1. Running head: BRITA MARKETING PLAN 1
Brita Filtered Water Bottle
Marketing Plan Sample
Bonnie Gallea
Concordia University, St. Paul, MN
February 22, 2013
3. BRITA MARKETING PLAN 3
Brita Filtered Water Bottle Marketing Plan Sample
Executive Summary
The market for bottled water is enormous. Brita’s water bottle allows consumers to drink
pure filtered water at a substantial savings over purchasing bottled water. It is an
environmentally friendly option giving a clear choice to customers. Current marketing of the
product uses traditional methods with a few unique twists such as the FilterForGood® and the
FilterForGood® Music Project. Both allow customers to be involved with social media aspects of
the product creating a valued relationship.
Problems have developed with current television and print media making it necessary to
correct that issue. Retailer support has been lacking and should be corrected as well. The
inexpensive, quality, brand should be highlighted in display and out of home advertising. Point
of Purchase displays in grocery and convenience stores will increase awareness and give
consumers a better choice than buying bottled water. Finally, direct mail coupons and special
offers should be targeted to bottled water drinkers at current retailers such as Target® and Wal-
Mart. These new techniques for marketing will allow the company better ROI and increase
profits within two years.
Introduction
The Brita filtered water bottle fills several consumer needs. Many environmentally
conscious consumers seek products that reduce landfill waste or help the planet in some way.
The filter replaces 300 plastic water bottles. It is estimated that Americans dispose of over 2
million tons of polyethylene bottles each year. (Hartman, 2007). Reducing that by even a small
amount shows the company’s priority for social responsibility.
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Millions of people are concerned about healthy drinking water for their families. Grocery
stores, convenience stores, and even gas stations carry huge amounts of bottled water to fill a
growing customer demand. Annually billions of gallons of water are sold in the United States
alone. The Brita water bottle is an excellent way for consumers to help the environment, save
money, and provide for their family’s health and wellness.
Strategic Plan
Mission & Vision Statements
Brita is a water filtration company devoted to providing clean drinking water. It is part of
Clorox Company’s multibranding strategy. Clorox’s mission is “We make everyday life better,
every day.” Their vision is “At Clorox, we work together to ensure we're running our business
with a focus on integrity and quality, guided by our core value of doing the right thing every
single day. We know choices we make have a significant impact on people, our planet and our
communities. That's why we're continually strengthening our commitment to Corporate
Responsibility, focusing on five pillars: Performance, Planet, People, Products, and Purpose.”
(thecloroxcompany.com, 2012). Brita’s individual mission is “Great-tasting water that’s better
for you, better for the environment.” (Brita News, 2012).
Goals
NON-FINANCIAL GOALS
Continue to build relationships with customers through the FilterForGood® program,
working closely with all of the partners to bring the healthiest and best tasting water
to consumers across the planet. Increase from 190,000 customers taking the pledge to
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reduce bottled water waste to 218,500 within two years, a 15% improvement. (Brita
News, 2012).
Continue to grow retail support, gaining valuable shelf space. Work to place products
in grocery stores and convenience stores where bottled water is normally bought.
Over the next two years place display products in target markets such as Supervalu
and Holiday stores in large cities like Los Angeles and San Diego where they tend to
drink the most bottled water throughout the day. (Salazar, 2006).
FINANCIAL GOALS
Increase profits of filtered water bottles and filters by 15% within the next two years.
Within the next two years, increase ROI (return on investment) with advertising
dollars, using increased social media platforms and changing objectionable television
and print advertising. (Lepisto, 2008).
Core Competency and Sustainable Competitive Advantage
Brita along with its parent company Clorox Company seeks to 1) deliver fresh great
tasting water to its customers 2) help to eliminate bottled water waste protecting the environment
3) provide customers with a valued relationship through the FilterForGood® and FilterForGood®
Music Project.
In order to transform the above core competencies into sustainable competitive advantage
Brita will work with distributors and retailers to increase awareness of their solution for landfill
waste. They will continue to build trust with their customers through social media sites and the
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Brita website. Finally, they will position their product where consumers buy bottle water, making
the choice to purchase a Brita filtered water bottle a convenience and a savings necessity.
Current New
Selling Brita filtered water bottles Selling Brita filtered water bottles
Markets online and at retailers like Wal-Mart and in grocery and convenience stores
Target®. next to bottled water.
Increasing awareness of product through Creating new TV and print
TV, music, and corporate partnerships. advertising to reduce objections.
Product Overview
Product Description
The Brita water bottle looks similar to a standard reusable water bottle. There are two
models, one for kids which is 13 ounces and one for adults which is 20 ounces. The adult version
comes in four colors while the kid’s version has three designs. It is dishwasher safe and is BPA
(Bisphenol A) free and recyclable. Both contain a replaceable activated carbon filter to purify the
water. (Brita News, 2012). It removes chlorine, metals, bad tastes, foul odors, and other
contaminants.
