Brita

Case Presentation : The Brita Products Company Group 8 Prepared by Ashish Gauba 11P070 Gunjeet Singh 11P078 Himanshu Sehgal 11P080 Ishan Agrawal 11P081 Srinivas R R 11P112 Vignesh K 11P119 Table of Contents Background: 3 ACNielsen Market Simulation Study: 5 Problem Analysis: 6 Customer Lifetime Value Analysis: 8 Ten scenarios of Brita’s marketing investment: 9 Recommendations:

strong. Further we would spend very high advertising ($ 15 million) and high promotion ($ 3 million) to attract approach about 1,205,000 first year unit sales. We want to get into the market quickly and steel m/s. Therefore people need to be aware that Brita launched a faucet mounted filter system. Distribution channels Increase new distribution way and increase new retailers. We find there is no need for launching line of upscale products in the market. So we can offer the new system in mass

Seung Jae Kwak, Kijin Ryan Lee, Ah Reum Kwon, Go Eun Lyu The Brita Products Company 1. To what do you attribute Brita’s success? The success of Brita in the United States was due to the innovative product model as well as the great marketing support from a well-established manufacturer and marketer, The Clorox Company. Although the company struggled the first few years with low sales volume, however, they believed that a Brita consumer would have a remarkable lifetime value, resulting in

Brita pour through filters remove impurities from tap water through the science of adsorption. Different from “absorption,” adsorption happens when particles or molecules adhere to a surface. The activated carbon and ion exchange resins in Brita filters attract and adsorb particles in tap water, making it better tasting and cleaner. As with any pour through system, there is a limited amount of surface area within the filter for adsorbing particles, which is why your filter needs to be changed every

BRITA GmbH is a German company founded in 1966 by its founder Heinz Hankammer, and it’s headquarter is currently in Taunsstein,Hesse,Germany. The company is specializes in water filtration related business, and BRITA products are reached worldwide, distributing more than sixty countries. BRITA invented the first household jug with water filtration in 1970, and still remain as leading company in the industry. In 2016, BRITA is still a family own and run business that has 18 domestic and international

BRITA WATER FILTERS – “HOME MADE BEVERAGE” BRITA CASE STUDY for Marketing Management (BMM699) – The Winning Strategy Presented by G-Force, [pic] ABS MBA 2012 class 1. Artit Chewachatchawal 2. George Philip Cheruvelil 3. Mohammed Omar 4. Ratchanee Bhakdibanjiabongse 5. Varun hedge TABLE OF CONTENTS 1. Executive Summary.......................................................................................................3

Brita water filters are a nationally wide popular product. A West German entrepreneur, Heinz Hankammer, founded Brita water filters in a small town in Germany in 1966. His main goal was to enhance normal tap water. Hankammer named his invention after his daughter, Brita. It took more than 45 years for this product to be considered “a world market leader of home water filtration products” (“About”). The important question regarding Brita filters is whether they work or not. A study done by Michael

■ The Brita Products Company ◎ SWOT Analysis Strengths  Market leader in pitcher filter category, strong brand image  Large retail distribution system, presence in multiple channels (“Class to Mass”)  Loyal customer base, repeated purchasing replacement filters  Strong advertising and brand image, waterfall equals good, clean taste Weakness  Slowing growth in pitcher market  Lack of product diversity  Change in customer preferences, deficient attention paid to health concerns

Short term - Expand existing market 5 Long term - Increase Market Share 6 Conclusion 6 Introduction This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales. The report is broadly comprised of

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