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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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 water filtration system. Clorox‚ citing the overriding long-term benefits of continuous filter sales‚ initially engaged in deficit spending. Such measures paid off and Clorox not only created a $350 million market‚ but also captured 70% of the market revenue. Brita enjoyed success
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I. INTRODUCTION Gerber‚ a U.S company producing jarred baby food‚ was considering in 1991 whether they should acquire Alima SA‚ one of Poland’s largest and most successful food processing plants. With this deal‚ Gerber expected to build a low-cost base for its European operation as a platform for growing markets of Central and Eastern Europe. Because the deal could help to have the aging plant modernized and boost its sagging export trade while bringing hard currency at the same time‚ Poland government
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the Brita Products Company‚ I have come to the decision that the company should focus on producing and marketing table top pitchers. I’m not saying they should not produce faucet mounts‚ considering the fact that number of people using faucet mounts are steadily growing. But if you see the exhibition provided on the back of the article‚ you can see that majority amount of consumers in the market prefer using table-top pitcher rather than faucet mount system. In addition‚ the Brita Product Company
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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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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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promoting a product‚ service or event or publicizing a job vacancy. Have you ever seen an advertisement about life insurance for your child or ever thought how you would pay their way through college? It’s a life insurance called Gerber Life Insurance Company that was formed in 1967 as a subsidiary of the Gerber Product Company to support new parents and moms raise joyful and healthy children. Gerber Product company is purveys of baby food and baby products. Today‚ Gerber Life Insurance Company is licensed
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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 of this new product‚ if it would replace the old one or it would be a complementary product. The perception and advertising of this new product with new
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