMOTION and NON-TRADIOTINAL EFFORTS

Magazine Advertisement Social Media Post Social Media Post

PROMOTION and NON-TRADITIONAL EFFORTS

Outdoor Billboard Advertisement

BUDGET

Total Budget Spent: $26,707,000.60

Excess Budget: $292,999.40

The excess budget was split between travel expenses for
the “Getaway to Fiji” giveaway and a small contingency
budget.
BUDGET
The budget for this
campaign was focused on
summer months–specifically
June, July and August. These
months are hot, especially in
southern United States, so
people are more concerned
about staying hydrated.
BUDGET
In order to reach our audience, we focused on
some of the media types our audience
consumes the most. We allocated the highest
percentage of our budget to net TV-prime time
and net TV-late night/late news. While these
dayparts are expensive, they are effective in
gaining reach. We also believe these are good
times to reach our audience because they are
right about the time school and work ends and
after the kids go to bed.

We allocated a large budget for digital spots as

well because it is effective in gaining reach and
frequency, and it is fairly cost-effective. In
addition, it gives a great platform for our
eye-catching advertisements.

We spread the rest of the budget fairly evenly

between other media our audiences consume
frequently: net cable-prime, net cable-late fringe,
magazines-women’s, magazines-general
interest and outdoor.
BUDGET
Because we determined
strong evidence for where
our target audience lives, we
decided to make sure a good
chunk of the budget was
specifically directed toward
those areas. We allocated
about 30 percent of the
budget to our spot markets
and 70 percent to the
national campaign.
BUDGET
Monthly Media Spending

APRIL
BUDGET
Monthly Media Spending

MAY
BUDGET
Monthly Media Spending

JUNE
BUDGET
Monthly Media Spending

JULY
BUDGET
Monthly Media Spending

AUGUST
BUDGET
Monthly Media Spending

SEPTEMBER
MEET THE TEAM

Nikki Elliott
Nikki Elliott is a senior at BYU-Idaho. She is
studying communication with an emphasis
in public relations. She is excited to
graduate in April 2019. Originally, Nikki is
from Colorado and loves the Rocky
Mountains. After college she hopes to be a
freelance copywriter and editor. In her spare
time, Nikki enjoys traveling.
MEET THE TEAM

Kenna Harris
Kenna Harris is a senior at BYU-Idaho. She is
studying communication with an emphasis
in public relations. Kenna is eager to
graduate this December. After graduating
she hopes to work in a non-profit doing
public relations. Kenna will be moving to
Provo, Utah and enjoys spending time with
family and friends.
MEET THE TEAM

Addi Arave
Addi Arave is a junior at BYU-Idaho. She is
studying communication with an emphasis
in public relations. She is planning to
graduate in December 2019. Once Addi
graduates, she hopes to be a copy editor
and web designer. Addi grew up in
Anchorage, Alaska and loves to create new
things and teach others.
MEET THE TEAM

Allie Haws
Allie Haws is a senior at BYU-Idaho. She is
studying communication with an emphasis
in public relations. She is planning to g
raduate in July 2019. Once Allie graduates,
she hopes to be a social media manager and
blogger because she loves all things social
media. Allie grew up in Kirtland, New Mexico
and enjoys Blake’s Lotaburger.
MEET THE TEAM

Madison Garlock
Madison Garlock is a senior at BYU-Idaho.
She is studying communication with an
emphasis in public relations. She is excited
to graduate in April 2019. After graduation,
Madison plans to be a corporate event
manager. Originally, Madison is from
University Place, Washington and loves the
Puget Sound and evergreen trees. In her
spare time she enjoys being with family,
traveling, hiking, sports and art.
MEET THE TEAM

Bobie Breitwieser
Bobie Breitwieser is a senior at BYU-Idaho.
She is studying communication with an
emphasis in public relations. She is hoping
to graduate December 2019. After
graduating, Bobie wants to do public
relations with small businesses. She grew
up in Frederick, Maryland and loves helping
others achieve their goals.
APPENDIX
APPENDIX