Brita Case Essay

The 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 urine filtration system. Clorox, citing the rule long-term benefits of continuous filter sales, initially engaged in deficit spending. Such measures paid collide with and Clorox not only created a $350 million market, but also captured 70% of the market revenue. Brita enjoyed success in the market by creating a perception of better tasting water.However, as ater purification technology meliorate and consumer awargonness increased, taste alone was no longer enough to sustain its massive market share. Consumers are demanding more in terms of health benefits and Brita needs to respond to their developing needs and wants. The market surroundings is characterized by fast flexth. As consumers are becoming 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 inefficient to effectively rival Brita in pitcher sales. Brita dominated despite many new entrants to the market. However, a teensy competitor, PUR, launched a different water filtration proceeds. PURs faucet-filter system offered added health and convenience benefits that Britas pitcher couldnt provide. Now suddenly, our competitors came up with the first mover fruit. Thus Couric is considering allocating resources to launch a faucet-mounted filtration system in result to these emerging competitors.Many think Brita needs to capitalize on this opportunity to gain new consumers term their name still remains synonymous with quality and taste. Thus raising the question, how should Brita attempt to further interpenetrate the market with their products? Lets take a look at the Pros and Cons of each option Option 1 tool the new faucet mount filtrati on system The Purpose This writing aims to present one possible effect to the dilemma that Clorox Company faces.The Clorox Company was the market leader in water filtration in the USA with the Brita heap (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 synopsis 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 the purified water market to grow in both bottled wat er and filter systems. This growing on the water market, allowed Clorox Has not defined product Market segmentation