mini implementation stage two

MINIREPORT

S&X MEDIA

IMPLEMENTATION STAGE

N0308034 FCP3GINA SOLANKI LIVE PROJECT

CONTENTS

TO bEgIN........................................................................kEy FINdINgs ............................................................dECIsIONs madE....................................................ThE CONCEPT..........................................................why NOw.................................................................ThE maRkET...............................................................LOgO dEVELOPmENT.......................................ThE CONsumERs..................................................dEsIgN INsPIRaTION.........................................ThE PROduCTs.....................................................ThE sTORE: INsPIRaTION................................ThE sTORE: CONCEPT.......................................TabLETOP INTERaCTION...............................smaRTPhONE aPP................................................wEbsITE........................................................................COmmuNICaTION sTRaTEgy...................ThE CREaTIVE IdEa.............................................CamPaIgN JOuRNEy.........................................dIRECT maIL aNd PREss................................PRINT CamPaIgN.................................................

FaCE-TO-FaCE CamPaIgN......................................IN sTORE CamPaIgN..................................................TELEVIsION CamPaIgN.............................................CONsumER JOuRNEys..............................................INTEgRaTION....................................................................mEasuRINg suCCEss.................................................ThE FuTuRE........................................................................aPPENdIx.............................................................................INFLuENTIaL PREss.......................................................dEsIgN LayOuT INsPIRaTION..........................INITIaL CONsumER PROFILEs............................INITIaL PROduCT dEsIgNs.................................sTORE dEVELOPmENT..............................................CRITICaL PaTh................................................................TuTORIaL RECORd shEETs................................dECLaRaTION FORm................................................EThICaL ChECkLIsT...................................................REFERENCEs......................................................................LIsT OF ILLusTRaTIONs..........................................bIbLIOgRaPhy.................................................................

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7

The millennium rebirth of the mINI reintroduced a way of life to consumers new and old with one thing in common: fun. The evolution ‘defined a new market’ by giving owners the highly appealing option to customize their new investment. MINI ‘fired the gun on a trend that is now widely copied’ (mINI uk, 2013) by others within not only the automotive industry but beyond. The initiative behind personalization derives from different consumer lifestyles and a desire for individuality. Creating an essential, generic product in a fun and desirable way that appeals to a broad range of consumers is what mINI do best with their vehicles. mINI also successfully showcase the cars within visual, atmospheric and fun dealerships creating an experience that differs from others dealerships in the market. They have established themselves as fun, stylish and fashionable innovators who are willing to try new things and involve themselves in other industries like music and film. The following report aims to implement these attributes into an entry-level product range, experiential store, initially targeted at consumers who aspire to buy into the brand and current mINI owners.

TO bEGIN...

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ThIS LED TO...ThE FOLLOwINg dECIsIONs TO bE madE:

PROduCT ExPaNsIONThe current lifestyle range is more successful overseas, suggesting that it is not targeted correctly at the British market. The apparel range cannot compete with other fashion collections, due to lack of exposure and credibility in the market. The collection has been branded with a more merchandise aesthetic and so rather than developing the current range into a fully fledged fashion range, the decision was made to design a brand new range of lifestyle products: mINI hOmE. Consumer research showed that the MINI consumer base is very broad. To reflect this, mINI hOmE will target a broad consumer base. The products explore the idea of items for the home being a necessity, not a luxury, reflecting the necessity of having a car. To differ from the rest of the homeware and electrical appliance market, the usP will be a range that is fully customizable, and the design/customization process will be similar to the process when purchasing a car.mOVE away FROm ThE dEaLERshIPsas the dealerships are mostly located out of town,

mainly in industrial estates, the decision was made to place the range in central, high street locations within major cities around the country, ensuring maximum consumer exposure and accessibility. Placing the lifestyle range out of town alienates the range to consumers, whose sole interest is in the mINI vehicles.ExPERIENTIaL sTOREa new experiential store aims to deliver consumers an experience that is less about the products and more about interacting with the brand.TEChNOLOgyA ‘phy-gital’ (physical space with digital elements. Ls:N global s/s, 2013) will be created to house the products allowing consumer to interact with the brand and heighten their experience. Consumers will be able to share their experiences instantly online.FOOdInspired by The Puma Café (FIg. 3), a hybrid of retail space and restaurant/café (eatery) will give the space two purposes: shop and Eat

FIG. 1 - LEICESTER FIg. 2 - 2012/2013 mINI COLLECTION bROChuRE 1 FIg. 4 - 2012/2013 mINI COLLECTION bROChuRE Pg. 16FIG. 3 - PuMA CAFE

VIsITs TO ThE dEaLERshIPThe Nottingham, birmingham, wolverhampton and Leicester dealerships were visited to observe the placement and visual merchandising of the lifestyle range in each. Observations concluded that the lifestyle range was placed in the corners of the store that were furthest away from the main entrances. (see Research stage pg: 68) It was not given much thought in terms of visual merchandise, also the lack of products on offer resulted in the range to feel out of place. CuRRENT LIFEsTyLE PROduCT RaNgE aNaLysIsThe current range in the dealerships and product brochures were analyzed for their style and appeal to the British market. The products are heavily branded with large mINI logos and are clearly marketed to international consumers as most images unrealistically feature international number plates on the cars and scenes photographed abroad. (see FIgs. 2 and 4)CONsumER REsEaRChConsumer research involved current owners of

mINIs photographing their cars and themselves. The mINI is a car loved by many, these images were requested to gather a collection of the different types of consumers who already interact with the brand.INVEsTIgaTION aROuNd ThE CaR PuRChasINg ExPERIENCEThe staff interviews and consumer insights showed that the car purchasing experience was too corporate, boring and too sales focused.sTaFF INTERVIEwsA structured interview took place with a member of the Nottingham mINI dealership. majid wahid (see Research Stage pg: 62) spoke of the steps staff go through with a new mINI consumer, and when the lifestyle range is introduced into the sales procedure. It became clear that the lifestyle range was an ‘after thought’ in the sales journey and staff were more likely to throw something in for free from the range when the car was purchased. Further conversations revealed that the lifestyle range is not inquired about by visiting consumers, the sole purpose for visiting is the car

