Design Report Compilation

The Wine Mood
Ana Falcão - Mario Varon - Martina De Trápaga - Raisa Hulia

54%
of millennials opened
their own business(or want to)

They link passion
with work.Professional commitment comes
from engaging experiences.

work is present
all the time.
They create their own hours so

The Wine Mood
They need a
Break

The Wine Mood
PRESENTS

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 quality
wine
Easy to order
app

The Wine Mood
The App

The Wine Mood
Click here
to see how the app works

The Wine Mood

The Wine Mood
The Box
In partnership with

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

The Wine Mood
Share the Mood
Notification after the
delivery to share the
mood in social media
using #thewinemood

The Wine Mood
How?

The Wine Mood
Communication Campaign
4 months
Every week 50 boxes will be delivered
for free to different
relevant communities.

The Wine Mood
month 1
Week 1
Influencers
Bike Delivery
Week 3
Journalists
Week 4
Master
Universities
Week 2
Entrepreneurs

The Wine Mood
month 2 month 3month 1 month 4
Total amount:
800 free boxes

The Wine Mood
expected reach
2.099.200
Influencers
800.000 1.280.00016.000 3.200
Journalists
Master
Universities
Entrepreneurs
TOTAL:

The Wine Mood
Influencers
Influencers Journalists
Master
UniversitiesEntrepreneurs
@anddicted
Andrea Tamburrini
163k followers
@natasha_slater
Natasha Slater
30k followers
SDA Bocconi School
of Management
Fabiana Salsi
Vanity Fair Italia

The Wine Mood
Budget
12% App Development
4% Packaging Development
36% Communication
36% Service
4% Other
% Consultancy Fee
Total cost: € 141.187

The Wine Mood
Nº of Boxes
Time
Given for free
Sold
Boxes

The Wine Mood
Revenue Projection
Sales(€)
Time (weeks)
2
5000
10000
15000
20000
25000
30000
35000
40000
46 81 01 21 41 6

The Wine Mood
The Team
Ana Falcão Mario Varon Martina De Trápaga Raisa Hulia

AQUOLINA - VIVI NATURA
BRANDING THROUGH DESIGN

How can we widen the profit margin of
Vivi Natura?

Company
Analysis
Product
Analysis
Design
Goals
Concept
Development
Prototype
Industry
Analysis
Market
Research

% of sales from emerging markets
2003 2008 2013
0
10%
20%
30%
40%
50%
60%
35%
44%
54%
European Cosmetics and Toiletries
Export 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 Wains
https://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.com
http://www.statista.com/statistics/273236/brand-value-of-the-leading-personal-care-brands-worldwide/

http://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 SALES
Sales 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
SalesvalueinmillionEuros
http://www.statista.com/statistics/331888/annual-sales-value-of-personal-care-products-europe/
12.647
6.167 6.001
4.749 4.659
2.135

PERSONAL CARE INDUSTRY SALES IN ITALY
Sales value of personal care products in Italy in 2013/14, by category (in million Euros)
800
700
600
500
400
300
200
100
0
Oral care Haircare Body
Cleansing
Sanitary
Products
Facial
care
Shaving/
Hair
removal
Deodorants Feminine
hygeine
Cosmetics Body care
SalesvalueinmillionEuros
http://www.statista.com/statistics/331909/sales-value-of-personal-care-products-by-category-italy-it/
675
633
526
456

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.html
2
http://www.gcimagazine.com/marketstrends/segments/bathbody/More-Than-a-Feeling-Multisensory-in-Bath-Body-280531752.html
3
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
GrowthCAGR
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-substantially
2
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=2329
2
www.toknowpress.net/ISBN/978-961-6914-02-4/.../ML13-365.pdf

CRITICAL SUCCESS FACTORS
Product
innovation
R&D Fragrances
Multifunctional and
Multisensorial
Product
Development
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 2014
http://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 2014
http://go.euromonitor.com/rs/euromonitorinternational/images/extract-global-consumer-survey-apparel-beauty-grooming.pdf?mkt_tok=3RkMMJWWfF9wsRogv6XIZkXonjHpfsX56eorWaS2h4kz2EFye%2BLIHETpodcMSMZgMk%2BTFAwTG5toziV8R7jFkc1r1d4QXBDr

