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Brita C 2 U™ Art and Science Exposed Design Brief - October 16, 2013 Panos Bechrakis, Nickhil Bhave, Judy Huang, Yun Zou.

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Presentation on theme: "Brita C 2 U™ Art and Science Exposed Design Brief - October 16, 2013 Panos Bechrakis, Nickhil Bhave, Judy Huang, Yun Zou."— Presentation transcript:

1 Brita C 2 U™ Art and Science Exposed Design Brief - October 16, 2013 Panos Bechrakis, Nickhil Bhave, Judy Huang, Yun Zou

2 What Does Brita Represent Today? Current Brita Brand Image Purity Convenience Science Clean Environmentally- friendly Product Descriptors Slender Sophisticated Capability in simple package Versatility Dependable 1

3 Formula for Great Coffee Water Clean, filtered water free of impurities Temperature 195-205 F degrees before water hits the coffee Coffee grounds 1 gram of coffee per 16ml of water Freshly ground, if possible Great home brew 2

4 Why Coffee: Water Quality Is Key  99% coffee = water  Water quality critically affects the taste of the brew  To make an excellent cup of coffee, control quality via water  Brita is a leader in clean water products 3

5 Snapshot: Heavy Coffee Drinkers  They drink 3-6 cups of coffee and they own the largest range of machines  Brita should continue to showcase variety of coffee that can be prepared by these coffee machines  20% high-volume coffee drinkers think its hard to make high quality coffee drinks at home that taste as good as coffee shop coffee  39% of high-volume coffee drinkers use their preferred coffee makers because they makes high-quality coffee 4

6 Age Racial Diversity Children Gender Job Income 73% between age of 18 - 44 66% Caucasian 47% Hispanic 61% have kids < 18 living at home 53% men 51% work full-time 23% between $25K - $50K 22% between $50K - $75K Target Consumer: Heavy (High-Volume) Coffee Drinkers  25% sample over-index on frequency and/or variety consumption across surveyed coffee types 5

7 Fashion / Art / Tech Adopters Looking to make a statement Professional 30/40 Somethings Tech savvy Very active outside the home 50-ish empty nesters Weekend family and friends entertaining Primary Target Group Secondary Target Group

8 Aesthetic: Art and Science Exposed  A purposeful aesthetic with visible structure, geometric and smooth forms, and high contrast colors via lighting X X X 7

9 Visual Brand Language Clarity: Crystal clear container Skeletal: some exposed mechanicals, bare bones beauty Kinetic: leaning form, visible fluidic motion Scientific: light, motion and smart programmability Precision: visible inner quality, orchestrated production, perfect temperature control 8

10 Design Cues: Art and Science Exposed 9

11 Revolutionary Features Programmability from smart phones Connected LED lights color water in glass transport tubes as prepared Indicates stages of production Light in Motion Perfect 195-205 o F temperature before brew Precision Boiler Best in class filtration connects with phone to inform replacement Smart Water Filter Barcodes and indicators on coffee pods determine ideal brew settings Machine learning and processor (‘Brita Smart’ – next gen) Embedded Intelligence 10

12 Brita C 2 U™: Brita’s Single Cup Pod Coffee Maker 11

13 Smart coffee pod Trash Dispenser Replaceable Smart Water Filter LED lights illuminate water blue when cool, and increasingly red as warm Easy to clean water tank, reminiscent of Brita carafe Ergonomic Handle Combined Display/Button Control Visible, exposed tubes outside Partial glass exterior, exposed machined steel pressurized parts 12 Brita C 2 U™: Brita’s Single Cup Pod Coffee Maker

14 Color, Materials, Finish  Glass exterior tubes  Exposed stainless steel parts  Programmable Color LEDs provide movement, most color  Brushed aluminum/stainless steel ‘touch’ parts  Simple digital displays have intuitive, analog look/feel 13

15 Recommended Color Offerings Balance Energize Sophisticated Opposites Attract Dynamic Colors with Stainless Steel Classic On Trend Industrial Renew On Trend All color combinations are intended to be high contrast, slender, and sophisticated Accent Base Accent Base 14

