Meeting - 22nd Jan 2013 & Tutorial with Matt 25th Jan 2013

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Layout ideas

 !!! Complete idea overhaul !!!
PRODUCT EXPANSION
Homeware ... Success and further development = expansion
Lifestyle range - Electrical appliances...
> Toasters (Change colour when heated up)
> Fridges
> Kettle
> Washing machine
> Crockery (NO MINI LOGO ON THESE TO AVOID MERCHANDISE LOOK)
> Cutlery 

 Personality
Case Study: Puma Cafe
Case Study: Comet (contextual)
Case Study: SMEG - even though they're not British, they're iconic
Case Study: Dyson (ambitious)
Case Study: Henry Hoover (COLLABORATION - LSN Global Future Laboratory Trend Talk - collaborating with competitors is the future! )
Case Study: Ikea
Case Study: John Lewis (reliability)
SHOW WHAT WE HAVE LEARNT FROM THESE CASE STUDIES 
Fun! Innovative Expertise COLOUR Sleek Chic Stylised Contemporary Design led Heritage - good quality , knowledgable
Cultural Brand loyalty Fun (colours/patterns/customisable toasters)
Personal

 PRICE
Price range: to represent the value of its quality
To reflect the price of the Mini. Not basic but not luxurious
Aspirational but attainable to a broad consumer 

PLACE
Mini lifestyle shop selling the goods
It will work on a try before you buy basis. Revolutionising the way in which you shop. The experience will be fun, interactive and hands on.
Cafe within the shop to link with the Puma cafe idea that we liked and also links to 'lifestyle'
Space utilisation has influenced this which is why we decided to put the cafe within the store.
Restaurant at night time Cafe during the day. The menu changes, the lighting changes, different vibe, showing diversity of the product and the consumer. this opens up evening shopping hours to essentially sell more products.

PROMOTION
Collaboration with a British chef: Heston 
Online shop
mini takes over existing restaurants ? 
keep the mini branding
promote the car within the dealership

 WHY?
No authority within fashion
How do we appeal fashion to such a broad consumer?

Now HOW do we link this to increasing footfall to the dealership?

- visual appointments
- on every table – design your own car
- gamification

CONSUMER?
Broad, diverse – the same as the car
The range of products doesn’t alienate consumers as each product is a necessity not a luxury. First time home owners, redecorating, wedding gifts,
The ever changing store environment directly links to both older and younger consumers with the later opening hours, this appeals to different peoples desires, whether they want a drink/dinner.
(USP) - This shopping experience differs because it is interactive and consumers do not have to wait until they get home to try a product



USP – Mini’s brand values, customisation, thermal/ colour changing
Mix & Match. Change colours of handles etc.
Limited edition ranges to coincide with events The Brits, Film festivals, (Future recommendations)
Royal Range (premium) ???????? – to attract international buyers


NAMES
MINI Living
MINI Home
MINI Bar