Brand Development and Promotion

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contents introduction the product

1 2

brand overview the proposition the brand segmentation core customer

4 6 11 14 16

market overview STEEPLED macro trends micro trends trend review market health market positioning core competitors swot analysis customer-based brand equity

20 22 26 28 30 31 32 35 36 39

communication plan aims key areas for communication month by month break down measurements

40 41 41 42 53

appendices uk advertising expenditure on table/cookware, 2016 - 1 online survey questions - 2 online survey responses - 3

54 54 55 57

references bibliography list of images

62 64 66

“

“

A distinct sense of beauty, understated and well crafted, exquisite but not overly sweet, the opposite of showiness or gaudiness. The word conveys sense of elegance and refinement, sophisticated simplicity, tranquillity, natural imperfection, and modesty.

(Graham, 2014)

introduction

Throughout this report, I shall be developing a brand for my assigned client, Robbie Lightfoot, and the product he has produced for his Narrative & Ritual assignment within Furniture & Product design. To do so, I have worked with him to understand the concept, inspiration and desires for representation and messages he wishes to convey whilst also analysing the market on a micro and macro perspective. From this information I have developed a conceivable, strategic marketing plan and 12-month communication plan.

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the product ‘the sharer’ 3 ceramic dipping pots Wooden platter for selection of nibbles

Stainless steel ring to allow platter to sit on a table

inspiration - Japanese design - Ritual of family being together for celebration and sharing food - The contrast of wood and stainless steel put together

aims - To reduce waste at family events (plastic containers and paper plates and cutlery) - To provide an alternative which is more visually appealing

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brand

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overview

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the proposition carbonised bamboo mahogany acacia oak bamboo

product To expand from the initial product a range of wooden tableware would be developed, made using reclaimed wood (including plates, bowls, serving dishes and transportable containers).

Products would be available in a variety of woods to fit any homes decor. “Each timber has its own character. Each board is different.�

(Fine Furniture Maker, 2018)

Wood, and more so reclaimed wood, offers a story, presenting the opportunity to add character to any home.

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100% reclaimed wood

All Shibui products will be crafted from reclaimed wood sourced from a range of suppliers. Environmental stability is of great importance to the brand and view preserving the earth to be of equal responsibility by all. They aim to reduce deforestation through the sourcing of their wood and additionally only use recycled cardboard for their tags, avoiding any unnecessary packing options.

long term expansion Children’s line To reiterate the brands sense of family values a children’s line will be developed, once Shibui has established themselves as a brand. A Mintel report predicted that child-friendly cooking, kitchens and equipment could be a potential area of growth in the segment due to 80% consumers believing that it’s important that children know how to cook.

(Holder, 2017)

The range would also be made of reclaimed wood though would be more child friendly by introducing novelty faces and characters.

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price Shibui products will be priced at the upper end of the tableware market as “reclaimed wood can cost three times the price of newly sourced wood.” (Niehaus, 2014) Platters like ‘The Sharer’ would vary between £30 - £60 (prices varying according to the wood used).

In 2017, 45% of tableware shoppers aged 16-34 spent less than £50, as opposed to 70% of over65s (Holder, 2017), showing that at this price range, it is millennials who should be targeted. Across all age groups 45% consumers spent over £50 in 2017.

place In the tableware market, supermarkets are often the most popular retailers however they command less overall spending due to the lower-value products they often stock. (Holder, 2017) Shibui will be situated on the upper end of the market, positioned as a durable, investment piece rather than one to be regularly replaced.

Due to this Shibui will be distributed via John Lewis and the brand’s own website, these routes will still offer them the opportunity to market to 50% of the overall market as 27% tableware sales within the UK come from online retailers and 23% from department stores. (Holder, 2017)

promotion

(See Communication plan, page 40)

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the brand vision To encapsulate the Japanese’ strong sense of family values and bring people together by altering the everyday event of eating at home into a more mindful dining experience, drawing back to basics and encouraging consumers to fully immerse in their food, a practice commonly only endured when dining out.

mission To bring a sense of character and story to the table by enhancing natural attributes of reclaimed wood; putting focus on the natural wood grain rather than excessive design or colour to offer a rustic aesthetic and encourage mindful practice.

personality

tone of voice

humble

warmly welcoming

sophisticated and elegant

modest wisdom

traditional

calm and collected

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values “The Japanese feel a heightened sense of belonging and loyalty to their family as interdependence is emphasised in the collectivist society.�(Evason, 2016) Encourage people to come together more often and enjoy their own home again

Offering a visually pleasing alternative to wasteful tableware encouraging people to reduce waste in terms of plastic tupperware, paper plates and cutlery

Family-orientated

Eco-friendly

{

{

{ {

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essence: Japanese culture refines rustic dining

Japanese

refined

rustic

well-crafted concept of feng shui

minimalistic sophisticated simplicity

naturally beautiful embraces unique characteristics of materials

design ethos 12

brand USP “The power of a brand lies in what resides in the minds of customers” (Keller, 2003) Shibui will offer more than merely a wooden tableware range, they will present a lifestyle choice, unique aesthetic, culture and emotional benefit through the obvious environmental considerations, creating added value for the brand.

Japanese Following the Japanese’ strong sense of family values and precision in design.

“The concept of Japanese design aims at a particular class of products.”

(Dietz and Mönninger, 1994)

rustic Embraces unique, natural characteristics of reclaimed wood to offer a unique story through every product.

“As an aesthetic concept the notion of ‘rusticity’ has remained fundamental to much of the work produced by Japanese craftsmen.”

(Sparke, 1987)

mindful dining experience “Japanese civilisation has a far closer, more sensitive sense of Nature.”

(Dietz and Mönninger, 1994)

Drawing back to basics through the use of wood and its natural beauty to bringing the more mindful dining experience into your own home by encouraging to fully immerse in your food as you would if eating out.

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segmentation The majority of Shibui’s revenue will come from B2C sales. Customers will be the middle to upper end millennials, aged 26-37 as older consumers prioritize more practical aspects (Holder, 2017) therefore making them less likely to be interested in the aesthetic and environmental factors Shibui offers.

Some B2B transactions will also take place in order to broaden scope for the brand.

reasons people buy All customers will appreciate the quality of products and the craftsmanship in making them. It is this which makes them willing buy, and in some cases to pay above average for, our tableware.

