This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.
The report is broadly comprised of …show more content…
Using Behavioural Segmentation, i-Fusions have considered 6 predominant market segments. See Appendix B and C
Tap Traditionalists: Slow to change, like the convenience and cheapness of tap water.
Weary Tap Users: Low involvement in their water drinking decisions. Like tap water and unlikely to change. They are also the lowest consumers of total water per day.
Principled Filter Fans: High involvement in their water consumption decisions and believe filtered water is more healthy.
Affluent Fridge Fans: Highly involved in their water consumption decisions and associate water with health and weight control.
Assertive Self Improvers: Highly