Brita: In Search of a Winning Strategy
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Order Now 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
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 living
Marketing should cater to the psychographic segment that caters to Sports, Learning, Reading and Cooking