However, there are other reasons consumers gain interest and commit to buy:

aesthetic environmental uniqueness culture wellbeing

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the aesthetic obsessed mother

the aspiring chef

primary

Presentation is key Seeks the rustic aesthetic and strives for mindfulness when eating

Seeks a way to easily present his food in an aesthetically pleasing way He wishes to impress with his food but taste is of greater importance to him

Constantly looking for new ways to help the planet and inspire others to do the same

the upcoming rustic restaurant Seeking the rustic aesthetic Shibui offers

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secondary

the eco-warrior

aspires to lifestyle bloggers She follows a number of lifestyle bloggers who keep to a rustic theme, commonly using a palette consisting only of neutral and earthy tones.

traveller She’s collected a number of miscellaneous tableware pieces and decorations from her travels; she loves to explore and experience new things.

the aesthetic obsessed mother Jamie Lynn 29 Shibui is ideal for Jamie as it offers a medium to present food in an aesthetically pleasing manor, allowing her to achieve the standards of lifestyle bloggers she follows and aspires to on Instagram.

The use of wood draws back to basics to allow a more mindful approach to food in terms of presentation and consumption.

eye for detail

She has an interest in art and design and therefore enjoys spending time presenting her food in an aesthetically pleasing way.

clean eater

To give the best to her children she maintains a healthy, balanced diet. This is also of importance to her due to her sense of importance regarding health and wellness.

loving mother

She’s a loving mother to her 5-year-old son and family values are of great importance to her. An intimate family meal is a daily occurrence in their household.

mindful

She practices mindfulness and meditates on a daily basis in order to stay connected to what’s really important in her life. This is reflected in her design considerations and additional table accents such as flowers and candles.

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show off He enjoys hosting dinner parties when he can in order to show off his food creations to friends.

substance over style He cares more for the flavours he offers rather than how it’s presented however wishes for his food to still look good to seem more impressive to his guests.

aspiring chef In his free time there’s nothing he loves more than cooking, exploring a range of cuisines and new flavours.

committed partnership

At the age of 34, he’s now in a committed relationship. It is his partner who generally adds the decorative flair to their table and at times to his food.

business man

He’s committed to his job, working hard in order to give the best to his partner and allow the two of them to live the best life possible. He continuously has his phone on him to stay connected with clients.

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the aspiring chef Alex Ross 34 Alex has a passion for cooking and enjoys hosting dinner parties when he can to show off his creations to his friends. To him flavour is more important however he seeks a way to quickly and easily present his food in an aesthetically pleasing manor in order to greater impress his guests. Shibui tableware offers this with a range to fit any cuisine Alex experiments with.

market

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overview

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social The rise of social media and crave for social acceptance has led to a personal need to portray an ideal life online.

“You can start actively partaking not in how your life is, but how your life is perceived.”

(Amin, 2017) We’re all guilty in taking an abundance of photos in the aim to capture one of 'Insta-worthy’ potential. Often experiences aren’t fully fulfilled as we’re too busy, caught up in trying to capture the event to

STEEPLED share with family, friends and other followers in order to portray the idea of living an ideal life to others.

Shibui offers the opportunity to create an ‘Insta-worthy’ experience from your own home; allowing to dine with friends and share the affair with followers. The wooden tableware collection allows any cuisine to be easily presented in an aesthetically pleasing manor due to its rustic nature. The range of woods ensuring products are available to fit in with any homes design ethos.

Shibui celebrates the unique characteristics of wood and encourages users to help this encourage them to take more care and pride in the way they present food, allowing them to engage with social media in the way they wish while additionally enjoying the preparation process and experience.

technological

Following environmental factors, brands and people are making efforts to combat the world’s waste problem, with plastic waste in particular, which has lead into the tableware industry. For example, “The Marine Debris Bakelite Project (MDB) uses salvaged ocean plastic to create high-quality designer tableware.” (Van Puymbroeck, 2017) The material used has been “created

from 100 per cent recycled plastic collected from Australian beaches after it has been dumped out of the Great Pacific Garbage Patch.” (Marine Debris Bakelite Project, 2017)

As environmental factors are strong elements in Shibui’s values, innovative projects such as this will act as competition for the brand when regarding more environmentally conscious consumers as materials used by the brand help conquer a current problem whereas materials used by Shibui are not sustainable.

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economic 1990

2017

Between 1990 to 2017, housing sizes in England have decreased by 5.7% resulting in 65% consumers saying they don’t have enough space for tableware and cookware. (Holder, 2017) As Shibui products will be constructed from solid wood, storability could be a potential issue for the brand, particularly when targeting young couples likely to have smaller homes or flats.

To conquer this issue, Shibui will emphasise the fact that fewer items are needed when of high quality. My online

Plastic waste is an ever-growing problem for our planet; The Guardian said the “world’s plastic binge (is) ‘as dangerous as climate change’.” (Laville and Taylor, 2017) Efforts are gradually being put in place in order to reduce the amount of waste produced. For example, in Europe consumers pay between 8p and 22p extra, which they get back when they return their bottles. (Knapton and Hope, 2018)

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survey showed 55.5% of people have different tableware for special occasions than that used on a daily basis and 5.5% haven’t but would like to [Appendix 3, Q7]. Due to the rustic aesthetic created through the use of wood Shibui products can be used for either occasion and due to and the quality of materials used will allow them to last longer making daily usage possible.

environmental Shibui products are produced from wood, stainless steel and ceramics.

They are intended to be washed and reused, providing an alternative to plastic tupperware and paper plates and cutlery, which the brand highly encourages.

political

“Sterling had been one of the best-performing currencies in 2018, but weak economic data and a recent surge in the dollar have erased all of its gains for this year.” (Reuters, 2018) With economic activity slowing, due to the continued Brexit talks, uncertainty within the UK is likely to increase once again, making people more cautious of how they spend their money.

Shibui may experience difficulty due to this as more people opt for cheaper alternatives, considering Shibui as a luxury brand. Many people already only buy tableware to replace damaged items but this may expand to a greater proportion of the market as more pay greater attention to what they are spending.

legal “Timber supply chains are regulated to ensure harvesting practices are legal, encourage sustainable harvesting practices and support global forest governance.” (GOV.UK, 2018)

Governments have increasingly developed laws to prevent excessive numbers of trees being cut down and the surrounding areas experiencing the negative effects which derives from this however there’s still a need for others to take greater responsibility to help this; as Shibui will by using reclaimed wood.

