MINIREPORT

S&X MEDIA

WORD COUNT: 3270

N0308034 FCP3GINA SOLANKI LIVE PROJECT

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

The 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 resources 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: ..................................................

DECLARATION

8/02/2013

Form  reviewed  October  2011,  final  copy  14.10.11  

 

Nottingham  Trent  University  School  of  Art  and  Design  

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Live Project: MINI

FIG. 1 - 2012/2013 MINI Womens lifestyle range. MINI Collection brochure. pg. 26

CONTENTS

INTRODUCTION.............................../ 8AIMS.........................................................../ 10METHODOLOGY............................./ 14CURRENT SITUATION................../ 16RECOMMENDATIONS................../ 18PRODUCT EXPANSION............../ 21PRICE POINT......................................../ 25CONSUMER........................................../ 27COMPETITORS.................................../ 34PLACE......................................................../ 37PROMOTION......................................./ 43COHERENCY......................................./ 44FURTHER DEVELOPMENT........../ 47APPENDIX................................................/48

INTRODUCTIONThe MINI is a design classic. Iconic, stylish and timeless are just some of the words that have been used to describe the once tiny two-door car driven by the Beatles and Twiggy, during the ‘swinging sixties’. It is now driven by anyone from first time drivers to those in their first year of retirement. The personality and image surrounding MINI is well known internationally and the BMW takeover in 2001 (BMWeducation 2011: online) has rejuvenated sales for a new generation of automobile users. BMW have reinvented the classic shape, enhanced the ‘fun’ factor (MINI’s main brand value) and completely revitalized the dealerships showcasing the cars. Simultaneously, MINI have launched a lifestyle range consisting of apparel, luggage and USB pens to sell alongside the successful motor range. Unfortunately, it has not reaped the same victory achieved by the car for many reasons. Therefore, this offers the opportunity to construct informed recommendations to improve and promote a new range that reflects the MINI way of life.

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INTRODUCTIONThe MINI is a design classic. Iconic, stylish and timeless are just some of the words that have been used to describe the once tiny two-door car driven by the Beatles and Twiggy, during the ‘swinging sixties’. It is now driven by anyone from first time drivers to those in their first year of retirement. The personality and image surrounding MINI is well known internationally and the BMW takeover in 2001 (BMWeducation 2011: online) has rejuvenated sales for a new generation of automobile users. BMW have reinvented the classic shape, enhanced the ‘fun’ factor (MINI’s main brand value) and completely revitalized the dealerships showcasing the cars. Simultaneously, MINI have launched a lifestyle range consisting of apparel, luggage and USB pens to sell alongside the successful motor range. Unfortunately, it has not reaped the same victory achieved by the car for many reasons. Therefore, this offers the opportunity to construct informed recommendations to improve and promote a new range that reflects the MINI way of life.

FIG. 2 - 5 2012/2013 MINI Collection brochure pgs. 30, 16, 4 and Front Cover

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AIMS:determine other routes to market and reach of target consumers IDENTIFY which trends are most relevant to MINI lifestyleconsider product mix and recommendationsto encourage more lifestyle consumers into MINI dealershipsconsider how brand ambassadors can help to promote the rangedetermine how consumers CONNECT with the lifestyle range

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determine other routes to market and reach of target consumers IDENTIFY which trends are most relevant to MINI lifestyleconsider product mix and recommendationsto encourage more lifestyle consumers into MINI dealershipsconsider how brand ambassadors can help to promote the rangedetermine how consumers CONNECT with the lifestyle range

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TEAM MEMBERS: HOLLY RIDDINGTON & SARAH BAKERTo make the MINI lifestyle range more accessible and desirable. To create

aspirational purchases, creating brand loyalty and brand awareness, resulting in consumers eventually making a bigger investment by entering

a dealership and purchasing a MINI.12

GROUP AIMS:TEAM MEMBERS: HOLLY RIDDINGTON & SARAH BAKER

To make the MINI lifestyle range more accessible and desirable. To create aspirational purchases, creating brand loyalty and brand awareness,

resulting in consumers eventually making a bigger investment by entering a dealership and purchasing a MINI.

METHODOLOGYPrimary research consisted of product and consumer research to find out what MINI has to offer to the market and who the MINI consumer is. Visits to various MINI dealerships informed the project of how the lifestyle range is visually presented in the showrooms. Photographs were taken in 4 locations: Nottingham, Leicester, Wolverhampton and Birmingham (see appendix pg 6). This validated the findings and ensured brand consistency across the Midlands and enabled judgments to be made on whether the brand is really as fun and innovative as they portray in their advertising. The use of visual merchandising was particularly important to the project and has helped to further research into technological innovations within in store environments. Store visits were the best way to fully experience the MINI brand.

Staff interviews also occured. A structured telephone interview with sales representative, Majid Wahid of Nottingham MINI was recorded with a Dictaphone. (see appendix pg 62). The aim of this research method was to explore the MINI brand from the salesman/brand point of view. It also gave insight into consumer perceptions of the MINI lifestyle range. Non-recorded conversations with staff members in the other dealerships helped to give a general feel for the brand values and how prospective MINI buyers are treated from the minute they arrive to when they leave.

Consumer research first entailed a pilot interview with a sample of 18-65 year olds who had experienced car buying themselves within the past five years. The aim was to investigate the current car buying experience and to see whether consumers thought it could be improved in any way. This method was not continued as the idea progressed onto more consumer-based research.

A visual questionnaire titled ‘What are you like?’ aimed to do just that. It was aimed at current MINI consumers and required answers to 5 questions in a visual format. This was tested on a small sample of friends and family who were known to have MINI. Although the task was more image based, unfortunately no responses were received as it required too much effort from the respondent.

Another image-based approach which was more successful were asked consumers to send a picture of themselves and a picture of their MINI for the

14

METHODOLOGY

purpose of the project. The aim was to demonstrate that there is no single consumer type for the MINI but there is a diverse age range and consumer base. This method was the most appropriate way to gain the right information. Most of the images portrayed factors about the respondents lifestyles without them actually intending to do so. The results of this method were tested during the interim presentation with Paul Phedon (client, S&X Media). Separate images of the car were shown alongside the same number of owners and audience members were asked to guess which MINI belonged to which owner. No audience member guessed correctly, supporting the aim of this method.

The final research method used was developed from the usual focus group format. Instead of simple conversation, 12 participants were given 12 images from which they were asked to choose three that they thought would be viable as part of a product extension for MINI. Images ranged from hair products, interiors and stationary to electronics and clothing. Mini mood boards were made to illustrate the results.

Secondary research aimed to learn about a brief history of MINI, the cars’ appearances in cinema and other contextual references surrounding the brand

A blog has been created to record team discussions, primary research ideas and images. It is available at: http://www.mini-lifestyle.blogspot.co.uk

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THE CURRENT SITUATION

MINI currently offer a lifestyle range that could easily be mistaken for merchandise. Many garments are heavily branded with the MINI logo and appeals to a more international audience. The product brochure (included in the hand in pack) clearly illustrates this with images shot with non-British models in non-British surroundings with a non-British registration plate on the car. Simple things like this in a brochure that is placed within British dealerships has the potential to instantly disconnect the consumer from the brand, as it is not aimed at them. Fashion is not MINI’s expertise area but the brochure shows that they have had a recent collaboration with Puma, adding some fashion credibility to the brand. However, this was not advertised well enough for it to become desirable and it was not featured in sports shops like Size or Office, where Puma is normally be sold. The fashion range also does not seem to be aimed at a particular target market. The models in the brochure are young and of a European origin but this does which does not relate to the British consumer. As people of all ages enter the dealerships, the product is not versatile and alienates certain consumers, such as the older consumer, instead of engaging them. There is also a problem with utilizing the space in store to successfully showcase the range. In each dealership visited, the range is tucked away in a neglected corner. (see appendix pg 68)

Questions have been raised as to whether the dealership is the right retail environment for a lifestyle range. Would a consumer travel to a dealership just to purchase a lifestyle product? Why would the consumer decide to go shopping at a car dealership if they had no interest in buying a car? The following recommendations will explore these questions and determine a way that MINI can build a reputation as a lifestyle brand to match it’s own reputation in the car market. FIG. 6 - MINI Luggage Range

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THE CURRENT SITUATION

MINI currently offer a lifestyle range that could easily be mistaken for merchandise. Many garments are heavily branded with the MINI logo and appeals to a more international audience. The product brochure (included in the hand in pack) clearly illustrates this with images shot with non-British models in non-British surroundings with a non-British registration plate on the car. Simple things like this in a brochure that is placed within British dealerships has the potential to instantly disconnect the consumer from the brand, as it is not aimed at them. Fashion is not MINI’s expertise area but the brochure shows that they have had a recent collaboration with Puma, adding some fashion credibility to the brand. However, this was not advertised well enough for it to become desirable and it was not featured in sports shops like Size or Office, where Puma is normally be sold. The fashion range also does not seem to be aimed at a particular target market. The models in the brochure are young and of a European origin but this does which does not relate to the British consumer. As people of all ages enter the dealerships, the product is not versatile and alienates certain consumers, such as the older consumer, instead of engaging them. There is also a problem with utilizing the space in store to successfully showcase the range. In each dealership visited, the range is tucked away in a neglected corner. (see appendix pg 68)

Questions have been raised as to whether the dealership is the right retail environment for a lifestyle range. Would a consumer travel to a dealership just to purchase a lifestyle product? Why would the consumer decide to go shopping at a car dealership if they had no interest in buying a car? The following recommendations will explore these questions and determine a way that MINI can build a reputation as a lifestyle brand to match it’s own reputation in the car market.

