mercato metropolitano- preliminary workshop
TRANSCRIPT
MERCATO METROPOLITANONORTH EUROPE
A BRANDING CONCEPT FOR NORTHERN EUROPE
MERCATO METROPOLITANO
1
THE CONCEPT
Exporting MM business model leveraging onpeople involvement
Brand analysis
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FUN
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{ Brand Personality }
If MM, as the brand, were to be described as a person, the characteristics, intensions and values it would have are:
Who are you?
What are you? What about you?
What about you and me?
Accesible
Social Responsible
High quality products
Different
FlexibleNaturalHealthy
Good(tasty) Local + Italian
Educational
Environmentally sustainable
UrbanExpert of local variety
Fresh deliverer
Outdoor + Indoor
True to the location
Short chain
Cross selling
Converging the “mood”
Artisanal Broad food Experience
Health safety
Economically sustainable
Efficient retailer systemOptimized space
Synergy with other stakeholders
Hub
Inclusive
Easygoing
Trust
Local Context driven
Direct storytelling
{ Brand Role }
About relationship between MM and the target customer. Attributes that describe social, functional and psychological role in the target customer’s lives
ConvenientLearning experienceFreedom
AestheticSense of community
Origin awareness
Proudness Coziness
Transparency
Trendy Passion
Social responsible
{ Brand Memory }The MM brand experience would lead to an emotional connection which would eventual-ly become a brand memory,
{ Brand Competances }What MM offers to customer in terms of product functionality and service quality
Two levels for involvement
-SATELLITE GARDENS-DELICATEVENTS
System mapMM system overlaps with the city, through urban gardens
Luca
Ciro
Mario
Bruno
User
MMambassador
Farmer
Product
Money
Event
Urbangarden
2
BENCHMARK ANALYSIS
BOROUGH, LONDON
BOROUGH, BRAND VALUES
TRADITION
INTERACTION
QUALITY DIVERSITY
INFORMALITY
BOROUGH, BRAND PROPOSITION
“London’s most renowned food market; a source of exceptional and international produce. But it’s not just the sheer quality: it is also about the people and the place”
MARKTHAL, ROTTERDAM
MARKTHAL, BRAND VALUES
DESIGN
TRADITION
VARIETY URBAN
INTERACTION
MARKTHAL, BRAND PROPOSITION
“The food Walhalla of the whole Netherlands”
TORVEHALLERNE, COPENHAGEN
TORVEHALLERNE, BRAND VALUES
PEOPLE
TRADITION
FRESHNESS VARIETY
PASSION
TORVEHALLERNE, BRAND PROPOSITION
“A food market, where everything is bursting with freshness: and where everyday we promise to take the passion and personality of the square.”
WHOLEFOODS, LONDON
WHOLEFOODS, BRAND VALUES
HEALTH
QUALITY
VARIETY SUSTAINABILITY
CARE
WHOLEFOODS, BRAND PROPOSITION
“With great courage, integrity and love – we embrace our responsibility to co-create a world where each of us, our communities and our planet can flourish. All the while, celebrating the sheer love and joy of food.”
BRIXTON MKT, LONDON
BRIXTON MKT, BRAND VALUES
MULTICULTURAL
TRADITION
DIVERSITY INTERACTION
COMMUNITY
BRIXTON MKT, BRAND PROPOSITION
“The community and local people are at the hearth of our market”
BOQUERIA, BARCELONA
BOQUERIA, BRAND VALUES
MULTICULTURAL
PEOPLE
VARIETY INFORMALITY
TASTE
BOQUERIA, BRAND PROPOSITION
“It’s a paradise for senses”
OSTERMALMS SALUHALL, STOCKHOLM
OSTERMANS SALUHALL, BRAND VALUES
TRADITION
QUALITY
VARIETY WARMTH
TASTE
OSTERMANS SALUHALL, BRAND PROPOSITION
“Inspire people with the quality and the ingredients of the Swedish and international cuisine”
Outdoor experience and a unifying brand architecture are crucial points of difference to stand out among competitors
Direct selling
Local Products
Premium market
Community based
Proprietary brand products
Outdoor experience
Product system
Physical elements
Place Emotion
Low
Medium
High
BOROUGHMARKTHAL
TORVEHALLERNEWHOLEFOODSBRIXTON MKT
BOQUERIAOSTELMANS SALUHALL
BLUE OCEAN ANALYSIS
The dotted areas stand for niches that are exploitable for creating valuable PODS against surveyed competitors.Apart from Wholefoods (here depicted with a dashed line), who is adopting a grocery store format, all the main competitors share the same traditional street market features.
