Switch the pounds of marketing and advertising resources to the faucet-mounted filter systems to establish a new consumer install foundation that will benefit the company in the long term by creating future water filters filter product sales revenue and let you to direct competition with PUR in this growing market segment that charges a premium for devices and filter systems. Use the Brita Brand around the faucet-mounted filtration to power the already established client perception the best tasting water. This will switch sales from pitcher devices to tap systems nevertheless overall will increase profits. Though Brita should certainly introduce the faucet system, they should continue to focus initiatives on the glass pitcher efforts because their remaining budget allows.
The Brita strategy has been that will put a system inside the customer hands, even at a loss with the requirement that foreseeable future revenue will be made with filtration system replacements for the system with over the lifetime use of the pitcher. The truth that PUR is currently losing money in the water filters mounting filtration system system is not really a great signal for upcoming performance as it is highly very likely that they will produce profits of future filtering sales inside the upcoming years as was the case with Brita in the early 1990's. At 74% market share, PUR is the head in the water filters mount industry and using their direct plan which explicitly calls away Brita and differentiates PUR as a superior product depending on its faucet systems capability to filter against known bacteria's which Brita pitcher system does not support. This 45 million dollar marketing strategy and the possible acquisition coming from Procter and Gamble help to make PUR an actual threat. PUR is also delivering awareness to get water filtration systems to function and filter against bacterial containments. Currently, 67% of 18-24 year olds expressed issues about overall health contaminants in household drinking water. If PUR wins more than this buyer segment, they are going to gain lifelong customers who will continue to purchase the faucet filtration because Brita does...