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Brita Case Analysis

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Brita Case Analysis

Opportunity Identification:
The bottled water industry is a very saturated market. How is one supposed to market water, which is essentially the same product, and be successful in doing so? A consultant of Clorox Company, Charlie Couric, saw an untouched market niche segment that he wanted to expand Clorox into. Clorox was considering several different options to maintain its dominance in the market by joining the water filtration industry. After coming across an in home water filtration system made by a German company, Couric decided to take a niche market approach and launch Brita filters within the Clorox business.

Clorox wanted to launch filters with their already established pitcher systems, essentially being the same product just in a different form. We must consider three major factors for long term and short-term company success when doing this, those being:

1. Do we enter the faucet-mount market?
2. How do we increase our current pitcher sales?
3. How do we increase our filter sales?
4. Would having a faucet mount negatively impact pitcher sales and take over that market?

The person who is making these decisions and is bringing this opportunity to light is Charlie Couric. The time frame of it not of immediate importance, but rather that Couric saw an opportunity and wanted to present it to Clorox with a potential business plan to see if the addition with Brita would be beneficial. As much as this decision-making isn’t on a time constraint, Clorox has to launch their idea before someone steals their thunder and saturates their market niche. Brita wasn’t of immediate concern, but the decision to enter the faucet mount market is of immediate concern as PUR, top competitor, was doing similar. The need for a faucet came about when Couric wanted to bring convince to Brita by having it on the kitchen sink. The needs to fill a customer

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