MINI Implementation Initial Report Structure

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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