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Brita Case Study

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Brita Case Study
The primary goal for the Brita products company is to target and obtain the faucet mounted products and also to increase its retail market share by at least 10 % in 2 years as a niche product targeting younger people aged between 18 and 44 in western U.S. while maintaining the market share of pitcher products. The main obstacle for this is that PUR, number 2 brand, already has owned 74% of total faucet mounts sales in market.
Problem:
The small company, PUR, had emerged with the launch of its faucet-filter system that mounts directly to consumer kitchen faucet. This new product offers health and convenience benefits that the Brita pitcher cannot. In order to compete against this new threat, Brita has three alternatives according to my opinion:
1. Brita should continue to promote water pitchers more extensively
2. It should further enhance its marketing and promotion strategies to boost filter sales
3. Should probably try to produce the products which match the customers need and preferences.
It is evident that while Brita still maintains an overall dominate place in the market, the company must continue to evolve its brand and offerings to ensure that lead. Therefore, Brita should offer a faucet mounted filtration system to the public and capture the emerging segment of consumers focused on health and purification.
SWOT Analysis
Strengths:
1. Brita is the market leader in pitcher/filter category and it has a strong brand image among the consumers.
2. Additionally Brita also has a large retail distribution system and its presence is quite well diversified through multiple channels.
3. According to the exhibits in the article, Brita seems to be having a loyal customer base and a strong opportunity of repeat customers in the replacement filters category.
4. Well directed advertising and brand identity and people claim that the water

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