Brita Case Essay Example for Free

Brita Case studyThe Brita Products Company began in 1988 under the recommendation of Charlie Couric, a marketing executive with the Clorox Company. Optimistic of its capability to be profitable, Clorox acquired the right to market the home wet filtration system. Clorox, citing the overriding long-term benefits of continuous filter sales, initially enmeshed in deficit spending. Such measures paid off and Clorox not only created a $350 million market, and also captured 70% of the market revenue. Brita enjoyed success in the market by creating a perception of bust tasting water. However, as ater purification technology improved and consumer awareness increased, taste alone was no long-acting enough to sustain its massive market share. Consumers are demanding more in terms of health benefits and Brita necessarily to respond to their festering needs and wants. The market environment is characterized by fast turnth. As consumers are bonnie more health-conscious, bottled water and water- filtration systems are becoming a necessity for most, with a Brita pitcher in 1 out of 7 homes 103 million households.Britas competitors were unable to effectively rival Brita in pitcher sales. Brita dominated disrespect many novel entrants to the market. However, a small competitor, PUR, launched a different water filtration carrefour. PURs faucet-filter system offered added health and comfort station benefits that Britas pitcher couldnt provide. Now suddenly, our competitors came up with the first mover crossway. Thus Couric is considering allocating resources to launch a faucet-mounted filtration system in response to these emerging competitors.Many think Brita needs to capitalize on this opportunity to gain new consumers while their name still remains synonymous with quality and taste. Thus raising the question, how should Brita attempt to nurture penetrate the market with their merchandises? Lets take a look at the Pros and Cons of each option Option 1 Imple ment the new faucet mount filtration system The Purpose This writing aims to present one manageable solution to the dilemma that Clorox Company faces.The Clorox Company was the market leader in water filtration in the the States with the Brita Pitcher (one of the Cloroxs most important product), but in 1999 they faced the threat of a new product the faucet mounted filter. Clorox already had its own version of this new product ready to launch into the market, so the issue was to decide the best of the following strategies 1 . Continue selling only the current product 2. Introduce their new faucet mounted filter in addition to the pitcher into the market 2.The abbreviation Market Summary Clorox launched in 1988 the Brita Pitcher and after a decade they were the market leaders of water filtration systems with a market share of 69%. After the Brita pitcher launch, the water quality became a growing concern to consumers. This new attitude about the quality of drinking water allowed th e purified water market to grow in both bottled water and filter systems. This growing on the water market, allowed Clorox Has not defined product Market segmentation