design report compilation
TRANSCRIPT
The Wine Mood
Break time doesn’t have be boring.Put yourself and your teammates
in The Wine Mood.
Enjoy this new experience at your workplace in Milano.
Enjoy your break
With qualitywine
Easy to orderapp
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
Click here to see how the app works
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
The Box
In partnership with
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Everytime a friend signs up with your invite code, they’ll get their first box free (up to €20). Once they’ve tried The Wine Mood, you’ll also received a free box (up to €20) which will be applied to your account automatically.
Share the Mood
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Share the MoodNotification after the delivery to share the mood in social media using #thewinemood
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Communication Campaign
4 monthsEvery week 50 boxes will be delivered
for free to different relevant communities.
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
month 1Week 1
Influencers
Bike Delivery
Week 3
Journalists
Week 4
Master Universities
Week 2
Entrepreneurs
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
month 2 month 3month 1 month 4
Total amount:
800 free boxes
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
expected reach
2.099.200
Influencers
800.000 1.280.00016.000 3.200
Journalists Master Universities
Entrepreneurs
TOTAL:
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Influencers
Influencers JournalistsMaster
UniversitiesEntrepreneurs
@anddictedAndrea Tamburrini
163k followers
@natasha_slaterNatasha Slater30k followers
SDA Bocconi Schoolof Management
Fabiana SalsiVanity Fair Italia
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Budget
12% App Development
4% Packaging Development
36% Communication
36% Service
4% Other
% Consultancy Fee
Communication Campaign
Total cost: € 141.187
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Nº of Boxes
Time
Given for freeSold
BoxesCommunication Campaign
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
Revenue ProjectionCommunication Campaign
Sale
s (€
)
Time (weeks)
2
5000
10000
15000
20000
25000
30000
35000
40000
46 81 01 21 41 6
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia
The Wine Mood
The Team
Ana Falcão Mario Varon Martina De Trápaga Raisa Hulia
Company Analysis
Product Analysis
Design Goals
ConceptDevelopment PrototypeIndustry
AnalysisMarket
Research
% of sales from emerging markets
2003 2008 2013
0
10%
20%
30%
40%
50%
60%
35%44%
54%
European Cosmetics and ToiletriesExport in 2010: EUR 12.5 billion
1,0000 2,000 3,000 4,000 5,000
4.445
2.493
1.026
Germany
France
UK
Spain
Italy
GLOBAL PERSONAL CARE INDUSTRY
Source: COLIPA Annual Report 2010 Source: Bath & Body Flourishes Even as Middle-Class Confidence Wainshttps://www.cosmeticseurope.eu/publications-cosmetics-europe-association/annual-reports.html http://www.gcimagazine.com/marketstrends/segments/bathbody/Bath--Body-Flourishes-Even-as-Middle-Class-Confidence-Wains-280528792.html
1,0008006004002000
980
407
308
Number of SME Manufacturing Enterprises in 2010: 3.041
billions USD in 2013
Retail Value in 2013
LEADING PRODUCERS WORLDWIDE
L’Oréal
Gillette (P&G)
Colgate (Colgate - Palmolive)
Nivea (Beiersdorf)
Lancome (L’Oréal)
Garnier (L’Oréal)
Clinique (Unilever)
Dove (Unilever)
Olay (P&G)
Estée Lauder
Crest (P&G)
Oral-B (P&G)
Natura
Pond’s
Neutrogena (J&J)
5,0000 10,000 15,000 20,000 25,000
Brand Value in Million U.S dollars
source: statista.comhttp://www.statista.com/statistics/273236/brand-value-of-the-leading-personal-care-brands-worldwide/
source: statista.comhttp://www.statista.com/statistics/331901/market-share-personal-care-products-category-sales-value-europe/
Distribution of personal care product sales value in selected European countries in 2013/14
Oral care
Haircare
Facial care
Body Cleansing
Cosmetics
Shaving/Hair removal
Fragrances
Deodorants
Body care
Sanitary Products
Hair dye
Feminine hygeine
Sun care
Insect repellent
Share of sales value
3% 6% 9% 12% 15%
12.9%
12.7%
12.1%
9.7%
PERSONAL CARE INDUSTRY
PERSONAL CARE INDUSTRY GLOBAL SALESSales value of personal care products in selected European countries in 2013/14, by country (in million Euros)
15,000
12,000
9,000
3,000
Germany France UK Spain Italy Netherlands
6,000
0
Sale
s va
lue in
mill
ion E
uro
s
source: statista.comhttp://www.statista.com/statistics/331888/annual-sales-value-of-personal-care-products-europe/
12.647
6.167 6.0014.749 4.659
2.135
PERSONAL CARE INDUSTRY SALES IN ITALYSales value of personal care products in Italy in 2013/14, by category (in million Euros)
800
700
600
500
400
300
200
100
0Oral care Haircare Body
CleansingSanitaryProducts
Facialcare
Shaving/Hair
removal
Deodorants Femininehygeine
Cosmetics Body care
Sale
s va
lue in
mill
ion E
uro
s
source: statista.comhttp://www.statista.com/statistics/331909/sales-value-of-personal-care-products-by-category-italy-it/
675633
526456
PERSONAL CARE INDUSTRY TRENDS
Natural and Organic products
Multisensorial and Multifunctional
Male Pampering Culture
1 http://www.cosmeticsandtoiletries.com/formulating/category/natural/Demand-for-Organic-Beauty-to-Grow-to-Over-13-Billion-by-2018-Report-Says-213160491.html2 http://www.gcimagazine.com/marketstrends/segments/bathbody/More-Than-a-Feeling-Multisensory-in-Bath-Body-280531752.html3 http://www.gcimagazine.com/marketstrends/segments/bathbody/Bath--Body-Hunts-for-New-Consumers-233364561.html
billions USD in 2012
billions USD in 2018
Skin care share in the organic personal care products.
expected market share growth rate in the organic personal care products from 2012 to 2018.
Global sales of organic personal care products
Projected regional growth between 2012 - 2020 Italian consumer perspective: Green beauty
9.8% 9.6% 9.3%
USA Europe Asia Pacific
Gro
wth
CA
GR
Recycle BP packaging
Care about chemicals
Consider environment
TRENDS: NATURAL AND ORGANIC PRODUCTS
1 WWW.COSMETICAITALIA.IT/HOME/.../MINTEL_UNIPRO_ECO_PkG_MAR_2012.PDF
Growth in product launches from 2007 to 2012.
of the global sales come from Asia Pacific.
TRENDS: MALE PAMPERING CULTURE
1 http://www.mintel.com/press-centre/beauty-and-personal-care/beauty-personal-care-product-launches-increase-substantially2 Euromonitor: It’s a man’s world: Men’s Grooming Continues Robust Performance
42%40%
People are willing to pay up to US$400 for products that claims other benefits such as firming and wrinkle reduction.
Worth paying more for specialised facial products to get hegher effectiveness
Switch their make-up brand in favour of one that offers additional functions
Cosmetics and Facial Skincare Attitudes, China, 2013Buyer % in total skin care
TRENDS: MULTISENSORIAL AND MULTIFUNCTIONAL
1 http://www.marketresearchworld.net/index2.php?option=com_content&do_pdf=1&id=23292 www.toknowpress.net/ISBN/978-961-6914-02-4/.../ML13-365.pdf
Company Analysis
Product Analysis
Design Goals
ConceptDevelopment PrototypeIndustry
AnalysisMarket
Research
CRITICAL SUCCESS FACTORS
Productinnovation
R&D Fragrances
Multifunctional andMultisensorial
ProductDevelopment
New Trends(organic/green)
Quality
Benefits to the skin
Appealing fragrances
Feeling of the product
Brand
Branding and Image
Brand loyalty
Multiple Touchpoints
Marketing strategies
Advertising
Sales and Promotion
Distribution
DAILy TIME SPENT ON APPEARANCE, By GENDER
Source: Euromonitor International consumer survey, Personal Appearance Survey 2014http://go.euromonitor.com/rs/euromonitorinternational/images/extract-global-consumer-survey-apparel-beauty-grooming.pdf?mkt_tok=3RkMMJWWfF9ws-Rogv6XIZkXonjHpfsX56eorWaS2h4kz2EFye%2BLIHETpodcMSMZgMk%2BTFAwTG5toziV8R7jFkc1r1d4QXBDr
DAILy BATHING HABITS, By COUNTRy
Source: Euromonitor International consumer survey, Personal Appearance Survey 2014http://go.euromonitor.com/rs/euromonitorinternational/images/extract-global-consumer-survey-apparel-beauty-grooming.pdf?mkt_tok=3RkMMJWWfF9wsRogv6XIZkXonjHpfsX56eorWaS2h4kz2EFye%2BLIHETpodcMSMZgMk%2BTFAwTG5toziV8R7jFkc1r1d4QXBDr
ERecession
Made in ItalyGlobalization
Income reductionSharing economyService Economy
Younger purchase powerlow competitive Ability of Italy
Rise of emerging countriesPT
TaxesBureaucracyAgreementsEuropean UnionLegal Framework
Environmental LawItalian political instabilityInternational Trad
AppsDigital
ConnectivitySocial Media
Innovation CultureIncrease of internet sales
Multifunctionality and Multisensorial
SGifts GourmandCustomizationStressful daily lifeLuxury AspirationsOrganic movement
Fast trend generationResponsible consumerismPursuit of youth and beauty
OMen self care products sales increasing
Pursuit of youth and beautyRise of emerging countries
Organic movement
Stressful daily life
ST
Sales Know howFragrancesClient Loyalty
Responsible consumerismFast trend generation
Italy low competitivenessItalian political instability
WMarketing and Design
Lack of Communication
Huge portfolio with similar productsNo branding awareness (Vivi Natura)
5 FORCES ANALySIS
Body CareIndustry
New entryEstablished and
competitive market BuyersHigh competition and less money
SuppliersStrong relationships with suppliers, low
power over the company
CompetitorsMultinational
companies, local and national, high
offer of similar
SubstitutionMany products and categories
available
Company Analysis
Product Analysis
Design Goals
ConceptDevelopment PrototypeIndustry
AnalysisMarket
Research
MISSIONEnhance beauty and promote wellness through rich flavored natural inspired self care products for experiencing everyday pleasures
Be the leader in innovative fragances and self care products granting a multi-sensorial experience to the world.
