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Secondary Research Study: Broad Trends within Brita Filtration Systems Marketplace & Target Audience Prepared for:

Chuck McLeester Temple University Conducted by: Group Two Erika Koiva Nadia Ouazzi Jacquelyn Cochet Alex Tufarolo Jean Alban

Background of Study This secondary research report analyzes the water industry including tap water, bottled water, and other drinks, with a specific concentration on Brita Filtration Systems. The report explores the trends within the water market and college students, as well as the demographic and psychographic elements that attract our target audience. The report demonstrates research found on Brita and its current ways of advertising, in order to determine how to better market the product towards college students. The report also includes competitive analysis, creating a better understanding of the industry and how to position Brita products. Report Methodology The research collected within this report came from a wide variety of secondary sources. These sources provided information on beverages within advertising and their trends, tap and bottled water in which Brita is an alternative to, college students and trends within the college market, and the brand Brita itself. As a platform for all of our research we analyzed the Brita Official Website to determine Britas current advertising tactics and how they can be improved in order to target the college marketplace. Databases such as MRI +, Mintel, and MarketResearch.com Academic provide specific information within the advertising and marketing world on specific products. You can find cross-tab research allowing you to determine the psychographic and demographic information that connects college student trends with beverage trends. The academic journals, Journal of Advertising and Advances in Consumer Research allowed our group to gather information on particular advertising techniques used within the water industry in relation to the consumers, as well as Brita and its competitors specifically. With the knowledge that Brita is an alternative to bottled water, our group used the Beverage World magazine, the All About Water website, and International Bottle Water Association website to obtain a complete understanding of Britas competitors. This way we will understand how to re-brand the company in order to surpass our competitors. Another major trend we wanted to focus on within the college community is going green including health risks unfiltered water contain; therefore we collected research from the academic journals A-Z Guide to Healthier Living Book and Journal of Community Health, as well as the Go Green Students website. Sources such as the trade publication AdAge and the academic journal, College Student Journal provided an overall understanding of trends within the advertising industry and trends within the college student community, determining where Brita can among the two.

Company Information After researching the Brita brand, we were able to gather the following information:
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Brita is a worldwide brand that is part of the company Clorox. Brita provides a line of water filters including both water pitchers and water bottles. The filters are designed to reduce impurities found in tap water, such as chlorine, providing a clean, better tasting drink. (Brita.com) Brita generally targets households and cost-conscious families who are environmentally aware and healthy. (MRI Plus) Brita aims at women in their twenties to upper thirties through promoting the filters and clean water as a way to enhance a healthy pregnancy. (MRI Plus) Brita targets healthy lifestyles, promoting weight loss and healthy exercise. Brita sponsors NBCs series Biggest Loser emphasizing their importance and impact upon a healthy lifestyle. (Neff) Brita promotes environmentally friendly programs such as the FilterForGood Campaign in which consumers pledge to reduce bottled water waste. (Brita.com) Brita runs a fundraising campaign with Surfrider Foundation to promote clean water and beach and ocean protection. (Latest Press Releases) Brita connects with several social networks including Facebook, YouTube, Twitter and Pandora radio in order to market their brand. Brita continues to be the leading brand within the replacement filter market, making $126 million in a rolling 52 weeks, ending on October 3, 2010. Brita dominates nearly 69% of the market. (All About Water)

Water Bottle Information (Brita is an alternative to water bottles) One of Britas main concerns is to reduce plastic waste. The following information supports Britas cause:

In 2003, Americans spent more than $7 billion on bottled water, averaging more than $1 spent per bottle (All About Water). Annual bottled water accounts for less than .02% of the total ground water withdrawn in the U.S.("Bottledwater.org") Interestingly, Showtime TV conducted a study that found 75% of NYC residents preferred tap water over bottled water in a blind tasting. In 1999, National Resources Defense Council found that an estimated 25% or more of bottled water is filled with tap water, which is not always treated. Bottled water containers vary from individual serving size to five-gallon jugs and are fully recyclable. Bottled water producers have reduced the plastics container weight by 27 Percent. The FDA requires extensive toxicity testing for any dangerous substances. Bottled water can be used indefinitely if stored at the proper room temperature or cooler, out of the sun and away from any harmful chemicals. The healthiest solution to the problems brought by both bottled water and tap water is utilizing water filters (All About Water) The industry is making the effort to use lighter-weight plastics for containers and increasing the fuel efficiency in the transportation of the product to market.("Bottledwater.org")
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Recycling

Earth 911 reported that more than 2.4 billion lbs of plastic bottles were recycled in 2008. The actual recycling rate remains at approximately 27 percent.("Bottledwater.org") International Bottled Water Association (IBWA) releases the fact that the University of Vermont banned the sale of bottled water to improve waste issues on campus.