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RECOMMENDATIONS

18

RECOMMENDATIONS

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FIG. 7 - Initial Logo for MINI Home. Self created

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P R O D U C T

To meet the terms of the brief, research has led to the decision of creating a product expansion range that appeals to a broad consumer base. The products will be introduced to the home ware market to create a new opportunity for the brand. MINI Home will initially be a lifestyle range that will include contemporary electrical appliances for the household. Each will be specifically designed to reflect the MINI brand aesthetically and fully represent brand values to maintain the ‘fun’ factor. Every product will be fully customizable in the same way the car is, to provide a personalized product for the home. Personalized MINI home goods of a high quality could not be introduced to the market at a more ideal time. ‘Consumers are trading up to high quality professional brands’ as ‘multi channel retailers’ (Mintel 2012) like Comet suffer from financial troubles. MINI can deliver high quality investment pieces that are perfect for the consumer’s home both fashionably and functionally. The concept hopes to hold the reliability of a John Lewis purchase, the modernity of IKEA, the technological expertise of Dyson and the reputability of Henry Hoover. Although this is a lot to ask for, these aspirations will help to define the range and visualize the idea. Mary Portas suggests that the high street should be full of specialist shops rather than department stores or supermarkets. ‘One thing most of us understand is the value of a real expert’ (Portas 2011). MINI can adhere to this by using their technological expertise and design knowledge, which will enable them to become the go to retailer in British design led home ware.

EXPANSION

FIG. 7 - Initial Logo for MINI Home. Self created

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sleek

trend

STYLIZED

FUN

CONTEMPORARY

heritage

customization

22

Quality

colour

CHIC

ATTRACTIVE

bold

STATEMENT

Innovative

FIG. 8 - Product Mood Board ft. Henry Hoover, Dualit, Smeg, De’Longhi

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POINTP R I C EProducts varying from toasters and fridges to vacuum cleaners will be marketed with a mid point price range to reflect the MINI price point as an everyday car. The price will also reflect the quality of the products. A home ware range has been chosen to extend the brand into further technological areas that are a necessity to consumers rather than a luxury. The aim is for the range to be aspirational but attainable to a broad consumer.

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WHO IS THE CONSUMER?

FIG. 9 - Leicester Dealership Coffee Table

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WHO IS THE CONSUMER?

Consumer research showed that MINI owners range from first time drivers to young couples. Conversations with MINI staff members and a visit to the Leicester dealership showed that there is also an older consumer. The coffee table in Leicester featured publications for consumers to read whilst waiting. The range laid out illustrates the broad consumer base. 69 degrees magazine and dluxe magazine are aimed at two very different audiences. (see appendix pg 78) ‘Having worked for the middle two magazines I can confirm that their target audiences are completely different. Dluxe magazine is for Leicestershire readers over the age of 40, and 69degrees is 20+ city loving youngsters’ (Solanki, Team Blog 2012: online). The launch of the MINI Countryman has also brought young families back on board, as the standard MINI Cooper was not big enough for a small family. The products and price range aims to appeal to each of the following groups: Young Couple, Empty Nesters and the Young Family.

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LOVE TO SOCIALISEHOUSE IS OFTEN MEETING POINT BEFORE GOING OUTSTILL ENJOY CLUBBINGEATING OUT, DINNER PARTIES

MATCHING ITEMSVERY DESIGN CONSCIOUS

WANT EVERYTHING TO BE PERFECT IN THEIR FIRST HOUSE TOGETHER

THEIR FIRST ACHIEVEMENT

FIG. 10 - Consumer Profile 1. Background image

LOVE TO SOCIALISEHOUSE IS OFTEN MEETING POINT BEFORE GOING OUTSTILL ENJOY CLUBBINGEATING OUT, DINNER PARTIES

YOUNG COUPLE

22-26 YEAR OLDSFIRST HOUSE/APARTMENT BOTH EMPLOYED AND ON THE CAREER LADDER

LIKE TO COOK BUT HAVE TAKEAWAY NIGHTSDIGITAL NATIVESMAIN NEWS SOURCE IS THE INTERNET

45-60 YEAR OLDSGRANDPARENTS

REGULARLY HAVE FAMILY VISIT

BAKE CAKES FOR GRANDCHILDRENORGANIC WHOLESOME MEALSLOCAL PRODUCE

FIG. 11 - Consumer Profile 2

45-60 YEAR OLDSGRANDPARENTS

REGULARLY HAVE FAMILY VISIT

EMPTY NESTERS

NEWSPAPERS REGULARLY DELIVEREDSOCIALISE WITH NEIGHBOURSSPEND A LOT OF TIME OUTDOORS TAKE REGULARLY WALKS TOGETHER

BOTH IN THEIR 30sTHREE CHILDREN

ELDEST TWO IN SCHOOLOFTEN HAVE THE

CHILDREN’S FRIENDS AT HOME

BUSY BUSY BUSYSCHOOL RUNS

ACTIVITIES IN THE KITCHEN WITH THE KIDS

KITCHEN IS THE HEART OF THE HOMEMUM USUALLY HAS THE TV ON IN THE BACKGROUND, IF SHE’S NOT WATCHING CBEEBIES, IT’S HER MAIN SOURCE OF NEWS

FIG. 12 - Consumer Profile 3

KITCHEN IS THE HEART OF THE HOMEMUM USUALLY HAS THE TV ON IN THE BACKGROUND, IF SHE’S NOT WATCHING CBEEBIES, IT’S HER MAIN SOURCE OF NEWS

YOUNG FAMILY

BUILT THEIR HOME AROUND THE CHILDRENPRACTICALMINIMALSPACIOUS

COMPETITORS:CASE STUDIESDELONGHI: Italian home wares company De’Longhi have been producing high quality domestic kitchen ranges for over 100 years and were the first Italian company to export out of Italy (Komfort 2013). Their kitchen range has been designed with a modern perspective using colour and a structured element to liven up everyday appliances. MINI Home would be similar to De’Longhi with the wide range of colours available but would go one step further by letting the consumer fully customize the product as if it were their MINI car.

DUALIT: Dualit is a British family run company who specialize in small kitchen appliances. They ‘have a passion for toast’ (Dualit 2013) and believe in functionality before making a product look good to ensure quality products. MINI Home would be inspired by this brand for their reputation for such good quality products.

SMEG: Style is a distinct concept for Italian home appliance manufacturer Smeg (SmegUK 2013). The individual and desirable design is instantly recognizable, particularly the range of fridges. MINI Home has been inspired by the ‘sleek rounded curves’ that are comparable to the rounded MINI car. They have recently released a word game app called Fridge Words, introducing gamification to the brand in the same way MINI Home hopes to achieve.

