Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Brita: In Search of a Winning Strategy

Brita: In Search of a Winning Strategy

 

 

The case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1988, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what should Brita do to turn its fortunes around. The case presents the results of a recent segmentation study, which holds the key to developing the turnaround strategy.


Teaching Objectives

The purpose of the case is to highlight the importance of market segmentation and targeting in the development of strategy. The case makes the point that segmentation needs to be done first, followed by the targeting decision, before one can develop strategy. In choosing among segments, it becomes clear that there are two possible criteria: choose where one is strong or choose where there is maximum potential for growth. The choice criteria would depend on the firm’s objectives. In the case of Brita the objective was double digit growth, clearly pushing the choice of segment in the direction of the segment with maximum headroom. The case also makes the point that the organization needs to be aligned to the segment and the lens that drives the alignment is the brand, or more specifically the brand position. This implies that the whole organization needs to understand the brand position and respond; in this instance the focus is on R&D and its alignment to deliver a series of new products that can reinforce the brand position. The case also highlights the key elements of a good segmentation study: representative and probability sampling, sampling both users and non-users, collecting data on a comprehensive set of variables, including variables that can allow one to reach the target, e.g., media consumption and shopping behavior data.

Support materials include Brita’s various advertising efforts to improve their business and a presentation deck that helps the instructor summarize the key learning points and inform participants of what happened in the end.

The case has been taught in both MBA and executive sessions. With MBA audiences, the case can fit into an introductory marketing course in the session on segmentation, targeting, and positioning. The case can also fit into advanced MBA electives on marketing strategy or branding, where the issue of organizational alignment would receive greater play and one can more broadly highlight the relationship between segmentation and branding and the criticality of undertaking segmentation first. With executive audiences, the case fits into the introductory session of a marketing or branding module.



Download PDF


 

  Oct 5, 2002 | Cases




Download PDF



SHARE


 


Recent Tweets



Sun, 10 Nov @ 06:13 pm

I'm wondering how much @Sirisena received to hand out this pardon? Executive pardons should be banned. Why have cou… https://t.co/wMwzwPCaC1

via Twitter for Android
Tue, 05 Nov @ 04:15 am

Listen to this unhelpful response from @AmericanExpress. I paid twice for parts of a shipping service for my car us… https://t.co/WS5NJdBsVg

via Twitter for Android
Sat, 02 Nov @ 04:22 am

Seriously. Just sign saying won't do it again! What does that say about Kuwait? Stuck in a primitive mindset that's… https://t.co/lHVgiZ5j2Z

via Twitter for Android
Thu, 31 Oct @ 11:23 am

BREXIT in a nutshell. https://t.co/0o9kfF5swx

via Twitter for Android
Fri, 18 Oct @ 06:28 am

#HyattRegencyAtlantaDowntown no drinking water available. Asked Kenloy at the coffeeshop. He vaguely pointed saying… https://t.co/8zWW7LM2W4

via Twitter for Android
Fri, 11 Oct @ 06:05 am

So right. "The Congress is beyond repair" https://t.co/17gDFizaP3

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava