Brita Essay

1086 Words5 Pages
1. To what do you attribute Brita’s success? * Brita owns a large amount of market share. * The customer lifetime value was remarkable. * The retention rate is as high as 80%. Brita has a large advertising budget. * Brita’s company scale was larger than its competitors. No one could compete at its level. * Brita owned by a well established and successful company, Clorox. * Each pitcher sale starts a flow of filter sales. * Brita believed in their products and never gave up even sales were growing slowly in the early years. * Brita focused advertising equally on how it worked and tasted. * Brita owns a R&D team which most companies cannot compare to. 2. What marketing assets has Clorox acquired in these years of vigorous growth, and what is the best use to which the assets can be deployed? Clorox has gained substantial market share in the filtered pitcher market over the years. Clorox also has a large marketing budget, an experienced research and development team and most importantly, brand recognition. Clorox can use their large market share to attract customers to new or improved products. Also brand recognition will be very important in the sale of the faucet filtration systems. They claim to have the best tasting water and according to their research, customers are more concerned about taste than removing contaminants. Even though the Brita products are a bit more expensive, people are willing to pay at that price for greater tasted water. Since Clorox is so successful, they have a significantly large marketing and R&D budget and that is where Clorox’s advantage is against their competitors. Clorox can further use this advantage. For example, Clorox can increase their advertisement either on TV or radio to attract new customers and to gain brand recognition. Clorox can also put more efforts on designing new

More about Brita Essay

Open Document