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Archive for March 2013
Friday, 15 March 2013
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Thursday, 14 March 2013
MINI Implementation Initial Report Structure
Intro
Summary
of ideas/recommendations
The
market
Make
Clear that our idea is an entry level into MINI as a brand (and not starting
with the car)
Methodology
Primary Research
Speak
to each of the target consumers. What is important when shopping for your
kitchen? Bread/food Shape paper, consumers write on them, we spilt the answers
into FASHION/DESIGN, FUNCTION, etc. Three different colour for each target
market. (Visual product focus group developed from previous) show percentages
Secondary Research
-
Reports, books etc.
-
Retail best practice: creating a
relationship. WGSN. Dec 2012.
-
Electrical goods retailing – February 2013 Mintel
-
Trends – Colour/Interior/Gamification/Experiencial/ Space Saving/
Consumer
Why Now?
-Context
– reports info, the Electric Goods Market (Mintel, Feb 2013) products, area we choose,
electrical goods market.
-Personalisation,
customizable products, consumers are willing to buy higher
end products but only if they display good quality and value for money.
- Use Fridja as an example (http://fridja.com)
'taking a usually quite ugly product and making it beautiful and nice to have
around'
USP
A
unique perspective on the traditional shopping experience; allowing entry level
into the Mini brand.
Consumers have an input in the aesthetic of
their products. Design their own product as they can design their own MINI and
experience the brand in a new try before you buy experiential setting.
Trends
-
Trends – Colour/Shapes/Themes/Interior/Gamification/Experiencial/ Space
Saving/ Consumer/ Designer Forum
Consumer Profiles
Toast
visuals idea
Product – MINI HOME Range
Final
Range (sketches/illustrator/collaboration with product design/or edit existing
products) – Name each product. What inspired from – mini design elements. –
dials, grill, show moodboard and design brief for product design students.
Customisable
options – technology – changing products e.g. with heat
Packaging
Collaboration
with Dyson – in car vacuum cleaner
Where
the range wills it in the market – key competitors - (can put in appendix)
Store – MINI LIVE
Space
Saving/Utilization
Space
Changing/ converting
VM/Interior
Styling/Lighting
Interaction
& Experience – products, tablets gamification
Menu
Promotion
Website
Social
Media
Time
Sequencing
Launch
Event
Press
Pack – Interactive Invite
Promotional
2 week chef competition
Publications
& Blogs to be featured on.
Evaluation/Measuring Success
Footfall
Interaction
with Products
Purchases
Social
Media uploads and likes
Visual
Appointments with dealerships
The Sheer Look
 |
| http://vivatvintage.tumblr.com/post/12049958288/frigidaire-present-the-sheer-look-coloured |
REPORT STRUCTURE 12/3/13
> Introduction
- summary of the recommendations (remember to make it clear that we are allowing consumers to buy into the brand at Entry Level)
> Methodology
- Primary Research (speak to each of the target consumers)
What is important when shopping for your kitchen?
Cut paper into bread shapes, consumers write on them, we then split answers into FASHION, FUNCTION, etc.
Three different colour for each target market.
- Secondary Research
Reports etc.
> Why Now?
- context, the Electric Goods Market (Mintel, Feb 2013)
- personalisation, customisable products, consumers are willing to buy higher end products but only if they display good quality and value for money.
- Use Fridja as an example (http://fridja.com) 'taking a usually quite ugly product and making it beautiful and nice to have around'
----- USP -----
Consumers have an input in the aesthetic of their products. Design their own product as they can design their own MINI and experience the brand in a new try before you buy experiential setting.
> Consumer Profiles
>TRENDS - colour, shapes, themes, Designer Forum
> Products - Collaboration (Dyson, in car vacuum cleaner)
> The Store (MINI LIVE)
> Promotion, social media adverts etc etc
> Critical Path of the campaign
> Measuring Success
Tuesday, 5 March 2013
THE MENU
Bangers and mash
Fish and chips - mushy peas
Shepard's pie
Stew
Gammon and eggs
Fisherman's pie
Steak
Soup - leek and potato, tomato
Toad in the hole
Roast beef/lamb and yorkshire puddings
Steak and kidney pie
Crispy topped cumberland pie
Great British fry up
Scampi, peas and tartare sauce
British pork cassoulet
Rhubarb and custard
Trifle
Victoria sponge
Scones
Steamed cranberry roly-poly
Pear and blackberry crumbles
Lemon syllabub
St Clements Pie
Eton mess
Cherry and almond tarts
PRODUCTS
Toasters
Kettle
Hoover
Fridge/Freezers (SMEG)
Coffee Machine (LAVAZZA)
Pots and Pans
Crockery
Cutlery (Taylors of Sheffield Knives)
Blenders
Smoothie Makers
Laundry (SMEG FREESTANDING)
Tea Towels
Meeting since reviewing idea with Paul - 5th March 2013
Outcomes:
Pilot the idea to minimise risk for MINI?
PRODUCT EXPANSION
- Specific Products.
We need to specify which products we want in the range
Paul liked the idea of having a hoover that fits in with the car (making vacuuming the car easier, fits into the vehicle in the same way that the luggage does - space utilisation/saving). This could be our collaboration with Dyson/Henry Hoover.
We need to make the decision whether we should choose to collaborate with Dyson or Henry Hoover. Paul liked HH, but Matt liked Dyson.
SPACE UTILIZATION - What else do we apply this to?
VM, Store Layouts
Interior Trends (Japanese store design, making the most of space)
CLICK HERE FOR AN EXAMPLE
Window displays
EXPERIENTIAL INTERACTIVE ELEMENTS
Technology
Where will the Surface tablets be placed in the stores? - Store layout (Google Sketch plan)
Develop personalised interface (menus, games, design your own MINI, design your own product range, visual appointments) - Most of these things should be sharable. For example, design your own Mini and share on Instagram
PROMOTION
Social Media
Launch event - who would we invite? Have a separate industry evening.
Linking to the BRITs etc. Bringing in MINIs musical interests and background.
How would we measure the success of the event/range/range. Through purchasing the products? Footfall? Conversation on social media? Interaction with the products? Through the use of the restaurant?
Consumers are buying into the brand at the lifestyle range stage. Entry level purchase into the brand.
The aim is not to accessorise the car but to offer British consumers a way of buying into an aspirational brand without making a huge purchase.
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