Brita Filtered Water: The Secret to Great Coffee

Brita Filtered Water: The Secret to Great Coffee
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Find out how Brita's clean and filtered water, along with the right temperature and coffee grounds, can help you brew the perfect cup of coffee. Discover what Brita represents today in terms of purity, convenience, and environmental friendliness, and how its product descriptors make it a versatile and dependable choice for your home brewing needs.

About Brita Filtered Water: The Secret to Great Coffee

PowerPoint presentation about 'Brita Filtered Water: The Secret to Great Coffee'. This presentation describes the topic on Find out how Brita's clean and filtered water, along with the right temperature and coffee grounds, can help you brew the perfect cup of coffee. Discover what Brita represents today in terms of purity, convenience, and environmental friendliness, and how its product descriptors make it a versatile and dependable choice for your home brewing needs.. The key topics included in this slideshow are Brita, filtered water, coffee, purity, convenience, environmental friendliness, product descriptors, versatility, dependability,. Download this presentation absolutely free.

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 Primary Target Group Secondary 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: Britas 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: Britas 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. Britas 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 Britas 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+ 2,000 386 742 476 396 % % % % % 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 coffee 69 62 91 99 0 Whole bean coffee 46 16 58 90 0 Single-cup coffee pods (e.g., those used in a single-cup brewer like a Keurig, Tassimo, Starbucks Verismo, etc.) 43 14 51 89 0 Instant coffee 40 18 45 81 0 Instant flavored coffee mixes (e.g., cappuccino, latte, mocha coffee mixes) 42 17 45 91 0 Single-serving ready-to-drink coffee drinks (e.g., bottles or cans of Starbucks Frappuccino or Doubleshot) 41 17 42 92 0 Multiple-serving refrigerated ready-to-drink coffee drinks (e.g., International Delight Iced Coffee cartons) 31 8 27 82 0 Cold-brew coffee concentrate 27 5 20 77 0 Make-at-home frozen blended coffee kits (e.g., Seattles Best Frozen Coffee Blends) 23 3 13 72 0 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 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 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 965 282 450 233 % % % % It is easy to use 66 71 72 50 It is quick 53 52 56 48 It has a consistently good taste 43 41 45 40 It is more affordable than buying coffee beverages from a coffee house, convenience store, or restaurant 39 40 42 33 It brews a large amount of coffee (e.g., four or more cups) 37 42 38 27 It makes high-quality coffee 33 28 33 39 Its just whats in my household 27 23 28 30 It brews a small amount of coffee (e.g., one or two cups) 24 22 24 24 It has a timer that brews coffee at a set time 18 15 17 24 I can make drinks that are close to those from coffee houses, convenience stores, or restaurants 10 7 6 22 None of the above 2 5 2 0 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 1,604 386 742 476 % % % % Any home consumption 97 94 97 99 More often 25 10 20 46 Same amount 63 75 66 47 Less often 10 10 11 7 Dont know/dont make coffee at home 3 6 3 1 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 retail 1,604 386 742 476 % % % % Preferred roast type (e.g., light, medium, dark roast) 47 41 52 43 Favorite brand is on sale 46 35 50 49 A major retail brand (e.g., Folgers, Maxwell House, Eight OClock coffee) 43 38 42 48 Freshness (e.g., coffees ground in store or labeled with production date) 32 22 33 38 A coffee house brand (e.g., Starbucks, Dunkin Donuts, Peets) 31 15 26 54 Coffee that is the lowest price 29 30 28 29 Availability of flavors (e.g., mocha, vanilla, caramel) 29 16 28 40 Store brand coffee 14 14 11 19 Certified coffees (e.g., organic, Rainforest Alliance, or Fair Trade) 10 6 11 14 Labeled with country of origin 10 7 9 13 Premium arabica coffee 8 4 9 10 I do not purchase coffee at retail for home-based preparation 8 19 8 1 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 retail 1,604 386 742 476 % % % % I am willing to try new coffees if they are on sale or promotion 48 30 53 55 I am willing to try new coffees if I have a coupon 42 27 46 49 I cannot make it through my day without drinking coffee 35 26 35 41 I would try new types of coffee (e.g. ready-to-drink coffee) if they were made by my favorite brand(s) 21 7 17 40 Single-cup coffee brewers (e.g., Keurig, Tassimo, Verismo) offer good value for the money 19 9 18 31 Companies should label the amount of caffeine in coffee on the package 17 12 15 23 Store brand coffee tastes the same as name brands or coffee house brands 16 16 16 17 Certified coffees like organic, Fair Trade, or Rainforest Alliance are worth paying more for 13 7 12 21 It is difficult to make coffee at home that tastes as good as coffee from a coffee house or restaurant 13 8 11 20 I am cutting back on my coffee consumption overall for health reasons 10 6 11 11 I have noticed a drop in coffee prices compared to last year 7 3 6 13 None of the above 12 28 9 4 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 1,604 386 742 476 % % % % Standard drip coffee maker 68 64 71 66 Single-cup coffee maker (e.g., Keurig, Tassimo, Verismo) 32 16 31 47 Espresso coffee maker 10 4 7 21 French coffee press 9 5 8 13 Percolator coffee maker 8 5 5 16 Single-cup espresso coffee maker (e.g., Nespresso) 4 0 3 11 Other specialty coffee maker (e.g., pour-over method) 3 3 3 4 None of the above 10 16 10 4 24 Source: Mintel Coffee September 2013

26. Low- volume coffee drinkers Medium- volume coffee drinkers High- volume coffee drinkers High- volume coffee drinkers Non- coffee users 386 742 476 396 % % % % Gender: Male 50 46 53 49 Female 50 54 47 51 Age: 18-24 8 10 20 13 25-34 12 13 32 18 35-44 18 16 21 20 45-54 21 21 15 19 55-64 17 16 8 17 65+ 24 23 5 12 Household income: <$25K 23 18 15 20 $25K-49.9K 24 26 23 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 2013

27. Demographics 26 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 19 4 people in household 11 13 28 15 5 or more people in household 8 10 18 11 Presence of children in household: No children <18 in household 70 64 39 66 Children <18 in household 30 36 61 34 Employment status: Work full-time 36 34 51 39 Work part-time 11 12 14 11 Self-employed 7 5 7 6 Unemployed, retired, or unable to work 46 49 28 44 Generation: Matrix (Post-Millennials)/Millennials (Generation Y) (1977-1994) (18-36) 23 25 57 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