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“Deforestation is a catastrophe. We all know this – and the numbers are compelling...The world’s rain forests could completely vanish in a hundred years at the current rate of deforestation.” (Nationalgeographic.com, 2018)

ethical

“Business is slowly accepting the need for radical change in behaviour towards the planet’s forests”, says Brendan May. (Innovation Forum, 2018) Shibui products will be made from reclaimed wood eliminating the need for more trees to be cut down and the negatives effects of this to take effect on the surrounding areas.

Life expectancy in the UK is higher than ever with women expected to live 82.9 years and men 79.2 years.

demographic

(Sanders, 2017)

This means more generations are living at any one time resulting in families seeming bigger and potentially being present at family gatherings or celebrations such as New Year’s Eve. The sharing platter was originally designed around the ritual of family being together. As a brand, Shibui will use this as a focus point, encouraging people to find the time come together again. Whether this be to dine or come together for a drink and

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some nibbles Shibui will help create a welcoming, homely aesthetic to make the event more enjoyable. To help accommodate the growing average family size, different sized platters will be made available.

macro trends mood food “Consumers are starting to appreciate the impact that food can have on their mood and mental health. They will increasingly expect brands to deliver products that don’t just taste good, but deliver a feelgood factor too.”

(The Future 100 2018, 2018)

“Visual appeal is why chefs put so much time and effort into plate presentation” (Berry, 2013)

paired - back retail “The old saying appears to be true: if you want to be heard in a noisy room, whisper,” (The Future 100 2018, 2018)

“Designed to look simple. I think it has appeal to a lot of customers who want to live that dream of a simple, clean life.”

It’s common knowledge that eating well and maintaining a balanced diet can improve your health in the long term whilst 66% of adults agree that what you eat has a direct impact on your emotional well-being. (Clifford, 2018) More recently brands have been delving into this idea more thoroughly, from experimenting with serotonin- packed ingredients to the naming of their products (e.g. cocktails named happiness or relax). Though this trend, currently, refers to the contents and health benefits of food it’s likely to evolve to regard the visual appeal and presentation too as it’s a common belief that the eyes feast before the mouth. To further the sensual experience given by food, presentation should be of equal importance.

Application for Shibui Shibui offers a medium to present any cuisine in an aesthetically pleasing manor in order to create an almost meditative state before eating, consequently helping consumers enjoy their food further and increase the potential level their mood could be lifted.

In a landscape over cluttered by media and brand messages consumers are looking for a more paired back/ back to basics approach to reconnect with the world and the things that matter.

Application for Shibui Shibui delivers this through general brand aesthetics and values, embracing natural characteristics of wood and encouraging users to better embrace their food.

The brand also endorses the importance of family values encouraging people to spend more time together again in their own home.

George Wallace, managing - director of retail consultancy MHE Retail. (The Future 100 2018, 2018)

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the luxury of lifestyle Brands, especially luxury brands, can no longer simply offer their product to market... “They’ve got to conjure up a lifestyle behind their products, too.” (The Future 100 2018, 2018) Customers have become ever savvier and expect to feel they’ve received value for their money whatever end of the price spectrum they purchase from.

For luxury names this comes from the branding itself and the perceived lifestyle attached. Consumers feel they’re buying more than just a product but into a way of life. Brands can use this to create a sense of community amongst customers consequently creating brand loyalty.

Application for Shibui Shibui won’t merely offer a range of wooden tableware but offer the sense of Japanese culture, rustic aesthetic and a perceived healthy lifestyle by encouraging mindfulness through food preparation and consumption.

“This category of brands is adopted not only for its functional characteristics, but above all, for the symbolism and significance it transmits, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group.”

(Saviolo and Marazza, 2013)

“Brands are creating (products), and are building communities and loyalty around the values they share with their customers.”

(The Future 100 2018, 2018)

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micro trends (The Most Popular Home Trends For 2018)

mindfulness in the home

Mindfulness is a macro trend being seen across many industries. Pinterest have now recognised this as a specific trend within home decor as more people are frequently searching ‘how to style mindful spaces’. ‘Wellness’ was also recognised as a trend for the home at High Point Market.

“From spaces meant for lounging to handmade materials to environmentally friendly furniture, wellness is at the forefront of design in 2018.” (Lonny, 2018)

Application for Shibui Shibui draw back to basics through the use of wood, drawing on its natural attributes rather than adding excessive colour or design. This encourages consumers to be more mindful of their dining experience in terms of presentation and consumption, in order to better immerse in their food.

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(Interior design trends for 2018)

reclaimed wood

“Lately, the reclaimed wood counter top becomes a hot choice for kitchen design – it is sustainable and Nature-friendly, so it is a conscious choice.” (INTERIORZINE, 2017) Consumers choose this not only for the environmental factors but reclaimed wood adds a certain character and rustic atmosphere when used properly.

“I love the warmth and texture old wood brings to a setting.” Orla LaScola (Niehaus, 2014) This also fits the transitional design trend; “combining all the advantages of a modern high-tech lifestyle with “oldfashioned”, cosy living.” (INTERIORZINE, 2017) Using old wood and re-purposing it to cohesively fit in a modern day kitchen/ dining room setting.

Application for Shibui All Shibui’s products will be made using reclaimed wood, addressing this trend directly. They shall benefit from interest in consumers both seeking a rustic aesthetic and those who are highly conscious of their environmental impact.

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trend review Overall, to address the current market environment, Shibui will offer more than merely its products. The use of reclaimed wood and emphasis on drawing back to basics by embracing its natural characteristics encourages a state of mindfulness when dining. A state which consequently further allows people to embrace their food and allow a positive effect on their mood.

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market health (Holder, 2017)

retail sales for uk tableware industry

growth for uk table and cookware industry

2017

2016 +1.2% 2017 +5.0% 2018 +2.0%

ÂŁ1093m

(predicted)

“The table and cookware sector has been doing well since 2014... with 64% of consumers having bought tableware in the past year... and table and cookware brands and specialists experiencing healthy growth and increasing turnover... However, growth will fall over the next five years as kitchens sizes become smaller.�

There is expected to still be growth in the tableware market therefore offering opportunity for new brands. However, as growth slows Shibui must ensure they stand out from the crowd in order to acquire market share. Their brand USP must be made apparent and communicated effectively in order for them to succeed.

