1 How to expend their targets and market in italy by promotional campain? And how to show their unique in Milan Design Week?
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FIGURE OUT OUR AIM
ANALYZE & SET YOUR TARGET AUDIENCE
COME OUT THE CONCEPT STRATEGY
CONCEPT TITLE & WHY
CONCEPT MANIFESTO
2019 YEAR STRATEGY TIME LINE
ACTIVITY 2
2 Delivering Good
How to create a love brand. Lunch to the new cities. - Especialy focuse on south of Italy
Deliveroo S
* Consumer insights 65% of 18-44 yr evaluate company values during purchase 66% Millennials like companies who support a good cause 86% Consumers support corporate activism 17% would choose a food delivery service if they know it is eco-friendly
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52% Mill. & 62% Gen Z believe helping the world is important to their lives
Identifying Opportunities
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The crowded competitor space Some functional quality issues An unequal focus on consumer needs
Clarifying strategy
* Overall Strategy Re-position first. Then rollout in new cities.
Delivering Good How?
What?
Create brand love by positioning Deliveroo as an environmentally responsible brand Brand’s tagline
* The Challenges They will first have to overcome these barriers
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Delivering a better world.
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Address potential challenges in smaller Italian cities.
Our Vision
To transform the way the customers eat… * Price sensitivity * Cash Payments * Culture of cooking * Eating out as an occasion * Need for human interaction
by delivering food in a sustainable manner.
Big Idea
fast
sustainable
rational modifier
emotional modifier
delivery brand function
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Modifying our offering
* What is needed to
deliver our promise? Changes to the core offering
The ultimate guidebook for Deliveroo to becoming a love brand
* Riders 2.0
Humanize riders Enhancing the functionality of the delivery experience by creating a more personal interaction between the riders and customers, and utilizing them as brand ambassadors.
* Sustainable packaging Eco-friendly packaging
Partner restaurants should reduce packaging and will be required to use sustainable packaging alternatives.
Use emission free fleet
* Deliveroo Box+ Deliver restaurant leftovers to help ďŹ ght food waste for â‚Ź7 Restaurant leftovers will be available for purchase at a reduced cost, on limited supply, at the items will be randomized. This opens up possible partners to include super markets, bakeries and cafes.
Use emission free fleet
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Creating touchpoints
*
6 And one day, he study with his friends He usually cooks by himself, but today is too late to cook. He remembers the funny post and decides to try the app, maybe he can oder sushi to feed them all.
New Customer Journey
7 Download Deliveroo App 1 Meet Mario. 2 He notice the funny post
The student from Catania, who is 22 and loves food.
5 RooCycling event
When he on the way to school...
Give away Cover seat
He participate with his friend at 6 pm and meets some friends also want to care about environmental issues.
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+ Deliveroo Box
At this monent, He discovers the new option is available. He want to order it.Not only its cheap price but also he want to support to against the Food Waste.
9 And gets his Box. Meets his rider,
was invited to participate 10 He want to give 3 He also sees a post 4 He in an event a good review to When he browses on Instagram
When he browses on Facebook
He has a good order experience.
his rider.
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After his ďŹ rst ordering,
He gets referral codes and reusable bags. He can’t wait to share with his friends.
ENTRANCE
WINDOW DISPLAY
BACHECA
SOCIAL \ DRINKING AREA
adds on the 12 He optional donation Although he is just a student, he also can donate few money to help the earth.
ART EXPERIENCE AREA 1
BAR AREA
Every two years, Slowear corporates with Rinacante
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Milano to present their new collections in the Window Display .
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Enteral, Exquisite, and Sophisticated are the core concept of Zanone.
ETERNAL
In these two proposals, we use different ways to convey these three words to customers, it shows the brand can be classical as masterpieces, as well as modern enough to express themselves in abstract language.
‘’What is more important is how the product is made not wear it is made.’’
BRAND IDENTITY
EXQUISITE
"All our product is made in Europe and our factories are subject to strident regulations"
SOPHISTICATED
A contemporary personality, novel treatments, and architectural inspiration combine to create essential elegance.
PROPOSAL 1
Z
anone is known for its high-quality knitwear, and every piece of clothing is destined to be a boutique at the moment of production. We use famous paintings to express the longevity of exquisite objects, and choose "Genesis" and "The Birth of Venus" to emphasize Zanone's persistence to create timeless products.
PROPOSAL 2
In this proposal, we trace bake to Venice, where the brand established. We capture the moments that people light up each other when someone is wandering or getting lost in the complicated lanes. The sparkle between people is one of the most unforgettable memories of Venice.
First pop-up store in Milan, How to introduce Melissa to milaneses ? Where is the best location ? What new concept ?
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Melissa In Tram Apeal people to come to Melissa store in NoLo. During speciďŹ c weekends, people will be able to have the melissa experience inside the tram and take you to Melissa Republic.
