With 55 years of existence in the market, Fiji Bitter is the consumers' desire. Highly positioned and supported by sports people creating an attachment with the brand. This year Foster's together with the Nawaka Rugby club aims to maintain the strong hold of Fiji Bitter in the Fiji beer market and retain the number one brand by choice through sponsoring grass root level rugby.
These strategies were taken on board for the past years and proved to be a success and a contributing factor to the marketing of the Fiji Bitter Nawaka 7s tournament. Thus implementing such strategies again this year and since it was new in some area's concept, exceptions and provisions for improvements could only be extracted, making it bigger and better in the coming years. Although it was successful in building awareness considering the commendable response there is still huge potential in moving this strategy and capitalising on by-passed opportunities.
Thus, Foster's goals and vision is to sponsor the event that will enable Fiji Bitter to achieve marketing objectives and expand awareness with communication tools that targets consumers in a manner that will reinforce Fiji Bitter to ensure ongoing dominance of the beer segment and maintaining the reputation of Fiji Bitter beer, "You've Earned It"; focus on the continuing dominance of Fiji Bitter in the beer category to remain in existence.
The Fiji Bitter Nawaka 7s will feature some of Fiji's well known players at this week's tournament and our company involvement in the event not only paves a pathway towards the success of our products but also to maintain a close connection in building a successful tournament thus identifying and positively contributing (before, during and after the tournament).
Thus, promoting the tournament and providing the opportunity for new rugby players to showcase their talents. Promoted Fiji Bitter brand via sports write-up's in The Fiji Times, sports news interviews and Talk-Back shows on radio stations, and tournament build-up and also the media plays an integral part towards a successful tournament.
Everyone brings their past experiences, as well as comments from other club members as to what would make the best tournament. These groups will help to guide the location and logistics of the tournament. The Fiji Bitter Nawaka 7s will pave a way for;
nGrassroots development of rugby
*Assist police force in proposal for Crime Free Fiji in 2012
*Prepare talented rugby players for selection to Fiji national team
*Keep the community as a whole constructively occupied
*Develop social, physical, and mental skills of young talented rugby players.
Also this year, part of the tournament activity is to donate to the flood victims, every spectator coming in to watch will contribute $1 each and this will go towards the Prime Minister's flood appeal fund to help with those affected in the floods. Activities have been activated and implemented to build and stamp our presences, as our presence will also show that we are committed in connecting with our loyal consumers no matter what happens. We will be pushing our brands by simply promoting pure enjoyment and creating a fun environment for diehard rugby fanatics and hard core party goers.
This year our intention is to bring the positioning of Fiji Bitter 'to life'. Fiji Bitter is a beer most drunk by sports people and rugby is the most loved sports in Fiji and we must make sure Fiji Bitter 'owns' the sport.
We aim to;
*Focus on creating off premises program to build loyalty, awareness, thus to drive more and increase our sales;
*Continue to target and support the target consumers, expand brand awareness in sponsored events;
*Brand continued positioning and selective, seeding media and advertising;
*Refine communication and grow brand commitment; and
*Maximise awareness and visibility, also strengthen brand image.
The Fiji Bitter Nawaka 7s was a huge success in the past years competition and it will only get bigger & better this year and in years to come if we continue to work efficiently and effectively as a team.