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market positioning secondary companies offering tableware

Secondary competitors will come from retailers offering tableware though this is often not the brands focus. The map shows despite the market being saturated, especially at the same price level as Shibui, none come in a close proximity to offering the rustic appeal they do.

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market segments (Affordable)

Brand type

What brand offers

Why people buy Value for money/most affordable on the market Often buy as first tableware set or individual pieces to replace damaged items

Supermarkets and discount stores e.g. Tesco, Wilko

Simplistic, plain, basic range

High street fashion brands e.g. HM, Matalan

Specific design and colour schemes to match their customers

Products match their style and are still affordable

Department stores e.g. John Lewis, Debenhams

Variety of brands, design and materials under one roof

Convenience to compare brands Trust in the department store

Tableware specialists e.g. Denby, Portmerian Group

Signature design / colour scheme

Value the quality of products and the design fits their personal style

Cookware specialists e.g. Le Creuset, Staub

Brands signature design and colour scheme

High end fashion brands e.g. Gucci, Ralph Lauren

(High end)

Brands signature design and colour scheme

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Trust of the brand Loyalty when buying cookware and wish to match their tableware

People are prepared to spend more for the brand name, the style recognisable by all They’ll buy from a brand they love and are loyal to

primary - available in John Lewis

From the market segments, Shibui will primarily compete with department stores (mainly brands within John Lewis) and tableware specialists as they’ll distribute via their online store and in John Lewis.

Most brands try to stand out through the use of bright colours or quirky designs rather than a focus on the materials they use. The only real competitor here will be The Just Slate Company.

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competitor analysis The Just Slate Company will be a key competitor as they follow a similar mentality to that of Shibui. They say themselves that they follow a “strong commitment to marry contemporary styling to the natural character of the slate we used.” (Justslate.co.uk., 2018) The key difference between the companies of course will be that slate is their key material whereas wood shall be Shibui’s. Although, they do offer a few wooden pieces as you can see the selection is very limited.

Acacia Handled Serving Board £32

Acacia & Slate Serving Board £40

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SWOT analysis (A brief overview of all issues addressed)

strengths

• Strong brand USP - Can differentiate in the market with only few close competitors through their USP of Japanese cultural references and offering a rustic dining experience by using reclaimed wood, crafted to exceptional standards • Environmentally friendly - Using reclaimed wood to help reduce deforestation and encouraging consumers to reduce their plastic and paper waste at events • Understanding of target consumer - targeting age range with the highest level of interest and intention to pay tableware at the higher end of the price spectrum, willing to pay more for the aesthetic setting it creates while additionally appreciating the brand values • Potential customer scope - Shibui won’t limit themselves to purely B2C sales, they’ll achieve B2B transactions through additionally selling to upcoming restaurants • Social investment brand - offers a medium to consistently create ‘Insta-worthy’ photos appealing to society’s need of social acceptance and portraying the ideal life online • Recent market health - Growth at 5% last year and has been performing well since 2014 • Specialist brand - Specialist brands have overall experienced healthy growth and increasing turnover • Encourages family values - drawing from Robbie Lightfoot’s initial product inspiration the brand carries a strong sense of family, carried forward by the Japanese cultural sense of belonging and loyalty to their family • Allowing a more mindful experience - presenting a sleek alternative allowing consumers to be more in touch with their food while conveying the sense of a healthy lifestyle • Minimalistic visual communication - following the paired-back macro trend while differentiating from the many brands situated in John Lewis who try to stand out through the use of excessive colour and design • Follow kitchen interior design trends - (mindfulness and reclaimed wood)

opportunities (for future strategy) • Children’s line - Mintel have predicted this as an area of opportunity for the future • Expanding into furniture - starting with items for the kitchen

Potential to offer services to supply reclaimed wood counter tops

Work with restaurants or even stores to renovate using reclaimed wood • Expand collaborative range with Ecoalf (see page 47)

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weaknesses

• Consumer spending - 55% consumers spent less than £50 on tableware in 2017 (Holder, 2017) Shibui platters will be priced £30-£60 meaning this single product would consume these customers full yearly tableware spending. This implies that these customers would only buy 1 item per year or opt for cheaper alternatives.

• Competitor The Just Slate Company - Follow a similar brand philosophy to Shibui and are more established as a brand.

• Supermarket strength - Supermarkets provide more affordable tableware ranges, often more appealing who only wish to replace damaged items. Last year 52% tableware was purchased from supermarkets. (Holder, 2017) They are now responding by offering larger ranges.

• Lack of capital - The amount spent of advertising increased substantially by 78.74% to £5.3 million in 2016. (Holder, 2017) As a new business Shibui are likely to not have the capital available for sufficient advertising efforts.

• Technological advances - When regarding the secondary consumer, ‘the eco-warrior’, more technologically advanced companies shall be considered greater competition.

• Un-compactability - Using solid wood makes Shibui products very bulky and potentially difficult to store. Due to decreasing housing sizes and the target consumer being those most likely in their first home this could be a potential issue.

threats

• Market forecast - Only marginal growth expected due to external factors such as the decrease in housing sizes and the increase in number of adults living with their parents.

• Risk of the target consumer not buying into the brand - As millennials there’s potential for many of the target consumer to perceive Shibui products as out of their price range and would rather invest their money into other areas of their home or life.

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swot review

Overall, Shibui’s biggest weakness will be the fact that they’re an unestablished, new brand. Other names, such as their close rival The Just Slate Company, already acquire strong brand awareness and loyalty.

In addition, they will lack the capital to advertise sufficiently in order to compete with these brands.

To overcome this, they must use their strength of differentiation as a Japanese influenced, rustic brand who use reclaimed wood to provide a more environmentally friendly alternative to tableware currently on the market. They must find inexpensive methods to communicate with consumers in order to establish themselves as a brand, gain market share and avoid failure.

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customer-based brand equity “The CBBE model is formally defined as the differential effect that brand knowledge has on customer response to the marketing of that brand.” (Keller, 2003)

differential effect

(Product difference)

+

Range of tableware produced from reclaimed wood, available to the mass market.

