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.