Clorox Brita skillfully uses a deluge of water safety concerns, a home water (filtration) business grows from the beginning to a 15% penetration of U.S. households in ten years. The dilemma in the case, the period of rising income seems to come to an end, and the management needs to use his legacy, an installed base and strong brand equity in order to progress the business in a less friendly environment. Students can model the relationship between the primary demand for pitchers and … Read more »

Clorox Brita skillfully uses a deluge of water safety concerns, a home water (filtration) business grows from the beginning to a 15% penetration of U.S. households in ten years. The dilemma in the case, the period of rising income seems to come to an end, and the management needs to use his legacy, an installed base and strong brand equity in order to progress the business in a less friendly environment. Students can model the relationship between the primary and the derived demand for cans demand for filters to decide where they want to put on future investments.
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John Deighton
Source: HBS Premier Case Collection
18 pages.
Publication Date: Aug 30, 1999. Prod #: 500024-PDF-ENG
Brita Products Co. HBR case solution

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