KEy FINDINGSThE sTagE ONE REsEaRCh PhasE INCLudEd:

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mINI hOmE: ThE CONCEPT

mINI hOmE: a fully customizable product expansion range for the home, available on a try before you buy basis in a revolutionary experiential store and eatery.

FIg. 5 - PROduCT mOOdbOaRd

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CasE sTudy: FRIDjA

From 2013-2015, the housing market is set to improve very slightly, raising the opportunity for MINI HOME to share a slice of the benefits. Consumers are expected to spend more on their homes and are now trading up to higher quality goods for their homes, making investment purchases, trusting that will not need to replace them very often. Therefore, they are looking for timeless goods that not only have a purpose but accessorise their homes. (Mercer, J. 2013: online) ‘Economic Austerity’ has also encouraged an interest in ‘home baking, hot beverage makers and food preparation products’ (Mason, N. 2012: online) and television programmes like ‘The Great British Bake Off ’, ‘Food Glorious Food’ and Jamie Oliver’s ’15 Minute Meals’ means that consumers are spending more and more time at home and in the kitchen. The market currently offers small electrical appliances at basic, mid and luxury ends. However, there is a gap in the market for mINI hOmE as it adds customization and experience to the menu. a product expansion range for an already fashionable, stylish and functional brand could arguably be a natural step to make. Steamer company Fridja, are an example of a successful fashionably functional brand. Ben Fridja aims to take a usually quite ugly product and make it beautiful and nice to have around. They argue that ‘people spend time and effort looking good, so why shouldn’t the tools used to prepare the clothes look as good?’ (Fridja, 2013: online). Although the product is essentially just a steamer, consumers, designers and exhibitors like London Fashion Weekend show interest in them due to a simple choice of colours available, something that is lacking in the steamer market. This suggests that consumers are willing to splurge on product that is customizable and personal to them reflecting the MINI HOME’s USP. The design process takes place within the store and RTG (Ready-To-Go) appliances are also available.

FIg. 6 - FRIdJa 1

FIg. 7 - FRIdJa 2

why NOw?

14 15

FIg. 8- PERCEPTuaL maP 1FIg. 9 - PERCEPTuaL maP 2FIg. 9a - duaLIT RaNgE

The perceptual maps place mINI hOmE within similar price ranges to dualit and kitchen aid but offers more range and options in the design and aesthetic of the products. The competitors are discussed in Research stage page: 34

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LOGO dEVELOPmENT

Chosen logo:

18 19

ThE CONSuMERS

since research during the stage one, it was evident that the mINI consumer base cannot be generalized; therefore they have been segmented into the uRbAN ELITE, yOuNG FAMILy AND EMPTy NESTERS. Each consumer needs the products that mINI hOmE offers at some point in their lives, whether moving into a new home together, redecorating due to having a family, or refreshing their style once their children have left home.

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FIg. 10 - uRbaN ELITE

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FIg. 11 - yOuNg FamILy

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FIg. 12 - EmPTy NEsTERs

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dEsIgN INSPIRATION

FIg. 13 - dEsIgN INsPIRaTION mOOdbOaRd

The basic product details are all inspired by different aspects of the cars.

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mINI hOmE: ThE PRODuCTSFIg. 14 - mINI hOmE TOasTERs

FIg. 15 - TOggLEs

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FIg. 16 - mINI hOmE kETTLEs

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FIg. 17 - mINI hOmE FRIdgEs

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ThE sTORE: INSPIRATIONFIg. 18 - IN sTORE INsPIRaTION mOOdbOaRd

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ThE sTORE: CONCEPT

FIg. 19 - IN sTORE LayOuT

The in store environment will consist of hybridity, coalition and collaborative space utilization to merge a retail space and concept store with an eatery. The LS:N Global Trend Briefing A/W 2012 (see Research Stage page: 82) explored the recession causing many unfilled shop spaces being converted into multifunctional spaces. The mINI hOmE store will be at the forefront of experiential marketing. But, unlike pop-up events and exhibitions, it will serve as a permanent space for the MINI HOME range to be showcased. The space will be a deli bar by day and with a simple quick change in lighting and storage will become a restaurant at night, appealing to the daytime city shopper and also the evening outer. The decision to have a transitional deli bar to restaurant has come from research into major cities introducing longer trading hours and collaborative spaces. as opposed to the store following normal trading hours, it exploits popular times of the day when people like to go out and eat.

Consumers will be surrounded by an interactive environment and the mINI hOmE products, it will be a ‘brand playground’ (Fitch Brand Consultancy 2013) for consumers, encouraging them to engage with the products and allow them to experience the range from the design process right through to purchase. The aim is to create a memorable experience for every consumer. Consumers can get to know the products before making the decision to purchase them with the non-pressured try before you buy element. The menu consists of classic British dishes to tie into the brand’s heritage and also fill a gap in the food market by introducing authentic high quality British meals that are not in a pub environment.

