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Case
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Reference no. 9-503-S63
Spanish language
Subject category: Marketing
Authors: John Deighton
Published by: Harvard Business Publishing
Originally published in: 1999
Version: 15 January 2002

Abstract

This is a Spanish version. Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% US 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.
Location:
Industry:
Size:
USD200 million revenues
Other setting(s):
1989-1999

About

Abstract

This is a Spanish version. Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% US 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.

Settings

Location:
Industry:
Size:
USD200 million revenues
Other setting(s):
1989-1999

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