2 U Art and S cience E xposed Design Brief October 16 2013 Panos Bechrakis Nickhil Bhave Judy Huang Yun Zou What Does Brita Represent T oday 1 Formula for Great Coffee ID: 150311
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Slide1
Brita C
2U™ Art and Science Exposed
Design Brief - October 16, 2013
Panos
Bechrakis
,
Nickhil
Bhave
, Judy Huang, Yun
Zou
Slide2
What Does Brita Represent Today?
1Slide3
Formula for Great Coffee
2Slide4
Why Coffee: Water Quality Is Key99% coffee
= waterWater quality critically affects the taste of the brewTo make an excellent cup of coffee, control quality via waterBrita is a leader in clean water products
3Slide5
Snapshot: Heavy Coffee DrinkersThey 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 machines20% high-volume coffee drinkers think its hard to make high quality coffee drinks at home that taste as good as coffee shop coffee39% of high-volume coffee drinkers use their preferred coffee makers
because they makes high-quality coffee
4Slide6
Target Consumer: Heavy (High-Volume) Coffee
Drinkers25% sample over-index on frequency and/or variety consumption across surveyed coffee
types
5Slide7
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 GroupSlide8
Aesthetic: Art and Science ExposedA purposeful aesthetic with
visible structure, geometric and smooth forms, and high contrast colors via lighting
X
X
X
7Slide9
Visual Brand LanguageClarity: Crystal clear container
Skeletal: some exposed mechanicals, bare bones beautyKinetic: leaning form, visible fluidic motionScientific: light, motion and smart programmabilityPrecision: visible inner quality, orchestrated production, perfect temperature control
8Slide10
Design Cues: Art and Science Exposed
9Slide11
Revolutionary Features
10Slide12
Brita C2U™: Brita’s Single Cup Pod Coffee Maker
11Slide13
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 MakerSlide14
Color, Materials, FinishGlass exterior tubesExposed stainless steel parts
Programmable Color LEDs provide movement, most colorBrushed aluminum/stainless steel ‘touch’ partsSimple digital displays have intuitive, analog look/feel13Slide15
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
14Slide16
Illustrative Positioning vs. Competing ProductsPrice vs. Brand & Features
Price
Brand & Features
Keurig
: $100
Breville
: $290
Nespresso
: $200
Brita:
$200
15Slide17
Comparison with competitors
Breville
X
X
X
X
X
X
X
X
X
X
X
XSlide18
Brita’s Single Cup Pod Coffee MakerPrice: $200 - $300 (next gen connected model)Smart Filter: recyclable, green filter, replaceable in 6 months
Brew indicator: changing colors as the brew is being preparedDrink variety: 10+ different kinds of brews could be madeIntelligent pod: embedded technology transmits to machine which brew is being preparedSmart programming: time for the brew can be set from smart phones or machinesHandle: signature, ergonomic, and maintains Brita’s signature
formMaterials: stainless steel and glass
17Slide19
AppendixSlide20
“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+
2,000
386
742
476
396
%
%
%
%
%
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 coffee696291990Whole bean coffee4616
58900Single-cup coffee pods (e.g., those used in a single-cup brewer like a Keurig, Tassimo, Starbucks Verismo, etc.)431451890Instant coffee401845810Instant flavored coffee mixes (e.g., cappuccino, latte, mocha coffee mixes)42174591
0Single-serving ready-to-drink coffee drinks (e.g., bottles or cans of Starbucks Frappuccino or Doubleshot)411742920Multiple-serving refrigerated ready-to-drink coffee drinks (e.g., International Delight Iced Coffee cartons)318
2782
0Cold-brew coffee concentrate
27520770Make-at-home frozen blended coffee kits (e.g., Seattle’s Best Frozen Coffee Blends)23313720Brewed 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
69
87
96
3
Hot espresso-based beverage (e.g., latte, mocha, cappuccino)
50
35
57
91
4
Iced or frozen coffee
46
29
52
86
5
19
Source: Mintel – Coffee September 2013Slide21
“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
965
282
450
233
%
%
%
%
It is easy to use
66
71
72
50It is quick53525648It has a consistently good taste43414540It is more affordable than buying coffee beverages from a coffee house, convenience store, or restaurant3940