The store/eatery fully utilizes the products in the process of making meals for the consumers. There will be mINI fridges around the room so that consumers can see the products in action when the waitresses collecting their drinks and desserts from them. The layout will be very open with no barriers between the kitchen and table so that consumers can see their food being prepared with MINI products. The products will also be used as decorative items around the store.

Technology will form the link between MINI HOME and MINI dealerships for the consumer with the use of Windows Surface tablets built into the tabletops with integrated gamification and socializing platforms.An ideal location for the first store would be a lively city area that houses stylish fashion and lifestyle stores, homeware stores and a few places to eat. A potential location could be London’s Brompton Road so that MINI HOME can be surrounded by the likes of ZARA Home, Harrods and the small independent restaurants and cafes further down the road. This would place the store in an area that attracts consumers to three different areas, food, fashion and home; all of which can be found at the mINI hOmE store. however, this could also be alienating for the younger consumer as many of the stores are bordering high end in the affluent Knightsbridge area.

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TabLETOP INTERACTION

The store will provide a fully integrated experience with windows surface tablets built into the tops of the dining tables. Visitors can find product information, explore the menu, design their own products or car, play a mINI racing game against other members of their dinner party of compete against other tables and can connect with their local mINI dealerships to arrange test drives and consultations. To make their experience as social as possible, they can share every element of their visit to mINI hOmE. windows surface tablets have been chosen to host the tabletop app because of its simple coloured tiled aesthetic. The bright colours fit in well with the brand, making the collaboration relevant and appropriate.

FIg. 20 - TabLETOP TabLET sCREENs x10

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EaT: MENu

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dEsIgN: MINI OR PRODuCT

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dEsIgN: PIMP yOuR MINI

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PLay:RACE yOuR MINI

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CONNECT:DEALERShIPS

The tablets will enable consumers to connect with the dealerships right from their seats. as mINI hOmE is an entry level product, the mINI vehicles are aspirational purchases to those without a mINI. The Connect section of the app allows them to find their local dealership, book a test drive and book an appointment to discuss purchasing a mINI. The aim of this is to increase footfall into the out of town dealerships.

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smaRTPhONE APPThe smartphone app allows the consumers to have a taste of the mINI experience at home or on the go. It integrates elements of the tabletop tablet app like product purchasing and customization. an about section tells the consumer about the mINI hOmE store and what they can find there, along with where their nearest store is.Consumers can also play games as shown previously on the tablet. (Please see enclosed video on disc)

FIg. 21 - smaRTPhONE aPP sCREENs x3

wEbSITE mOCk uP: (CLICk bELOw)

http://tinyurl.com/minihome

FIg. 22 - wEbsITE sCREENs x3

http://http://tinyurl.com/minihome

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The website is the go to place to find out about everything about the brand, events in store, product launches, limited editions, offers etc.

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COMMuNICATION sTRaTEgy

FIg. 23 - makE IT mINI

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Size: Make it MINI, make it small. Can be used in campaigns/promo material

Food: Make it MINI, make your meals with mINI products

British: Make it MINI, support British brands, make your home into a MINI home

Quality: Make it MINI, if you want good quality and good design Make it Mini

Reinforcement: Make it MINI, reinforce current brand values

Essentials: Make it Mini, if you are buying necessities for your home, make them mINI

SIZE

bRITIshquaLITy

EssENTIaLsREINFORCEmENT

FOOd

MAKE IT MINI: ThE CREaTIVE IdEa

The creative idea/marketing strapline/slogan is MAKE IT MINI.The various reasons for and connotations of saying are demonstrated below and can be applied to different aspects of future campaigns.

FIg. 24 - makE IT mINI mOOdbOaRd

62 CAMPAIGN JOuRNEy

The concept proposes for mINI hOmE stores to be launched in major cities around the country. To test the concept and ensure feasibility, a pilot store will be first launched in London; eliminating the risk of damaging the current brand reputation. upon the success of the pilot store, stores in Poole, bristol, Cardiff, Nottingham, birmingham, manchester, Liverpool, Edinburgh will be considered.

LAUNCH DATE for first London store: FRIDAy 16Th AuGuST 2013FIg. 25 - CamPaIgN JOuRNEy

6 weeks 4 weeks 2 weeks

1 weeksduring

after

64 65DIRECT maIL aNd PRESS

To promote mINI hOmE, a variety of campaigns will be used. Firstly, six weeks prior to launch, current MINI consumers will receive a product launch notification in the form of a specially designed MAKE IT MINI apron and lookbook in the post. A MAKE IT MINI apron has been created in four different colours. Each apron has handy kitchen unit conversions on them to make them useful as well as fashionable, reflecting the MINI brand as a whole. These will be the first set of consumers to hear about the new product range.

Journalists, bloggers and celebrities will be sent a press pack with a press release, lookbook, MAKE IT MINI apron and images to use when publishing articles about the range. A press night will run one week prior to launch, giving access to members of the press before consumers, potentially resulting in reviews being written and a raise in awareness of the products. The press night will include live demonstrations of all of the products, and allow the chance for people to get involved, testing out the range for themselves.(please see appendix for full list of influential journalists/bloggers etc. who would receive the press pack)

FIg. 26 - makE IT mINI aPRONs

FIg. 27 - INVITaTIONs

FIg. 27a - PREss PaCk

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makE IT mINI

Put the fun back into cooking with MINI’s leading fashionable and functional new product range: MINI HOME. Ideal for completing any new home, sprucing up your existing kitchen or revitalizing your everyday tasks.

