Office Design WORKBOOK
Carolina Jaén Maria Luiza Giugni Stephanie Camaño Francesca Ponticelli
BRAND ANALYSIS KRAFT
WHO THEY ARE?
Is an American grocery manufacturing and processing conglomerate headquartered in Chicago, Illinois, part of the Kraft Heinz Company.
FOUNDED
December 10, 1923
FOCUS
On grocery products
BACKGROUND
The brothers patented a spoil-resistant processed cheese, which was sold in great quantities to the U.S. Army during World War I.
1930
1980
The company was acquired by National Dairy Products Corporation (established 1923), which adopted the names Kraftco Corporation in 1969 and Kraft, Inc. in 1976.
The company merged with Dart Industries, Inc. a diversified company manufacturing goods including home appliances, plastic products, and batteries.
2007 Kraft Foods Inc. became a fully independent, publicly traded corporation.
Brands
Choosen Product Is is a brand of chocolate confection which originated in Switzerland in 1998 and has been manufactured internationally by the US confectionery company Mondelez International (formerly known as Kraft Foods) since 1990.
Business History The history of Milka might never have seen the day if its creator, Philippe Suchard, was not returned in Switzerland following an American business plan failure. He had founded, in a first time in 1825 to finally moved it one year later in order to extend it and produce black chocolate bars.
In 1884 after his death his children took over the business and have continued to make it grow up. This famous brand simply owes its name to the contraction of two German words: Milch (milk) and Kakao (cacao). In 1990 Kraft Foods Company has finally acquired the majority of Suchard products including Milka. Yet, the brand architecture has been shaked over time. The original name of the product “Suchard� has disappeared little by little from packaging to let place in 1973 to the actual name: Milka.
Creamy Chocolate Tender
Design Concept & Brainstorming “Dare to be tender to life “
Gift
The cow
Hapiness
Memories
Children Joy
Mountain Milk
Family
Gift Sweet
Sweet
Sharing
Target customers Families
What makes this chocolate so special? Milka is providing unique packaging style (lilac colour and Lila cow on the cover) in combination with the high quality of Alpine milk, which is a stimulus to but this product for families with kids (Milka’s target group).
Children
PMS Girls
Competitors Milka generates $250.1K in revenue peremploye Milka’s top competitor is Cadbury World, led by Todd Stitzer, who is their CEO. So Milka is a market leader in many countries of its operation.
Sustainable View Point Mondelez International implements several measures to reduce its climate footprint, such as using renewable energy and implementing energy efficiency measure. Milka has joined Mondelez’s Cocoa Life sustainability programme, meaning all chocolate used by the brand will be procured from sustainable sources by the end of 2019. The Cocoa Life scheme aims to support sustainable cocoa production and improve the health, education and the welfare of cocoa farmers. Cocoa Life’s mission is to create a strong cocoa supply chain while transforming lives and livelihoods, addressing deforestation and building resilience to climate change across six cocoa origin countries: Ghana, Indonesia, Dominican Republic, India and Brazil
Where does the business operate ? Milkas head office is in Deerfield, Illinois. However, Mondelez International operates in 160 countries. Deerfield is a suburb 25 miles north of Chicago. The headquarters building is minutes away from Chicago’s O’Hare International Airport, is centrally located near major interstates, and offers direct access to the Chicago Metra. The location is accessible to global customers, dealers and employees. Mondelez International Headquarters looks like a standard corporate office building. The many windows allow for a lot of natural light to come in.
Cultural Needs
Swiss made quality positive experience
pleasure of senses
Familiar and convivial product Performance
Imaginary
DESIGN CONCEPT FOR A MILKA OFFICE
Concept:
Switzerland
Chief Marketing Officer (CMO)
Director 01 Specialist 01
Specialist 02
Specialist 04
Director 02 Specialist 03
Specialist 05
Specialist 01
Specialist 02
Specialist 04
Director 03 Specialist 03
Specialist 05
Specialist 01
Specialist 02
Specialist 04
Specialist 03
Specialist 05
Secretary
TEAM 01 – Digital Marketing Director 01 Specialist 01 – Blog Specialist 02 – Graphic Designer Specialist 03 – Social Media Specialist 04 – Social Media Specialist 05 – Costumer Engagement
TEAM 02 – Communication Director 02 Specialist 01 – Content Offers Specialist 02 – Content Offers Specialist 03 – Lead Management Specialist 04 – Email Marketing Specialist 05 – PR/Buzz
TEAM 03 – Product and Paid Marketing Director 03 Specialist 01 – Product Marketing and Analyst Relations Specialist 02 – Product Marketing and Analyst Relations Specialist 03 – Product Marketing and Analyst Relations Specialist 04 – Paid Marketing Specialist 05 – Paid Marketing
Color Scheme & Materials stones
concrete
metal
wood
Office furniture Requirements • The office will be one open space, we want to have a flat organization. Everybody working as equal. • The only spaces that are going to be segregated or private will be the meeting rooms. • All the space will be covered by a strong Wi-Fi connection. • Each team will have their own desk where they will be provided of electrical plugins and a portable computer. • Also, they will count with spaces that have the intention to create different ambiences so they can just work on them or chill out.
