Marketing plan

Running head: BRITA MARKETING PLAN 1

Brita Filtered Water Bottle

Marketing Plan Sample

Bonnie Gallea

Concordia University, St. Paul, MN

February 22, 2013

BRITA MARKETING PLAN 2

Table of Contents

Executive Summary .................................................................................................................... 3

Introduction ................................................................................................................................. 3

Strategic Plan .............................................................................................................................. 4

Product Overview ....................................................................................................................... 6

Situation Analysis ....................................................................................................................... 7

Target Market Analysis............................................................................................................... 9

Marketing Mix .......................................................................................................................... 11

Conclusion ................................................................................................................................ 13

References ................................................................................................................................. 14


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.


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


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


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


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.


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.


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


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.


 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


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.


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.


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.

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