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The Brita Product Company: Submitted By: Submitted To
The Brita Product Company: Submitted By: Submitted To
The Brita Product Company: Submitted By: Submitted To
30000
25000
20000
Filters
(In 000)
15000
Systems
(In 000)
10000
5000
0
1991 1992 1993 1994 1995 1996 1997 1998 1999
1992 1998
Brita Department 27% 13%
Distribution stores
Class to Mass Mass 31% 34%
merchandisers
Upscale pitchers
Grocery stores 11% 14%
Standard pitchers
Bonus pack Club stores 31% 21%
systems.
Drug stores - 12%
Positioning and Advertising: Couric Explained
Remove
contaminants
Water clarity
Competitors
Teledyne:
o Position: 3rd .
o 1998: Unveiled Faucet Mount Product at the show.
PUR:
Position: 2nd
o Publicly held U.S. corporation.
o Company made water system for outdoor enthusiasts and
Desalinators for marine and military use, in addition to water
filters.
o Spent $40million in advertising and promotion to support its
line of faucet-mount and pitcher filters.
o 1999: PUR only competitor with 2 digit Market Share.
Top Competitor