Harvard Case - Brita's Stephen Curry Sponsorship Splash
"Brita's Stephen Curry Sponsorship Splash" Harvard business case study is written by Michael Goldman, Maximillian Duran. It deals with the challenges in the field of Marketing. The case study is 14 page(s) long and it was first published on : Jul 1, 2019
At Fern Fort University, we recommend Brita pursue a multi-faceted marketing strategy leveraging the Stephen Curry sponsorship. This strategy should focus on integrating Curry's brand image with Brita's core values, utilizing digital platforms for engagement, and expanding into new markets. This approach aims to increase brand awareness, drive sales, and solidify Brita's position as a leader in the water filtration market.
2. Background
This case study focuses on Brita, a leading water filtration brand, and their decision to partner with NBA superstar Stephen Curry. The partnership aims to increase brand awareness, attract younger consumers, and boost sales. The case study explores the challenges and opportunities associated with this sponsorship, including the potential for brand synergy, target audience alignment, and effective marketing strategies.
The main protagonists are:
- Brita: A company seeking to expand its market reach and appeal to a younger demographic.
- Stephen Curry: A global icon known for his athletic prowess, positive image, and strong social media presence.
3. Analysis of the Case Study
To analyze Brita's situation, we can utilize a framework combining Strategic, Marketing, and Financial elements:
Strategic Framework:
- SWOT Analysis:
- Strengths: Strong brand recognition, established product line, commitment to sustainability, and a loyal customer base.
- Weaknesses: Perception of being a 'mature' brand, limited appeal to younger demographics, and potential for price sensitivity.
- Opportunities: Growing awareness of water quality concerns, increasing demand for healthy lifestyle products, and expanding into new markets.
- Threats: Competition from other water filtration brands, potential for negative publicity, and economic fluctuations impacting consumer spending.
Marketing Framework:
- Segmentation, Targeting, and Positioning (STP):
- Segmentation: Brita can segment its market based on demographics (age, income, lifestyle), psychographics (values, attitudes, interests), and behavior (usage patterns, brand loyalty).
- Targeting: Focusing on younger consumers (Millennials and Gen Z) who are health-conscious, environmentally aware, and active on social media.
- Positioning: Positioning Brita as a premium, sustainable, and innovative water filtration brand that aligns with Curry's values and lifestyle.
Financial Framework:
- Return on Investment (ROI): Brita needs to assess the financial viability of the Curry sponsorship by analyzing potential sales increases, marketing costs, and brand equity gains.
- Pricing Strategy: Brita can consider adjusting its pricing strategy to appeal to its target market, potentially offering value-added packages or limited-edition products.
4. Recommendations
Develop an Integrated Marketing Campaign:
- Theme: 'Drink Like Steph' - highlighting Curry's commitment to health and wellness, aligning with Brita's brand values.
- Content: Create engaging content featuring Curry using Brita products, showcasing his healthy lifestyle, and promoting the benefits of clean water.
- Channels: Utilize a multi-channel approach including social media, digital advertising, influencer marketing, and traditional media.
Leverage Digital Marketing:
- Social Media: Create interactive campaigns on platforms like Instagram, TikTok, and YouTube, featuring Curry and user-generated content.
- Influencer Marketing: Partner with relevant influencers to promote Brita products and Curry's association with the brand.
- Targeted Advertising: Utilize data-driven advertising strategies to reach specific consumer segments on digital platforms.
Expand into New Markets:
- Emerging Markets: Explore opportunities in developing countries with growing middle classes and increasing demand for clean water solutions.
- Global Partnerships: Partner with international athletes and influencers to expand brand reach and appeal to diverse audiences.
Product Innovation and Development:
- Sustainable Products: Develop eco-friendly water filtration solutions using recycled materials and sustainable manufacturing processes.
- Smart Water Filtration: Explore opportunities in the Internet of Things (IoT) by integrating smart technology into Brita products for enhanced user experience.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Mission: Brita's core competency lies in providing high-quality water filtration solutions. The recommendations align with the company's mission to improve people's lives by providing access to clean and healthy water.
- External Customers and Internal Clients: The recommendations target younger consumers who are health-conscious and digitally active. They also consider the needs of internal clients, such as sales and marketing teams, by providing them with tools and resources to execute the strategy effectively.
- Competitors: The recommendations aim to differentiate Brita from competitors by focusing on innovation, sustainability, and a strong brand image.
- Attractiveness: The recommendations are expected to increase brand awareness, drive sales, and improve profitability. The financial viability of the recommendations will be assessed through ROI analysis and market research.
6. Conclusion
By implementing these recommendations, Brita can successfully leverage the Stephen Curry sponsorship to enhance brand awareness, attract new customers, and drive sales. The multi-faceted marketing strategy, digital focus, and expansion into new markets will solidify Brita's position as a leading water filtration brand in the global market.
7. Discussion
Alternative strategies include focusing solely on traditional advertising, partnering with different athletes, or pursuing a lower-cost sponsorship. However, these options may not be as effective in reaching the target audience and achieving the desired outcomes.
Risks associated with the recommendations include potential negative publicity, competition from other brands, and economic fluctuations. These risks can be mitigated through careful planning, risk assessment, and contingency planning.
Key assumptions include the success of the marketing campaign, consumer acceptance of the brand association, and the effectiveness of digital marketing strategies. These assumptions will be validated through ongoing market research and performance monitoring.
8. Next Steps
- Develop a detailed marketing plan: Outline specific marketing activities, timelines, budgets, and performance metrics.
- Conduct market research: Gather insights into consumer preferences, competitor analysis, and market trends.
- Launch the marketing campaign: Execute the integrated marketing strategy across multiple channels.
- Monitor performance and adjust: Track key metrics, analyze results, and make necessary adjustments to optimize the campaign.
By taking these steps, Brita can maximize the return on investment of the Stephen Curry sponsorship and achieve its strategic goals.
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Case Description
Brita's Stephen Curry sponsorship splash is set in the U.S. water filtration industry in the first nine months of 2016. The case study documents the initial period of market-leader Brita's sponsorship of the NBA's Golden State Warriors' point guard Stephen Curry. Curry was regarded as one of the greatest basketball shooters of all time, had recently won his second Most Valuable Player (MVP) award from the NBA League, and was ranked as the ninth most powerful celebrity endorser in the United States. Although the announcement of the sponsorship deal had generated substantial and positive media reaction, sales of Brita products were still declining nine months into the period of the sponsorship deal, after several years of sluggish growth. By August 2016, Brita had experienced a 7.2 percent annual decline in total sales, including its well-known water pitchers and filters. The case documents the communication activities related to the Curry sponsorship undertaken by Brita's Director of Marketing, Tad Kittredge, during 2016. Given the pressure to deliver weekly sales and the regular NBA season scheduled to begin in just three weeks' time, Kittredge needed to find a way to use the Curry sponsorship to contribute to a sales turnaround in the coming months. The case offers four strategic alternatives that Kittredge was considering in October 2016 to change the way Brita used Curry.
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