VISION
Natural inspiredPleasures of lifeInnovation
VALUES
BUSINESS MODEL CANVAS
• Fragrance development
• Raw material procurement
• Production
• Quality control
• Packaging
• Distribution
Key Partners
CostStructure
RevenueStreams
Key Activities
Key Resources
Channels
ValuePreposition
CustomerRelashionships
CustomerSegments
• Paglieri USA
• Suppliers
• LLG Group
• Unipro
• DHL
• Fragrance specialist “nose”
• Raw Material
• Production Plant
• Management
• Employees
• Online services
• Strong Brand in Italy
• Shower gel
• Inspired by nature
• Skin-care
• Regenerating effects (antioxidants)
• Argan oil
• Refreshing and relaxing shower experience
• Self-Service web ordering
• In-shop assistance
• Social Media (facebook)
• Customer Engagment
• Auquolina online store
• Online retailers
• Profumerias
(Lagardenia, Limoni)
• Woman
• Middle class
• Upper middle class
• 20 - 50 years old
• Relationships
• Local and International
• Human resource
• Production
• Sales
• Distribution
• Shower Gel
• Gift Package
Classic
Chocolate
A-drops
9 out of the10 Aquolina lines include shower gel.
Fashion
X-moothies
kok-tails
Royal
Fruit Shakes
Vivi NaturaOud
AQUOLINA BRAND LINES
Company Analysis
Product Analysis
Design Goals
ConceptDevelopment PrototypeIndustry
AnalysisMarket
Research
PRODUCT ANALYSIS: VIVI NATURA LINE
Variety of FragrancesInspired by nature / Argan OilLonglasting FragrancesCombine variety of ingredientsGood Feeling
Strong FragancesLook Chemical/ArtificialColors not attractiveLow QualityNot outstanding in generalPo
sitiv
e
Neg
ativ
e
PRODUCT ANALYSIS: LABEL
Informationnot clear
Informationnot clear
Chemical ingredients
“Made in Italywith love”
Plastic wrap
Not attractive
Low Quality Printing
Do not eat
Dark Visual
PRODUCT ANALYSIS: BRAND IDENTITY
Uppercase and Lowercase
Overall Lowquality perception
Lack of product/name coherence
PRODUCT ANALYSIS: SELLING POINT
Hard to recognize
Not visible from distance
Near to Aquolina Fashion Line
Close to the floor
Francesca, 35
Income: mid-class to upper
Location: Milan, Italy
Motivation: Appearance, Social recognition and Financial Incentive
Fears: Financial Unstability, Illness (themselves & family), Aging, Conflicts in family
Hero/ Model: Celebrities, Politician and Business Women
PERSONA“As I’m a busy person, I like to relax and take care of my skin and my body to feel always young and beautiful”
Francesca works as a civil servant and has a busy week. On the weekends she likes to be with her family, her two children, her hus-band Giuseppe and her dog. In her spare time, she likes to watch tv mainly of culinary and beauty programs. Francesca loves to buy and find good prices on her favorite stores. During the holidays she likes to travel with her family for a quiet place near the beach.
