Making Waves

Fiji Surfboards was looking to disrupt the market with their eco-friendly, handcrafted surfboards produced right in Momi, Fiji. They wanted to crush waves and sales numbers so we brought the storm by diving into consumer research to shape the perfect campaign. We analyzed competition across every ocean to place ourselves perfectly for success. Check out how we shredded the objectives.

• After extensive competitive analyses, we determined that the pricing strategy was the first item to attend to. The boards were associated with low quality due to suspiciously low pricing. We grouped the board models into entry-level and premium-tiered to sandwich the pricing of the competition.
  

• Surveying brought to our attention the consumer dissatisfaction with shipping charges. During the pricing restructure, we worked the cost of shipping into the margins to reflect free shipping for consumers.
  

• The entry-level boards had a simple green finish which consumers did not respond well to. We adjusted the perception of these boards by highlighting the sustainability and community-supporting features of the board with a soft re-launch on Earth Day which was received very well.