As a group of marketers, undertaking a project for FijiKava. This company is planning to introduce Kava drink and extract in Australia, NZ and India. Kava is psychoactive food with health benefit, however Kava use is not harmless and it is seen as highly addictive, illicit alcohol and highly addictive causing physical harm. Kava like psychoactive traditional medicines is increasingly getting recognized for its health benefits, nevertheless the consumer attention, interest and awareness is needed. As marketers, you will select Australia, NZ or India and provide consumer focused marketing strategy report, outlining market segment and target consumer, positioning strategy, consumer information processing for the Kava drink and extract, investigate the influence of culture and outline social impact on consumer behavior.

Major Project Extra resources :

1. https://fijikava.com
2. https://www.nutraingredients-asia.com/Article/2022/01/04/Regulations-boost-Fiji-Kava-anticipates-strong-demand-from-South-Pacific-Island-communities-in-Australia
3. Aporosa S. A. De-mythologizing and re-branding of kava as the new 'world drug' of choice. Drug Science, Policy and Law. January 2019. doi:10.1177/2050324519876131
4. Prasad, N. and Raj, S., 2006. The perils of unmanaged export growth: the case of Kava in Fiji. Journal of Small Business & Entrepreneurship, 19(4), pp.381-393.
5. https://www.hindustantimes.com/art-and-culture/yagona-fiji-s-kava-culture-adapts-to-virus-challenge/story-LVQ1OeGwUrcm7eqY5FkBMP.html
6. https://www.tga.gov.au/alert/kava-consumer-advice-kava
7. https://www.abc.net.au/news/2019-10-17/kava-imports-pacific-fiji-australia-explainer/11607384
8. https://theconversation.com/kava-may-be-coming-to-a-supermarket-or-cafe-near-you-but-what-is-it-is-it-safe-177216
9. https://phamaplus.com.au/wp-content/uploads/2018/06/Fiji-Kava-Value-Chain-Analysis-Report-FINAL.pdf
10. https://themarketherald.com.au/investors-say-bula-to-the-prospects-of-fiji-kava-asxfij-2022-04-03/
11. https://www.theguardian.com/world/2020/feb/05/the-great-kava-boom-how-fijis-beloved-psychoactive-brew-is-going-global
12. https://www.fbcnews.com.fj/business/kava-quality-must-not-be-compromised/
13. https://www.forbes.com/sites/chelseadavis/2021/08/13/say-hello-to-leilo-the-markets-only--ready-to-drink-kava-beverage/?sh=449b60601c6d
14. Miller, D., 1995. Consumption and commodities. Annual Review of Anthropology, 24(1), pp.141-161.
15. Singh, Y.N., 2009. Kava: an old drug in a new world. Cultural Critique, (71), pp.107-128.
16. https://www.thehindu.com/life-and-style/food/a-drink-from-the-south-pacific-islands-is-gaining-popularity-as-a-healthy-alternative-to-alcohol-in-the-us-while-india-basks-in-home-grown-alternatives-like-kokum/article18483465.ec