I. Executive Summary The Clorox Company is about to enter a new product market by launching a faucet mounted filter system in order to maintain its dominance in the water filtration business. To do this in a successful way‚ Clorox has to conquer this market with the right entry strategy. Main goal is therefore to gain market share by targeting the right customer segment and make an appropriate marketing investment. Also the previous pitcher market leadership must be maintained. The biggest
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Brita’s Company Product: • Brita Pitcher-filter water system Price: $15.16 pitcher system and $4.10 filter • Brita faucet system Price: $34.99/$39.99 Faucet System Place: Pitcher system: main health food chains introducing department stores‚ mass merchandise‚ grocery stores‚ club stores‚ drug stores. (Minimum advertised price). Faucet to be launched. Promotion: They are very focused in taste for pitcher. It has been a good decision since I think probably to try to find another proposal for
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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
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findings which are observed when we analyse the Marketing situation faced by Brita at the end of 2006. Firstly‚ the market for the Brita Pour-through system(PT)‚ which is the core product that propelled Brita’s position in the market‚ has been stagnant since the introduction of alternative sources of filtered systems such as Faucet-mounted(FM) filter and the introduction of bottled water in to the market. With Brita reluctant to explore the alternative options quickly‚ other competitors such as
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Case Write-up on Brita Products Co. After a thorough analysis on Brita Products Co‚ we identified the three most important factors of Brita’s success were: firstly‚ they understood that the market’s wants for taste exceeded the functional needs that their competitors advertised. Hence‚ they were able to outperform their competitors who were suffering from marketing myopia by emphasizing only on the functional side of the product and gained a competitive advantage over competitors by offering what
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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 three main sections: 1. Background 2. Situational Analysis 3. Options open to Brita 4. Recommended Strategy Background Brita‚ after an extended period of
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the problems Manolo Holguin Problems - One of the problems is How to launch the Faucet Mounted filter to the right customer segment‚ without cannibalize our Brita water filtering system‚ in a well know Brand recognition and a well know loyal Brand (Brita) with a market share of 83% for the pitcher and 75% for filters. It means Brita needs to launch a different marketing strategy with this new product‚ been launched already from competitors. - The perception of the customer with the launch
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Case: BRITA- In search of a winning strategy Some of the challenges that Brita faces are as follows: • Decline in sales since 1998. As company’s flagship brand‚ Brita was expected to contribute double digit top line growth. But in reality‚ there was approximately a 5% decline in sales every year since 1998 and this decline continued until 2006. • Faced the problem of losing customer faith in the Brita brand. Brita had slowed established a string brand position among consumers over the ten year
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■ 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
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Thoma Bravo – Citect Corporation (HBS 9-209-022) Study Questions 1. Do you think TB or Schneider would create more value as the owner of Citect? 2. TB would assume what risks if they are the winning bidder? 3. Should TB continue to bid on Citect and at what price? Are the expected ROIs and IRRs to TB sufficient at your revised bid amount? (* note: a detailed evaluation model will be constructed during the class session *) Study Questions 1. Is Newell just another conglomerate? How
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