DYSON: British designer James Dyson is the inventor of the world’s first bagless vacuum cleaner. The innovation surrounding this brand is something that MINI Home aspires to achieve. This could be accomplished in the future through collaboration. (Dyson 2013)

HENRY HOOVER:Henry the Somerset born Hoover (part of Numatic International Ltd) has a very distinctive look in the world of vacuum cleaners. The Henry Hoover family – Hettie, Charles, James and Harry are well recognized in the British market and in some ways could be compared the MINI classic shape before the BMW takeover. The large headlights on the MINI car can be compared to the large eyes of Henry Hoover and the classic red body is also comparable. There are also potential areas for collaboration with Henry Hoover to update the brand, design, website etc. which are further discussed in ‘Future Recommendations’.(Henry Hoover 2013)

COMPETITORS:CASE STUDIES

FIG. 13 - Dualit Range

FIG. 14 - Retro dealership

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MINI LIVEP L A C EResearch has shown that the car buying experience is boring, dull and too technical (see appendix pg 54). Consumers feel as though it is more focused on the legalities behind the purchase, rather than the experience of making a such a big purchase, which does not happen all too often in a consumer’s lifetime. Dealership visits showed that the brand is making a conscious effort to change this. Consumers are totally succumbed by MINI with the typical colour palette of primary and secondary colours on a black background. The dealerships have a modern feel to them yet do not forget the history behind the brand, with timelines of the milestones in their journey. This is an important feature to take forward into recommendations for the future of the brand.

In all dealerships visited during research, the lifestyle range the furthest away from the entrance and interviews confirmed that consumer do not really pay attention to it (see appendix pg 66). Dealership staffrevealed that the lifestyle range is usually an ‘afterthought’ (Wahid 2012) as they receive no financial benefit from selling extra MINI branded goods.

Further research was undertaken in competitor’s dealerships to compare the consumer experience. Brief visits to the neighboring dealerships around the Nottingham MINI showed that MINI is the innovator in the industry in terms of visual merchandising and interior design (see appendix pg 75).

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The recommendation idea aims to separate the product expansion range from the MINI dealerships in order to differentiate the new range from the merchandise. Therefore MINI Home stores will be initially created in the UK’s largest cities along side high street stores like Zara Home and John Lewis, coffee shops like Starbucks and Caffe Nero and independent restaurants on main roads like Knightsbridge’s Brompton Road. Introducing MINI Live. MINI Live will revolutionize the current shopping experience as a hybrid between a deli bar and a retail environment. This use of collaborative space will allow consumers to shop on a try before you buy basis. Shoppers will be able to see the MINI products in action which will aid the in the consumer decision-making process. Due to the broad consumer base who each have different lifestyles and socialising desires, the store will transform from a bright and airy daytime sandwich bar into a fully functioning lights-down-low restaurant and store environment in the evening.

During the day, the deli bar/store will serve as a relaxing environment where shoppers can walk around the store examining the products and then choose to stay and have lunch in the integrated sandwich bar (similar to the Puma café FIGS. 15 and 19). Consumers will be subtlety surrounded by the MINI brand, with the opportunity to interact with technology to ‘Design Your Own’ products from the range. To ensure connection with the MINI dealerships, consumers will also be able to design their own MINI using Microsoft Surface tablets installed into the table-tops. This activity will demonstrate the many personalisation options available with a MINI and in turn inspire more people to visit the dealerships.

In the evening, a simple change in lighting will transform the premises into a restaurant much like the way in which an all day pub transforms into a bistro. Consumers will still be able to buy from the range that has played a part in cooking their meal via the table-top tablets to fully experience the brand. Whether from the daytime deli or evening bistro, meals will be quintessentially British like pie and chips, bangers and mash and fish and chips served in a sophisticated fashion.

The LS:N Global Trend briefing was the main inspiration for this recommendation. The most relevant and upcoming trends in retail include ‘space utilization’ and ‘space squatting’ (see appendix pg 82). These consist of using retail facilities during the times that they are usually closed. Hence MINI Live was born, deli bar by day, restaurant by night and a continuous retail environment have been merged together.

FIG. 16 - Windows Surface Tablet. FIG. 17 - Windows Surface Tablet Colour Range FIG. 18 - Windows Surface Tablet Close Up

‘Experience, in the truest sense of the word, is something which touches people on a deeper human level. Retail theatre when done well is surprising, challenging, uplifting, energising even mesmerising. Great brands, retailers or not, have realised that a three

dimensional brand experience is by far the best way to engage with customers and build loyalty. Being and buying. Too many retailers start with the product and build outwards. Too

few start with the customer experience and design the product to fit into it.’(Portas 2011)

FIG. 15 - Puma cafe

FIG. 16 - Windows Surface Tablet. FIG. 17 - Windows Surface Tablet Colour Range FIG. 18 - Windows Surface Tablet Close Up39

FIG. 19 - Puma cafe 2

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FIG. 19 - Puma cafe 2

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FIG. 20 - Colour Palette

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P R O M O T I O NA two-week promotional event before Christmas, will take place in stores located in varied regions of the country, consisting of collaborations with leading chefs such as Gordon Ramsey, Jamie Oliver and Heston Blumenthal. Each chef will create his own competing British dish, which will face the public vote to win a place on the permanent menu. Using well-known guest names will help the MINI brand to be publicized from this new angle. The competition will run nationally to avoid alienating consumers. There is also the possibility of the competition being aired on television and being sponsored by MINI for further promotion.

A more permanent marketing strategy will start with MINI’s current consumer base and mailing list. These will be treated as MINI Home innovators, first introduced to the range with hope that their current brand involvement would encourage interest in the new range. Word of mouth would then help to market the new stores. The brand will also aim to feature in publications such as The Sunday Times magazine, Shortlist and Stylist as well other lifestyle publications.

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STAYING CONNECTED:BRAND COHERENCYThe use of technology will allow the connection between the stores and the dealerships that are generally situated out of the city centres. This is important for the brand so that overall footfall into the dealerships is increased. The idea is to create brand loyalty at a smaller level before consumers make a larger investment. As previously mentioned, Windows Surface tablets will be the first method of linking the consumer to the MINI the car brand. Gamification will encourage visitors in the store to create their own MINIs and design their own products and a corner of the store will be sectioned off for consumers to use other forms of technology to connect with the brand. PCs/Laptops will be set up with direct links to employees at the dealership where consumers can make visual appointments if they have questions about the MINI car. They will also feature a 360° tour of the showroom as an extension of the deli bar/restaurant. This could also work the other way round where the dealerships use technology to link the range to an online shop featuring all of the MINI Home products.

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STAYING CONNECTED:BRAND COHERENCYThe use of technology will allow the connection between the stores and the dealerships that are generally situated out of the city centres. This is important for the brand so that overall footfall into the dealerships is increased. The idea is to create brand loyalty at a smaller level before consumers make a larger investment. As previously mentioned, Windows Surface tablets will be the first method of linking the consumer to the MINI the car brand. Gamification will encourage visitors in the store to create their own MINIs and design their own products and a corner of the store will be sectioned off for consumers to use other forms of technology to connect with the brand. PCs/Laptops will be set up with direct links to employees at the dealership where consumers can make visual appointments if they have questions about the MINI car. They will also feature a 360° tour of the showroom as an extension of the deli bar/restaurant. This could also work the other way round where the dealerships use technology to link the range to an online shop featuring all of the MINI Home products.

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FIG. 21 - MINI Boat

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To consider further development of the MINI brand, further recommendations have been made. Designs in product development could be inspired by national events in the same way the Olympics influenced many designs. However to make this more relevant to the MINI brand and their attributes music influences would be more appropriate. For example, the Brit awards have significant and recognisable branding that could translate well (in a subtle way) and MINI’s heritage with popular films like The Italian Job can be transferred onto products with simple images/logos.

C O L L A B O R A T I O N

A bigger idea includes more influence from the LS:N Global Trend Briefing (SEE APPENDIX). ‘Co-operation’ is the conjunction of two brands coming together that would usually be competing for the same consumers. Therefore a collaboration between MINI Home and Dyson or Henry Hoover to create a product that brings together two lots of brand advocates would be beneficial. Although it could be seen as a risky move, it is a something that is to be explored in the near future.

Finally a more long term marketing strategy is required to ensure that these ideas are communicated efficiently to the target markets. An evaluation of the word that encompasses MINI (‘FUN’) is also necessary in this stage; to find out the market’s connotations and perception of the word will be integral to advertising campaigns.

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APPENDIXETC.

A NOTEPrevious to thinking of the MINI Home idea, my team and I initially had the

idea to develop MINI’s current fashion range into a more credible range that British consumers would be interested in purchasing. We wanted to

create a male and female range that consisted of ten key timeless pieces that everyone should have. This was the idea we first presented to Paul Phedon in the interim presentation (which is included on the hand in CD for your

viewing). However, even after positive feedback we felt that the idea did not fit well with the market. How could we create a range that appeals to such a

broad consumer and have confidence that it would work?