Top 10 Leading Countries in the Global Bottled Water Market Chart compliments of IBWA 2009 Market Report Findings 2009 Rank 1 2 3 4 5 6 7 8 9 10 Mexico Italy United Arab Emirates Belgium-Luxembourg Germany France Lebanon Spain Hungary United States Countries 2004 44.5 48.5 27.9 39.1 33.0 37.4 26.8 36.1 20.1 23.2 Gallons per Capita 2009 61.9 50.7 40.1 36.7 34.5 33.8 31.8 31.4 29.3 27.1

Competitive Analysis Brita has a good number of direct competitors in the water purification market, including PUR, Clear20, Filtrete, General Electric, and Culligan. While all these competitors are part of the home water filtration market, many of them produce larger-scale commercial and home water treatment products, while Britas efforts are focused solely on the home refrigerator and faucet sector. PUR: Owned by Proctor and Gamble, PUR is Britas closest and most similar competitor, offering a broad range of refrigerator and faucet filtration systems, as well as purification packets and flavoring agents. (Mintel). Culligan: Offers a wider range of water filtration products for both home and commercial use, including water softeners, whole-house installations, bathroom fixtures, etc. They offer a line of refrigerator pitchers that directly

compete with Brita, but their brand has a much greater focus on larger-scale water-related products. (Mintel) GE Pentair: With aid of partnerships and under other brand monikers, General Electric distributes a wide array of commercial and in-home filtration, sustainability, conditioning, groundwater treatment, water softening, and midscale filtration products. Their offering that competes most directly with Brita, however, is their line of in-home filtration systems produced under the GE brand, particularly refrigerator pitchers. (Mintel) Clear20: Clear20 is Applica Water Products in and out-of-home water filtration brand. Their products include water bottles and pitchers, and are sold at sporting goods stores, grocery stores, and online at amazon.com (Mintel) Filtrete: Filtrete is 3Ms line of in-home filtration products for air and water. They produce pitchers, as well as station purifiers and under-sink water filtration systems. Their products can be purchased at mass merchandisers, warehouse clubs, hardware stores, and home centers. (Mintel) In addition to the sizable number of competitors producing similar filtration pitcher products, Brita is also competing with the massively profitable bottled water industry. According to the International Bottled Water Association, an information and advocacy organization for the bottled water industry, prepackaged bottled water has distinct benefits over tap or home-filtered water. IBWA is a group that exists purely to promote bottled water.

It claims that bottled water should be chosen for safety and convenience, citing the variety of container sizes, and stating that consumers can drink it with confidence throughout the day. It states that bottled water is comprehensively regulated by the FDA It states that consumers should choose bottled water for its great taste, and lists varieties such as sparkling, mineral, and spring water. It states that bottled water has health benefits when chosen in lieu of sugary beverages and sodas, and cites calorie and dietary statistics. It cites versatility as a unique point, offering tips for alternative uses such as freezing to keep a packed lunch fresh, and using as weights during a hike or run, with the added benefit of consumption when its use is through. It states that bottled water is the easiest way to make a drastic change for your health, and makes claims regarding fitness experts hydration recommendations.

This website offers no information regarding advantages of bottled water over utilities-style water in terms of cost, efficiency, or environmental effects.

Current News and Trends Since the beginning, Britas main concern has always been the conservation of the environment. Brita has created an environmentally friendly campaign called FilterForGood to encourage people to greatly reduce their water bottle waste by switching to reusable and filtered water bottles. The Brita News web page contains annual updates on the campaign and its influence on water bottle waste. Each year, Americans purchase billions of plastic water bottles; most of them end up in landfills. Since the campaign launch, more than 319,000 people have taken the pledge to reduce their bottled water waste, keeping an estimated 338 million disposable bottles out of landfills(Brita News).

The angle of the Brita water filtration campaign has significantly changed over the past three years. In 2009, Brita focused its campaign on the environment and the home. They advertised their product on shows such as The Biggest Loser. The Sundance Film Festival as well as the Sundance channel supports Brita products. The Sundance organizations are targeted towards families and older women. Brita addresses the health factor as well. In reports pharmaceutical compounds have been detected in drinking water. The Brita filter allows for 96.7% of these compounds to be removed. This aspect of drinking water is important to mothers and families.