The uniquely customizable kitchen appliances are launching in their very own stand-alone store in a city near you. mINI hOmE offers a product for everyone from toasters to saucepans, each customizable to your personal taste.

MINI marries its iconic curvy aesthetic with everyday kitchen necessities to offer consumers a high-quality and long lasting product that is also stylish.

MINI HOME’s chief product designer Holly Riddington says that ‘this range is all about customization, you imagine your perfect product and we make it happen. Whether you want your kettle to be pink, green and yellow all at the same time or if you want it to be sophisticated but noticeable we can do it.’

The much loved brand will be touring the length and breadth of the country handed out free ice creams in their exclusive mINI ice cream vans to spread the word about their new range. This is due to start from 25th June 2013 for two weeks before the stores open in the first week of August.

Creative director Sarah Baker says, ‘The MINI HOME store is like nothing you have seen before, expect the unexpected and prepare to be wowed. This store is a hybrid between a restaurant and a retail outlet making it a great place to hang out. You can design your own products in store whilst seated at the table, design your own mINI and play games against other tables to interact with the people around you. It’s truly very exciting.’

Whether you purchase a toaster, a refrigerator or a kettle. MAKE IT MINI.

Ends:For further information regarding MINI HOME please contact Marketing Director Gina Solanki at [email protected] find images and fully downloadable press pack at www.minihome.com

FIg. 28 - LOOkbOOk

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PRINT CamPaIgN

Four weeks prior to the launch of the store, a print campaign will run in all major influential style and home magazines like The Observer, shortlist, stylist, Elle decoration, wallpaper, sunday Times, Ideal home, Interior design, Time Out, The guardian wishlist etc. The print campaign will act as a preview of the product range, in which the readers will interact with the brand by using the provided magnifying card to view the product on the page. The magnifying card has been used within the campaign to play with the term ‘MAKE IT MINI’. As shown, the miniature products on the page can only be seen clearly through the magnifying card which will be provided with the ad, stuck to the page with a ‘sticky dot’ The range of magazines mentioned illustrates the broad consumer base, ensuring exposure across the three main consumers.

FIg. 29 - PRINT CamPaIgNs

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FACE-TO-FACE CamPaIgN

To remain ‘fun’ and consumer focused, it has been decided to reincarnate the MINI ice cream van, that has been created by car enthusiasts over the years. The brand has never been personally involved with the vans, allowing the opportunity for mINI to get involved with something that has only ever been explored independently. The makE IT mINI ice cream van campaign seizes the chance to interact with the public on a more personal level and through the mutual love of ice cream. The campaign aims to send rebranded mINI ice cream vans to launch cities during their individual launch week. It will tour town centres playing the instantly recognizable ice cream van jingle to announce its arrival. The public have the chance to design their own ice cream flavour combinations, tying in with the ‘design your own’ features of the vehicle and the MINI HOME range. Consumers create their own personal combination of ice cream flavour/toppings and upon finishing their masterpiece, will be faced with an exclusive invitation in the bottom of the cup, to the launch night of their local mINI hOmE store. There will also be a qR code to visit the website and download the mINI hOmE app.

FIg. 30 - makE IT mINI ICE CREam VaN

FIg. 30a- CusTOmIsEd mINI ICE CREam VaN

FIg. 31 - ICE CREams

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Once the store has launched and is fully functioning, an online #makeitmini campaign will run to continue the conversation surrounding the brand. mINI photobooths will be placed into the stores where consumers can have their photograph taken to create an everlasting image of their mINI hOmE experience. The photobooths will be specialized to make the subjects ‘mini’, playing with the ‘MAKE IT MINI’ campaign slogan. Furthermore, the subjects will be able to play with props and backgrounds, making the experience as fun and sharable as possible. Printed versions of the images can be printed on the spot and can also be shared on social media sites with the hashtag #makeitmini. This will continue to spread the word about the stores and products. Photobooths in retail sand live events are not uncommon, the Benefit pop up stand at London Fashion Weekend (February 2013) had a simple photobooth, printing out four passport style images for visitors to take home for free. It was a very popular feature with visitors queuing all day to have their photograph taken. Adding the digital sharing element at MINI HOME will help to market the concept. This will also be a main feature on the launch and press nights, where photos taken will be directly uploaded onto screens around the store and the mINI twitter feed.

IN STORE CamPaIgN

FIg. 32 - PLayINg wITh sCaLE x2

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TELEvISION CAMPAIGN makE IT a mINI mORNINg

Each of the campaigns so far runs the risk of not reaching the target consumer due to the selected locations and choice of magazine. Therefore, a television campaign has been mocked up to create national reach to each of the segmented consumers. an advert with three different versions has been written to ensure that MINI’s broad consumer base gains awareness of mINIs new venture. The concept plays with the makE IT mINI slogan, suggesting that each household should ‘MAKE IT MINI’ and inject some of the brand into their kitchen. The advert will show each family’s morning breakfast routine, initially highlighting the stress, chaos and mess that occurs around the breakfast table before the introduction of a product from the mINI hOmE range. Once the product is shown on screen the family will be portrayed as calm and collected since they have made their morning a MINI Morning, making their lives more stylish, calm and rejuvenated.