MMPORTA GENOVA
MERCATO
METROPOLITANO
MMPORTA GENOVA
MERCATO
METROPOLITANO
3
A BRIEF PRAISE OFSTREET MARKETS
Paul Gauguin, TA MATETE
(The market)
30/40.000Number of street markets in the only European Union(source: Market Trading in Europe, UeCa report)
The most popular londones soap opera revolves on dramas and vicissitudes around a local street market
Facts and figures of street markets
A pole of civic life through centuries, street markets account for a relevant percentage of european trade.Now the format is thriving on a new wave of popularity. Its function of social coagulant is finding appreciation and diffuse awareness. Its hints at tradition project customers back to an ideal world where familiar customs and faces are to be found. Where curiosity can feed on the new and colorful, and discomfort is banned in the name of a polished informality.
4.
TRENDY NOW
URBAN FARMING
“I had been thinking about how the food my family ate affected our health.[...] Planting a garden at the White House – a garden where children could learn about growing and preparing fresh, nutritious food – could be one
small way to get started.” Michelle Obama
URBAN APPROPRIATION
“#Nevicata14 is a free space re-conquered by people, a place ready for use”. #Nevicata14: project for a new public re-use of Piazza Castello, Milan
URBAN FARMING & URBAN APPROPRIATION
Patrizia di Monte,Ignazio Gravalos: “ESTO NO ES UN SOLAR”:project of re-appropriation of overgrown urban places. (Photo courtesy Esto no es un solar)
COMMUNITYGARDENS
Community gardens started 30 years ago in the Usa, as a protest against Councils which were abandoning poor neighborhoods.
Now they are spreading all over europe. A community garden is not only a place where to grow vegetables and flowers: you can also
share your knowledge, attend a workshop, do a performance, improving the neighborhood and your life. (Source: Orto diffuso)
Another big POD: involving customers throughout theme events and education to sustainable agriculture
Direct selling
Local Products
Premium market
Education (Urban farming)
Events Community based
Proprietary brand products
Outdoor experience
Product system
Physical elements
Place Social Emotion
BOROUGHMARKTHAL
TORVEHALLERNEWHOLEFOODSBRIXTON MKT
BOQUERIA
REVISITING THE BLUE OCEAN ANALYSIS
In the light of the trend analyis reported above, a new graph that keeps into account also the social dimension of the retail experience in the form of urban farming and food-cultural events.
OSTELMANS SALUHALL MMPORTA GENOVA
MERCATO
METROPOLITANO
5.
SATELLITES GARDENS
PROMOTING EDUCATION TOWARDS SUSTAINABLE URBAN FARMING AS PART OF MM BRAND IDENTITY
COMMITTING THE BRAND: MM SATELLITE GARDENS IN NEGLECTEDURBAN SPACES
Brands are asked an important action in 2015: commitment. Joining a good cause for the overall well being is what consumers expect from companies.
MM Satellite Gardens are aimed at improving neighborhood life, by reusing abandoned properties through agreements with local authorities, or private entities.
MM FARMING WORKSHOPS
Classes and workshop ma be run periodically by dedicated staff. Participants will get the basis of tilling, sowing, harvesting and pruning. Sometimes, to
even better engage the MM community, farmers could be invited to give lectures, thus having the occasion to sponsor their own product.
WORKSHOP
INVITES HELPED BY
PREPARATION OF THE AREA AND LEARNING
ALL DIFFERENT TOOLS
SOWING OF THE COMMON FRUITS /
VEGETABLES
TAKE CARE OF THE PLANTS
HARVEST AND PREPARE
How the workshop works
BRANDED GARDENING KIT
Estimated cost: max 90£
SMALL BRANDED GREENHOUSES FOR MM WORKSHOPS
Estimated Cost: <60£
DELUXE GREENHOUSE FOR BIG URBAN GARDENS
Estimated Cost:max 400£
LOGO PROPOSAL#1 LOGO PROPOSAL #2
To boost the bond between satellite gardens and the ship store, special events can be held, like community lunches or outdoor parties hosted by Mercato. Metropolitano
Discounts for partner gardens
Teaching kids to make them aware adults
Gardeners’ lunch and events
Already existing neighborhhod gardens could have the chance to joing MM satellite gardens, thus benefiting of special discounts in the ship store
Education to sustainability since the very early stage of life can contribute to raise consciousness about sustainability and health matters.
6.
