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  • August 1999 (Revised January 2002)
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Brita Products Company, The

By: John A. Deighton
  • Format:Print
  • | Language:English
  • | Pages:18
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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, August 1999. (Revised January 2002.) (request a courtesy copy.)
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About The Author

John A. Deighton

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Related Work

    • August 1999 (Revised January 2002)
    • Faculty Research

    Brita Products Company, The

    By: John A. Deighton
Related Work
  • Brita Products Company, The By: John A. Deighton
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