The motive behind creating three different versions of the brand aims to connect with the different types of families who see the advert.The advert creates a narrative around the products, an emotive connection and creates a relatable situation that most families can sympathise with.

sCREEN PLay PROduCEd by: gINa sOLaNkI

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uRbAN ELITE:It is 6am in Rachel and Jay’s house. They are all ready for work but something is wrong. It’s Monday morning and the thought of going back to work after such a fun weekend with friends is depressing. The house is silent as they both flick through Facebook and the news on their tablet and smartphone. Rachel [to Jay]: Tea?Jay: yeah go on then, the usual[shot of unbranded kettle under the tap, filling with water]Rachel takes an unbranded white kettle, fills it with water, places it on the base. Once she presses the power switch, the kettle *pops* and changes into a MINI Kettle, Rachel smiles and looks at her inviting, stylish kitchen. They become happy about the week ahead of them. A radio plays in the background. Jay finishes his breakfast, gets up from the table, kisses Rachel on the cheek.Jay: Thank you for breakfast, have a lovely day

words pan across the screen ‘MAKE IT A MINI MORNING’

FIg. 33 - uRbaN ELITE sCREEN PLay mOOdbOaRd

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yOuNG FAMILy:It is morning in Ali and Shaun’s household. The 7am rush has begun. Jessica is refusing to wear her school shoes, as she wants to wear her princess shoes to school today. Phoebe is glued to her teddy bear saying he looks like daddy. Ali is trying to make four breakfasts whilst Shaun is receiving calls from work already. The kitchen is chaos this morning. Shaun grabs Phoebe just as she whizzes past him with Teddy above her head and plonks her into the high chair. Ali agrees to Jessica wearing her princess shoes just to get her to sit at the table. Breakfast can begin. But now the toast is burnt and Ali needs to replace it.

[zoom into unbranded, simple toaster, when the toast *pops* up, the toaster changes to a mINI toaster, pan across to the right to show the rest of the kitchen with no mess, no teddy at the table and no chaos]


FIg. 35 - yOuNg FamILy sCREEN PLay mOOdbOaRd

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EMPTy NESTERS:It’s 9:30 am in Louisa and Oliver’s household. They are sitting together at the breakfast bar in a cluttered kitchen with their children’s belongings. But their children don’t live at home anymore, so they sit there wondering how their house is still dominated by them.Louisa: I think it’s time for a change Oliver[shots of football boots in the corner, height chart on the wall and Playstation One games on the shelf. Shot of an unbranded fridge full of magnets, Louisa opens it to put the milk back, closes the door with a *pop* , shot zooms out to show a brand new stylish kitchen with a MINI fridge to complete it, nice breakfast food laid out to represent a calm grown up household.]


FIg. 35 - EmPTy NEsTERs sCREEN PLay mOOdbOaRd

x

Jay picks up the London Evening Standard whilst on his way home from work. He takes it home and Rachel notices the MINI HOME review.

She uses their iPad to visit the website and finds out more about the range.

They begin to see photos of their friends at the store popping up on Facebook and Instagram with the hashtag #makeitmini.

u R b A N E L I T E : MINI HOME appeals to Jay and Rachel’s technological lifestyle. They have a huge interest in the next best gadgets as they use them everyday without really thinking about what their lives would be like without them. Their house is very important to them and they aim for it to look as stylish as possible, however, they do this effortlessly because they are already interested in the latest trends. The technological capabilities of the store would appeal to this urban Elite couple the most and they would be the ones who are most likely to share their experience with friends and family online.

They go to MINI HOME to experience the store for themselves.

The couple see one of the TV adverts whilst they are watching ‘Ant and Dec’s Saturday Night Takeaway’.

CONSuMER JOuRNEys

FIg. 36 - uRbaN ELITE bREakFasT

FIg. 37 - uRbaN ELITE CONsumER JOuRNEy

y O u N G F A M I L y :MINI HOME appeals to Ali and Shaun’s family because it is a place that their whole family can visit together. ali already trusts the brand as she owns a MINI Countryman. She is keen to visit since receiving her invitation in the post. The gaming features of the tabletop tablets keep the children entertained whilst mum and dad can eat and shop. ali is usually unsure about products and likes to read reviews online or in magazines before she purchases. The try-before-you-buy element of the store appeals to her cautious nature and she does not feel pressured into making a purchase there and then.

Whilst watching ‘Something for the Weekend’ Shaun

notices MINI HOME featured in gadget section.

Ali is sent an invitation to the launch in Nottingham

as she owns a MINI.

Ali and Shaun see the TV advert whilst they are

watching ‘One Born Every Minute’

See Ice Cream Van in the Market Square. Children

want to try too. Find invite to MINI HOME at bottom

of the ice-cream pot.

Have light snack at MINI HOME, Ali and Shaun browse the products and kids play on Microsoft

Tablets.

FIg. 38 - yOuNg FamILy bREakFasT

FIg. 39 - yOuNg FamILy CONsumER JOuRNEy

E M P T yNESTERS :Louisa and Oliver would visit the mINI hOmE store as curious consumers who are already well associated with the mINI brand because of its well known heritage. Their children have recently both left home to study, consequently they have decided that it is time to add some design and style into their home. They are interested in the quality of the products and like the idea of MINI moving into the homeware market because of their already established global success.

Louisa reads The Observer magazine and comes across

a review in the Home section about the new MINI product range.

She continues to read the magazine and comes across

the print campaign.

The next weekend, Grace comes home from university

and they decide to head into Birmingham city centre. They hear the ice cream van jingle and decide to get some

MINI ice cream. They see their invite to the launch of the Birmingham store in the

bottom of the cup.

They are reminded of the MINI HOME range with the TV

campaign whilst they are watching Piers Morgan’s Real Life

Stories on ITV.

