BRITA MARKETING PLAN 3 Brita Filtered Water Bottle Marketing Plan SampleExecutive Summary The market for bottled water is enormous. Brita’s water bottle allows consumers to drinkpure filtered water at a substantial savings over purchasing bottled water. It is anenvironmentally friendly option giving a clear choice to customers. Current marketing of theproduct uses traditional methods with a few unique twists such as the FilterForGood® and theFilterForGood® Music Project. Both allow customers to be involved with social media aspects ofthe product creating a valued relationship. Problems have developed with current television and print media making it necessary tocorrect that issue. Retailer support has been lacking and should be corrected as well. Theinexpensive, quality, brand should be highlighted in display and out of home advertising. Pointof Purchase displays in grocery and convenience stores will increase awareness and giveconsumers a better choice than buying bottled water. Finally, direct mail coupons and specialoffers 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 increaseprofits within two years.Introduction The Brita filtered water bottle fills several consumer needs. Many environmentallyconscious 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 2million tons of polyethylene bottles each year. (Hartman, 2007). Reducing that by even a smallamount shows the company’s priority for social responsibility.
BRITA MARKETING PLAN 4 Millions of people are concerned about healthy drinking water for their families. Grocerystores, convenience stores, and even gas stations carry huge amounts of bottled water to fill agrowing customer demand. Annually billions of gallons of water are sold in the United Statesalone. The Brita water bottle is an excellent way for consumers to help the environment, savemoney, and provide for their family’s health and wellness.Strategic PlanMission & Vision Statements Brita is a water filtration company devoted to providing clean drinking water. It is part ofClorox 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 were running our businesswith a focus on integrity and quality, guided by our core value of doing the right thing everysingle day. We know choices we make have a significant impact on people, our planet and ourcommunities. Thats why were continually strengthening our commitment to CorporateResponsibility, focusing on five pillars: Performance, Planet, People, Products, and Purpose.”(thecloroxcompany.com, 2012). Brita’s individual mission is “Great-tasting water that’s betterfor you, better for the environment.” (Brita News, 2012).GoalsNON-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
BRITA MARKETING PLAN 5 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 greattasting water to its customers 2) help to eliminate bottled water waste protecting the environment3) provide customers with a valued relationship through the FilterForGood® and FilterForGood®Music Project. In order to transform the above core competencies into sustainable competitive advantageBrita will work with distributors and retailers to increase awareness of their solution for landfillwaste. They will continue to build trust with their customers through social media sites and the
BRITA MARKETING PLAN 6Brita website. Finally, they will position their product where consumers buy bottle water, makingthe 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 OverviewProduct Description The Brita water bottle looks similar to a standard reusable water bottle. There are twomodels, one for kids which is 13 ounces and one for adults which is 20 ounces. The adult versioncomes 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 thewater. (Brita News, 2012). It removes chlorine, metals, bad tastes, foul odors, and othercontaminants. (Brita News, 2012)Pricing The costs of the filtering bottles are $9.99 for the adult model and $8.99 for the child’s. Atwo pack of replacement filter cartridges costs $7.99 and is said to filter approximately 40gallons of water each. There are many coupons available online for $2 off the product and $1 offthe filters. The cost is low enough for most consumers to be able to purchase it. It would even be
BRITA MARKETING PLAN 7of greater value to those that have been purchasing bottled water such as Aquafina. Brita’s quotethat 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. Thereare 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 overviewof Brita’s internal and external factors. This analysis is meant to show the current corporateenvironment identifying areas in need of improvement. After this overview, greater detail ofindustry, competitors, customers, and marketing tactics will be provided.S.W.O.T. Analysis for Brita Filtered Water Bottles Strengths WeaknessesInternal Well-known brand worldwide, strong Several different Brita waterFactors 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 ThreatsExternal Growing demand for bottled water makes Many competitors, appearing toFactors 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.