In 2010, Brita began to address students by encouraging them to turn their passion into action by inventing plans that create significant change in their schools environmental impact. This is the first time students of all ages are specifically addressed. In April of 2011, the Brita Filtered Water Bottle was invented. Go green and save money with Britas new reusable bottle with filter inside It was advertised as affordable stylish, filtered, water on the go. Like other Brita products, the filter removes odor and taste of chlorine from tap water. Britas efforts to reach the new generation have been through music. Musical supporters of the Brita Filtered Water Bottle have been The Dave Mathews Band, Jack Johnson, Lady Antebellum, Guster, and more. They endorse the product and the going green message to fans. Brita begins to explicitly targeted Universities and Colleges in programs such as the Campus Consciousness Tour. This tour includes the musical artists listed above hopes to educate college students about the ways they can reduce their bottled water waste. A huge supporter of the Campus Consciousness Tour, Janelle Mone remarks, I love the idea of bringing more of an overall experience onto college campuses,
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In recent years, college students have become very involved in the Going Green Movement. They have been introducing their eco-rules on their campuses. Some universities have received some funding from the university.

Demographic & Psychographic Characteristics Women are more likely to use Brita Brand than men altogether. Women aged 18-34 are also most likely to use this brand, than men of that age group. But consumers aged 18-34 are the least likely to have a Brita than the rest of the age groups according to MRI + in 2010 Occupation: Professional and Related Occupation are also more likely to utilize Brita as a water filter Households with incomes of $75,000-149,999 make up the majority of Brita consumers. Marital Status: Couples that were currently married in 2010 made up 54.9 percent of owners of Brita compared to people that were, Single, engaged, or widowed. Home values of $200,000-499,999 were most likely to own a Brita. Those with an education make up a large portion of the consumer base for Brita. It can be said that Brita consumers take interest in CNN, Discovery Channel, Food Network, The Weather Channel, Newspaper Distributed Magazine, Facebook, and Youtube. The least likely to own a Brita take interest to Fanhouse, MSN, iVillage websites, Yachting, and Golfweek magazines. ("Fall 2010 Product: Household Products - Non-food products Water Filters - Brands used Brita" 20) Media & Technology Usage Brita is doing a tremendous job getting their products out their by using the Internet to spread their campaign, Filter For Good. The purpose of this campaign is to raise awareness to make eco-friendly changes to save our world starting by pledging to abandon plastic water bottles and use filtered water in a Nalgene instead. This campaign has experienced tremendous success in the past few years, and the reason for this is technology. Britas website does a great job at explaining and promoting Filter For Good, and more importantly, the website connects you to Facebook, Twitter, YouTube, and many other sites. Brita is taking advantage of social media that has truly taken over our society. Social media is enabling Brita to not only promote their products but a great cause as well. It is definitely societys younger generations thats are taking most interest in the go green attitude, so Brita is capitalizing on this by reaching these people on the internet. The Filter For Good Facebook page is certainly the most extensive page for the campaign. In addition to the basic info, pictures, videos, and notes on the page, this Facebook page also connects you to the Brita Challenge and Britas Music Project. The Brita challenge is a pledge to sign up for saying you will try to drink 8-10
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glasses of water a day, which also makes participants eligible to win a variety of prizes. The Music Project is simply a collaborative effort of artists and fans to go green and reduce plastic waste. This aspect of the campaign has been so successful because the Internet does a great job at promoting all of the effort these admired musicians put into the cause. This campaign also has a great presence on Twitter, YouTube, and even Pandora, which once again is a perfect way to reach the target audience. Throughout group twos research of Britas media and technology usage, they came across a website called Hydrate U. In an effort to reduce plastic waste and promote the usage of filtered water in Nalgenes, Brita created the HydrateU program to give college students the opportunity to purchase customized Nalgene bottles with the chance to win free Brita Hydration Stations on campus. Brita is once again promoting an honorable cause via the Internet, which is successfully involving the great number of tech-savvy people in our society. In all, Brita is truly doing a great job at using technology to create and expose their media. In addition to getting their products out there and well known, Brita is promoting a variety of good causes through their Filter For Good campaign. It is evident that this campaign would not experience such great success without the Internet. Brita is certainly making great use of how technological our world is today.

Trends College students have recently become very interested in the environment. Going Green is a term commonly used on college campuses. This generation of students understands the significance of protecting the environment and is taking major steps to ensure the safety of our planet. Colleges and universities are supporting the student body with funds and rewards. (Rosen) The use of social networking websites has dramatically increased in the last year. With the majority of college students having smart phones or laptops, websites such as Facebook and Twitter have greatly influenced students lives. Going green has reached these networking mediums, making it easier than ever before for everyone to become involved. Through these websites, there are pages and hash tags dedicated to living a greener life with tips and advise as well as an opportunity to contribute to the information. (Brita Twitter) Organic living is another popular trend in the lives of young adults today. A growing concern for the chemicals, additives, and pollution surrounding the aspects of our daily lives have brought about a healthier lifestyle in students and young adults. Their concerns are real and they have made a point to change their daily behavior for a healthier lifestyle.