Currently not easily accessible to the majority of consumers.

brand knowledge

(Added value of the brand)

“ The power of brands lies in the minds of consumers or customers and what they have experienced and learned about the brand over time.”

(Keller, 2003)

+

Perceived and trusted as a brand of quality due to the Japanese influence.

“The Japanese pay attention to every detail, and with every product they take even minor aspects into account.” (Dietz and Mönninger, 1994)

consumer response to marketing (Effectiveness of visual communication to the consumer)

Visual communication will consistently keep to a minimal palette: only using monochrome colours and images consisting of wood, abstract representations of tree slices and Japanese-like ink strokes will also be common. All communications, across all platforms, will keep to a rustic aesthetic. Repeated exposure of this style making it recognisable to them.

= brand equity 39

communication plan “Advertising expenditure in the table and cookware industry often fluctuates – 2016 saw a dramatic increase in the amount spent on advertising, however between 2013-15 spending declined markedly.” (Holder, 2017)

The largest sum of this goes to press coverage at 37% whilst cheaper alternatives such as digital platforms only take 3%. (Appendix 1) Shibui will use a range of advertising methods to maximise reach and target their different consumer segments.

As the cheapest method, digital platforms will be heavily used within the first year due to their lack of capital. Instagram will play a heavy role within communications, being the primary social media platform used in order to capture the attention of ‘The Aesthetic Obsessed Mother’. Here posts will be made at least every other week alternating between images of products, wood used, partnerships and supporting campaigns, as well as aiming to use food and lifestyle bloggers where possible.

partnerships/ external associations

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internal Brand website

aims

awareness

raise awareness to be known as a tableware brand of Japanese culture and rustic aesthetic in the mind of consumers

understanding

make consumers aware of environmental values and use of reclaimed wood

participation consumers partake in the practice of mindfulness including considerations to recycle materials and interact with communications

key areas for communication rustic aesthetic environmental importance mindfulness mentality Japanese association 41

january Communications will begin with the aim of raising awareness and recognition for Shibui. Their website will be created along with a Facebook and Instagram account on which content shall introduce the brand, who they are, the Japanese culture and rustic appeal as well as displaying a selection of products on offer.

Products will initially launch in John Lewis where in-store merchandising will be distinct, drawing customers to the new addition. Online, Shibui will feature in a home edit with John Lewis to further reach to online shoppers.

Month 2 will continue with the aim to gain awareness but will greater focus on conveying the rustic aesthetic, given through the use of reclaimed wood.

Communications will portray how this can be used in the home by featuring in Living. etc magazine as well as appearing on their website in the 'What's New' section.

february 42

(example press release)

Goodbye waste, hello Shibui By Lotte Brouwer February 2, 2019 10:21 am

Reclaimed wood is the future for tableware, giving your home a unique sense of character while eliminating the need to unnecessarily chop down more tree!

Launching just last month, Shibui is a new tableware brand offering products completely made from reclaimed wood including: (carbonised) bamboo, oak, mahogany and acacia.

The brand support the WWF forest campaign while additionally encouraging customers to support their values by also re-purposing wood via the Community Wood Recycling project.

“I wanted to create something to help reduce plastic and paper waste at events and give a nice alternative to plastic containers, that’s how the original sharing platter came about, the rest of the range then stemmed from there.” - Robbie Lightfoot, designer of Shibui.

Shibui believe this use of materials not only helps the environment but offers a unique story to each of their products, helping create a rustic setting in any setting.

To see the full range visit: www.shibuitableware.com or head over to John Lewis!

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march

To expand reach, specialised food bloggers, who align with Shibui’s identity, will be given products to use and promote on their blogs and Instagram pages. For example, 'La Fuji Mama' who enjoys exploring a range of dishes but "is a self-proclaimed Japanese cuisine advocate."

(Hutchings, 2018) She’s also a loving mother who enjoys cooking for her husband and three children making her an appropriate advocate for Shibui due to their shared family values. She's a micro-blogger, making her willing to promote a new brand, and has a highly engaged audience meaning despite her following not yet being colossal this promotion will still be beneficial for the brand.

Month 3 will also move focus on better expressing the brand’s core values. Own content shall advertise the WWF forest campaign encouraging businesses to source all wood and paper legally and sustainably by 2020 in order to minimise deforestation. This association aligns with Shibui’s operations due to their use of reclaimed wood and efforts to minimise paper and plastic waste at family/friend events. Additionally, this will draw recognition from ‘The Eco-Warrior’, increasing the likelihood of them viewing other platforms to later lead to a purchase.

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april Own content will continue to establish Shibui's values, this time through promoting Community Wood Recycling, which encourages people to donate their used/ unwanted wood items for it to be repurposed by other individuals buying it from the organisation to undertake their own projects; it tackles deforestation on a more localised scope.

Shibui will also broaden their potential client base by advertising B2B through GS Magazine, the aim being to reach 'The Upcoming Rustic Restaurant'. Selling in this way will offer the opportunity to sell in larger, bulk orders.

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may

In month 5, Shibui shall work with Balance festival, "London’s biggest celebration of fitness and wellness," (Malin, 2018) "the destination for individuals embracing a healthy lifestyle."(Balance-festival.com, 2018) The festival draws those with an interest in mindfulness, making these festival goers potential customers for Shibui.

Balance welcomes food, fitness, wellness and travel brands to take up stall space at the festival. As a tableware brand, Shibui offer a medium to present food whilst holding a strong connection to wellness.

Products will also be used within the live cooking theatre where chef's will pleasantly present their healthy recipes and promote the brand, directing them to the stand and offering business cards, leading them to Shibui's website, to anyone interested in the products.

Own content will additionally contain sneak peaks for the coming collaboration in June to generate a sense of mystery and hype for what's to come.

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june

By June, Shibui will have fully established who they are as a brand and what they believe in. Having gained attention from both their primary and secondary consumers in the UK, they will aim to introduce their name more internationally.

To do so, a collaboration with Ecoalf will be released. Ecoalf follow a similar brand philosophy and value the importance of preserving our planet; where Shibui aim to protect the forests and surrounding climates by minimising deforestation, Ecoalf aim to help the oceans by re-purposing plastic and other waste, commonly found clogging up our seas, to craft their garments. Javier Goyeneche, Ecoalf's president, believes in a more mindful approach to product development and material sourcing and has proven how recycled materials can be used to make products of equal standards to those newly made.