In conversation whilst talking about the PUMA cafe, we naturally stated ‘I would rather buy a MINI toaster than wear a MINI coat’ and MINI Home was born. We decided to kill our baby and run with the new idea as all of

the research was still relevant , if not better suited to our idea. We were immediately confident with this idea and are happy to present it to you

today.

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CRITICAL PATH..................................................................................../ 52CAR PURCHASING EXPERIENCE INTERVIEWS.........../ 54CONSUMERS...................................................................................,...../ 56CURRENT PERCEPTIONS OF MINI......................................./ 58 FOCUS GROUP..................................................................................../ 60STAFF INTERVIEWS.........................................................................../ 62DEALERSHIP COMPARISONS..................................................../ 68MAGAZINE MEDIA PACKS.........................................................../ 78LS:N GLOBAL TREND CONFERENCE................................./ 82SMALL KITCHEN APPLIANCES REPORT............................/ 84ALTERNATIVE LOGO DESIGNS.............................................../ 86LIST OF REFERENCES....................................................................../ 88LIST OF ILLUSTRATIONS............................................................../ 89BIBLIOGRAPHY...................................................................................../ 90

CONTENTS

CRITICAL PATH..................................................................................../ 52CAR PURCHASING EXPERIENCE INTERVIEWS.........../ 54CONSUMERS...................................................................................,...../ 56CURRENT PERCEPTIONS OF MINI......................................./ 58 FOCUS GROUP..................................................................................../ 60STAFF INTERVIEWS.........................................................................../ 62DEALERSHIP COMPARISONS..................................................../ 68MAGAZINE MEDIA PACKS.........................................................../ 78LS:N GLOBAL TREND CONFERENCE................................./ 82SMALL KITCHEN APPLIANCES REPORT............................/ 84ALTERNATIVE LOGO DESIGNS.............................................../ 86LIST OF REFERENCES....................................................................../ 88LIST OF ILLUSTRATIONS............................................................../ 89BIBLIOGRAPHY...................................................................................../ 90

CRITICAL PATH

FEMALE - 22-Where did you buy the car?Volkswagen-Did you enjoy the car purchasing process?It was exciting but it was long winded and couldn’t wait to get out – so boring-Do you feel the car purchasing process / dealerships need reinventing? And why?It doesn’t seem very personalised, it seems all about numbers and stats, which as a woman (sexist I know), I find very confusing. Id have rather the sales man talked me through the things that mattered in a more user friendly way-Do you feel that car dealerships would be more appealing if they were in city centres / on high streets?Not really. You do need to see the car and round it, and its too impractical to have it in the city centre, as where would they store all the cars? I wouldn’t spend money if I hadn’t had the chance to see it and test drive it before hand- its too much money!-Do you think that the car purchasing process should be a more exciting experience? And why?Yes I do. Its a lot of money, and for some people, you only get the chance to buy a brand new car once in life, so it should be an amazing life experience, not a list of stats etc

MALE - 47-Where did you buy the car?Saab-Did you enjoy the car purchasing process?Yes, I couldn’t wait to drive my new car!-Do you feel the car purchasing process / dealerships need reinventing? And why?My wife and little girl were with me. Lottie was entertained by the toys at first but my wife was very bored and Lottie began to get a bit restless. It could be made a bit more interesting, but I don’t know how! -Do you feel that car dealerships would be more appealing if they were in city centres / on high streets?Yes I would love to go window shopping for cars! I think it would be dangerous though as it would be very tempting!-Do you think that the car purchasing process should be a more exciting experience? And why?Yes, technology has moved on a lot and I think dealerships could be more efficient, less of the paper work, more driving!

MALE Age: 49-Where did you buy the car?Vauxhall Drive Leicester-Did you enjoy the car purchasing process?No because It was challenging, it took too long! It took three hours, understandably you have to go into details because you’re making a big purchase. But in my experience I had to barter down to a price with the manager which seems pointless in this day in age because we both knew they could give me a better deal.-Do you feel the car purchasing process / dealerships need reinventing? And why?It does need it, it needs to be more up to date. More visual, less paper and more on screen. The showroom was big but seemed quite cold, it wasn’t colourful and warm, surgery like. It wasn’t welcoming. Modern, yes, but wasn’t welcoming and comfortable .-Do you feel that car dealerships would be more appealing if they were in city centres / on high streets?Yes because you would be in a better surrounding because you always seem to be in industrial estates you don’t get the realistic cosy feeling so it feels like an industrial purchase not an everyday purchase.-Do you think that the car purchasing process should be a more exciting experience? And why?Yes because you are spending a lot of money, but it shouldn’t be daunting. It is your choice to purchase the car after all, you haven’t been forced into a dealership, you know when you would like to buy a car. You shouldn’t be exhausted afterwards. It felt like there was a lot of pressure and you don’t feel excited that you have a new car at the end of it. Bloody hell it was like having your tooth extracted at one point !

CAR PURCHASING EXPERIENCE INTERVIEWS (CPE 1,2,3,4)

FEMALE - 46-Where did you buy the car?Vauxhall Drive -Did you enjoy the car purchasing process?No, too long winded, new sales person, so he was long about everything, it was a cold day, didnt end up getting what we wanted. felt that we got talked into what we ended up with because the process was so slow. once settled, didnt go anywhere else cuz had been so long. -Do you feel the car purchasing process / dealerships need reinventing? And why?it depends on the person buying. some people are in and out. you should be able to look online, you should be able to live chat with people in your time.-Do you feel that car dealerships would be more appealing if they were in city centres / on high streets?no, becase they take up too much space, high street is for relaxing and make small purchases not thinking about making big purchases. there could be virtual show rooms, a big computer, on the wall in the shop. 3d glasses, pretend-Do you think that the car purchasing process should be a more exciting experience? And why?it depends on your age, and your motive behind the car. we bought our car on convenience and on a budget it’s practical so its not really exciting. and your srtatus. compare football.

Hello.Hope you’re well!My group and I are doing a live project with MINI, and I’m just trying to find as many MINI consumers as possible.I have a teeny tiny task for you. If possible.. would you be able to send me a picture of your MINI and picture of yourself? We would like to show the range of consumers that Mini have .. so tell me your name, age and occupation.

And is your MINI your dream car? If not, what is?

I’d really appreciate it.Please message your pic to me on Facebook or email me: Gina.Solanki@hotmail.co.ukThank you …xoxo

DISCLAIMER: Your picture will only be used for project purposes, it won’t be redistributed publicly on the internet and will be destroyed once the project is over. By submitting your photograph you allow it to be used for university project purposes only and confirm that you are over the age of 18.

1. I decided to buy a Mini over another car because I’ve always liked Mini’s and think there quite a good first car as there not to big! Also I liked the heritage British look that Mini’s have.2. Have always liked Mini’s as there not too big but also can look sporty and young.3. When buying my car I enjoyed the experience of browsing round the cars and also learning about the different models and extras that were available to me. 4. I do think dealerships should be available in the city centres as they could make the most of being in a city centre as it can be inconvenient to have to travel to find your nearest dealership. Also I think Mini would be able to really hone in on making the most of it being a British classic!5. In the end I decided on a Mini Cooper S Convertible in Racing Green with the added extra of Sidewalk with custom tan leather seats.

Vasanti Vaitha. UK MINI Consumer. 3/12/12Hi Gina, sorry been busy with work. Not been able to take pic but here’s rest of details Vasanti vaitha Age 36 Solicitor Yes it was my dream car - love it, it’s my baby! Not sure what other information you need - happy to receive any MINI freebies too!! What’s this assignment about then?

Gina SolankiIt’s basically about the MINI lifestyle range, did you know that they sell clothes and luggage and stuff too?

Vasanti VaithaNo I didn’t know that! Even to get their accessories is such a mission, as the show room do not always stock everything. Their outlets are also out of city and not so easy to get to. I recently needed to change my car mats and in the end, I had to pay a fortune got customised ones as MINI has a specific style. Let me know if I can help in anyway. My mate bought her car when single but now has a child - struggles with car seat and lack of boot space. Other than that, she loves it too.

Amelia Partridge. UK MINI Consumer. 1/12/12Sarah: We are currently doing one of our projects this year with MINI lifestyle and wondered if you could let me know your opinions on the range etc - as a mini consumer yourself!We are just trying to build up the current perceptions of the range.Amelia: Aw yeh that’s fine sweetie! I absolutely love it! Like never want another car. I love that you can see digitally in front of you like your mph rather than having to read off the thing. It’s so easy to drive. And I feel really like chic and classy in it haha! I know that’s gay but it makes me feel good to drive.

