Presentation on BRITA

Introduction of the Company

• Brita is a German company that specializes in water filtration products , incorporated in 1966.

• The company is the world's market leader in portable household water filtration.

•  Brita products include water jugs, kettles and tap attachments • it use silver-impregnated activated carbon and ion exchange resin

 disposable filters as their primary filtering mechanism.• The activated carbon used in Brita filters is produced from coconut

 shells. • The company manufactures its pitchers from styrene methyl

methacrylate copolymer.

About the Case…

• Idea genaration

In 1987 by Marketing executive of Clorox co Mr.charlie couric

Origin of BRITA

• Brita introduced a pitcher & filter system.• But its initial launch failed.• They entered into agreement with Clorox

co. california for product promotion.

Product promotion

• Clorox were dealing in laundry services,houshold cleaner,charcol, autocare products, car filter.

• They appointed Mr. couric for promotion in USA.

• Clorox supported Mr. cuoric by deficit spendings.

• They continued the promotion of the product even if they were facing losses.

Product Analysis

• Brita helped in settling down heavy metals in drinking water, reducing clorine,extracting sediments , odor from the water.

• But they were lacking in to screen out microorganism , that were sources of intestinal illness.

• User had to replace pitcher after every 2 weeks or after filtering 40 gallons water.

Customer Behavior & attitude analysis.

• In 1990 safety of tape water became a great health concern in USA.

• Water supplied by wales are contaminated.

• In 1998 US environment protection agency declared that 10% under surface water was sufficiently contaminated.

• In 1993 ,40300 people suffered and 111 died due to polluted water.

Continue………

• Average price paid by the people for water was 128 ounce.

• It include 8% botteled water, 45% non -corbonated water, & 27% corbonated water.

• Out 72% of respondents , 89% young adults raised water against quality of water supply.

Market Performance

• BRITA replaced the filter with the system .• Multipurpose proposition like 25% of

buyer used to give Brita pitcher as a gift.• 80% are using it for more than a year.• Who bought pitcher 5 year back 80% of

them return and purchased it again.• Rate was approximately about 2.5 filters a

year.

Product And Profit analysis

• Brita pitcher costed $ 7.8.• Filter costed $ 2.5• Royalty 3%• Fixed cost around 48.6%• So earned around 50% profit on each

sale.

Distribution analysis

• Class to mass strategy • Brita targeted the traditional base, grocery

and drug outlet.

Map strategy

• Minimum advertised price.• To target the customer of competitors they

introduced standerd pitcher called ultraand placed it in Wall-Mart.

• No brita was advertised below price, they set and retailers were later on reinburst for the losses.

Unique positioning

• Household segment only • Brita advertise it in USA emphasised on

taste benefit .• Research shows that when we talk about

taste we talk health but when we talk about health dose not communicate taste.

• Whole bottle industry were without talking to health.

Competitors analysis

• Culigon, electrolux,sunbean,kenwood, covey, Miette and PUR droved into the market.

• PUR introduced the portable drinking for outdoor enthusiasts,decsiclanators for marine and military use.