[Others]现在很流行的矿泉水-FIJI

那天在US WEEKLY，明星杂志上就看到好莱坞明星们每人手里都拿一瓶- -+青少年也是，我们学校学生几乎全部喝FIJI
我昨日去7-11也买了一瓶(TNND，好贵，一个小瓶竟然和买一瓶可乐的价钱一样)/ 我感觉很一般，感觉就是水呀- -

Business

Fiji Water Making Waves
Pristine Taste And Savvy Marketing Are Driving Fiji抯 Biggest Export

By Matelita Ragogo

One sees its distinctive square bottles in television shows and movies梚t is the in thing as far as accessories are concerned for the Hollywood glitterati. And now, with more proof of its uniqueness, Fiji抯 Natural Artesian Water is becoming a necessity in kitchens, athletes?packs, and in many medical and diet circles. It抯 also surpassed any other product as Fiji抯 biggest export.

If that抯 not enough, the United States consumer is beginning to consider Fiji Water one of the top 10 things one cannot do without, or so various 搇ists?imply. Among non-carbonated waters sold in the U.S., according to a recent taste test, Fiji Water is considered the best; Evian placed fourth after Glaceau and Zephyrhills. These were the results of a tasting exercise by three experts梬ine columnist Randall Murray; fitness instructor and Michael抯 Body Scenes co-owner Leslie Glickman; and New York City抯 utility services director Ray Gagnon梬ho did the test for Boca Raton Magazine.

The explosive growth of this Fiji product comes not from millions of dollars spent on advertising, but from allowing the water itself to do the talking. The company has promoted its product by supporting causes like AIDS and breast cancer research through 10-kilometer runs and product placements in the entertainment industry.

Word of mouth carries them the rest of the way. Fiji bottling plant general manager, and the company抯 sole expatriate in Fiji, Ian Lincolne, told Pacific Magazine, 揥e have found that people get passionate about Fiji Water and many become product evangelists梩hey tell their friends and become extremely loyal. This loyalty has been one of the most invaluable assets we have.?/p>

Super chef Jean-Georges Vongerichten told Newsweek in July 2001, 揑 wish I had a pipe connected to Fiji?when describing why he used Fiji Water for all his restaurants. And actress Whoopi Goldberg unashamedly drank from her square bottle during her appearance on the Caroline Rhea Show梐nd even distributed bottles to the studio audience.

The company realized from the start that the only way to successfully establish Fiji Water overseas was to make an impact in the United States, specifically Los Angeles, New York and South Florida.

Fiji Water is bottled at the source in a state-of-the-art plant sitting atop a gigantic aquifer, volcanic rocks rich with minerals that have stored water from rainfall some 450 years ago. But its mineral content is just enough; Fiji Water boasts a distinct taste of soft freshness, one that has obviously made its mark among the 600 bottled water labels that are sold in the U.S market alone.

揅ustomers cannot be fooled,?Lincolne says. The water抯 taste sells itself.

Natural Waters of Viti Limited is owned by a Canadian, David Gilmour, who抯 had a love affair with the Fiji Islands for the last 30 years, bringing his fortune here rather than making it here.

With geologists from his Barrick Gold Company, Gilmour began exploring for a natural mineral water source here after noticing his exclusive Wakaya Club guests brought in their own bottled water supply. His geologists drilled and confirmed high-quality water on a 50-acre parcel of land on the main island Viti Levu. The Fiji government endorsed a long-term lease of 20朼cres on which the bottling plant was constructed.

Natural Waters of Viti Limited was born in 1996 and thus began the journey to the current phenomenon, Fiji Natural Artesian Water in United States, Fiji Natural Mineral Water in Europe and Fiji Natural Spring Water in Australasia.

揥e think it抯 entirely possible that in Fijian dollars, it is going to be a US$1 billion dollar business in future. Clearly we are growing and becoming a very significant exporter. It appears we are reaching that critical mass of customers and the consumer awareness of Fiji is now very high,拻 Lincolne says confidently.

The U.S. market in bottled water is worth about $6 billion per year. Since January this year, the company has added another eight countries to their distribution list.

From the first quarter of 2002, Fiji Water has been the second largest imported bottled water into the U.S. by revenue and by volume; the company growth in 2002 was about 40 percent.

This year, the company is targeting total sales of more than $40 million and, as of May, it is ahead of budget projections. Fiji Water is poised to surpass national revenues in Fiji from gold production, fisheries and the sugar industry.

There is an attitude one can sense in the company of a continuous push to excel in all aspects of production. The company staff is one of the best paid in a country. Lincolne says any company抯 growth depends on good ownership, good product and good people, 揳nd we are blessed to have all of those.?

Sales targets are either consistently met or exceeded by some 150 employees of the company, 50 of them based overseas.

The company employs some 100 villagers, and it has constructed five kindergartens in landowners?villages and provides scholarships to allow kindergarten teachers qualification that would guarantee recognition and salary from the Fiji Ministry of Education.

Gilmour has also established the Natural Waters/Vatukaloko Trust, which the company funds annually from its revenue; contributing about $300,000 so far. The fund is used specifically for infrastructure in health, hygiene sanitation and education.

Needless to say, environment preservation is paramount in the area. The other challenge is managing the company抯 growth, being careful not to get complacent and ensuring that expansion is sustainable.

揥e will have to maintain principles and the fundamentals in these exciting times of rapid growth; that is another challenge for us,?Lincolne concludes.

For more information, check out the company抯 Web site at: www.fijiwater.com