Sarah: Sorry, I mean the ‘Lifestyle range’ like all the extras such as the clothing’s and accessories etc. Its only been introduced a couple of years ago. But that’s still great what you’ve said for the perceptions of MINI itself as a brand and what it portrays. Have you seen much of the lifestyle range?Amelia: I’ve never heard of it no!? Will have a look on Google now. Right fair. Lemme just see. Ok just looked it up... I’m confused as to why they’re even trying to do this!? Who’s going to wear clothes branded by a car? I actually don’t get like their target market or what they are trying to achieve? Yeh it’s weird! Like I want to comment on what the stuff looks like and stuff but I’m so confused as to why they even have the range hah!! Difficult to analyze. Very souveniry than actual fashion. And cause Britain is so fashion orientated it’s just not fitting in.Unless you have like a middle aged man who wants to wear a mini logoed jumper to like walk the dog haha.I can see Brazil and China liking it, they’re less fashionable countries and have to wear ‘branded’ stuff so like feel good.

CURRENT PERCEPTIONS OF MINI

EMMA ANDERSON, AGE 21, MINI CONSUMER: WHAT ARE YOU LIKE? & PERCEPTIONS OF MINI CONSUMER. 27/11/121. Visual Consumer Moodboard1. Food – Italian2. Pastime – Tennis, Photography3. Clothing brand – TOPSHOP, Whistles, French Connection4. Shoes – High Heels, Kurt Geiger5. Music – Rihanna & Beyonce6. Read – Magazines, Gossip ones and fashion ones, Company, Vogue.7. Holiday – Marbella & Salcombe – somewhere hot by the beach and a pool8. Weather – Sunny9. Transport – Boat10. Animal – Leopard11. Favourite Place – Salcombe, Devon12. Favourite Celebrity - Beyonce

Sarah: Why did you decide to buy a MINI over another car?Emma: Image, Reliability, Lifestyle choice, a popular and well-known brand. Went for it as a sort of fashion thing, my parents wanted me to have it because it was a reliable car. I was more sort of about the image of it and how it has a sort of persona to it. People who drive MINI’s have a certain persona attached to it. Young girls who drives MINI’s there’s a certain thought of them like image.Sarah: What did you enjoy about the car purchasing experience?Emma: Very personal, people who work there are quite attentive. They do a lot of research and then ring you back. Obviously they are after the sale. But it is quite a personal experience. Helpful members of staff. Also you don’t feel under pressure to purchase. They act as though they are more trying to help you than put you under pressure. As I think sometimes when you go into other dealerships it is sort of pressure selling and MINI it’s the whole experience. My purchase was all done over the phone. I didn’t buy a brand new MINI, it was all done over the phone. It was still done with a MINI – cherish MINI. It was done through that. You are given one person and you say what you are looking for and they search for what you are after, a second hand MINI. So it’s a safer way of doing it basically. So I was assigned someone who I told exactly what I wanted. They were still very personal in the way they dealt with the sale. And then they drove it to me as it wasn’t from a local location.Sarah: Do you feel the dealerships should be available on the high street?Emma: Hmmn I don’t know, I think it depends where it is, because obviously its not your everyday purchase. And you don’t want it to become something that is so common everyone’s got it.Sarah: What are your views on the lifestyle range?Emma: I’ve never even really looked at it though, but I knew about the lifestyle range but that was only literally because of going for a service and MOT and being bored in the room where I was waiting.Sarah: What did you think of it?Emma: It’s a pile of shit, because it’s really tacky, I wouldn’t want a mug with it saying MINI on it or a T-shirt. Or you can buy these.. they’ve got these bulldog things, like ornaments. I don’t know anyone whose got a MINI that has got one. George my friend who has also got a MINI is really into the stuff where you can kit your cars up, but not the lifestyle stuff. The John Copper works stuff, he’s just bought a new thing for his gear stick, a new thing for his steering wheel, he’s bought a new badge and stuff.The Lifestyle range is overpriced, and it doesn’t really work in England, people don’t really buy.. You go to MINI to buy a car you wouldn’t really think, O yes lets go to MINI to buy a mug.Sarah: What do you think about Puma collaboration with MINI?Emma: Puma used to be ok now I sort of associate it with being a bit chav. Pumas not as well known anymore. I don’t really hear about it. I hear about brands such a Nike, obviously. Addidas but Pumas sort of gone out a bit hasn’t it. I wouldn’t wear it, I wouldn’t wear their trainers, I think their trainers are awful.

FOCUS GROUP

S: Sarah M: MajidS: When you have the customers come into the dealership, what is the normal process you would take them through?M: The first part of the process is called meet and great, say hello, get their names, the next stage from there is to just to build a rapport - find out a bit about them, What they like about MINIs, what’s their hobbies, what they like doing, you’re more interested in finding out about them. The next step then is to find out what sort of model of car they are looking for and that’s called qualification. So it’s basically finding out what type of car they are after, what engine size, whether its diesel/petrol they are after, how they are looking to pay for it, have they got a kid, son, boyfriend/girlfriend, wife, whatever and things like that.

Then once you have established that then you can basically take them down one route that will lead to the car they want to buy.So the next stage from there is called a static presentation, so we present them the car that they may be interested in buying. It may not be the exact car they want to buy but something like for like.

Then after that the next stage is called demonstration, so put them in the car get their bums on the seats, get them out for a drive in the car, see if they like the car, then after that come back, then ask if they want to buy it which is called buy or close. Take them to a side and ask is this the car for you? Yes or No?Then the next stage from that is called close.

S: Within that process do you usually offer the lifestyle range?M: If I’m being honest the lifestyle range is normally an after thought, if someone walks in and says I’ve seen for example a T-shirt or a MINI mug or some Puma trainers, can I have those, I’ll buy it – well then ye we will… then ye, we would normally give it them free. It’s normally an after thought, it’s not anything we would discuss at any stage during the buying process.

S: So it’s not generally a main thing?M: No, the reason why is that we have very limited exposure on the lifestyle range in our waiting area. We only a few pieces that are out for people to see.And secondly we don’t have any financial benefit to selling the lifestyle range, we don’t get any money from it personally. Where as if we sell them extras like gap cover or finance, we actually make money. So there is no financial benefit to us as sales people to sell any sort of lifestyle products.

S: Do you find generally people come in for the MINI’s and not necessarily the lifestyle range?M: No, well, yes, Some people that are part of the owners club, the MINI owners club. There are about 200 in the whole country. So when they come in for a car, cause they do buy cars as well. They do want to see all the accessories and want to buy things off the lifestyle range and things like that. To them it is important, they are a part of a group of people that are MINI fanatics, so in their house it will be very MINI, like have a million accessories and thingsThey will have various things at home that they have been storing for the last 25 years, about MINI’s and stuff like that. Their more interested in the lifestyle range perhaps than Joe Bloggs coming in to just get a nice car for his wife.

S: Do you find its more men or women that come into the dealership?M: ‘Laughs’ It used to be a lot of women, buts that’s changed over the last, last sort of 4 years, I reckon its 60:40, so 60% women to 40% guys that actually buy it. It used to be a women’s car but now it’s appeals to blokes as well. And a lot of guys do drive them.To be honest I’ve sold a lot of cars, I’ve been here for quite a few years now, a lot of them also go to even to the older people now such as 60-90. Customers ranging from 92, he bought it off me 6 months ago off me. And he loves it.

STAFF INTERVIEWSNOTTINGHAM

MINI: Its dynamic, its fun, its retro, cause you get some people that had it when they were younger, they had the old, old MINI’s then, they are interested in the nostalgic sort of feeling of it. Having something that was many, many years ago but now is a modern shape and things like that.

S: Do you think that’s what the main consumers are, the older consumers that relate to it in a heritage sense and the younger consumers from more of the modern branding that is done now?M:The older people tend to buy it on heritage and sort of the fact it’s an iconic British design.The younger people want something that is fun and dynamic, and sort of want to fit in with they rest because their mates got one, so W so’s got one, there’s loads in the road, it’s just quirky car.As daft as it sounds it’s the sort of car where you wake up in the morning and give them a hug.Its like a cat, its part of the family, you couldn’t do that with a BMW. You couldn’t give a BMW a hug. Its like a friendly car, its cute, you know it’s a nice car.

