Brita: In Search of a Winning Strategy Essay Sample

Who are the mark clients
• Brita should switch from mass selling to niche selling • It should aim Principled Filter Fans which constitutes 17. 4 % of the entire population
• Pitcher & A ; Faucet Mount users together in this section spans across 11. 7 million Households which is equal to 83 % of all H2O filter users. Entire Families
Proportion utilizing Pitcher
& A ; FM



100 million
14. 2 %

Principled
Filter Fans

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Affluent Fridge
Followings

Assertive Self
Humanitarians

Pitcher & A ; Faucet Mount

67. 3 %

1. 3 %

9. 5 %

Size of Section

17. 4 %

14. 2 %

10. 4 %

Families Targeted

11. 7 million

0. 18 million

1 million

Who are the mark clients
• They consider filtered H2O to be healthier than tap H2O • They are truly concerned about the beginning of their imbibing H2O • This section includes relatively younger population. hence. it ensures long term growing of the company

• Most of import triggers of the purchase procedure: Impurities in H2O • Key Benefits that drive purchase: Remove contaminations
Hence. Brita should market the merchandise as “Healthiest H2O available”

Scope in the mark clients section

Brita can aim these many families more 5. 09 manganese more families for Pitcher Systems 3. 7 manganese more families for FM System
Segment Penetration for
Principled Filter Fans
Own Pitcher
Filtering System
Own Brita
Untapped
Potential






Own Faucet
59. 6 % Mount System
50. 9 % Own Brita

26. 2 %
17. 5 %

49. 1 % Untapped

82. 5 %

5. 091. 866

3. 761. 010

Reaching out to Potential Consumer Segment

Via Social Networking sites

Sports Magazines

Focus on healthy life

Selling should provide to the psychographic section that caters to Sports. Learning. Reading and Cooking

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