Research Limitations

Our research yielded ample information regarding the existing market in which Brita resides, about Britas current advertising, their competition, and trends within the market that we plan to penetrate. However, little information was found that directly pertained to the college marketplace and their usage of water filters or Brita products. We hope to acquire enough of this type of information to be able to accurately determine whether Brita is a viable contender in the university market. Conclusions and Recommendation Brita Filtration Systems has always been a popular and successful brand, but it could benefit and develop further as a brand if it were to be targeted better towards college students. In order to have appeal in the college student market, the company needs to take their going green advertising and better adapt it to universities. The idea of Going green may indicate an opportunity of becoming a massive trend within the college market. Brita does a great job using social networking sites to campaign for FilterForGood, but need to aim this exact campaign towards college students. HydrationU has been a great start for Brita to get university students involved, however the advertising needs to be increased and improved. Another strategy that Brita could use to attract college students is an improvement on the physical appearance of the bottles and filters. Using bright colors and unique shapes and designs could appeal to a larger market and become a trendy item. Brita originally began with just the colors blue and green, and have progressively moved on to purple and other colors. Using bright, attractive, eye-catching colors and designs could produce a perception of Brita having qualities of creativity and uniqueness. Currently Brita advertisements seem to be focused towards mothers and on family health. They seem to be focusing on the benefits for mothers, their babies, and pregnant women, and have succeeded in doing so. However, they fail to acknowledge the college market adequately. If they could successfully penetrate the college market they could significantly increase sales. Both the physical and financial benefits of using Brita Filters would be of interest to college students. Money is a constant concern for many students, often more so than their health, so putting particular emphasis on the money saving power of filtering your own water could prove very attractive to our target. For those who are interested in health benefits and prefer bottled water to soft drinks, Brita filter bottles provide the health benefits, as well as drastic cost reduction. To get closer to the direct relationship of college students with bottled and filtered water usage, primary research will need to be conducted. It will allow us to understand the exact wants and needs of college students, as well as their opinions of water filtration. All of this information will help Brita cater their advertising to college students in an effective manner Brita needs to shift their advertising efforts towards college students. The most successful approach would be done through college networking sites. They are already on the right track with their FilterForGood campaign, but increased advertisements
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would make them better known. Everyone currently knows of Brita, but successful ads could create true brand loyalty.

Works Cited "5 Reasons to Make Bottled Water Part of Your Healthy Lifestyle in 2012." IBWA. International Bottled Water Association, 12 Jan. 2012. Web. 24 Feb. 2012. <http://www.bottledwater.org/news/5-reasons-make-bottled-water-part-yourhealthy-lifestyle-2012>. Brita. The Clorox Company. Web. <http://www.brita.com/>. Brita. "@FilterForGood." Twitter. Web. <https://twitter.com/#!/FilterForGood>. "Brita FilterForGood." Facebook. <http://www.facebook.com/BritaFilterForGood?sk=app_192978860798231>. 10

"Going Green! | Facebook." Facebook. Web. 26 Feb. 2012. <http://www.facebook.com/GreenLife>. HydrateU. Haws Corporation, 2011. Web. 27 Feb. 2012. <http://www.hydrateu.com/default.aspx>. Fall 2010 Product: Household Products - Non-food products Water Filters - Brands used Brita (2010): 20. MRI . Web. 26 Feb 2012. <http://www.mriplus.com/account/home.aspx> "IBWA." Bottledwater.org. International Bottled Water Association, 2011. Web. 26 Feb 2012. <http://www.bottledwater.org/>. "Latest Press Releases." Brita News About Brita Water Filters. Web. 26 Feb. 2012. <http://www.brita.com/news/>. Neff, Jack. "Brita's Marketing Flows From Grassroots Efforts." Ad Age. Crain Communications, 16 Nov. 2009. Web. 26 Feb. 2012. <http://adage.com/article/cmo-interviews/brita-smarketing-flows-grassroots-effort/140519/>. Mintel. Water Filtration U.S. 2011. Mintel. Temple University Libraries, Philadelphia, PA. February 24, 2012 "Read, Learn, and Know about Water." All About Water. All About Water.org, 2004. Web. 26 Feb 2012. <http://www.allaboutwater.org/contact.html>. Rosen, Nick. "University Students Get Serious about Going Green." Reuters. Thomson Reuters, 03 Nov. 2008. Web. 26 Feb. 2012. <http://www.reuters.com/article/2008/11/03/usgreenliving-students-idUSTRE4A224N20081103>. "The Issues, Learn about Sustainable Food, Problems with Factory Farming." Sustainabletable. Web. 26 Feb. 2012. <http://www.sustainabletable.org/issues/>.

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