S: Do you think people come in if they have seen it online, do they order it with yourself?M: They tend to order it through us, because we do have a sort of a bit of selection of items in our department, but it’s very limited, you can’t see everything. We have a collection of items, but what we do have on the computer we have a link that you can go into see all the products that are available for the lifestyle range. And we can email that to customers as well. They can go through and see what they want, then they can just email us back and say we want this T-shirt etc and we just get it ordered. Its normally next day delivery because they are all made in England items that you want. Its normally next day delivery,It comes pretty quickly.

S: In your opinion do you think that, the lifestyle could benefit from being separate from the dealership, such as in a stand alone store?M:I think personally we should have a proper official MINI shop, that sells purely accessories and lifestyle. Because, you know I went to Rome, this is about 5 years ago and there was a Ferarri shop there, which is just purely for clothing and things like that.I reckon there should be one for MINI not necessarily here but in a town or somewhere. That purely just sells the clothing side of things; the accessories, the mirror caps you can have, toys, because we sell remote control MINI’s now.We’ve got them in the showroom’s now, they’ve come through in the past two weeks, we’ve sold loads of those. Literally loads of those. Because we are getting close to Christmas now, for a gift it’s ideal. So anyone with a kid, that’s interested in buying a car, we say oh ye do you want a couple of those toys there. And they’re like yeh why not. We can throw in those? Could you go with it? sometimes it does work.There’s a little teddy bear as well, a bulldog, you know we can throw in those, would you go with it. It does work.They have loads of mugs, about 6 months ago we were told we can’t use paper cups anymore. You know for teas and coffees. And they gave us like MINI mugs, and I thought you know what, this isn’t going to last long is it. And literally a week later, they had all gone because all the customers had nicked them. (Laughs). And now we’ve gone back to paper cups.

S: Do you feel the car dealership experience is more male orientated?M: Car sales in general is male orientated. You don’t get many females that want to do it. Purely because they feel intimidated. I think MINI should have more females personally, because you’ll get a lady that prefers to deal with a lady. Because she perhaps understands her better than perhaps I can or someone else.I ignore the bloke cause he doesn’t wear the trousers anyway. I speak to the lady, because she’s the one who buys the car basically. But, ye it’s easier sometimes to speak to a lady salesperson than it is a bloke, as you don’t feel intimidated when you walk in. If you walk into the showroom its not as bad. But if you walk into BMW its very clinical, its like a hospital. Whereas MINI’s a bit more relaxed. We don’t wear ties because it’s just easier to talk to someone when you’re not that formal looking. MINI’s a bit more of a fun brand so we don’t wear ties and stuff like that.

Sarah: What is the normal buying process you take customers through when they come into the dealership?Well we try to get to know the consumer, create a relationship with them and allow them to get comfortable in the surroundings. The dealership is quite a lot to take in, you can see, the lights, the images, posters, and everything and then of course the cars, people want to get inside them and love ‘testing’ them out. Then we go through the type of car that they are looking for, budget, customisable options and things like that.Sarah: When you have people come in to the dealership to look at the cars, do you offer them the lifestyle range? (laughs) Not really. There’s hardly any lifestyle range to offer. Customers are never really interested but of course if they do express an interest they can have a look at what’s available in store and if people do want them, can order from catalogue and online. It has only been available since last year so no one really knows about it, its when people are sat in the waiting area when they might see itSarah: Whose normally more interested in the lifestyle range? Women usually want a key ring or something to hang in their car or whatever. Oh and the bulldogs area quite popular. But things like the t-shirts and that aren’t popular at all.Sarah: In your opinion what is the normal reaction to the lifestyle range form consumers?People aren’t that aware as it is new so its normally ‘oh I didn’t realise Mini did other products’ but don’t tend to buy anything (laughs) Sarah: Do you think the lifestyle range would benefit from being a sub-brand instead of being branded as MINI lifestyle?Not really no, because we tie it in together its better to sell it all under the MINI name.Sarah: Do you think that the lifestyle range could also benefit from being in a stand-alone store separate from the car dealership?James: We actually have a stand alone store all ready, ye it is in London. They’ve got a standalone store. Maybe if the products were a bit better, but for what it is now, the standalone store is enough I think!Sarah: Do you feel that other car dealerships including the Birmingham one benefit from being out of the city centre? We are the closest to the city centre out of all the ones in Birmingham. We get most customers come here through from all around Birmingham. Its really convenient for the motorway links, people can just drive straight in off the motorway.Sarah: Do you think the car buying experience could be better at all for consumers? As from some of our initial research we found that it can be quite male orientated.Up here we are more orientated to women at MINI. We sell a lot of cars to a lot more women than we do men. I think it’s the idea of having a mini that attracts women, an image thing!

BIRMINGHAM

MINI DEALERSHIP LEICESTERby Gina Solanki - Diarised entry on the blog. Can be found at: http://mini-lifestyle.blogspot.co.uk/2012/12/mini-dealership-leicester.html

I visited the Mini dealership in Leicester today - Sunday 2nd December to have a look around and compare to the one I’ve seen in Nottingham and the couple that Sarah has been to. I walked in amazed just as I did with the Nottingham one. It looked brand new and shiny, clean and crisp. The right, contemporary music was playing and the colourful decor on the black backdrop, although familiar to me now was still impressive. Unlike the Nottingham branch, they had a reception desk and Laura who was sat at the desk was my first port of call. After explaining my reason for visiting she was really helpful, running to grab the 2012/13 lifestyle booklet. It was good to see that this dealership actually had the up to date catalogue/booklet. I was allowed to look around and took the photos below. (Unfortunately had to use my phone)

I asked her who the main consumer was as she sees them first on reception and she said: “Mainly female, early twenties, although now we’ve got the new range the ‘Countryman’ (it’s a lot bigger and a bit like a 4x4) I’m seeing more families with young children being interested”

The lifestyle range (to no surprise of mine) was tucked away in the far left corner of the dealership. When I asked Laura if anybody ever browsed through it she said:“I’ve not been here a great amount of time but I’ve never seen anybody go over and have a look at it”She mentioned that the layout stays the same in that area.But people do come in and ask what accessories they can buy as a gift for somebody who owns a Mini but she normally sends them over to the “Parts” department as that is where everything is stocked. She mentioned key rings quite a lot, it seems that lots of people are interested in those! This made me think of the merchandise vs. fashion range ideas that we’ve had.

I talked Laura through the brief and she said that she used to work for Lexus and they focus a lot more on their lifestyle range and suggested that maybe it’s because it suits their consumer more. This suggests that the Mini lifestyle range doesn’t suit its consumer. Which is I think a valid point and should be taken into account. This also adds something that we can further research and use as a case study.

The coffee table had reading material for the consumers showing the range of people that come into the dealership. (Image shows a four magazines, the middle two are Midlands local magazine 69 Degrees and dluxe magazine). Having worked for the middle two magazines I can confirm that their target audiences are completely different. Dluxe magazine is for LeicesterSHIRE readers over the age of around 35, and 69degrees is 20+ city loving youngsters.

She mentioned the word “fun” a lot also and said it is obviously a very fun brand and well established as a car ; just not in the fashion world.

The street that the dealership is located on is exactly like the Nottingham branch, in an industrial looking area and is about 30 mins away from the town centre, bringing up accessibility issues (when looking at the fashion range - I wouldn’t want to drive all that way just for one store, I would do it if the range was truly worth it)

LEICESTER

DEALERSHIP COMPARISONLEICESTER, NOTTINGHAM, BIRMINGHAM

WHERE THE LIFESTYLE RANGE IS SITUATED IN STORE

LEICESTER

NOTTINGHAM

BIRMINGHAM

WOLVERHAMPTON

COMPETITORS

MAGAZINE MEDIA PACKDLUXE MAGAZINE

MAGAZINE MEDIA PACK

69 DEGREES MAGAZINE

LS:N Autumn/Winter Trend Briefing 2012Attended and notes made by SARAH ELIZABETH BAKER can be found at: http://mini-lifestyle.blogspot.co.uk/2012/11/lsn-autumnwinter-trend-briefing-2012.html

Some more Predicted Trends that we could relate to MINI that I thought were relevant from the talk to link in with some of our ideas. (Some are what I have already talked about with you guys but thought I would put them up as a reference point and reminder, including the others too)

Symbiotic Branding· Things seem better when you do it with someone else· The relationship between consumer and brand has changed from:Used to be a way to get a buzz and people in-store· In an age of austerity, open culture, urbanization, beta mindsets and shifting heiraches between brand and consumer that has changed.· A new model is emerging new era, brands neighbors, customers and even competitors are its new collaborator.

