Ben OpsahlGarrett Carter

AJ LeopardoBritney Trezzo

Miki Neppl

Women Age: 25-34 Salary: $75,000-149,000 Occupation: Professional, Sales, Office Region: South Education: College graduate + Marital Status: Married Ethnicity: White Children Age: 0-11

Target Audience

Maria is a 30-year-old white female living in Atlanta, Georgia. She is a collegiate graduate and now works in the business sales world. Maria cooks dinner at home 3-5 times a week for family meals and cherishes family time. She is money conscious when shopping and because of this she does a lot of her shopping at Costco and also online and at Amazon.com. She stays up with current events and politics by watching CNN on TV. She also gets some of her cooking ideas by watching the Food Network and subscribing to Good Housekeeping magazine. She also subscribes to People magazine.

Maria

The space we observed was in the City Target. The environment was very upbeat and had an urban feel. We were there from about 10:45am to 11:45am. The longer we were there, the number of people increased and become more diverse. The first Brita Water Filters we found were located at an end cap. They were easy to spot and were located where there was a lot of traffic passing by. The second location was in a back aisle behind the kitchen section, more hidden. The Britas came in four bright colors that catch attention. The packaging of the Brita stood out to us.

Ethnography

Strengths:- Most popular water filter brand- Multiple colors- Easy to use- Multiple sizes/ faucet filters and pitcher

filters- Loyal customers- Large retail distribution (a lot of stores)

S.W.O.T

Weaknesses:- Price (high)- Must replace filters- Lid falls off easily- Slowing growth in pitcher market

S.W.O.T

Opportunities: - Not much competition- Follows environmental trend- New product for health safety- Use pitchers as a stepping stone to more

complicated water filters

S.W.O.T

Threats:- PUR and other competition (generic brands)- Water treatment centers- Pricing compared to others- Built in filters on fridge- Slowing growth in pitcher market- PUR and P&G partner- Improving quality in tap water- Future competitors

S.W.O.T

For women between ages of 25 and 34, Brita is the water purifier that supports a healthier lifestyle for you and your family because Brita reduces the Chlorine, Copper, and Mercury that is found in tap water.

Brand Positioning Statement

GOALInspire people to drink Brita filtered water.

PROBLEM Many people are not aware of the unhealthy benefits of

unpurified water.

BIG IDEAShow the negative affects on your body from drinking

unpurified water versus Brita water.

Creative Strategy

Media Vehicles

Magazine Ad

We would put this transit ad in the top 10 cities in the US

Transit Ad

Drinking Fountains

Costco