The Brita Products Company

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Issue Identification Role: A consultant to Charlie Couric of Clorox. The water filtration industry was experiencing some shifts in the competitive landscape and now Clorox, a market leader, is considering several options to maintain its dominance in the market. Couric is considering allocating resources to launch a faucet-mounted filtration system in response to emerging competitors, notably PUR. Our objectives are to consider the impact of not entering the faucet-mounted filtration market on our market share, brand image and profitability. We must consider the short-term and long-term implications of different scenarios including: entering the faucet-mounted market, increasing our current pitcher sales, and increasing our filter…show more content…
In terms of bottled water there are a lot of substitutes and it can be difficult to capture a targeted market and retain them as consumers have many similar products to choose from. Competitive Analysis Competitor Strengths Weaknesses Threat Level PUR • Technologically more advanced than us and removed more contaminants including cryptosporidium and giardia (which we do not) • Offered portable drinking water systems for outdoor enthusiasts • Offered desalinators for marine and military use • Has a higher advertising budget • Competed on HEALTH advantage • Has a diversified line of products including standard and premium pitcher filtration systems as well as faucet-mounted systems (currently the market leader in faucet mount system) • Converging on our filter sales as the only competitor with double digit market share • Still operating at a loss • Holds less than 10% of market share in the pitchers system This is our most feared competitor and they are converging on our market share. The threat is low-moderate at the moment but can become very serious soon so we must be very wary. Rubbermaid • The compete on low price • They have comparable performance as us but are converging on our filter sales with claims that their filters have a longer life cycle • They have a portability advantage with their bottle that has a carbon filter built in

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