E
Recession
Made in Italy
Globalization
Income reduction
Sharing economy
Service Economy
Younger purchase power
low competitive Ability of Italy
Rise of emerging countries
P
T
Taxes
Bureaucracy
Agreements
European Union
Legal Framework
Environmental Law
Italian political instability
International Trad
Apps
Digital
Connectivity
Social Media
Innovation Culture
Increase of internet sales
Multifunctionality and Multisensorial
SGifts
Gourmand
Customization
Stressful daily life
Luxury Aspirations
Organic movement
Fast trend generation
Responsible consumerism
Pursuit of youth and beauty

O
Men self care products sales increasing
Pursuit of youth and beauty
Rise of emerging countries
Organic movement
Stressful daily life
S
T
Sales
Know how
Fragrances
Client Loyalty
Responsible consumerism
Fast trend generation
Italy low competitiveness
Italian political instability
WMarketing and Design
Lack of Communication
Huge portfolio with similar products
No branding awareness (Vivi Natura)

5 FORCES ANALySIS
Body Care
Industry
New entry
Established and
competitive market Buyers
High competition
and less money
Suppliers
Strong relationships
with suppliers, low
power over the
company
Competitors
Multinational
companies, local
and national, high
offer of similar
Substitution
Many products
and categories
available

MISSION
Enhance 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 inspired
Pleasures of life
Innovation
VALUES

BUSINESS MODEL CANVAS
• Fragrance development
• Raw material procurement
• Production
• Quality control
• Packaging
• Distribution
Key
Partners
Cost
Structure
Revenue
Streams
Key
Activities
Key
Resources
Channels
Value
Preposition
Customer
Relashionships
Customer
Segments
• 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

PRODUCT ANALYSIS: VIVI NATURA LINE
Variety of Fragrances
Inspired by nature / Argan Oil
Longlasting Fragrances
Combine variety of ingredients
Good Feeling
Strong Fragances
Look Chemical/Artificial
Colors not attractive
Low Quality
Not outstanding in general
Positive
Negative

Easy to break
Similar to
other brands
PRODUCT ANALYSIS: PACKAGING
Black Cap
Over sized shape

PRODUCT ANALYSIS: LABEL
Information
not clear
Information
not clear
Chemical
ingredients
“Made in Italy
with love”
Plastic wrap
Not attractive
Low Quality
Printing
Do not eat

Dark Visual
PRODUCT ANALYSIS: BRAND IDENTITY
Uppercase
and Lowercase
Overall Low
quality perception
Lack of
product/name coherence

PRODUCT ANALYSIS: LOGO
Pepper is confusing
“Mouth Watering”vs Reality
Typewriter “mechanical” Look

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
Facebook
Beauty Blogs
TV

CUSTOMER JOURNEY
Talking 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 reply
Limoni | 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 attraction
The product is not
visual attractive
Other brands are
visually attractive Price test
Similar price to other brands
9 Buy the product
2
3
4
5
6
Smelling test
People like the smell
87

USER EXPERIENCE
1 Go to the shower
2 Open the water 3 Open the product
Easy 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 the
product
It is not easy to wash
need a lot of water
Finish the
shower
The smell stay longer
then others brands
5
7

DIRECT COMPETITORS(PERCEPTION)
Trendy
NaturalChemical

Color
Smell
Packaging
and display
Attractiveness
Communication
& Storytelling
Natural
perception
BENCHMARKING(PERCEPTION BASED)

BRAND PERSONALITy: FLORAL ExTRAvAGANzA

Long Lasting Fragrances
Argan Oil
Good Feeling to the skin
VIVI NATURA STRENGTHS

What if vivi Natura embrace nature?

