**PureTech Ltd (PT)**

PureTech Ltd (PT)

PureTech Ltd (PT) is a successful manufacturer of water purification systems. An industry analyst recently highlighted PT's brand, PureFlow, as one of the company's strongest assets. Following a market-oriented approach, PT invests significantly more in market research than its competitors.

PureTech's product lines include:

• PureFlow Filters, a high-quality range of water filtration systems that account for 70% of the company's revenue and profit. However, the market for these filters is stagnant.
• PureClassic, an older line of basic filtration units that is nearing the end of its product life cycle. Production of this line will be discontinued later this year.

Both PureFlow Filters and PureClassic units are sold through specialized high-end retailers across Europe. PT follows a price leadership strategy for these products, with customers perceiving the brand as offering premium-quality systems worth the higher price.

The company is considering launching a new product line called PureGo, a range of portable water purifiers aimed at the 15–19 age group. This would target a different, but highly competitive, market segment. Focus group studies revealed that many young, budget-conscious consumers are interested in affordable portable purifiers for travel and outdoor activities. The new products would be distributed through mass-market outdoor retail chains, and customers could also order online with next-day delivery options.

Apply the Boston Consulting Group (BCG) matrix to PT's current product portfolio.