Fiji Water Strategic Plan

PowerPoint Presentation: 

Fiji Water Strategic Plan By: Elizabeth Kulin December 2009 www.ElizabethKulinMarketing.com

COMPANY OVERVIEW: 

COMPANY OVERVIEW

CURRENT SITUATION: 

CURRENT SITUATION

STRATEGIC ISSUES: 

STRATEGIC ISSUES Fiji Water Socio-economics = socially concerned consumers Economics = sales and consumption in decline Environment = Consumer do not believe www.FijiGreen.co Health = Consumer want clean & safe beverage options

AFFECTS ON FIJI WATER: 

AFFECTS ON FIJI WATER 40% of staff Private Labels New competition

THE CATEGORY AFFECTS AND REACTIONS: 

THE CATEGORY AFFECTS AND REACTIONS

SWOT: 

SWOT STRENGTHS Financially stable CEO Has won Green awards High brand awareness Strong distribution Strong marketing resources High quality positioning WEAKNESSES Unstable brand image Remote source location 40% less staff resources Is in a declined category High priced OPPORTUNTIES Biodegradable plastics are selling well Enhanced still water is selling well (Smartwater) Category is forecasted to increase in future (post ‘09) THREATS New, lower priced competition Unstable economic environment Environmental movement Social Media

STRATEGIC OPTIONS: 

STRATEGIC OPTIONS

OPPORTUNITY PROS & CONS: 

OPPORTUNITY PROS & CONS Option Details New Product; New Market Juice Hotel Rational brand extension & use of resources Leverage location and past resources Category in decline (-.3% 2008 sales) & negative forecast Fiji T&T in decline (13.2% in Q1 2009) Current Product; Current Market Respond to Issues: Economic Environment Health Socio-economics Lower sales price Use PLA plastics 3 rd party test water Increase cause marketing Could spark demand Support green claim Prove that water is healthy Boost brand image Hurt brand image Increases cost Consumer disbelief Consumer disbelief

OPPORTUNITY PROS & CONS: 

Option Details Current Product; New Market Increase price to target high income market Higher revenue at no cost increase = automatic profit increase Economic recession can not guarantee a successful sales volume New Product; Current Market Develop an enhanced bottled water Consumer interest in this segment & positive forecast Strong competition from Smartwater (hydrating sports water) & declining sales of enhanced sweetened, flavored waters (FE: Propel & Vitaminwater ) OPPORTUNITY PROS & CONS

POTENTIAL OPPORTUNITY : 

POTENTIAL OPPORTUNITY Soda Subs. Flavored/Juice Subs. Health Sport/energy Country of Origin Private Label Trendy/High Priced Aquafina sparkling Poland springs sparkling Aquafina flavor splash Enhanced Propel flavored Enhanced VitaminWater (Coca-Cola) Nestle Purelife Enhanced Propel (Pepsi) Enhanced VitaminWater (Coca-Cola) Enhanced Dasani Plus (0 calories) Sobe Lifewater Gatorade PowerAde Enhanced Propel (“recharge when on the go”) Aquafina Alive Smartwater (tom Brady) Fiji Evian Poland Springs Trader Joes Whole Foods Voss Bling Berg

RECOMMENDATION : 

RECOMMENDATION Develop a new product for current market :

MARKETING STRATEGY: PROMOTION: 

MARKETING STRATEGY: PROMOTION Outdoor, Online, Print Green & Health reporters Encourage viral spread

MARKETING STRATEGY: BRANDING: 

MARKETING STRATEGY: BRANDING

FINANCIAL PROJECTIONS FOR FIJI WATER COMPLETE: 

FINANCIAL PROJECTIONS FOR FIJI WATER COMPLETE Cost increase of $.013/1 liter bottle (If $150m Profit, ~-$.7m loss) CHOICES: Variable Costs: Vitamins - $.00625/bottle Plastic - $.80/lb Shipping - $.037/bottle Fixed Rent Staffing Equipment

IMPLEMENTATION PLAN: 

IMPLEMENTATION PLAN

CONTROL & MAINTENANCE: 

CONTROL & MAINTENANCE

CONTINGENCY PLAN: 

CONTINGENCY PLAN Worst case No sales Return to core product or search for new strategic options Best case Win sales and market lead Re-hire staff Use profits to counter future threats: create loyal relationships with customers green projects to strengthen brand image of positioning cause marketing in Fiji