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Essay

BRITA

Essay specific features

 

Issue:

Business

 

Written by:

Ronald A

 

Date added:

September 22, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

11 / 2833

 

Was viewed:

3954 times

 

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Essay content:

Brita was licensed by Clorox from Brita GmbH, a German company in 1987. Under the license agreement, Clorox would buy filters from Brita and the first Brita product was a pitcher water filter. As of 1999 over 17 million Brita pitchers were sold in US and the Brita brand was generating over $ 200 million revenues in a year, an estimated 13%-15% of the total US households were using a Brita Pitcher and Clorox held a 70% market share of the total market...
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PUR was a small firm in the industry, however were the only comparable competition to Clorox and was a possible take over target by other major consumer products companies such as P&G. Clorox had its own version of faucet mounted filters ready to launch and was debating if it has to launch the same. The plan was to sell the faucet mounted filters at a deficit to build the customer base, which would then provide a steady stream of revenues through the sale of filters...
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