Melissa Republic - Find A Next Vivienne Westwood Creating a community in melissa’s universe By collbrating with local well-kown artists and unknown emerging artists to creat a unique store that only belongs to Melissa in Milan.
>>>
MELISSA’S CONCEPT
URBAN EXPRESSIVE DIVERSE
RETAIL - GALLERY & EVENTS - BAR
MULTICULTURAL ARTISTIC COMMUNITY
SPACE FOR MELISSEIROS IN MILAN COLLABORATION WITH LOCAL ARTIST MELISSA MIX RETAIL
MELISSA’S POTENTIAL COLLABORATION LIST
AGNESE DEL GAMBA
HEND RIAD
MIRIAM HAZEM
ALICE PASQUINI
OLIVER GOKA
WILLOW
FURNITURE & FABRIC
ANNARITA SERRA FURNITURE & DISPLAY COUNTER
AGOSTINO LACURCI
MARCO LADOLA
ARSENIO RODRIGUEZ
RAPTUZ NEW COLLECTION
PIXEL PANCHO
MONEYLESS NEW COLLECTION
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HOW TO ?
COLLABORATION WITH LOCAL ARTIST
RAPTUZ is a full-time artist and graphic designer, active for more than 30 years in the art world, pioneer of the Italian Graffiti Art since the late 80’s.
- LAUNCH NEW COLLECTIONS - EXHIBITION - CHANGE THE ARTISTS EVERY THREE MONTHS (HAVE A POTENTIAL LIST) - HOST UNIQUE EXPERIENCE EVENT AT WEEKEND
Moneyless was born in Milan in 1980, He is among the most important exponents of the abstract current of urban art.
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MELISSA’S STORE EXPERIENCE
LEFT SIDE ELEVATION
BOLD RADICAL COLORFUL
ENTRANCE
WINDOW DISPLAY
BACHECA
SOCIAL \ DRINKING AREA
ART EXPERIENCE AREA 1
BAR AREA
HOW TO ? COMMUNICATION
- SOCIAL MEDIA #POST #TAGE #ADV
Melissaitaliaofficial
melissaitaliaofficial
BREAK THE RULES! #MelissaRider Scopri
modelli che sono già diventati successi!
#Summer #Hit
#MelissaSquad
# INSTAGRAM STORIES
Collaboration and performances will be features in the main social media platforms
# INSTAGRAM POST
RIGHT SIDE ELEVATION
Melissa Republic
is a space that creates a community in an environment where colors, art and fredom rule.
EVERYTHING YOU CAN BUY
PHOTO BOOTH
ART EXPERIENCE AREA 1
DISPLAY STAND
“Opportunities on top of the city� Design an innovative platforms and experiences to invent novel usages for the roods of the city of Milan.
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E
USER | Environmental Degradation
Provide a unique greener experience for the people of milan by creating a more sociable space on the rooftops of the supermarkets.
Flooding Air pollution Climate change Extreme heat Urban heat island (UHI)
SUPERMARKET |
How to encourage MILANESE to participate this social movement
GREEN ROOFTOP
Help supermarket owners achieve the goal of sustainable management by providing additional services to the people and community.
USING ROOF OF SUPERMARKET
GREEN Y
SOCIAL+ SHOPPING+
ADDITIONAL SERVICE A B O U T D A I LY L I F E
UR LIFE
Grow and green on RoofTop ,Play and Plant on RoofTop, Put some green into your heart.
-Supporter -Promot & Manage platform + Got public space to promote and implement the green roof + Share the supermarket resources + Easy to encourge citizen’s participation
MUNICIPALITY
- Participants + Your life more convenient + Gain green awarenes + Increase the connection + Active local business.
COMMUNITY / CITIZEN
Collaborate to provide the available public rooftop
Citizens have access to find different daily service and green events nearby your communities
SUPERMARKET -Implementer -Management physical rooftop + Extra profits + Extend the additional services. + Share the cost of the maintaining green rooftop fee + gain social responsibility
Local business/organizations can collaborate with the supermarkets to start their green business
LOCAL BUSINESS
Green Social Roof with various services
Community Oriented Mutual Economy (COME)
-Collaborator + Sharing economy with supermarket + Have a space to show and sell their products or services with lower rent. + Expand their customer base.
Collaboration with supermarket and local business with the help of minicipality through the platform
Deciding the set of services that can be provided with the colaboration.
Involving the customers of the supermarkets and the nearby community to decid the services what they need on the rooftop.
Prototyping the system, showing the features of the green rooftop and sociable aspect of it.
Promotion of the platform in form of digital media, posters and through communication means of commune di milano.
INTERNSHIP EXPERIENCE in Visual Merchandising ямБeld.
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SETTING & MEETING
OFFICE | METERIAL ROOM | SHOW ROOM
BRAND
2010-2014
2014-2018 INTERIOR DESIGNER
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2019 DOMUS ACADEMY BUSINESS DESIGH
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