Relaxed GracefulSensualSweet ElegantHappy

Natural Look
Unique Personality
Focus on “Vivi Natura”
DESIGN GOALS

Awake your senses, experience new
emotions and live your true nature.
NATURAL STATE OF MIND

movement • shapes • uniqueness
NATURAL STATE OF MIND

Company
Analysis
Product
Analysis
Design
Goals
Industry
Analysis
Market
Research
Concept
Development
Prototype

Concept 1: Natural Dynamics
Watercolor art to can capture the movement of the nature and the
product.

Artistic vision of nature
Fluid sense
Approachable

Concept 2: Emotional Mosaic
Nature shapes are as diverse as each individual’s life experience.
Each life is a beautiful unique design similar to a mosaic.

Modern Details
Vibrant shapes
Redifining realness

Discovering
Experience
Modern Look
Unique Product

Nikhil | Rain | Mario | Ulli • Master in Business Design • Domus Academy • 2015

How can we train
Luigi Bianchi Mantova
clients to increase
the company’s export sales?

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
billionEuros
500
400
300
200
20052000 2015
by 2019, menswear will contribute in
the global apparel market.
Suits 107.27%
100.46
91.66
84.06
76.6
76
72.99
59.47
39.67
Nightwear
Swimwear
Underwear
Jeans
Shorts and Pants
Shirts
Jackets and Coats
Jumpers
INDUSTRY ANALYSIS
Menswear Industry

Menswear sales in Italy ( 8 - ) Importance on touching clothing in
stores
billioneuros
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-2007
Source: 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

Eleganza maschile da 1911
LUBIAM

COMPANY ANALYSIS
Lubiam Brands

Features
LUIGI BIANCHI MANTOVA SARTORIA

Suits Smokings Coats
VestsTravel JacketBlazer
Products

Elegance Heritage Made in Italy
Traditional
construction
Exclusive
fabrics
Quality
BrandValues

Target Market

Services
Ready to wear Express Service Su Misura

Business Model Canvas
Key Partners Key Activities Value
Proposition
Customer
Relationships
ChannelsKey
Resources
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
Responsibility
Quality Control
Sales
Distribution
Logistics
Highest Quality
Fabrics
Light & Comfortable
Traditional Family
Values
Made in Italy
Local Retailers in Italy
International Stores
- Department stores
- Retail shops
Online Stores
Know how
Manufacturing plant
Human Resources
Showroom
Raw Materials
Production
Distribution
Human Resources
Sales

RetailersMarketingBrand
Brand Analysis
Key Business Elements

Brand Analysis
Brand

Brand Analysis
Marketing

Marketing Campaigns
2010
2013
2011
2014 - 2015
2012
KEY BUSINESS ELEMENTS

Marketing Campaigns

Brand Analysis
Retailers

Neighborhood Shop

VALENTINA BY
MIRKO MODA
PAPILLON
GANZ
Store Locations

International Retailers

Scenario

Keywords

Social Media
Display
Fabric
Details
Mannequin
Magazines

Survey Results
LUBIAM
L.B.M 1911
Felt represented by the
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

CompanyValues Menswear sales up
Men are buying suitsSales (+12%)
Internal Distribution
channels Fragmented market
Customer and user
Knowledge
Confusion with
other lines
Comunication and
marketing

There is a disconnection
between the communication
strategy and the brand values.

High Price
Low Price
High
Positioning
Level of Brand Touchpoints
TAGLIATORE HUGO BOSS
CANALI
BRUNELLO CUCINELLI
CORNELIANI
LARDINI
BOGLIOLI
LUIGI BIANCHI MANTOVA
BOGGI
SARTORIA ITALIANA
FACISLARNIERI
Positioning Map
COMPETITORS

Well positioned brands have
multiple touchpoints with
their customers.

What if Luigi Bianchi
Mantova Sartoria embraces
its strengths?

Envisioning the ‘dolce vita’ with
a bold expresion of sophistication
redifined for the gentleman of today.

Key Components
STRATEGY

Style Travel Grooming
Events
THE GENTLEMEN’S CLUB

Dress to Impress

Communications

Locations

Golden Lapel Pin

POP-UP STORE
Trade Fair: Pitti Uomo

POP-UP STORE
City Interventions

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