DELICATEVENTS
Against any easy stereotype, a new concern over health and lifestyle is driving northen europeans to choose different patterns of consumption.
The traditional pub format is losing ground. A rate of 31 pub closures per week in the Uk last year testifies a radical change: customers go out no longer for just getting plastered, they also look for quality food. (Source: The Guardian)
THE GASTRO-PUB FORMAT CATERS FOR MORE SOPHISTICATED NEEDS OF URBAN PEOPLE: A SPACE TO
SOCIALISE, WORK ANDCONSUME GREAT FOOD. THE “STARBUCKS MODEL” LACKS OF THE LATTER OF
THESE 3 ELEMENTS
CASE STUDIES
Oaxen SlipBeckholmsvägen 26, Stockholm
Classical “north bistro” format, selling quality food in a neat, desgin-refined location
The Lighthouse 441, Battersea Park Road, London
A self-describing gastro pub mixing traditional pub experience with quality food and original dishes. Events and live gigs are also unavoidable part of the experience.
OSLO Amhurst Road, Hackney, London
Food, quality booze and concerts make of this former railway station one of the most talked about venues in London.
UgolëkBOLSHAYA NIKITSKAYA, MOSCOWExperimenting with ingredients and food display to create sophisticated combinations in an only apparently informal bistro.
ADAPTING TO THE NORTH
THEME EVENTS DEDICATED TO FOOD CULTURE MIX.LEVERAGING ON THE “SMALL BITES” HABIT TO SERVE A COMBO OF GOOD ALCOHOL AND ITALIAN PRODUCTS SAMPLE.
DELICATEVENTS TO PROMOTE ITALIAN QUALITY PRODUCTS AND FOOD CULTURE
DEGUSTATION SELECTIONS ARE ALREADY POPULAR IN FINE GASTROPUB AND NORDIC BISTROT IN NORTH EUROPE, AS AN ALTERNATIVE TO TRADITIONAL JUNK TO MATCH BOOZE.
HEALTH STRESSING PACKAGING
In the wake of the 5aDay campaigns so popular within Great Britain and Scandinavia, a strong focus should be put on the “5colors a day concept”, through communications and packaging
ADAPTING TO THE NORTH: GIGS, LIVE PERFORMANCES, DESIGN, PANTRIES...IN A WORD: HYPE.
PROVIDING ALL THESE ELEMENTS WILL MAKE OF MERCATO METROPOLITANO THE PLACE TO BE.
Appealing to North European customers should imply an exceptional care of indoor and above all outdoor lights,
far much more than what is required by their Mediterrean counterparts - for obvious cultural and climatic reasons.
LIGHTS
7.
CONTEXTUALIZATIONS
LONDON
WHY LONDON
Guerrilla Gardening
Born from private initiative, guerrilla gardening has spread throughout the City, gathering already existing communities of local “urban farmers”. They call for anyone interested in the “war against neglect and scarcity of public space, as a place to grow things, be they beautiful or tasty”.(Source: Guerrillagardening.org)
5aDay
Healthy habits have been spreading in England and translating into food packaging and media tam-tam way before the same thing happened in other part of Europe.
City Harvest Festival
The City Harvest Festival is an annual competition among urban farms and community gardens.This kind of events and initiatives are very much appreciated by local dwellers.MM could leverage on this kind of format, which matches outdoor activities, food occasion and social encounter.
URBAN FARMING
Main clusters of community gardens and urban farms
Suggested areas for MM satellites gardens
MM SATELLITE GARDEN IN PECKHAM RYE
STOCKHOLM
WHY STOCKHOLM
Savvy consumers
Sweden, Norway, Finland and Denmark are characterised by a strong focus on health, and environment, combined with a large portion of ethical, value-oriented customers.(Source Euromonitor 2014)
Postmodern changes
“Swedish food culture has changed dramatically. [..]More fancy restaurants serve Italian food and the New Nordic and New Scandinavian cuisine has become increasing popular in the last 5-10 years. These two cuisines combine old storage flavors with modern fresh tastes, raw ingredients from the forests and seas prepared using new techniques, often in a post-modern, artistic way.(R.Tellström, Snapshots of Swedish food Culture)
A new food hub?
GREAT CARE OF DETAILS, FROM MENU DESIGN TO PACKAGING. MENU WILL ADAPT TO SWEDISH CUISINE, LEVERAGING BOTH ON THE ADAPTATION OF ITALIAN INGREDIENTS TO LOCAL RECIPES AND ON PROMOTING SWEDISH QUALITY PRODUCTS.
MM DELI SHOP IN STOCKHOLM