16 Illustrative Positioning vs. Competing Products  Price vs. Brand & Features Price Brand & Features Keurig: $100 Breville: $290 Nespresso: $200 Brita: $200 15

17 Comparison with competitors Breville X X X X X X X X X X X X

18 Brita’s Single Cup Pod Coffee Maker  Price: $200 - $300 (next gen connected model)  Smart Filter: recyclable, green filter, replaceable in 6 months  Brew indicator: changing colors as the brew is being prepared  Drink variety: 10+ different kinds of brews could be made  Intelligent pod: embedded technology transmits to machine which brew is being prepared  Smart programming: time for the brew can be set from smart phones or machines  Handle: signature, ergonomic, and maintains Brita’s signature form  Materials: stainless steel and glass 17

19 Appendix

20 “How often, it at all, do you drink the following types of coffee? Please select one per row.” All Low-volume coffee drinkers Medium-volume coffee drinkers High-volume coffee drinkers Non-coffee drinkers Base: internet users aged 18+2,000386742476396 %%% Retail coffee products (e.g., packaged coffee products that are bought from a store or other retailer to brew or drink at home or on the go): Ground coffee696291990 Whole bean coffee461658900 Single-cup coffee pods (e.g., those used in a single-cup brewer like a Keurig, Tassimo, Starbucks Verismo, etc.) 431451890 Instant coffee401845810 Instant flavored coffee mixes (e.g., cappuccino, latte, mocha coffee mixes)421745910 Single-serving ready-to-drink coffee drinks (e.g., bottles or cans of Starbucks Frappuccino or Doubleshot) 411742920 Multiple-serving refrigerated ready-to-drink coffee drinks (e.g., International Delight Iced Coffee cartons) 31827820 Cold-brew coffee concentrate27520770 Make-at-home frozen blended coffee kits (e.g., Seattle’s Best Frozen Coffee Blends) 23313720 Brewed coffee or coffee beverages purchased at coffee houses, donut shops, convenience stores, or restaurants: Hot brewed coffee (e.g., black or with sweetener or milk)69 87963 Hot espresso-based beverage (e.g., latte, mocha, cappuccino)503557914 Iced or frozen coffee462952865 19 Source: Mintel – Coffee September 2013

21 “Which of the following statements, if any, best reflect why you use the coffee maker in your household? If you own multiple coffee brewers, please respond regarding the machine that you use most frequently. Please select up to the five most applicable statements.” All Low-volume coffee drinkers Medium-volume coffee drinkers High-volume coffee drinkers 965282450233 %% It is easy to use66717250 It is quick53525648 It has a consistently good taste43414540 It is more affordable than buying coffee beverages from a coffee house, convenience store, or restaurant 39404233 It brews a large amount of coffee (e.g., four or more cups)37423827 It makes high-quality coffee33283339 It’s just what’s in my household27232830 It brews a small amount of coffee (e.g., one or two cups)242224 It has a timer that brews coffee at a set time18151724 I can make drinks that are close to those from coffee houses, convenience stores, or restaurants 107622 None of the above2520 20 Source: Mintel – Coffee September 2013

22 “Compared to this time last year, would you say you are drinking coffee that you or someone else made at home more often, the same amount, or less often? Please select one.” All Low-volume coffee drinkers Medium-volume coffee drinkers High-volume coffee drinkers Base: internet users aged 18+ who consume coffee bought at retail 1,604386742476 %% Any home consumption97949799 More often25102046 Same amount63756647 Less often10 117 Don’t know/don’t make coffee at home 3631 21 Source: Mintel – Coffee September 2013