Space SquattingTrend Drivers, Social, Technological etc.Utilizing space and areas where facilities are not being used at certain times of the day. Lower overheads, no start up costs for restaurants.An Islington pie and mash shop becomes The Seagrass by nightUtilizing space that is vacant at night. Lower overheads, with no huge start up cost.Back in 5 minutes: The disappearing Dining Club- Made a 6 month pop up restaurant.

Co-trader and Co-maker· People coming together to help each other/solve problemsDIY more important as people produce their own stuff getting raw materials and making it ourselves· As this happens our sense of brand and product will continue to mix and merge· Genuine but ‘not authentic’. Tired and overdone.

M-Commerce & Digital DominanceGoogle Glasses – we will have at end of this decadeWireless Internet & Smartphone ownership increased rapidly over past couple of years. People adapt to technology very quickly.

Health DataWhat would you share to get money or rewards?18-24 young people are a lot more likely to share.

Collaborative ConsumptionPeople increasingly interested in access ownership, eg not owning a CDThey don’t need to have as much stuff – it’s more about the experience of it.

Co-operationSmart Brands are taking a new stance on capitalism. Instead of competing they are celebrating common purpose and turning competition into collaboration.Aldi with upmarket supermarket Fortum & Masom. (In Germany)

Brand JackingBrands Hijacking, the logos and names of others to increase their influence.ADVERT – Old Spice – smell is power advert/bouncehttp://www.youtube.com/watch?v=PvYP_d2S1Pg

BrandalismSmart brands are mischievously attacking their competitors product launches, commercials and events in acts of blatant brandalism.Olympics – Oddbins offered a 30% discount for people who supported rival brands

Art dustrial revolutionArtisians and designersEirik Helgesen, Eastfjords, Iceland.

Rebirth of communityResponsive SystemsScience museum in LondonDesigners are creating work that requires people to be there to make something happen to be.

Chromeweblab.com – makes thing happening from other people in world who are alike.Something happening at night that could be happening when you’re not there. Connecting people and space via online.

SymbiogenesisBrands will no longer be solely producers but instead they will form platforms, networks and communities. This is a new business paradigm. Symbiogenetic brands will consider co-operation, collaboration and cooperation their default way of working.

Faction MarketingConsumers today are highly sophisticated, they are bored of Authenticity – know it’s a lieSuspend their disbelief – dive into transmedia talesBrands merge fact and fiction, and fiction with factPeugeot selling features of car through fun fiction wayThe Hybrid graphic novel by Peugeot Hybridhttp://www.youtube.com/watch?v=-lNTag-1Hmc

Austerity FatigueWe are seeing a push back from austerity, authenticity overkill

Retail Theatre Rising – It is so important· Yayoi Kusama collaboration with Selfridges – Louis Vuitton - Concept Storehttp://style.selfridges.com/self-tv/making-kusama-louis-vuitton-concept-store

PotterismWe are more interested in fantasy than ever

Transmedia storytellingMarketers are telling stories over multiple media channels

Fashion FilmsFilm marketers are creating viral videos, social networks and live events.

StorytellingTaking something simple and showing it in an engaging wayViral video for Lady Gaga’s fragranceTelling the story of ingredients, better than just putting ingredients on a bottle.http://www.youtube.com/watch?v=BV_Prml-oB8

http://vimeo.com/42562659 - The Forty SomethingNIKEcraft: based on a mission to Mars.

BMWEducation, 2012. BMW Education. Company Facts. [online] Available at: http://www.bmweducation.co.uk/coFacts/view.asp?docID=66 Accessed on: 12 December 2012Dualit 2013. Our Story [online] Available at: http://www.dualit.com/our-history Accessed on: 6 February 2013Dyson 2013. Inside Dyson. [online] Available at: http://content.dyson.co.uk/insideDyson/article.asp?aID=jamesdyson&disType=&dir=&cp=&hf=&js= Accessed on: 6 February 2013Henry Hoover 2013. [online] Komfort 2013. History [online] Available at: http://www.komfort.com.ua/en/aboutus/ Accessed on: 6 February 2013Mintel, 2012. Small Kitchen Appliances. [online]. Available via: Mintel. [Accessed 22 January 2013]Portas 2011. The Portas Review: An independent review into the future of our high streets. Available at: http://www.maryportas.comSmegUK 2013. Smeg introduce Fridge Words, the new mobile phone app [online] http://www.smeguk.com/news/mobile-app-fridge-words/ Accessed on: 6 February 2013Solanki 2012. Team Blog Entry. MINI Dealership Leicester. [online] Available at: http://mini-lifestyle.blogspot.co.uk/2012/12/mini-dealership-leicester.html Last accessed: 7 February 2013Wahid, M. 2012. Sales Representative at MINI Nottingham. Telephone interview with Sarah Baker. 12 Novem-ber 2012

LIST OF REFERENCES

FIG. 1 - 2012/2013 MINI Womens lifestyle range. MINI Collection brochure. pg. 26 (enclosed in hand in pack)FIG. 2 - 5 2012/2013 MINI Collection brochure pgs. 30, 16, 4 and Front CoverFIG. 6 - MINI Luggage Range. [online] http://fkn-famous.com/2011/09/the-mini-coupe/FIG. 7 - Initial Logo for MINI Home. Self createdFIG. 8 - Product Mood Boards ft. Henry Hoover, Dualit, Smeg, De’LonghiFIG. 9 - Leicester Dealership Coffee Table. [own image] FIG. 10 - Consumer Profile 1. Background image [online] http://beautifulkitchensblog.co.uk/page/2/FIG. 11 - Consumer Profile 2. Background image [online] http://sapphire-kitchens.co.uk/milton-sage/FIG. 12 - Consumer Profile 3. Background image [online] http://spacechicago.designshuffle.com/portfolio/north-shore-family-kitchen-addition/northshore-family-kitchen-addition-3/FIG. 13 - Dualit Range. [online] http://www.dualit.com/our-historyFIG. 14 - Retro dealership. [online] FIG. 15 - Puma cafe. [online] http://retaildesignblog.net/tag/puma-brand/FIG. 16 - Windows Surface Tablet. [online] http://newgenapps.com/blog/bid/175564/Windows-RT-powered-Surface-tablet-officially-launched-for-saleFIG. 17 - Windows Surface Tablet Colour Range. [online] http://www.techradar.com/reviews/pc-mac/tablets/microsoft-surface-rt-1085839/reviewFIG. 18 - Windows Surface Tablet Close Up. [online] http://www.byteract.com/en-US/ FIG. 19 - Puma cafe. [online] http://retaildesignblog.net/tag/puma-brand/FIG. 20 - Colour Palette. [online] FIG. 21 - MINI Boat. [online]