4233It brews a large amount of coffee (e.g., four or more cups)37423827It makes high-quality coffee33283339It’s just what’s in my household 27232830It brews a small amount of coffee (e.g., one or two cups)2422
2424It has a timer that brews coffee at a set time18151724I can make drinks that are close to those from coffee houses, convenience stores, or restaurants10
76
22None of the above
252020Source: Mintel – Coffee September 2013Slide22
“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
1,604
386
742
476
%
%
%
%
Any home consumption
97
94
97
99 More often25102046Same amount63756647Less often10
10117Don’t know/don’t make coffee at home363121Source: Mintel – Coffee September 2013Slide23
“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 retail
1,604
386
742
476
%
%
%
%
Preferred roast type (e.g., light, medium, dark roast)
47
41
52
43Favorite brand is on sale46355049A major retail brand (e.g., Folgers, Maxwell House, Eight O’Clock coffee)43384248Freshness (e.g., coffees ground in store or labeled with production date)32
223338A coffee house brand (e.g., Starbucks, Dunkin’ Donuts, Peet’s)31152654Coffee that is the lowest price29302829Availability of flavors (e.g., mocha, vanilla, caramel)29162840Store brand coffee14
141119Certified coffees (e.g., organic, Rainforest Alliance, or Fair Trade)1061114Labeled with country of origin
1079
13Premium arabica coffee
84910I do not purchase coffee at retail for home-based preparation 8198122Source: Mintel – Coffee September 2013Slide24
“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 retail
1,604
386
742
476
%
%
%
%
I am willing to try new coffees if they are on sale or promotion
48
30
53
55I am willing to try new coffees if I have a coupon42274649I cannot make it through my day without drinking coffee35263541I would try new types of coffee (e.g. ready-to-drink coffee) if they were made by my favorite brand(s)217
1740Single-cup coffee brewers (e.g., Keurig, Tassimo, Verismo) offer good value for the money1991831Companies should label the amount of caffeine in coffee on the package17121523Store brand coffee tastes the same as name brands or coffee house brands16161617Certified coffees like organic, Fair Trade, or Rainforest Alliance are worth paying more for
1371221It is difficult to make coffee at home that tastes as good as coffee from a coffee house or restaurant1381120
I am cutting back on my coffee consumption overall for health reasons10
61111
I have noticed a drop in coffee prices compared to last year73613None of the above 12289423
Source: Mintel – Coffee September 2013Slide25
“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
1,604
386
742
476
%
%
%
%
Standard drip coffee maker
68
64
71
66Single-cup coffee maker (e.g., Keurig, Tassimo, Verismo)32163147Espresso coffee maker104721French coffee press95
813Percolator coffee maker85516Single-cup espresso coffee maker (e.g., Nespresso)40311Other specialty coffee maker (e.g., pour-over method)3334None of the above 10
1610424Source: Mintel – Coffee September 2013Slide26
Low-volume coffee drinkers
Medium-volume coffee drinkers
High-volume coffee drinkers
Non-coffee users
386
742
476
396
%
%
%
%
Gender:
Male50465349Female50544751Age:
18-24810201325-341213321835-441816212045-542121
151955-64171681765+2423
512
Household income:
<$25K23181520$25K-49.9K242623
26$50K-74.9K
16
21
22
19
$75K-99.9K
15
13
16
12
$100K-149.9K
16
15
18
16
$150K+
7
7
6
7
25
Demographics
Source: Mintel – Coffee September 2013Slide27
Demographics26
Number of people in household:
1 person in household
24
17
9
19
2 people in household
40
37
20
36
3 people in household
17
23
25
194 people in household111328155 or more people in household8101811Presence of children in household:
No children <18 in household70643966Children <18 in household30366134Employment status: Work full-time36
345139Work part-time11121411Self-employed7
57
6Unemployed, retired, or unable to work
46492844Generation: Matrix (Post-Millennials)/Millennials (Generation Y) (1977-1994) (18-36)23
2557
34
Generation X (1965-1976) (37-48)
21
18
23
23
Baby Boomers (1946-1964) (49-67)
40
37
17
34
Swing Generation/World War II (68+)
16
19
3
9
Race and Hispanic origin:
White, non-Hispanic
72
71
47
65
Black, non-Hispanic
13
12
17
19
Other race (Asian, Native American, etc.), non-Hispanic
6
5
9
6
Hispanics (of any race)
8
11
26
11
Source: Mintel – Coffee September 2013