(Brita News, 2012)
Pricing
The costs of the filtering bottles are $9.99 for the adult model and $8.99 for the child’s. A
two pack of replacement filter cartridges costs $7.99 and is said to filter approximately 40
gallons of water each. There are many coupons available online for $2 off the product and $1 off
the filters. The cost is low enough for most consumers to be able to purchase it. It would even be
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of greater value to those that have been purchasing bottled water such as Aquafina. Brita’s quote
that each filtered water bottle saves 300 clear plastic water bottles from the landfill (Brita News,
2012) equals enormous savings for consumers.
The pricing structure for Brita seems to be right in the middle of its competitors. There
are several that cost in the range of $18 to $24 and a couple that are lower at around $6.
Depending on future demand, price may need to decrease slightly in order to increase units sold.
It would, however not be advisable to reduce more than $1.00. At this point in time, the price of
$9.99 or $16.88 for a two pack seems to be appropriate.
Situation Analysis
S.W.O.T. (Strengths, Weaknesses, Opportunities, and Threats) provides a brief overview
of Brita’s internal and external factors. This analysis is meant to show the current corporate
environment identifying areas in need of improvement. After this overview, greater detail of
industry, competitors, customers, and marketing tactics will be provided.
S.W.O.T. Analysis for Brita Filtered Water Bottles
Strengths Weaknesses
Internal Well-known brand worldwide, strong Several different Brita water
Factors corporate leadership. filtration products competing
against each other. Cannibalization.
Compliments other Clorox natural products Not enough support from retailers
such as Bert’s Bees or Green Works. for shelf space.
Recognized for its corporate values. Objectionable television and print
Steady double digit sales growth. advertising.
Opportunities Threats
External Growing demand for bottled water makes Many competitors, appearing to
Factors bottles with filters more economical. increase daily, some with additional
features.
Each water bottle requires a filter increasing With the current economic
cash flow from filters sold also. conditions cheaper brands may
Competitive advantage with social media appear more appealing
and website used extensively.
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Industry Overview
The demand for filtered water bottles has exploded in the last couple of years. There are a
couple of reasons for this: an increase in the demand for pure healthy water, the convenience of
water bottles, and an increased awareness and need for eco-friendly solutions to eliminate bottled
water waste in our landfills. They remove up to 99.9% of continents depending on the product
you are looking at. According to the most recent data, bottled water drinkers consume more than
40 billion gallons worldwide, making the need for a reusable water bottle that saves time, money,
and even storage space a necessity (Salazar, 206).
Brita’s “double digit growth” (Neff, 2009) in the last two to three years is indicative of
the possibilities. Total sales revenue for the filtered water bottles alone is unknown at this time
but estimated to continue growing and gaining market share. Brita’s distribution is worldwide
reaching more than 60 countries. The water bottles can be purchased online at Amazon or Wal-
Mart, or in many stores including Walgreens, Target®, and Bed, Bath, and Beyond.
Key Competitors
There are literally hundreds of competitors worldwide. Brita differentiates itself from the
competition by Brand. They have a strong brand recognition and loyalty. Some of their major
competitors are PUR, Aquamira, Camelbak, Seychella, Clear2Go, Lifesaver, and Bobble. The
features vary slightly between them, some are insulated for camping or hiking, some have
chillers for cold water, and some have slightly different styles of filters. Brita’s main advantages
appear to be simplicity, quality, cost savings, and customer loyalty.
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Issues and Risks
In order for Brita to reach increased sales goals and obtain competitive advantage they
will need to try to position themselves in grocery and convenience stores. This will attract
Hispanic, Black, and Asian households which are more likely to purchase bottled water.
(Salazar, 2006). Although, bottled water drinkers are generally in the upper middle class
opening up this demographic will increase sales substantially. One of the most important and
critical issues seems to be the objectionable advertising currently underway. (YouTube &
Lepisto, 2008). Changing out commercials and print media will improve brand recognition and
appeal. Finally, with the enormous amount of competition popping up around the world, Brita
will need to keep up with consumer needs. They will need to adjust pricing or product design
based on consumer feedback.
Target Market Analysis
Target Market Description
The Caucasian women in this market are between the ages of 26 and 46 with children.
Their family’s health and wellness are important to them. They are approximately 25 million
strong with significant purchasing power since their annual income is upwards of $60,000.
(Salazar, 2006). They are highly educated professional career minded women with established
traditional routines centered on home and family. They enjoy better than average homes in
suburban metropolitan areas. They have comfortable lifestyles and disposable income. (Lyon,
2010).
Their more sophisticated nature looks for opportunities for personal growth. The sense of
community and responsibility is strong within this group making the environmentally friendly
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option of the Brita Water Bottle an additional benefit. The fact that it saves 300 plastic water
bottles with each filter will appeal to their sense of ethics. (Strategic Business Insights, 2012).
Competitive Products
Filtering water is a big business and there are many products on the market to help ensure
better drinking water for your family. There are reverse osmosis systems for under your sink or
even your whole house. These tend to be expensive and can require technicians to install. There
are faucet filtering systems and drinking pitchers with carbon filters. These are less expensive
and are easy for homeowners to use. Recently, the market has developed the water bottle with
the filter inside. The most convenient products are the faucet filtering system, drinking pitchers,
and the water bottle. They each have their niche’. The water bottle is the easiest and cheapest
solution for fresh drinking water. Among the filtering water bottles, there are several competitors
offering similar features.
