【案例名称】The Brita Products Company

【作者】John Deighton  

【页数】18

【格式】PDF

【语言】英语

【出版日期】1999年8月30日

【修订日期】2002年1月15日

【学科】市场营销 (Marketing)

【案例编号】500024-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/500024-PDF-ENG

【简介】

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.

【学习目标】

Allows students to explore the economics of acquisition and retention, installed base marketing, and lifetime customer value calculation.

【涉及课题】

Marketing management; New product marketing; Test markets

【背景】

    * Geographic: United States
    * Industry: Retail trade
    * Company Revenue: $200 million revenues
    * Event Year Begin: 1989
    * Event Year End: 1999

【下载】

http://www.mbabbs.com/thread-577-1-1.html