1.To what do you contribute Brita's success?The success of Brita in the USA market is due on the one hand to attributes of the core product and on the other hand to factors related to the market environment and successful marketing.
Ã¢ÂÂ¢Attributes of the core productThe pitcher itself had the following benefits: it reduced chlorine and odors, it made water to taste better, it was extracting heavy metals from the water and the water was not depositing salts/sediment when boiled.
Ã¢ÂÂ¢Market environmentInitially, there was no major concern to the consumers about filtering the tap water. However, the sensitivity that people showed about some health problems and/or accidents that rose during the decade of 1990, aided by significant publicity of these health problems, assisted Brita to easily increase brand awareness to the consumers and create a significant market.
Moreover a lot of people perceived Brita filter as a present for their friends.
Ã¢ÂÂ¢Successful marketingBrita pitcher was a technologically advanced product made from a well known German producer of industrial and consumer water filtration products, characteristics which made it attractive to Clorox who had significant marketing experience and distribution channels in the US. Clorox, which obtained the license from Brita GmbH to set up a subsidiary in USA, knows very well the specific market as it was a major manufacturer and marketer of home products with $3.9 billion dollars of sales in 1998.
Clorox provided the support for Brita: capital for 4 years, the desired know how and leadership, as expressed by the insistence and personal involvement of Mr. Couric.
Furthermore, Brita was the first very successful system of water filter, which created the home water purification industry.
In the distribution area, Brita USA has achieved dominant position in most of the outlets and department stores in the market covering all...