Marketing Management
Case Write-Up
BRITA
Table of Contents
INTRODUCTION 2
CURRENT SITUATION 2
CURRENT ISSUES 3
MARKETING PLAN 3
SWOT ANALYSIS 3
PRODUCT POSITIONING 6
PRICE 9
PLACE 10
PROMOTION 11
CONCLUSION 16
Introduction
Brita has been a leading brand in the filtered water since 1988. Brita was marketed in the US by Clorox. Brita was licensed by Clorox from Brita GmbH, a German company in 1987. Under the license agreement, Clorox would buy filters from Brita and the first Brita product was a pitcher water filter.
As of 1999 over 17 million Brita pitchers were sold in US and the Brita brand was generating over $ 200 million revenues in a year, an estimated 13%-15% of the total US households were using a Brita Pitcher and Clorox held a 70% market share of the total market.
Current Situation
In 1999, PUR, Clorox's competitor, launched a different water purification product, which is a filter that screwed onto kitchen faucets. PUR was a small firm in the industry, however were the only comparable competition to Clorox and was a possible take over target by other major consumer products companies such as P&G. Clorox had its own version of faucet mounted filters ready to launch and was debating if it has to launch the same. The plan was to sell the faucet mounted filters at a deficit to build the customer base, which would then provide a steady stream of revenues through the sale of filters. This model was very successful in the case of the pitcher system.
Current Issues
Brita was a strong contender in the pitcher market and was a new entrant in the faucet filter market, a market in which PUR was the early entrant. There was a fear that the introductio ...