Differentiation
What differentiates the Brita filtering water bottle from its competitors as well as
competing products is:
Convenience: What could be more convenient than being able to drink the water from
your tap or the drinking fountain at the gym? This convenience would also be
important when purchasing the product.
Inexpensive: Most of the key competitors in the market have price points between
$18 and $24, making the Brita water bottle a great value at around $10.
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Brand: Clorox as well as Brita have a large and established brand loyalty. They are
perceived as a quality company that has been around for a many years.
Quality: The bottles as well as other products made by Brita are made well with the
replaceable activated carbon filter, dishwasher safe, BPA free, and recyclable plastic.
They have even gone the extra mile by setting up recycling stations for the filters at
Whole Foods stores.
Simplicity: The simple easy design and ease of use makes using the product a natural
transition from bottled water to drinking filtered water from your tap.
Key Messages
Brita’s key messages for using their product are pure water, ease of use, quality, and
saving the environment. The pledge on the website is another way to get the consumers vested in
the product. Their most valuable selling point appears to be the convenience of getting pure
water anywhere. The added value of helping the planet and saving money increases its overall
appeal. (Brita News, 2012).
Marketing Mix
Promotion
There are several different tactics that can and should be used to promote this product.
First, new television and print advertising needs to be created to reduce objections regarding
abrasiveness and racism. The print media, at the moment, is targeted to extreme
environmentalists while it should remain consistent with the values of the target market of
Generation X women who drink bottled water. The television advertising has been ridiculed for
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racism because of its use of stereotypes. The following are new techniques that should be
considered:
Direct Mail Coupons: Work with Target® and other retailers currently offering the
product to target potential bottled water drinkers and mail out direct mail coupons and
special offers regarding the Brita water bottle.
Point of Purchase Displays: The display should make consumers aware of their
messages. This would increase the value of the product showing the choice between
bottled water and Brita.
Television Coverage: Be sure to target the new television commercials to television
stations like HGTV, Lifetime, Lifetime Movie Network, and OWN where dollars
spent will count more. Try out commercials on BET and Hispanic television stations
to open the demographic to those that are more likely to purchase bottled water.
Out of Home Advertising: Place large displays on windows of grocery stores,
convenience stores, and health clubs to introduce the product. This will remind
consumers when it is most important.
Place Strategy
At the moment, the product is sold online and at retailers such as Target®, Wal-Mart, and
Bed, Bath, and Beyond. In order to increase sales substantially and increase awareness of the
product it should begin sales in grocery stores and convenience stores where bottled water is
normally purchased. This would give a clear choice between the two. It would also differentiate
itself further from the products only sold online.
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Conclusion
Brita’s filtered water bottle, in conclusion, is a beneficial and cost effective product. It
allows consumers to control the purity of their drinking water and at the same time be socially
responsible. Because there are many other products on the market offering the same or similar
features Brita will need to build customer relationships using Shopper Marketing methods as
well as the traditional methods currently being used and the unique FilterForGood® Projects.
Showing customers the value of the product and guiding their choice when they normally would
purchase bottled water will reflect positively on the product itself, making the cost effectiveness
apparent.
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References
Brita News. (2012). Retrieved November 2, 2012, from http://www.brita.com/news/.
Brita Water Bottle Commerical. (2012, May 18). YouTube. Retrieved from:
http://www.youtube.com/watch?v=aeXRZn4NmPg..
Hartman, E. (2007, July 15). Know Your Drinking Water: Bottled vs. Brita. Washington Post.
Retrieved from http://www.washingtonpost.com/wp-
dyn/content/article/2007/07/12/AR2007071201862.html.
Lepisto, C. (2008, May 17). Brita Water Filter Ad Campaign Provokes Strong Reactions.
Treehugger.com. Retrieved from: http://www.treehugger.com/clean-water/brita-water-
filter-ad-campaign-provokes-strong-reactions.html
Lyon, E. (2010, March 1). Examining Generation X: Stats, Demographics, Segments,
Predictions. Sparxoo Brand Agency. Retrieved from:
http://sparxoo.com/2010/03/01/examining-generation-x-stats-demographics-segments-
predictions/
Neff, J. (2009, November 16). Brita’s Marketing Flows from Grassroots Effort. Advertising
Age. Retrieved from http://adage.com/article/cmo-interviews/brita-s-marketing-flows-
grassroots-effort/140519/.
Our Brands. (2011). Retrieved November 2, 2012, from
http://www.thecloroxcompany.com/products/our-brands/brita/
Salazar, F. (2006). Bottled Water Industry. SBDCNet. Retrieve from:
http://www.sbdcnet.org/small-business-research-reports/bottled-water-industry
Strategic Business Insights. (2012). Retrieved from
http://www.strategicbusinessinsights.com/vals/ustypes.
