The Brita Products Company

Case Presentation
Group – 7G

Presented By-
Mohit Chetwani - PGP34326
Priyanka Pai - PGP34330
Parnika Jain - PGP34332
Abhilash - PGP34300
Nehal Khanna - PGP34327
The Problem…
Lets Drill in…
Questions Crunch…..
Is Clorox ready to launch faucet mounted filter?

Should they deficit Spend?

Will it disrupt current pitcher?

Or could the two live side by side?

Should they bring new technology to filter?

Continuously Innovate!!!
Starting Point…

Customer Need Identification

Survey Results (Year 1999) –

Concerned About Quality of water supply –

72% of all respondents

Young Adults – 89%
Health 48% | Aesthetics 56%
(Micro-organisms) (Taste/Hardness/Sediments/Appearance)
Moving ahead…

Analyzing Potential of Water Filter Market

Customer Behavior Towards the issue of safe drinking water

Drink Bottled water if tap water is not safe
Exponential Growth in Bottled water

Launch –
Home water filtering systems (Huge Potential)
Search for solutions…
Brita presented a growth opportunity and a
solution to consumer need:

Revolutionizing the way Americans DRINK!!!!

Bring TASTE in drinking water
 What they could offer…

Customer Value Preposition

Brita Users are drawn to the brand because it gives them clear, clean, refreshing water
and makes them feel that they have done something good for themselves.

Values Emotional Benefit Functional Benefit Brita Features

I care about Health Clear Removes Impurities
doing good Look / Feel Good Clean Makes Tap water taste
things for Refreshing Refreshing water better
myself Not Worried
But where they went wrong……

Innovate!!!

KANO Effect
Entry of technologically Advanced Filtering Systems…

Entry of PUR –

Offered filtering systems with

- Hardness removal
- Smell Removal
- Sediments Removal
- Provided Micro-organism free water
The 3Cs they missed…

Entry of PUR –

Offered filtering systems with

- Hardness removal
- Smell Removal
- Sediments Removal
- Provided Micro-organism free water
 How to go about it…

Sell Faucet Mount Filter Systems

Already a leader in filter systems

Leverage the position to enter this segment

Health + TASTE

Build on Customer Loyalty