When next in town they decide to visit the store

FIg. 40 - EmPTy NEsTERs bREakFasT

FIg. 41 - EmPTy NEsTERs CONsumER JOuRNEy

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FIg. 41 - hOw EVERyThINg Is CONNECTEd

FIg. 41 shows how all elements of the mINI hOmE concept are connected. Digital elements keep the products, the store and dealership connected ensuring that consumers remain aware of the brand as a whole.

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when consumers see the print campaign in a magazine, the call to action will be to visit the website, from there they can connect to the mINI hOmE Twitter page, follow the

account and remain connected with the brand.

The touring mINI ice cream vans will encourage consumers to get involved online, spreading the word about the launch of the new store in their city. The hashtag will

feature in the bottom of the ice cream tub along with the invitation to the launch event.

magazine reviews will all have details about the mINI hOmE social media accounts so that consumers can connect if they wish.

The television advert will also be broadcast online via youTube where users can share the situation that relates to them the most.

Post purchase tweets or photos on instagram of the products themselves will generate more use of the hashtag.

during the launch event for both the press and the consumers, the mINI photobooths will be the main source of online activity. As people have their photographs taken, they

can share them online, increasing brand awareness.

The hashtag will first be revealed on the aprons that are sent out in the direct mail campaign. Consumers will be encouraged to upload an image of themselves wearing

their new MAKE IT MINI apron in their kitchen. This will help to spread the word about the new products on the market.

mEasuRINg SuCCESSusE OF hashTag VIa sOCIaL mEdIa

#

92 93

#ONLINE CONVERsaTION

dwELL TImE

mEasuRINg SuCCESS

FOOTFaLL

INTERaCTION wITh PROduCTs

FIg. 42 - mINI CLOCk

FIg. 43 - FOOTFaLL

FIg. 44 - INTERaCTION

94 95

The mINI hOmE concept holds much scope for development in the future. To expand the range further, a collaboration with one of the most significant and contemporary innovators, James Dyson could take the brand further. A well designed in-car vacuum cleaner that fits into the storage space of a MINI could incorporate the aesthetics of both mINI hOmE and the car to remain consistent and ‘on brand’.

FuRThER PROduCT ExPaNsION COuLd INCLudE sOFT FuRNIshINgs, CROCkERy, sauCEPaNs, CuTLERy aNd mORE.

dEVELOPINg ThERmOChROmIC PROduCTs FOR ExamPLE, a kETTLE ThaT ChaNgEs COLOuR whEN bOILEd.

dEVELOPINg FuRThER NaRRaTIVE aROuNd ThE adVERTs TO CREaTE mORE EmOTIVE aNd RELaTabLE sITuaTIONs.

PROduCINg LImITEd EdITION PROduCTs ThaT RELaTE TO EVENTs ON ThE CuLTuRaL CaLENdaR OR NaTIONaL/gLObaL EVENTs.

The concept also proposes a brand new product range in a market that MINI have never entered before. This holds many risks for any brand, but with MINIs long and successful history and good reputation, they have the potential to transfer their skills and expertise into a new market, providing consum-ers with the ‘fun’ MINI experience on the British high street. MINIs heritage is already full of fashion and style and reflect-ing this through a timeless product range that is not affected by fast-fashion provides many more opportunities in the future.

FuTuRE

96 97

APPENDIXETC.

98 99

Publications:The Sunday Times Weekend Supplementshortlist, stylistELLE decorationIdeal homeInterior designhouse to homemetro home and Entertainingdwellbazaar InteriorsThe guardian wish ListThe evening standardmetroTime Out-restaurants and cafesInstyle bar and restaurant reviews

bloggers:http://www.apartmenttherapy.comhttp://abigailahern.wordpress.comhttp://www.bodieandfou.blogspot.co.ukhttp://decor8blog.com/2013/04/16/crushing-on-smeg-refrigerators/http://www.famillesummerbelle.typepad.comhttp://www.habituallychic.blogspot.co.ukhttp://www.jonathanadler.com/blog/http://www.missmoss.co.zahttp://myfriendshouse.wordpress.comhttp://mocoloco.com

Interior designers:Nina Campbelldavid bentheimJane Churchhill?anthony Collett

Andrzej ZarzyckiCharlotte Croslanddavid CollinsCathy Connolly & Naomi broadbentPippa devasStephan EickerIntaryaLouise Jones?Caroline Pattersonstephen Ryandianna sieffEmma sims hilditchMark Smithsarah stewart smithJonathon Reedkaren howesPhillipa Thorpstaffan TollgardBunny Turner & Emma Pocockserena williams-EllisJoanna wood

maxine brady, Interior stylist Freelancesuzi boyle- writer, interior stylist and brand con-sultant. Work been published in The Guardian, The Independent, sunday Times style, The Telegraph, Tiem Out magazine, dazed and Confused, Instyle and home and Comforts

jOuRNALISTS TO INvITE TO LAuNCh/SEND PRESS PACKS: TASTEMAKERS/ bLOGGERS ETC

100 101

DESIGN LAyOuT INSPIRATION

102 103

INITIAL CONSuMER PROFILES

104 105

106 107

108 109

INITIAL PRODuCT DESIGNS

110 111

STORE DEvELOPMENT

112 113

CRITICAL PATh

114 115

TuTORIAL RECORD ShEETS

School of Art & Design Tutorial Record Sheet 2012/13

bafcp3 Module: Research Project Stage 2

Ref. no: FASH30002Date: 25th February 2013

Name : GINA, HOLLY, SARAH Tutorial / Seminar Record SheetWork to bring / prepare for session:

Showing previous reports to get feedback from Paul.