LOCATION MILKA OFFICE
Location
Boulevard Du Versant N, Av. Watt Quebec, Canada
Building Previous Use WINE CELLAR
As de previous use of this bulding was to storage and to pack wine, we could find big wooden barrels, empty wine bottles, corks, etc. Also the rustic style of this cellar matches a lot with our design style for this office, so we didnt have to do much for the walls and ceiling treatment. We decided to use this elements in our design so we could recycle and decrease the cost of some furniture pieces. Some examples of the use that we gave are: • Wooden barrels were placed at the tasting area, as part of the table. • We placed wooden pieces in the ceiling of the conference room and tasting area as an acoustic and decorative element. • The glass from the wine bottles were used for the counter top at the kitchen. • The cork was use to make an ottoman placed at the breaking area.
Sustainable Approach • Location & Transportation
(Boulevard Du Versant N, Av. Watt Quebec, Canada) - Walking distance of existing bus stops and metro stations. - Accesibility to pedestrian and side walks. - The Building is within at 800m of existing and publicly available diverses uses (food reatails, services, civic and comunity facility, community serving retails.)
• Sustainable Sites
- Adapted Vegetation - Accesibility to Open spaces - Using paving materials with an aged solar reflectance (SR) value of at least 0.28 and opengrid pavement system (at least 50% unbound).
• Water Efficiency
- Indoor water reduction by using fixtures with Water Sense Label
• Energy & Atmosphere
- Install new building-level sub-meters to provide building-level data. - Enhanced refrigerant management by selecting refrigerants and HVAC&R that minimize Ozone Depletion Potential and Global Warming Potential.
• Material & Resources - Areas of the building will be dedicate to recycling (paper, glass, metals, plastics). - Use of regional materials and products extracted, manufactured, and purchased within 100 miles of the project.
• Indoor Enviromental Quality - Prohibit smoking inside the building. - Prohibit smoking outside the building, except in designated smoking areas located at least 25 feet from all entries, outdoor air intakes, and operable windows.
SPACE ANALYSIS MILKA OFFICE
Reception & waiting area: 38 M2
Chief Marketing: 15 M2
1.0
1.0 3.0
1.2
1.4 4.9
Working area: 75 M2
Working area: 75 M2
Working area: 75 M2
Working area: 75 M2
Conference room: 40 M2 102.0
575.9
102.0
94.3
150.0
150.0
150.0 512.8
80.0 93.2
160.0
60.0 313.0
467.0 780.0
CONFERENCE ROOM OPTION- A
AREA: 40m²
102.0
575.9
102.0
94.3
169.7
169.7
150.0
512.8
80.0 93.2
160.0
60.0 313.0
467.0 780.0
CONFERENCE ROOM OPTION-B
AREA: 40m²
Kitchen: 23 M2
410.0
60.0 60.0
204.5
150.0
110.0 570.6
54.6
90.8
55.0 50.4 400.0
KITCHEN
AREA: 23m²
Tasting area: 25 M2 4.8340 0.6675
0.5698
1.9581
1.4385
bar seats buffet tables 1.4385 0.6103
barrel storage 4.3470
2.5346
0.9044
TASTING AREASWISS CHALETS
Quiet space: 16 M2 1.0
1.0
2.3
3.0
1.4
1.1
1.2
1.4 4.9 0.7
6.1
0.4
0.7
0.4
2.6
1 2 3 4 5 6 7 8 9 10
Reception Chief Marketing Working Area Conference Room Kitchen Breakroom Private Restroom Public Restroom Quiet Space Tasting Area Circulation 25% TOTAL:
Immediate Adjacency Important Adjacency Unimportant Reasonably Convenient Remote
Sq m
Adjacency
Public Access
Daylight View
Plumbing
Special Equipment
Color
Materials
30.00 15.00 75.00 40.00 23.00 26.00
6, 10, 3,4,5,6, 9, 12, 13 4,5,6,7,8,9,11,12,13 1,2,3,4,5,9,10 3,4,5,8,9 3,4,5,7,9,11 2,3,4,5,6 1,6 3,4,5 2,3,4,5
Y N N Y-m N N N Y N N
Y N Y N N Y N N Y N
Y N N N Y M Y Y N Y
Y N Y Y Y Y N N Y N
N N Y Y Y Y Y Y Y Y
Y Y Y Y Y Y Y Y Y Y
25.00 25.00 92.75 351.75 19.25
Visual/ Acoustic/ Privacy N Y/Visual Y/ Acoustic Y/Acoustic Y/Acoustic Y/Acoustic Y Y Y Y/Acoustic
Inmediate Minor Relationship Important Convenient
Acustic Privacy Natural Light Unimportant
Chief Marketing Private Restroom
Quiet space Working Area
Kitchen Reception & waiting area
Break room
Tasting Area Conference room Public Restroom
Breakroom
Tasting area
Reception & waiting area Kitchen
Conference room
Public WC
Private WC (M/F)
Chief Marketing
Quiet space
Working Area
Working Area
Thank you!