Brita Products Co. (Spanish version)
Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments.
Collection: HBSP (USA)
Ref: HBS-503S63
Format: PDF
Number of pages: 19
Publication Date: Aug 30, 1999
Language: Spanish
Review date: Jan 15, 2002
What material is included in this case:
Description
Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments.
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Year: 1989
Geographic Setting: United States
Industry Setting: Retail trade
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"Brita Products Co. (Spanish version)"
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