Come prepared with any questions need to ask Paul.

Learning issues to discuss in session:

Previous report ideas and what going to do/ need to do in the futureWhat they liked/were concerned with after looking at our report.

Feedback from session:-Needs to have more viability, pilot the store to minimize the risk with the client? how can it be measured in the future? For example footfall?-Likes the in-car hoover, fits well with the car branding-Like that it is entry level into brand (Starting with lifestyle)-Need a social media campaign-Can you use influencial people within the industry as tastemakers or can go to the launch event?-New product… how would we measure people engaging with technology-Space Utilisation - likes

Tasks for next session:

Sort out viability and measuring of footfallNeed to be able to measure successHow can the social media campaign be adapted

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

116 117


bafcp3 Module: Live Project Stage 2

Ref. no: FASH30002Date: 14th March 2013


Brought along all work in progress so far Completed report structure


We wanted Matt’s opinion on some of the app mock ups that we had created Advice on report structure

Feedback from session:

Went through reports from the previous year to have a look at how they structured their reports to see how we could best structure ours Matt had a look at the structure and advised that we needed to introduce the products earlier to make the writing more clear and concise. Good feedback about the app, we explained why we chose to use Windows Surface tablets instead of the usual iPads.


Interim presentation, have a clearer idea and some product sketches to show how we have developed MINI to MINI HOME Work on presenation Work on marketing strategy, as we currently are lacking this vital component!


Signed (student)



Ref. no: FASH30002Date: 11th April 2013


Interim Presentation


Marketing and communication strategy needs to be developed as we only have our initial ideas to promote the product extension. Think about the location of the stores. – within an independent coffee house store across the country or pilot it first as a stand alone or a pop up.


There was confusion between MINI HOME & MINI LIVE.Need to tie it all together as the elements of our idea seem to feel separate and not connected enough. Work on the strapline KEEP it MINI – and how it relates to everything.

Need to develop communication strategy further as don’t really have a marketing strategy.Do we want to include the MINI LIVE stores separately or do we want them to collaborate with independent cafes.


Change MINI HOME product range & MINI LIVE stores to both to MINI HOMEWork on the product mock ups – collaborate with a product design student.Make it clear how the MINI LIVE store, dealership and product all link together.


Signed (student)

118 119



Ref. no: FASH30002Date: 25th April 2013


Any questions for Matt.Show developments we have made in previous week


Feedback from Matt, presentations had been sent to Paul at S&X On a 2:2


Feedback from Paul was positive, there seemed to be no critical/negative points.Need to develop marketing strategy. We don’t have a flowing strategy and limited, undeveloped ideas.Showed Matt the ice cream idea and the print campaigns to show developments from the presentation


Marketing strategy needs developing. Need to bump up that 2:2!


Signed (student)



Ref. no: FASH30002Date: 10th May 2013


Work in progress


Show Matt our consumer journey so far as this is a crucial part of the report Showed the press releaseAsked about costings


Showed Matt our consumer journey but found that it illustrated more of the campaign journey. Need to develop the consumer journey for each different type of consumer. Matt advised that if we are going to do the costings then to make sure that we do it properly or not at all.


DEADLINE


Signed (student)

120 121

School of Art & Design Declaration Form 2012/13

bafcp3

Module: Negotiated Project Stage 2

Module Leader: Matt Gill

Ref. no: FASH30002

I confirm that this work has gained ethical approval and that I have faithfully observed the

terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received

from tutors has been acknowledged and primary and secondary sources of information have

been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of

examiners to recommend what action should be taken in line with the University's regulations

on assessment contained in its handbook.

signed ....................................................................................................................

date .......................................................................................................................

Form reviewed October 2011, final copy 14.10.11

Nottingham Trent University School of Art and Design

Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students. Section A: About the research Name: Gina Solanki Programme of Study: BA (Hons) Fashion Communication and

Promotion Module Title and Reference Number:

LIVE Project Stage Two FASH3002

Name of module leader/supervisor responsible for the management of the project Matt Gill Duration of project One Semester Project title MINI (with S&X Media) Section B: Training and experience Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with your supervisor?

YES no

Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation to your project?

YES no

Section C: Methodology/Practice/Procedures Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress to participants or yourself?

yes NO

Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Health and Safety procedures?

yes NO

Section D: Ethical checklist Does your project involve observing/questioning/the use of people in any way? Yes Please complete the remainder of the form No Go straight to Compliance with ethical principles and Declaration Does your study involve vulnerable participants as described in the Student Ethical Toolkit? yes NO n/a Does your study involve observation and/or recording of identifiable participants without their knowledge? yes NO n/a Will participants give informed consent freely and be fully informed of the study and of the use of any data collected? YES no n/a Will participants be informed of their right to withdraw from the study? YES no n/a Will all information on participants be treated as confidential and not identifiable unless agreed otherwise in advance and subject to legal requirements?

YES no n/a

Will any recordings of participants be securely kept and not released for use by third parties? YES no n/a Will storage data comply with the Data Protection Act 1998? YES no n/a If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raised by the project and the proposed approach to deal with these. Compliance with Ethical Principles If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor. Declaration I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline. Name of student: ……………………………………………………………………………… Signature of student ……………………………………………………………………………….