"Ecoalf symbolizes what I believe the fabrics and products of the new generations should be, a new fashion/lifestyle brand that integrates breakthrough technology to create clothing and accessories made entirely from recycled materials with the same quality, design and technical properties as the best non-recycled products. That way we show that there is no need to use our world´s natural resources in a careless way�

Javier Goyeneche, President, (Ecoalf, 2018)

The main element of this collaboration will be the mission to educate people of how to properly dispose of their waste and how much can in fact be reused to make incredible creations. To do so, events shall take place across the country running in town centres and schools to educate Britain. In the longer term, the two businesses may also work with additional local charities, for example who collect unwanted clothes, to further the effectiveness of the cause.

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To generate income to continue these events, a collaborative range will be developed including a line of basic tees, hoodies and bags made via Ecoalf's typical procedure using recycled materials. These will then include Shibui's signature wood pattern design aligning with Ecoalf's existing product portfolio as they currently primarily offer plain or basic graphic print pieces.

Collaborating with this widely known, environmentally-friendly fashion brand would benefit Shibui significantly as it would strengthen their sense of brand values while broadening reach on an international scale.

Ecoalf would additionally benefit from this collaboration as the brand does not yet have a physical presence within the UK. As a UK brand, Shibui could offer greater coverage and brand advertisement than Ecoalf could singularly, planting their brand name in the minds of potential buyers should they wish to establish a greater presence in the UK in future or to merely direct UK customers to their website for purchases to be made.

Ultimately, these brands would fit together appropriately due to their mutual values to preserve the earth and efforts to do so via the materials used to craft their products.

My online survey showed that many people have/would consider buying tableware as a wedding gift/for those moving into their first home. (Appendix 3, Q8) As summer is the prime period for weddings this will be emphasised in communications both in Shibui’s own social media content as well as featuring in a ‘Wedding Gift Ideas’ edit on John Lewis’ website and Pinterest board.

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july Month 7 will emphasise Shibui's sense of importance towards family values and mindfulness.

Following the recent craze of mindful colouring, art events will be set up intended primarily for parents and children, where partakers will achieve mindfulness by painting wood grain pattern to create a unique art piece for their home. "Concentrating this way replaces negative thoughts and creates a state of peace, and many people who have a difficult time with concentrative meditation can find this easier,"(Psychologies, 2014) making this ideal for children who have trouble settling. Pre-outlined designs shall be given to children and adults will be left to be more creative. This event celebrates the natural characteristics of wood in more interactive manor.

august

“Waste generated at festivals is one of the most prominent environmental impacts that festivals have.”

(A Greener Festival, 2018) Part of the initial inspiration for the sharer was the aim to reduce waste at events therefore in prime festival season social media will work with A Greener Festival and encourage people to ‘Watch their waste this summer!” at larger events such as festivals as well as smaller ones they may have at home.

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september In September, Shibui will emphasise their connection to Japanese culture and design by appearing at Japan Matsuri in London.

The event celebrates all things Japanese with performers, food and stalls. ‘Doki Ltd’ is just one of many brands featuring this year, they offer a selection of traditional tableware but don’t provide a wooden range, opening the opportunity for Shibui to also appear.

october

By October, Shibui will aim to appear in a completed project in GS magazine. GS don’t just advertise brands, products and projects but help form connections between them in order to constantly have successful launches to publish. This will promote further B2B sales as restaurants will see how their products can be used to help create a rustic environment.

This month the brand’s Pinterest account will also be developed, inspiring customers how products can be used as well as encouraging them to undertake their own projects using reclaimed wood and expressing their love for our planet and nature, forests in particular.

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november November will encourage consumers to buy products in order to achieve their ideal Christmas table, offering a medium to pleasantly present a feast whether they be an amateur cook or presentation fanatic.

The brand shall also appear in a ‘Christmas Dining’ edit on John Lewis’ website and Pinterest board and in Living etc. Magazine. This will highly appeal to primary consumers, seeking easily achievable, pleasing aesthetics over the holiday period.

december

With an ongoing stream of parties and celebrations with friends and family over the Christmas period, food and lifestyle bloggers shall continue to be used sharing images of products presenting alternative meal and nibble ideas on Instagram to be re-shared on the brand’s page. Bloggers such as Jamie Lynn Gernert (@workyourcloset), a lifestyle/fashion blogger who currently has 11,000 followers on Instagram.

Approaching the end of the year the brand will aim for slightly bigger bloggers as they become a more recognised and trusted brand.

They shall additionally feature in Bar magazine to encourage more B2B sales in the following year.

Almost all restaurants feature a bar area making the magazine an applicable middle-man to potential buyers.

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measurements social media following Platforms will be reviewed every 2 weeks to monitor performance, assessing the correlation to the type of posts made

web traffic Monitor analytics on a monthly basis to review the number of unique website visits

sales Monthly review sales stats via John Lewis in comparison to the online store

interaction Track the number of participants at events

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appendices appendix 1

uk advertising expenditure on table/cookware, 2016 Tableware and Cookware - UK - December 2017, (2017) Holder. J, Available at: http://academic.mintel.com/display/873627/ [Accessed 21 May 2018].

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appendix 2

online survey questions

55

56

appendix 3

online survey responses

57

(selection of responses)

58

59

60

(selection of responses)