23 “Which, if any, of the following product attributes are most important to you when you purchase packaged coffee for at-home preparation and/or consumption? If you do not purchase packaged coffee for at-home preparation or consumption, please select that option. Please select up to the five most important attributes.” All Low-volume coffee drinkers Medium-volume coffee drinkers High-volume coffee drinkers Base: internet users aged 18+ who consume coffee bought at retail1,604386742476 %% Preferred roast type (e.g., light, medium, dark roast)47415243 Favorite brand is on sale46355049 A major retail brand (e.g., Folgers, Maxwell House, Eight O’Clock coffee) 43384248 Freshness (e.g., coffees ground in store or labeled with production date) 32223338 A coffee house brand (e.g., Starbucks, Dunkin’ Donuts, Peet’s)31152654 Coffee that is the lowest price29302829 Availability of flavors (e.g., mocha, vanilla, caramel)29162840 Store brand coffee14 1119 Certified coffees (e.g., organic, Rainforest Alliance, or Fair Trade)1061114 Labeled with country of origin107913 Premium arabica coffee84910 I do not purchase coffee at retail for home-based preparation81981 22 Source: Mintel – Coffee September 2013

24 “Which, if any, of the following statements about coffee do you agree with? Please select all that apply.” All Low-volume coffee drinkers Medium-volume coffee drinkers High-volume coffee drinkers Base: internet users aged 18+ who consume coffee bought at retail1,604386742476 %% I am willing to try new coffees if they are on sale or promotion48305355 I am willing to try new coffees if I have a coupon42274649 I cannot make it through my day without drinking coffee35263541 I would try new types of coffee (e.g. ready-to-drink coffee) if they were made by my favorite brand(s) 2171740 Single-cup coffee brewers (e.g., Keurig, Tassimo, Verismo) offer good value for the money 1991831 Companies should label the amount of caffeine in coffee on the package17121523 Store brand coffee tastes the same as name brands or coffee house brands 16 17 Certified coffees like organic, Fair Trade, or Rainforest Alliance are worth paying more for 1371221 It is difficult to make coffee at home that tastes as good as coffee from a coffee house or restaurant 1381120 I am cutting back on my coffee consumption overall for health reasons10611 I have noticed a drop in coffee prices compared to last year73613 None of the above122894 23 Source: Mintel – Coffee September 2013

25 “Which, if any, of the following coffee machines do you own in your household? Please select all that apply.” All Low-volume coffee drinkers Medium- volume coffee drinkers High-volume coffee drinkers Base: internet users aged 18+ who consume coffee bought at retail 1,604386742476 %% Standard drip coffee maker68647166 Single-cup coffee maker (e.g., Keurig, Tassimo, Verismo) 32163147 Espresso coffee maker104721 French coffee press95813 Percolator coffee maker85516 Single-cup espresso coffee maker (e.g., Nespresso) 40311 Other specialty coffee maker (e.g., pour-over method) 3334 None of the above1016104 24 Source: Mintel – Coffee September 2013

26 Low- volume coffee drinkers Medium- volume coffee drinkers High- volume coffee drinkers Non- coffee users 386742476396 %% Gender: Male50465349 Female50544751 Age: 18-248102013 25-3412133218 35-4418162120 45-5421 1519 55-641716817 65+2423512 Household income: <$25K23181520 $25K-49.9K24262326 $50K-74.9K16212219 $75K-99.9K15131612 $100K-149.9K16151816 $150K+7767 25 Demographics Source: Mintel – Coffee September 2013

27 Demographics 26 Number of people in household: 1 person in household2417919 2 people in household40372036 3 people in household17232519 4 people in household11132815 5 or more people in household8101811 Presence of children in household: No children <18 in household70643966 Children <18 in household30366134 Employment status: Work full-time36345139 Work part-time11121411 Self-employed7576 Unemployed, retired, or unable to work46492844 Generation: Matrix (Post-Millennials)/Millennials (Generation Y) (1977-1994) (18-36)23255734 Generation X (1965-1976) (37-48)211823 Baby Boomers (1946-1964) (49-67)40371734 Swing Generation/World War II (68+)161939 Race and Hispanic origin: White, non-Hispanic72714765 Black, non-Hispanic13121719 Other race (Asian, Native American, etc.), non-Hispanic6596 Hispanics (of any race)8112611 Source: Mintel – Coffee September 2013


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