DECLARATION FORM AND EThICAL ChECKLIST

21st May 2013

GINA SOLANKI

122 123

REFERENCES LIST OF ILLuSTRATIONSFIg. 1 – LEICEsTER, 2013. [own image]FIg. 2 - 2012/2013 mINI COLLECTION bROChuRE Pg. 30FIg. 3 – Puma CaFÉ, 2012 [online]. http://retaildesignblog.net/tag/puma-brand/FIg. 4 - 2012/2013 mINI COLLECTION bROChuRE Pg. 16FIg. 5 – PROduCT mOOdbOaRd [own image]FIg. 6 – FRIdJa 1, 2013. [online] available at: http://fridja.com/our-products/ FIg. 7 – FRIdJa 2, 2013. [online] available at: http://fridja.com/our-products/FIg. 8 – PERCEPTuaL maP 1, 2013. [own image]FIg. 9 – PERCEPTuaL maP 2, 2013. [own image]FIg. 9a - duaLIT RaNgE, 2013. [online] http://www.dualit.com/our-historyFIG. 10 – Solanki, G. 2013. URBAN ELITE. [own image]. NottinghamFIg. 11 – Riddington, h. 2013 yOuNg FamILy [own image]. NottinghamFIG. 12 – Baker, S. 2013. EMPTY NESTERS [own image]. NottinghamFIg. 13 – dEsIgN INsPIRaTION mOOdbOaRd, 2013. [own image]FIG. 14 – Baker, S. 2013. MINI HOME TOASTERS, 2013. [own image]FIG. 15 – TOGGLES. Unknown source [online]FIG. 16 - Baker, S. and Riddington, H. MINI HOME KETTLES, 2013. [own image]FIG. 17 – Baker, S. 2013. MINI HOME FRIDGES, 2013. [own image]FIg. 18 – IN sTORE INsPIRaTION mOOdbOaRd, 2013. [own image]FIg. 19 – IN sTORE LayOuT, 2013. Riddington, h. [own image]FIg. 20 – TabLETOP TabLET sCREENs x10, 2013. [own image] FIG. 21 – Baker, S. 2013. SMARTPHONE APP SCREENS x3. [own image]FIg. 22 – Riddington, h. 2013. wEbsITE sCREENs x3. [own image]FIg. 23 – Riddington, h. 2013. makE IT mINI/ [own image]FIg. 24 – makE IT mINI mOOdbOaRd, 2013. [own image]FIg. 25 – CamPaIgN JOuRNEy. [own image]FIg. 26 – makE IT mINI aPRONs. [own image]FIg. 27 - INVITaTIONs. [own image]FIg. 27a - baker, S. 2013. PREss PaCk, 2013. [own image]FIg. 28 – Riddington, h. 2013. LOOkbOOk. [own image]FIg. 29 – PRINT CamPaIgNs. [own image]FIg. 30 – Riddington, h. 2013. makE IT mINI ICE CREam VaN. [own image]FIg. 30a - CusTOmIsEd mINI ICE CREam VaN, 2012. Available at: http://www.theminiforum.co.uk/forums/topic/219451-mini-ice-cream-van/FIG. 31 – Baker, S. 2013. ICE CREAMS. [own image]FIg. 32 – PLayINg wITh sCaLE x2, 2013. [online] available at: http://acrisdesign.com/2010/08/35-creatively-edited-photography/ FIg. 33 – uRbaN ELITE sCREEN PLay mOOdbOaRd. [own image]FIg. 34 – yOuNg FamILy sCREEN PLay mOOdbOaRd. [own image]FIg. 35 – EmPTy NEsTER sCREEN PLay mOOdbOaRd. [own image]FIG. 36 – Solanki, G. 2013. URBAN ELITE BREAKFAST. [own image]. NottinghamFIg. 37 – uRbaN ELITE CONsumER JOuRNEy. [own image]FIg. 38 – Riddington, h. 2013. yOuNg FamILy bREakFasT. [own image]. NottinghamFIg. 39 – yOuNg FamILy CONsumER JOuRNEy. [own image]FIG. 40 – Baker, S. 2013. EMPTY NESTERS BREAKFAST. [own image]. NottinghamFIg. 41 – EmPTy NEsTERs CONsumER JOuRNEy. [own image]FIg. 42 – hOw EVERyThINg Is CONNECTEd. [own image]

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FaceTimeuk magazine. 2012. London: mashmedia

Fitch Brand Consultancy in marketingweek.co.uk. 2013. Ten predictions for the future of the highstreet | Archive | Marketing Week. Available at: http://www.marketingweek.co.uk/trends/ten-predicitions-for-the-future-high-street/4005683.article Accessed on: 28 march 2013

Fridja. 2013. About Fridja Clothing Steamers. Fridja Clothes and Fabric Steamers Reviews | Fridja Shop. Available at: http://fridja.com/about-us/ [date accessed: 5 march 2013]

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Bacon, J. 2013. Consumer behaviour: An appetite for new insight | Archive | Marketing Week. Available at: http://www.marketingweek.co.uk/strategies-and-tactics/consumer-behaviour-an-appetite-for-new-insight/4005851.article [accessed on 6 april 2013]

Backyardbill.com, 2013. Families Project - Backyard Bill. Available at: http://www.backyardbill.com/pictures/families-project/ [accessed on: 30 march 2013]

Bhaskaran, L. 2005. Designs of the Times. Switzerland: RotoVisionCarr, a et al 2013. Retail best Practice: Exploiting differentials. [online] available via: wgsN [date accessed: 12 march 2013]

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mini implementation stage two

Documents

store campaign

campaign journey

print campaign

televi campaign

store development

consumers new

new market

new investment