Brita usa case study

Case Studies Brita "Groupon are easy to work with and offer our business a flexible working relationship.

Brita usa case study

As the Brita USA case study illustrates consumer awareness and concern for clean, good tasting, and safe drinking water led to tremendous growth in the bottled water industry beginning in the mid to late Eighties.

Perhaps as an effect of the designer and brand label consciousness consumer atmosphere, that existed in the late Eighties, buying water in a bottle started to be the thing that you did.

Paying a dollar for "pure mountain spring" water began to be the choice option, rather than standing in line to drink from the public fountain. In a short time many consumers, not just early adopters, began to buy bottled water.

As bottled water moved from the classes to the masses, consumers began to be more concerned with price and questioned the worth of paying a dollar for water.

This reasoning created opportunities for those who could fill consumers' need for low cost, good tasting, and clean water while maybe still conveying a small sense of superiority.

These figures also reflect a near doubling in volume from unit sales. Our case analysis will focus on Brita's decision to diversify, or not, into the faucet mounted filter business.

After 10 years of near dominance in the water filtration industry, Brita was under attack from an upstart company, PUR, who was positioning to gain market share by focusing on the faucet mounted technology to deliver filtered water.

Brita faced several alternatives. Should they ignore the faucet mounted filter and focus on maintaining filter sales?

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Should they compete with their own faucet mounted filter and potentially cannibalize their pitcher sales? Our paper will investigate these questions and explore additional issues which will aid in the development of our recommendations and conclusions.

We will need to understand the financial metrics related to the decision making, such as how much profit came from filter sales; how long people kept pitchers and continued buying filters, and how much revenue was possible from the faucet systems?

Brita usa case study

Additionally, we need to explore what the market was doing and where it was going in Could Brita maintain its marketing emphasis on taste alone? What did consumers want in - convenience, taste, speed, safety, capacity, or a combination of all?

Did trends exist in that could have indicated consumer attitude shifts regarding drinking water? Finally, could Brita have combined all these aspects to predict future competition and technologies refrigerators, simpler whole house systems, cheaper supermarket dispensers.

The complexity of the technology was embedded in the filter, which consumers replaced with ease. The simplicity of filling up a pitcher and placing it in the refrigeration made the product an attractive alternative to the more complicated whole house and available faucet options.

The "pennies per glass" price attractiveness was another positive that the pitcher offered over bottled supermarket and delivery drinking water.

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Bottled water was 5 to 15 times more expensive by comparison. A survey conducted inby Yankelovich Partners, found that two thirds of Americans claimed to be familiar with expert recommendation to drink ounces of water a day. Table 2 provides an estimation of water consumption by U.

It is reasonable to expect an increase in water consumption as more U.

Brita usa case study

By bottled water sales were the largest growing segment of the U. Beverage Market Growth from to by Segment Source:Although it has been more than a decade since Japanese anime became a popular topic of conversation when discussing Japan, both within the United States and in other countries as well, few studies have empirically investigated how, and by whom, anime has been treated and consumed outside of Japan.

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2 Minnesota State University, Mankato, MN, USA. 3 Ex-Faculty member, Minnesota State University, Mankato, MN, USA.

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