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Available at: https://www.trendhunter.com/trends/marine-debris-bakelite-project [Accessed 21 Apr. 2018]. * Laville, S. and Taylor, M. (2017). A million bottles a minute: world’s plastic binge ‘as dangerous as climate change’. The Guardian. [online] Available at: https://www.theguardian.com/environment/2017/jun/28/a-million-aminute-worlds-plastic-bottle-binge-as-dangerous-as-climate-change [Accessed 28 Mar. 2018]. * Knapton, S. and Hope, C. (2018). Plastic bottle tax: 22p return scheme to protect oceans from tide of waste. The Telegraph. [online] Available at: https://www.telegraph.co.uk/science/2018/03/27/plastic-bottle-tax-22p-returnscheme-protect-oceans-tide-waste/ [Accessed 28 Mar. 2018]. * Reuters. (2018). Sterling stuck near 2018 low on Brexit uncertainty, stagnant growth. [online] Available at: https://www.reuters.com/article/uk-britain-sterling/sterling-stuck-near-2018-low-on-brexit-uncertainty-stagnantgrowth-idUSKCN1IQ0WX [Accessed 28 May 2018]. * GOV.UK. (2018). Regulations: timber and FLEGT licences. [online] Available at: https://www.gov.uk/guidance/ eu-timber-regulation-guidance-for-business-and-industry [Accessed 28 May 2018]. * Nationalgeographic.com. (2018). Deforestation and Its Effect on the Planet. [online] Available at: https://www. nationalgeographic.com/environment/global-warming/deforestation/#close [Accessed 25 Apr. 2018]. * Innovation Forum (2018). How business can tackle deforestation. Events and insight for sustainability. [online] London. Available at: https://innovation-forum.co.uk/perch/resources/if-briefing-how-business-can-tackle-deforestation.pdf [Accessed 24 Apr. 2018]. * Sanders, S. (2017). National life tables, UK - Office for National Statistics. [online] Ons.gov.uk. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/lifeexpectancies/bulletins/ nationallifetablesunitedkingdom/2014to2016 [Accessed 21 Apr. 2018]. * The Future 100 2018. (2018). The Future 100. Innovation Group, J. Walter Thompson Intelligence. * Berry, D. (2013). Appearance Matters (excerpts from Food Product Design magazine, March/April 2013 pp 2832) | DDW The Colour House. [online] DDW The Colour House. Available at: http://www.ddwcolor.com/appearance-matters-excerpts-from-food-product-design-magazine-marchapril-2013-pp-28-32/ [Accessed 19 Apr. 2018]. * Clifford, E. (2018). Attitudes Towards Healthy Eating, UK. [online] Academic.mintel.com. Available at: http://academic.mintel.com/homepages/sector_overview/4/ [Accessed 16 May 2018]. * Saviolo, S. and Marazza, A. (2013). Lifestyle brands. Houndmills, Basingstoke: Palgrave Macmillan.

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* Lonny. (2018). Mindfulness. [online] Available at: http://www.lonny.com/The+Most+Popular+Home+Trends+For+2018%2C+According+To+Pinterest/articles/OMqfRko-pSY/Mindfulness [Accessed 11 May 2018]. * INTERIORZINE (2017). Kitchen Design Trends 2018 / 2019 – Colors, Materials & Ideas - InteriorZine. [online] Interiorzine.com. Available at: https://interiorzine.com/2017/09/11/kitchen-design-trends-2018-2019-colors-materials-ideas/ [Accessed 25 Apr. 2018]. * Niehaus, J. (2014). Reclaimed Wood Is the “It” Material in Restaurant Decor. Restaurant Development + Design Levin, 32(2), pp.14-16. * Hutchings, R. (2018). About - La Fuji Mama. [online] La Fuji Mama. Available at: https://www.lafujimama.com/ about-2/ [Accessed 9 May 2018]. * Malin, A. (2018). About Time: You Discovered Balance Festival 2018. About Time. [online] Available at: https://www. abouttimemagazine.co.uk/style/about-time-you-discovered-balance-festival-2018/ [Accessed 8 May 2018]. * Balance-festival.com. (2018). Balance Festival - Welcome. [online] Available at: https://www.balance-festival.com/ Welcome [Accessed 16 May 2018]. * Ecoalf. (2018). History | Ecoalf. [online] Available at: https://ecoalf.com/gb/history/#all-about [Accessed 15 May 2018]. * Psychologies (2014). Why adults are going back to colouring books. [online] Psychologies. Available at: https:// www.psychologies.co.uk/why-adults-are-going-back-colouring-books [Accessed 9 May 2018]. * A Greener Festival. (2018). Waste Management. [online] Available at: http://www.agreenerfestival.com/was

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bibliography BOOKS • • • • • •

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Graham, P. (2014). Japanese design: art, aesthetics and culture Keller, K. (2003). Strategic brand management. 2nd ed. Upper Saddle River, N.J.: Pearson Education.

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Skinner, S. (2000). Feng Shui. Bath: Parragon.

Sparke, P. (1987). Japanese design. London: Michael Joseph Ltd, Swallow Publishing Limited.

ARTICLES • • • • • • • •

Amin, S. (2017). Stop Trying To Find Acceptance Through Social Media. Huff Post. [online] Available at: https:// www.huffingtonpost.com/entry/stop-trying-to-find-acceptance-through-social-media_us_5914d9f9e4b00ccaae9ea159 [Accessed 21 Apr. 2018].

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Laville, S. and Taylor, M. (2017). A million bottles a minute: world’s plastic binge ‘as dangerous as climate change’. The Guardian. [online] Available at: https://www.theguardian.com/environment/2017/jun/28/a-million-a-minute-worlds-plastic-bottle-binge-as-dangerous-as-climate-change [Accessed 28 Mar. 2018].

Malin, A. (2018). About Time: You Discovered Balance Festival 2018. About Time. [online] Available at: https:// www.abouttimemagazine.co.uk/style/about-time-you-discovered-balance-festival-2018/ [Accessed 8 May 2018].

Marine Debris Bakelite Project. (2017). Green Magazine. [online] Available at: https://greenmagazine.com.au/ marine-debris-bakelite-project/ [Accessed 21 Apr. 2018].

Niehaus, J. (2014). Reclaimed Wood Is the “It” Material in Restaurant Decor. Restaurant Development + Design Levin, 32(2), pp.14-16.

Van Puymbroeck, M. (2017). Ocean Plastic Tableware : Marine Debris Bakelite Project. [online] TrendHunter. com. Available at: https://www.trendhunter.com/trends/marine-debris-bakelite-project [Accessed 21 Apr. 2018].

OTHER SOURCES • • • • •

A Greener Festival. (2018). Waste Management. [online] Available at: http://www.agreenerfestival.com/ waste-management/ [Accessed 9 May 2018].

Anonymous (2007). Naoto Fukasawa. Step Inside Design, Choice Reviews Online, [online] 45(3), pp.45-1248.

Available at: https://search.proquest.com/docview/213459945/fulltextPDF/FC691BA7FE204AFCPQ/1?accountid=14693 [Accessed 17 Apr. 2018].

