Office Design - P1 - FDA

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!