Brita Case Study Essay

3143 Words Oct 23rd, 2012 13 Pages
BRITA WATER FILTERS – “HOME MADE BEVERAGE”

BRITA CASE STUDY for Marketing Management (BMM699)

– The Winning Strategy

Presented by

G-Force,

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ABS MBA 2012 class

1. Artit Chewachatchawal 2. George Philip Cheruvelil 3. Mohammed Omar 4. Ratchanee Bhakdibanjiabongse 5. Varun hedge

TABLE OF CONTENTS

1. Executive Summary.......................................................................................................3

2. Marketing situation and challenges faced - Analysis ................................................4

3. Consumer review and segmentation study.................................................................6

4.
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In the late 1990’s the filtered water business changed with introduction of bottled water. This made up 8% of all the liquids that people paid to drink and was the industry’s fastest-growing category.

BRITA sales declined and declined abruptly. While the filtration business was growing the core pitcher business remained stagnant. The BRITA team tried several strategies to boost sales but all the attempts failed.

BRITA needs a winning strategy to increase sales and bring the brand back to the top position. As part of the new plan BRITA will continue to be in the water filtration business, focussing on filtering water across all sources at home, school, office etc. thus providing clean and healthy water to everyone.

In this report we are presenting the current market situation, consumer trends and segments and which segments to target as part of the new strategy. Long term and short term strategies as well as how we intent to implement them in order to rejuvenate the BRITA brand in the minds of people, educate the importance of clean water for health and well being of people and thereby increase sales.

2. Marketing situation and challenges faced - Analysis

1. SWOT ANALYSIS

Below is the

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