Brands Media
Magazines
Newspaper
Beauty Blogs
TV
CUSTOMER JOURNEYTalking to friends about the product
Consumers have a good impression
2
Looking for advertising
There is no advertisement for this line
1
Go to internet
Facebook - Fast replyLimoni | La Gardenia
Online Sales
Go to the shops
Easy to find the shops
Many different brands of the same product
Difficulty to find the product. Last shelf near to the floor
Seller does not suggest the product
Visual attractionThe product is not visual attractive
Other brands are visually attractive Price test
Similar price to other brands
9 Buy the product
2
34
5
6
Smelling testPeople like the smell
87
USER EXPERIENCE
1 Go to the shower
2 Open the water 3 Open the productEasy to open
The bottle shape is not good to hold
4Put the product on the glove or sponge
Use the product on the body
Need to put the product more then one time
6 Wash theproduct
It is not easy to washneed a lot of water
Finish theshowerThe smell stay longer then others brands
5
7
Color
Smell
Packaging and display
Attractiveness
Communication & Storytelling
Natural perception
BENCHMARKING(PERCEPTION BASED)
Company Analysis
Product Analysis
Design Goals
ConceptDevelopment PrototypeIndustry
AnalysisMarket
Research
Company Analysis
Product Analysis
Design Goals
ConceptDevelopment PrototypeIndustry
AnalysisMarket
Research
Company Analysis
Product Analysis
Design Goals
IndustryAnalysis
MarketResearch
ConceptDevelopment Prototype
Concept 1: Natural DynamicsWatercolor art to can capture the movement of the nature and the product.
Concept 2: Emotional MosaicNature shapes are as diverse as each individual’s life experience. Each life is a beautiful unique design similar to a mosaic.
Source: http://qz.com/186074/the-rise-of-man-shopping-in-five-studly-charts/
Source: http://www.businesswire.com/news/home/20150330005113/en/Menswear-Contribute-US40-Billion-Sales-Global-Apparel#.VTkU-c7fLdk
Global Sales Breakdown by Category
Annual spending on menswear(at prices)
Sales Growth by Category since 998
39% Womenswear
25% Menswear
20% Footwear
9% Childrenswear
4% Apparel Accesories
3% Housiery
billio
n Eu
ros
500
400
300
20020052000 2015
by 2019, menswear will contribute in the global apparel market.
Suits 107.27%100.46
91.6684.06
76.676
72.9959.47
39.67
Nightwear
Swimwear
Underwear
Jeans
Shorts and Pants
Shirts
Jackets and Coats
Jumpers
INDUSTRY ANALYSISMenswear Industry
Menswear sales in Italy ( 8 - ) Importance on touching clothing in stores
billio
n eu
ros
10000
6000
8000
4000
2000
0
2008 2010 2012 2014
Source: http://www.eae.es/news/2012/10/29/the-annual-expenditure-per-capita-on-clothes-in-spain-has-been-reduced-by-22-since-2007Source: CBRE-How-we-shop-inside-the-minds-of-europes-consumers-2013.pdf
22% Important
59% Extremely Important
19% Somewhat Important
Italian average expenditure on clothes 4.9%
5.1%
5.4%
6.0%
Single Person, 36 - 64
Couple w/o Children, 36 - 64
Couple w 1 child, 36 - 64
Couple w 2 children 36 - 64
INDUSTRY ANALYSIS
Fashion Industry in Italy
men’s annual disposable income is
higher than women’s
Elegance Heritage Made in Italy
Traditionalconstruction
Exclusivefabrics
Quality
Brand Values
LUIGI BIANCHI MANTOVA SARTORIA
Business Model Canvas
LUIGI BIANCHI MANTOVA SARTORIA
Key Partners Key Activities ValueProposition
Customer Relationships
ChannelsKeyResources
Cost Structure Revenue Streams
Customer Segments
Fabric Suppliers
PR Agency
Retail stores
Online stores
Showroom
Social Media
Showroom
Magazines
Trade Fairs
Factory outlet
Corporate Social ResponsibilityQuality ControlSalesDistributionLogistics
Highest Quality Fabrics
Light & Comfortable
Traditional Family Values
Made in Italy
Local Retailers in Italy
International Stores- Department stores- Retail shops
Online Stores
Know howManufacturing plantHuman ResourcesShowroom
Raw MaterialsProductionDistributionHuman Resources
Sales
Survey Results
LUBIAM
L.B.M 1911
Luigi Bianchi Mantova
Felt represented by the Luigi Bianchi Mantova Model. Tailor Made
Neighbourhood Shop
Department Store
Flagship Store
Price
Wearbility
Brand
Fabric
Fit
Preferred place for shopping
Most important criteria when buying a suit
Lubiam’s brands recognition
KEY BUSINESS ELEMENTS
Company Values Menswear sales up
Men are buying suitsSales (+12%)
Internal Distributionchannels Fragmented market
Customer and user Knowledge
Confusion withother lines
Comunication andmarketing
High Price
Low Price
HighPositioning
Level of Brand Touchpoints
TAGLIATORE HUGO BOSS
CANALI
BRUNELLO CUCINELLI
CORNELIANI
LARDINI
BOGLIOLI
LUIGI BIANCHI MANTOVA
BOGGISARTORIA ITALIANA
FACISLARNIERI
Positioning Map
COMPETITORS
Envisioning the ‘dolce vita’ with a bold expresion of sophistication
redifined for the gentleman of today.