LIST OF ILLUSTRATIONS

Adidas Neo Label. 2012. Adidas NEO Window Shopping/Shopping after hours. YouTube. [online] available at: http://www.youtube.com/watch?v=7ZXucLUfh0U&feature=player_embeddedAnderson, E. 2012. Student. Telephone interview with Sarah Baker. 27 November 2012Anon, 2012. Sales Representative at MINI Birmingham. Telephone interview with Sarah Baker. 14 November 2012AskMen. 2012. Top 10: Chick Cars – AskMen. Available at: http://uk.askmen.com/top_10/car_lists_150/183_car_list.html . Accessed on: 22 November 2012Ausick, P. 2012. Men Love Ferrari, Women Love MINI. [online] available at: http://www.marketwatch.com/story/men-love-ferrari-women-love-mini-gm-f-tm-hmc-nsany-kimtf-mzdaf-szkmf-2012-04-23. accessed on 9/11/12Bentley. 2012. About Bentley. [online] available at: http://www.bentleymotors.com/world_of_bentley/about_bentley/ accessed on 12/11/12Bentley. 2012. Club Associations. [online] available at: http://www.bentleymotors.com/world_of_bentley/clubs__associations/ accessed on 12/11/12Bentley. 2012. Mobile Apps From Bentley. [online] available at: http://www.bentleymotors.com/world_of_bent-ley/mobile_apps_from_bentley/ accessed on 12/11/12BMW Blog, 2012. MINI and PUMA: Joint Collection of Clothing, shoes and accessories. Available at: http://www.bmwblog.com/2012/08/31/mini-and-puma-joint-collection-of-clothing-shoes-and-accessories/ Accessed on: 2 December 2012BMW Group. 2012. Launch of capsule collection in Milan: CARMINA CAMPUS for MINI. BMW Group. [on-line] available at: https://www.press.bmwgroup.com/pressclub/p/gb/pressDetail.html?title=carmina-campus-for-mini&outputChannelId=8&id=T0124942EN_GB&left_menu_item=node__2325 accessed on 9/11/12BMWEducation, 2012. BMW Education. Company Facts. [online] Available at: http://www.bmweducation.co.uk/coFacts/view.asp?docID=66 Accessed on: 12 December 2012Brad Tuttle. 2012. Survey: Women Are Smarter, More Thorough When Buying Cars. Time Business & Money. [online] available at: http://business.time.com/2012/01/25/survey-women-are-smarter-more-thorough-when-buying-cars/#ixzz2BjiHsA38 accessed on 9/11/12Chrome Web Lab. 2012. Science Museum. Available at: Chromeweblab.com. accessed on 23/11/12Citroen. 2012. Citroen Champs-Elysees Showroom: Paris. [online] available at: http://www.citroen.fr/c42-champs-elysees/#/c42-champs-elysees/ Accessed on 28/11/12Contemporist. 2008. New Citroen Showroom in Paris. [online] available at: http://www.contemporist.com/2008/03/27/new-citroen-showroom-in-paris/ Accessed on 28/11/12CPE 1, 2012. Student. Telephone interview with Holly Riddington. 27 November 2012CPE 2, 2012. Financial Advisor. Telephone interview with Holly Riddington. 27 November 2012CPE 3, 2012. Production Engineer. Telephone interview with Gina Solanki. 28 November 2012CPE 4, 2012. Credit Controller. Telephone interview with Gina Solanki. 28 November 2012Denton, S. 2012. Trend Boutique. Student Conference. Nottingham Broadway Cinema.Dualit 2013. Our Story [online] Available at: http://www.dualit.com/our-history Accessed on: 6 February 2013Dychtwald, M, 2010. Transformers: Women And The Automotive Industry. [online] available at: http://www.forbes.com/2010/05/18/women-auto-industry-influence-forbes-woman-leadership-car-dealers.html. accessed on 9/11/12Dyson 2013. Inside Dyson. [online] Available at: http://content.dyson.co.uk/insideDyson/article.asp?aID=jamesdyson&disType=&dir=&cp=&hf=&js= Accessed on: 6 February 2013Farrington, D. 2012. Women’s Car-Shopping Tactics Steer Them Toward Better Deals. . [online] available at: http://www.npr.org/blogs/thetwo-way/2012/01/27/145941803/womens-car-shopping-tactics-steer-them-to-ward-better-deals. accessed on 9/11/12Green Room Retail. 2012. Nike at Harrods. [online] available at: http://www.greenroomretail.co.uk/#/retail-needs/increasing-sales Accessed on 23/11/12Green Room Retail. 2012. Nike Women’s, JJB Trafford. [online] available at: http://www.greenroomretail.co.uk/#/retailneeds/driving-category-growth Accessed on 23/11/12

BIBLIOGRAPHY

Guerilla Marketing Atlanta. 2011. Brand Ambassadors: Mini Cooper Countryman. [online] available at: http://guerrillamarketingatlanta.wordpress.com/2011/10/31/brand-ambassadors-mini-cooper-countryman/ accessed on 9/11/12Guinness. 2012. 1759 “To Arthur” 250 Years of GUINNESS (TV ad). YouTube. [online] available at: http://www.youtube.com/watch?v=mEqz2oUTWfc&feature=player_embedded Accessed on 19/11/12Henry Hoover 2013. [online] Karmali, S. 2012. McQueen London Flagship Opens. Vogue. [online] available at: http://www.vogue.co.uk/news/2012/09/14/mcq-london-flagship-store-opens---alexander-mcqueen/gallery/3 Accessed on 23/11/12Komfort 2013. History [online] Available at: http://www.komfort.com.ua/en/aboutus/ Accessed on: 6 February 2013L:SN Global. 2012. NIKEcraft: based on a mission to Mars. [online] available at: https://www.lsnglobal.com/seed/view/5729 Accessed on 23/11/12MINI Rep Leic, 2012. Receptionist at MINI Leicester. Informal conversation with Gina Solanki. 2 December 2012Mintel 2010. Car Purchasing Process 2010. Available via: Mintel [Accessed 22 November 2012]Mintel, 2009. Vacuum Cleaners. [online]. Available via: Mintel. [Accessed 22 January 2013]Mintel, 2012. Electrical Goods Retailing. [online]. Available via: Mintel. [Accessed 22 January 2013]Mintel, 2012. Small Kitchen Appliances. [online]. Available via: Mintel. [Accessed 22 January 2013]Old Spice. 2012. Old Spice Brandjacking Advert. YouTube. [online] available at: http://www.youtube.com/watch?v=PvYP_d2S1Pg Accessed on 23/11/12Partridge, A. 2012. Student. Facebook message conversation with Sarah Baker. 1 December 2012Pentagram. 2012. Storytelling/The Forty Something. Vimeo. [online] available at: http://vimeo.com/42562659 Ac-cessed on 23/11/12Peugeot. 2012. Peugeot Hybrid Graphic Novel Marketing. YouTube. [online] available at: http://www.youtube.com/watch?v=-lNTag-1Hmc Accessed on 20/11/12Portas 2011. The Portas Review: An independent review into the future of our high streets. Available at: http://www.maryportas.comPourmohamad, O. 2012. Student. Facebook message conversation with Holly Riddington. 4 January 2012RidgewayVW. 2012. VW Polo Advert ‘ Evolving relationship of a protective father and his daughter. Schaffels, B. 2012. 10 cars women love. Yahoo Autos. [online] available at: http://autos.yahoo.com/news/10-most-purchased-new-cars-by-women.html?page=all . accessed on 9/11/12 Selfridges & Co. Yayoi Kusama collaboration with Selfridges – Louis Vuitton - Concept Store. 2012. [online] Available at: http://style.selfridges.com/self-tv/making-kusama-louis-vuitton-concept-store accessed on 23/11/12September: Professional & Sleek Neon-Yellow New Designs Under The Win-Win Brands’ Collaboration. Samu-el Jing Blog. [online] available at: http://blog.samueljing.com/2012/08/mini-by-puma-autumnwinter-2012-lifestyle-collection-september-professional-sleek-neon-yellow-new-designs-under-the-win-win-brands-collaboration.html accessed on 9/11/12SmegUK 2013. Smeg introduce Fridge Words, the new mobile phone app [online] http://www.smeguk.com/news/mobile-app-fridge-words/ Accessed on: 6 February 2013Solanki 2012. Team Blog Entry. MINI Dealership Leicester. [online] Available at: http://mini-lifestyle.blogspot.co.uk/2012/12/mini-dealership-leicester.htmlSutherland, C. 2010. Company Taps Ambassadors. Fairfield Mirror. [online] available at: http://fairfieldmirror.com/2010/12/08/company-taps-ambassadors/ accessed on 9/11/12TruckFitApparel. 2012. Projections/ Lil Wayne & Trukfit create M.A.G.I.C. in Vegas at 1 Oak. YouTube. [online] available at: http://www.youtube.com/watch?v=u2VosK87ozw&feature=player_embeddedTrueCar. 2012. Annual demographic study based on car-buying behavior in 2011. TrueCar. [online] available at: http://blog.truecar.com/2012/04/23/men-prefer-flashy-or-brawny-vehicles-women-prefer-import-brands-and-smaller-vehicles-according-to-truecar-com-study/ accessed on 9/11/12Vaitha, V. 2012. Solicitor. Facebook message conversation with Gina Solanki. 3 December 2012Volkswagen. (2012). The Beetle. [online] available at: http://www.volkswagen.co.uk/new/beetle-nf/home accessed on 12/11/12Volkswagen. 2012. Beetle Timeline. [online] available at: http://www.volkswagen.co.uk/timeline/index accessed on 12/11/12

Wahid, M. 2012. Sales Representative at MINI Nottingham. Telephone interview with Sarah Baker. 12 Novem-ber 2012Wallman, J. 2012. LS:N Global Autumn/Winter Trend Briefing. 2012Conference. Nottingham Broadway Cinema. What’s Next. 2012. Top Trends in Society & Culture. [online] available at: http://www.nowandnext.com/?action=top_trend%2Flist_trends&sectorId=1. Accessed 19/11/12YouTube. [online] available at: http://www.youtube.com/watch?v=SvyoisodnP8&feature=player_embedded Ac-cessed 28/11/12