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Berry, D. (2013). Appearance Matters (excerpts from Food Product Design magazine, March/April 2013 pp 28-32) | DDW The Colour House. [online] DDW The Colour House. Available at: http://www.ddwcolor.com/ appearance-matters-excerpts-from-food-product-design-magazine-marchapril-2013-pp-28-32/ [Accessed 19 Apr. 2018].

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• • • • • • • • • • • • • • • • • • • • • • •

Clifford, E. (2018). Attitudes Towards Healthy Eating, UK. [online] Academic.mintel.com. Available at: http://academic.mintel.com/homepages/sector_overview/4/ [Accessed 16 May 2018].

Community Wood Recycling. (2018). Home - Community Wood Recycling. [online] Available at: http://www.communitywoodrecycling.org.uk [Accessed 8 May 2018].

Doki Japanese Tableware. (2018). PRODUCTS. [online] Available at: https://www.dokiltd.co.uk/products/ [Accessed 16 May 2018].

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Evason, N. (2016). Cultural Atlas - Japanese Culture - Family. [online] Culturalatlas.sbs.com.au. Available at: https://culturalatlas.sbs.com.au/japanese-culture/japanese-culture-family [Accessed 20 Mar. 2018].

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Gsmagazine.co.uk. (2018). GS Magazine - leading UK Hotel & Hospitality Interior Design Magazine & Directory. [online] Available at: http://www.gsmagazine.co.uk [Accessed 8 May 2018].

Holder, J. (2017). Table and Cookware. [online] Academic.mintel.com. Available at: http://academic.mintel.com/ homepages/sector_overview/25/ [Accessed 20 Mar. 2018].

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INTERIORZINE (2017). Kitchen Design Trends 2018 / 2019 – Colors, Materials & Ideas - InteriorZine. [online] Interiorzine.com. Available at: https://interiorzine.com/2017/09/11/kitchen-design-trends-2018-2019-colors-materialsideas/ [Accessed 25 Apr. 2018].

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list of illustrations brand book images Tree slices, (n.d.) Angie Muldowney, Available at: https://unsplash.com/photos/mhggGZl58nw [Accessed 2nd May 2018].

Brand logo, (2018) Robbie Lightfoot.

Kon’nichiwa Japanese writing, (n.d.) Nikolai Garcia, Available at: http://www.arts.ac.uk/study-atual/language-centre/languages-arts-culture/japanese-arts-and-culture/ [Accessed 1st May 2018].

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Acacia wood, (n.d.) Build Direct, Available at: https://www.builddirect.com/learning-center/flooring/hardwood-flooring/what-is-acacia/ [Accessed 18th April 2018].

Oak wood, (n.d.) Quercus Living, Available at: https://www.quercusliving.co.uk/cube-oak-consoletable [Accessed 18th April 2018].

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Hidden door, (n.d.) Chris Barbalis, Available at: https://unsplash.com/photos/7JZPXJRu7jU [Accessed 3rd May 2018].

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Reclaimed wood slices, (n.d.) Pär Pärsson, Available at: https://unsplash.com/@godofadvertising [Accessed 3rd May 2018].

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lusting – anthropologie’s new home catalog, tableware (2016) Living For Pretty, Available at: http://livingforpretty.com/2016/02/24/lusting-anthropologies-new-home-catalog/ [Accessed 13th May 2018].

London before Christmas, (2014) Cannelle Vanille, Available at:http://www.cannellevanille.com/ seasons/autumn/london-christmas/ [Accessed 13th May 2018].

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Apple - 21.5” iMac® - Intel Core i5 (3.0GHz) - 8GB Memory - 1TB Hard Drive - Silver, (2017) Apple, Available at: https://www.bestbuy.com/site/all-desktops/apple-imacs-minis-mac-pros/pcmcat268200050003.c?id=pcmcat268200050003 [Accessed 14th May 2018].

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Living etc logo, (n.d.) Living etc. magazine, Available at: http://nataliamonica.com/about/ [Accessed 11th May 2018].

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report images (those not included in brand book) ‘The Sharer’ 3 components, (2018) Robbie Lightofoot

‘The Sharer’ with food, (2018) Robbie Lightfoot Miraclekoo Cute Wooden Animal Cutlery Set / Wooden Spoon and Fork for Children / Baby 4.5 Inches, Set of 5, (n.d.) Miraclekoo, Available at: https://www.amazon.com/Miraclekoo-Wooden-Animal-Cutlery-Children/dp/B00ML2DED0/ref=pd_sim_75_2/133-8329736-9212222?_encoding=UTF8&pd_rd_i=B00ML2DED0&pd_rd_r=83Z6C9ZG86V7HZBPPE8N&pd_rd_w=5KDZU&pd_ rd_wg=jd8SK&psc=1&refRID=83Z6C9ZG86V7HZBPPE8N [Accessed 25th April 2018].

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Anthropologie logo, (n.d.) Anthropologie, Available at: http://www.cashbackholic.com/cashback-rebates-Anthropologie.com.html [Accessed 17th April 2018].

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Popeye sushi burrito (2018) @lafujimama, Available at: https://www.instagram.com/p/BizXVOohJyt/?taken-by=lafujimama [Accessed 20th May 2018].

Family at Christmas, (2017) @lafujimama, Available at: https://www.instagram.com/p/BizXVOohJyt/?taken-by=lafujimama [Accessed 20th May 2018]. onigirazu, (2018) @lafujimama, Available at: https://www.instagram.com/p/BizXVOohJyt/?taken-by=lafujimama [Accessed 20th May 2018].

Chochin lanterns (2018) @lafujimama, Available at: https://www.instagram.com/p/BizXVOohJyt/?taken-by=lafujimama [Accessed 20th May 2018].

Rusted Crow, (2017) Stanford Smith / @visitdetroit, Available at: https://unsplash.com/photos/UezWo2oY4M0 [Accessed 21st May 2018].

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GS MAGAZINE OCTOBER 2017 , p7, (2017) GS Magazine, Available at: https://issuu.com/gsmagazine0/docs/gs_magazine_october_2017 [Accessed 21st May 2018].

Pinterest boards for Shibui, (2018) Emily Kemp, Available at: https://www.pinterest.co.uk/iemilykemp/

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