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Brita Case

Brita should shift its target customers to focus on "Principled Filter Fans" which makes up 17.4% of households and values filtered water for health reasons. This segment includes over 11.7 million households that use pitchers and faucet filters, representing 83% of total filter users. Brita can gain more customers in this segment by targeting the 5.09 million households that do not yet own a Brita pitcher filter and the 3.76 million households that do not own a Brita faucet filter. The document recommends Brita market to this segment as the "healthiest water available" through social media, magazines focused on health and living, and topics like sports, learning, and cooking.

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Praveena Mocherla
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365 views5 pages

Brita Case

Brita should shift its target customers to focus on "Principled Filter Fans" which makes up 17.4% of households and values filtered water for health reasons. This segment includes over 11.7 million households that use pitchers and faucet filters, representing 83% of total filter users. Brita can gain more customers in this segment by targeting the 5.09 million households that do not yet own a Brita pitcher filter and the 3.76 million households that do not own a Brita faucet filter. The document recommends Brita market to this segment as the "healthiest water available" through social media, magazines focused on health and living, and topics like sports, learning, and cooking.

Uploaded by

Praveena Mocherla
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Brita: In Search of a Winning

Strategy
Submitted By:

Vajira Paul
Mudavath Seetharam
M.S.K Praveena Sriram
Sidharrth S.

Sudipto Sannigrahi
Manitpal Kaur

Who are the target customers


Brita should shift from mass marketing to niche marketing
It should target Principled Filter Fans which constitutes 17.4% of the total
population

Pitcher & Faucet Mount users together in this segment spans across 11.7
million Households which is equal to 83% of all water filter users.
Total Households
Proportion using Pitcher &
FM

100 million
14.2%

Principled
Filter Fans

Affluent Fridge
Followers

Assertive Self
Improvers

Pitcher & Faucet Mount

67.3%

1.3%

9.5%

Size of Segment

17.4%

14.2%

10.4%

Households Targeted

11.7 million

0.18 million

1 million

Who are the target customers


They consider filtered water to be healthier than tap water
They are genuinely concerned about the source of their drinking
water
This segment includes comparatively younger population, hence, it
ensures long term growth of the company
Most important triggers of the purchase process: Impurities in water
Key Benefits that drive purchase: Remove contaminants
Hence, Brita should market the product as Healthiest water available

Scope in the target customers segment


Brita can target these many households more 5.09 mn more households for Pitcher Systems
3.7 mn more households 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
49.1% Untapped
5,091,866

26.2%
17.5%
82.5%
3,761,010

Reaching out to Potential Consumer


Segment
Via Social Networking sites
Sports Magazines
Focus on healthy living
Marketing should cater to the psychographic segment that caters to Sports,
Learning, Reading and Cooking

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