Marketing in Fiji

Fiji is a very complex market that divides into a number of distinct target markets. Successful marketers recognize each of these different markets and tailor their advertising to target each one individually. Over the last twenty years, Communications Fiji Ltd (CFM) has, via constant audience research, profiled the various markets that make up Fiji.

The success of our radio stations and our various marketing initiatives is based on this formula and we use it every day to assist our advertising clients.

The main markets are:

1) Westernised Markets

This market is mainly urban based around the capital and major cities and towns in Fiji (Suva, Nadi and Lautoka). It is a multi racial combination but largely Fijian and young. This market sets the trends they like to follow (and often adapt) western fashion in the clothes they wear, music and so forth.

This  market  grew rapidly through the 1980's and 90's and has now split into two different sectors. A very large group under 25 and a smaller market that were adolescents in the 80's and 90's yet have remained very western in their outlook as they have matured.

This reflects an interesting "FIJI" feature. Regular audience surveys over the last twenty years have established that the attraction of western/global trends tend to fade as individuals mature. Many who are very "western" in their youth tend to drift back to more conservative traditional markets once they reach their late 20s or early 30s.

However, a small but extreme white collar western market remains with high disposable incomes making it a particularly attractive market.

CFM targets each of these groups seperately. FM96 has been THE STATION for the under 25's

since 1985. Legendfm focuses on the more mature end of the market.

2) Traditional Indo Fijian Market

The bulk of this market is Indo Fijian over 25 (younger Indo Fijians in urban centers tending towards western stations). They have a preference of doing things that are culturally Indian in nature. This market is wide, ranging from extreme white collar to blue collar. This market has typically been the strongest consumer market.

Radio is particularly important to this market as it is the only way in which they can receive Fiji based information and entertainment in Hindustani.

The traditional Indian market is very strong in the cane belt areas i.e. Western Viti Levu and Vanua Levu. In these areas it encompasses the entire Indo Fijian community.

Surveys show listeners in this market are heavy consumers of radio, tending to listen for long periods of time making radio advertising particularly effective.

This market is heavily influenced by Bollywood. Access to multiple TV channels and movies has seen changes in this market with the younger section seeking fun music based radio while older listeners want to retain the more traditional sound of Fiji Hindi radio. CFM moved to meet these demands with Navtarang moving to a more "Bollywood" style and Sargam retaining a more information based traditional format.

3) Traditional Fijian Market

This market comprises older Fijians in urban and rural sectors. Once again the under 25's are shared with the western market. While this market tends to be older and more conservative, it features listeners in all sectors of the economy. In particular, there's a strong listenership amongst civil servants. 
While many urban Fijians fall into the "western" category, Viti FM has driven huge changes in Fijian radio (traditionally very conservative) and this has led to a shift back to Fijian language radio and boosting the size of this market.

Population statistics also reveal that the Fijian population is growing much faster than communities.    

The traditional Fijian market has in the past been viewed as the weakest of the consumer markets. This has changed rapidly in recent years with the rapid growth in the size of this market and increased participation in the economy. This group is also where the bulk of foreign remittance money ends up. As the fastest growing sector in the Fiji economy, it is easy to see the growing value of this market.

Surveys have shown that the traditional Fijian market are heavy consumers of radio, tending to listen for long periods of time making radio advertising particularly effective.

Copyright 2007 Communications Fiji Limited
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