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Fiji

In: Business and Management

Submitted By mattchigs
Words 3149
Pages 13
FIJI Water Bottled water has become an indispensable prop of the daily lives of consumersalmost anywhere in the world today. It is truly a marketing phenomenon in the 21 centurys globalconsumer culture. Despite having grown up drinking water straight from tap, many consumers now prefer paying for the luxury of drinking bottled water and are raising a generation of children that views bottled water as a superior alternative to tap water. They have learnt to accept paying good money for a commodity which has always been provided, and can still get, for free from taps in their homes. Bottled water barely existed as a consumer product a couple of decades ago. It was mostly found in exotic holiday destinations with poor quality local drinking water to cater for the needsof tourists. Today, we find bottled water in lunch boxes, meetings, lecture halls, tennis matches and the cup holder of the treadmill at the gym. Every convenience store or supermarket offers bottled water for sale. At supermarkets, bottled water is the most popular item by units sold today. When we buy a bottle of water, we are notjust paying for the water itself but the convenience and most probably the artful story which the water companies tell us about the water. Our choice is affected by where it comes from, how healthy we think it is, and what it says about us ¨C in other words, its symbolic meanings rather than the actual benefits. Among the choices that we make for our daily consumer products, bottled water isn't just good but positively virtuous. The global market for bottled water is rapidly growing and highly lucrative especially in developed countries. It is estimated that this market has been growing at an annual rate of over 10% in the last 15 years. All major transnational food companies such as Nestle, Pepsi and Coca©\Cola have developed substantial market shares in the bottled water...

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