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Case
| HBS Case Collection
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2002
(Revised from original 1999 version)
Brita Products Company, The
by
John A. Deighton
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Abstract
Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. 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.
Keywords: Customer Value and Value Chain;
Acquisition;
Retention;
Safety;
Natural Environment;
Emerging Markets;
Investment Return;
Equity;
Demand and Consumers;
United States;
Citation:
Deighton, John A. "Brita Products Company, The." Harvard Business School Case 500-024, January 2002. (Revised from original August 1999 version.)