BRITA MARKETING PLAN 8Industry Overview The demand for filtered water bottles has exploded in the last couple of years. There are acouple of reasons for this: an increase in the demand for pure healthy water, the convenience ofwater bottles, and an increased awareness and need for eco-friendly solutions to eliminate bottledwater waste in our landfills. They remove up to 99.9% of continents depending on the productyou are looking at. According to the most recent data, bottled water drinkers consume more than40 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 ofthe possibilities. Total sales revenue for the filtered water bottles alone is unknown at this timebut estimated to continue growing and gaining market share. Brita’s distribution is worldwidereaching 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 thecompetition by Brand. They have a strong brand recognition and loyalty. Some of their majorcompetitors are PUR, Aquamira, Camelbak, Seychella, Clear2Go, Lifesaver, and Bobble. Thefeatures vary slightly between them, some are insulated for camping or hiking, some havechillers for cold water, and some have slightly different styles of filters. Brita’s main advantagesappear to be simplicity, quality, cost savings, and customer loyalty.
BRITA MARKETING PLAN 9Issues and Risks In order for Brita to reach increased sales goals and obtain competitive advantage theywill need to try to position themselves in grocery and convenience stores. This will attractHispanic, Black, and Asian households which are more likely to purchase bottled water.(Salazar, 2006). Although, bottled water drinkers are generally in the upper middle classopening up this demographic will increase sales substantially. One of the most important andcritical issues seems to be the objectionable advertising currently underway. (YouTube &Lepisto, 2008). Changing out commercials and print media will improve brand recognition andappeal. Finally, with the enormous amount of competition popping up around the world, Britawill need to keep up with consumer needs. They will need to adjust pricing or product designbased on consumer feedback.Target Market AnalysisTarget 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 millionstrong with significant purchasing power since their annual income is upwards of $60,000.(Salazar, 2006). They are highly educated professional career minded women with establishedtraditional routines centered on home and family. They enjoy better than average homes insuburban metropolitan areas. They have comfortable lifestyles and disposable income. (Lyon,2010). Their more sophisticated nature looks for opportunities for personal growth. The sense ofcommunity and responsibility is strong within this group making the environmentally friendly
BRITA MARKETING PLAN 10option of the Brita Water Bottle an additional benefit. The fact that it saves 300 plastic waterbottles 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 ensurebetter drinking water for your family. There are reverse osmosis systems for under your sink oreven your whole house. These tend to be expensive and can require technicians to install. Thereare faucet filtering systems and drinking pitchers with carbon filters. These are less expensiveand are easy for homeowners to use. Recently, the market has developed the water bottle withthe 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 cheapestsolution for fresh drinking water. Among the filtering water bottles, there are several competitorsoffering similar features.Differentiation What differentiates the Brita filtering water bottle from its competitors as well ascompeting 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.
BRITA MARKETING PLAN 11 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, andsaving the environment. The pledge on the website is another way to get the consumers vested inthe product. Their most valuable selling point appears to be the convenience of getting purewater anywhere. The added value of helping the planet and saving money increases its overallappeal. (Brita News, 2012).Marketing MixPromotion 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 regardingabrasiveness and racism. The print media, at the moment, is targeted to extremeenvironmentalists while it should remain consistent with the values of the target market ofGeneration X women who drink bottled water. The television advertising has been ridiculed for
BRITA MARKETING PLAN 12racism because of its use of stereotypes. The following are new techniques that should beconsidered: 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, andBed, Bath, and Beyond. In order to increase sales substantially and increase awareness of theproduct it should begin sales in grocery stores and convenience stores where bottled water isnormally purchased. This would give a clear choice between the two. It would also differentiateitself further from the products only sold online.
BRITA MARKETING PLAN 13Conclusion Brita’s filtered water bottle, in conclusion, is a beneficial and cost effective product. Itallows consumers to control the purity of their drinking water and at the same time be sociallyresponsible. Because there are many other products on the market offering the same or similarfeatures Brita will need to build customer relationships using Shopper Marketing methods aswell 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 wouldpurchase bottled water will reflect positively on the product itself, making the cost effectivenessapparent.
BRITA MARKETING PLAN 14 ReferencesBrita 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.htmlLyon, 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-industryStrategic Business Insights. (2012). Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes.