Product and packaging Strategy by Erik Andrade

Product and packaging Strategy

Research and Strategic Analysis

Product and Packaging Strategies

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Product 4.6 Packagin -2-

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Product & Packaging

MM - Product & Packaging is a Brand manual focused in the physical offerings which aims to help and explain the brand manager and designers in charge to start developing the individual product offerings and packaging in an aligned and holistic way. This manual explores and explains the methods and researches used for the development of this project. Understanding "Product" as the physical evidence that Mercato Metropolitano is presenting to the user in between a chain of services; such as dishes, cutlery, trays, furniture, lamps (lightning), etc. All these elements transform and give shape to the Mercato Metropolitano’s experience.

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This manual will ensure that the experience in Mercato Metropolitano will remain, in the local and overseas branches. Packaging works in a holistic way with the food containers in Mercato Metropolitano, having clear the graphic and formal design will enhance and create a brand imaginary in the customer.

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4.6.1

System m & Custome Journeys -6-

map

er s -7-

4.6.1.1

MM Actual System map

FOOD

Mercato Metropolitano’s System map illustrates every interaction between general stakeholders, by analyzing this in a general scheme its possible to observe the flow and the intension of people inside the different services offered by MM.

TAKE AWAY

Seven relevant (Product & Packaging) interactions (Touch-points) where highlighted for following development

COOKING AREA

STREET FOOD

FOOD STALLS

4 1

2 3 7

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Have lunch/dinner in a calm way, sharing moment, lunch/drinking.

Have dinner, relax way, sharing food, drinking/dinner.

Food to eat on the way / protective packaging / graphic design driven packaging

ENTRANCE

MARKET

DINNING AREA

DINNING AREA 1

DINNING AREA 2

ENTERTAINMENT

FARMERS MARKET

MOVIES & CULTURE

5 6

EXIT

From supermarket to dinning area / informal drinking / sharing with friends

Snack for movie, relax way, sharing food, drinking.

Teaching origin of ingredients / cultivating / harvesting kits /

Interaction between products and home/ recipe / cooking expertise.

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URBAN GARDEN

KIDS AREA

RECYCLABLE DISHES

SHARING

WOODEN UTENSILS

PERSONALIZED DESSERTS PACKAGING

SOFT DRINK PLASTIC CUP

WOODEN UTENSILS

METALLIC TRAYS

PORTABLE PAPER CUPS

Touch-point No 1 Gallery. Food utensils and containers for beverages and food in Mercato Metropolitano are made paper, plastic and wood.

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Customer Journeys

Touch-point No. 1 Food stalls and dining area are correlated understanding their interaction in Mercato Metropolitano is important to empower the eating experience, FOOD STALLS

DINNING AREA

CUSTOMER JOURNEY CONTEXT / TOUCHPOINT

Making line

Ordering

Purchasing

Receiving Food

Eat and Drink

Throw trash

WHAT IS THE PERSONA TRYING TO DO

Deciding what product is going to buy. ---

Asking for the dish that decided to buy.

Pay the order the customer decided

Waiting for the food.

Looking for a place to eat and drink.

Credit card / bills / coins

Dish / Cup

Fork / knife / spoon

Throw the dishes and rest of food to the trash Entrance

Ignorant people about In rush hour the dish decide’s "blind" waiting like is long.

No trays to carry -dishes / Rush our long wait. Modular Trays / Modular --

JOURNEY PRODUCTS PAIN POINTS OPORTUNITIES

Product communication: Photography and information / Knowledge Customer flow control: Inform customer when his food is ready.

dishes and cups / utensils / Order finished indicator

Product portability: Trays / Boxes Food Sharing: Food rotation / Drink sharing

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DIVERSE FOOD

DIVERSE FORMATS

DIVERSE MATERIALS

DINNING AREA

RELAX AREA

SHARING

SHARING AREA

CHATTING AREA

Mercato Metropolitano Milan, Italy. Current state of art in the Flagship store in Italy. Dining areas, Street food cars and shops.

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Touch-point No. 2 and The street food court yard is an open space that explores the food from different countries with a friendly and relaxing environment. STREET FOOD

DINNING AREA

STREET FOOD

MOVIES & CULTURE

CUSTOMER JOURNEY CONTEXT / TOUCHPOINT

Making line

Ordering

Purchasing

Receiving Food

Eat and Drink

Throw trash

WHAT IS THE PERSONA TRYING TO DO

Deciding what product is going to buy. ---

Asking for the dish that decided to buy.

Pay the order the customer decided

Waiting for the food.

Looking for a place to eat and drink.

Credit card / bills / coins

Dish / Cup

Fork / knife / spoon

Throw the dishes and rest of food to the trash Entrance

Ignorant people about In rush hour the dish decide’s "blind" waiting like is long.

No trays to carry -dishes / Rush our long wait. Modular Trays / Modular --

JOURNEY PRODUCTS PAIN POINTS OPORTUNITIES

Product communication: Photography and information / Knowledge Customer flow control: Inform customer when his food is ready.

dishes and cups / utensils / Order finished indicator

Product portability

Food Sharing: Food rotation / Drink sharing

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First takeaway ideation. Initial takeaway ideation for Mercato Metropolitano

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Touch-point No. 4 Takeaway for every taste, for every customer for every format.

TAKE AWAY

Analyzing our customer and type of market format, the take away offering may vary. Designing the right portion, made in-house and with a very versatile menu it’s great for busy professionals, students or families which want to have a day off the kitchen.

EXIT

By using natural materials, recycled or recyclable materials under a high level of hygiene we can enhance establish the Mercato Metropolitano statement in our take away products.

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PAPER

FRUITS AND VEGETABLES RETAIL

ENOTECA

CASHIER

DIFFERENT SIZE BAGS

FRUITS AND VEGETABLES

BASKETS

EXTERNAL DINING AREA

LOCAL PRODUCTS

The Farmers Market. Embraces different stakeholders of the market in a holistic way by empowering the natural tradition.

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Touch-point No. 5 and The Farmers Market is the retail space for farmers, where Mercato Metropolitano displays in a natural way the farmers and MM products. FARMERS MARKET

DINNING AREA 1 / 2

FARMERS MARKET

EXIT

CUSTOMER JOURNEY CONTEXT / TOUCHPOINT WHAT IS THE PERSONA TRYING TO DO JOURNEY PRODUCTS PAIN POINTS OPORTUNITIES

Entrance

Grab basket

Observation

Decision

Pay cashier

Arriving to market

Pick basket to put products

Looking for products.

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Basket

User starts taking products inside the basket Basket / Plastic bag (fruits/vegetables)

User wants to pay for -products and take his products away Cash / Credit card / -Paper MM bag / Special Paid MM bag ---

Ignorant people about User is on exploratory dish decide’s "blind" phase not yet decided to buy. -Better information and location of baskets. POP info.

Lack of information to -customers. Storytelling guidance. -POP Storytelling

Display information: For customers who doesn’t know fruits and vegetables. Organization of market in an open space. MM Shopping Cart: Shopping cart for MM customers.

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COOKING

COOKING SESSIONS

URBAN GARDEN

WOODEN

FARMING LEARNING

DECORATIVE FARMING

COLLECTIVE

Collective Gardening / Cooking. Space for cultivation, harvesting, cooking and dining.

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Touch-point No. 6 Teaching food knowledge is important for MM, creating a link between the Urban Garden and the Cooking (cooking class area) Is necessary. COOKING AREA

Knowing exactly what you eat is very important for the italian food culture and of course for Mercato Metropolitano. Teaching the journey from cultivation, harvesting, chopping, cooking and eating in a coherent and didactic way for kids and adults helps them feel engaged with the food and with the company.

URBAN GARDEN

Applying this activity to all the MM Formats collaborating with different organizations, schools, cooking schools and restaurants to get the human resource to teach and people interested in learning.

Designing a didactic journey for customers to learn the food life cycle in a collective way.

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4.6.2

Competit Analysis - 20 -

tors s - 21 -

Product Is going to be defined for the competitors analysis as Environment and Packaging and each one of them encapsulates different variables.

ENVIRONMENT

MATERIALS

FURNITURE

LIGHTNING

DECORATION

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PACKAGING

TAKE AWAY

CONTAINERS AT MM

UTENSILS

PRIVATE LABEL

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MM Product & Packaging Analysis The competitors analysis was done understanding the behavior of different variables (Points of reference) in the each market.

STANDARD-

Continuous Repetitions

The variables define the mood and visual meaning that each one of the competitors wants to convey, depending on their location (Global or local). The variables are determined by the following elements: Materials, lightning, furniture, decoration, takeaway packaging, containers design, utensils and private labels designs behave depending. Each one of these elements behaves in an standardized or flexible way (by changing depending on the store) and also being Natural or Artificial (by changing depending on the store). Understanding the behavior helps us to know where we are and how we should behave by comparing our brand map and the customers analysis.

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Traditional Responsible Sustainable

NATURAL

FLEXIBLE

Adapt Transport

ARTIFICIAL

Use driven Appearance

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Competitors analysis Result of the analysis of the competitors in aspects involving Product and Packaging.

NATU

STANDARDIZED

ARTIF

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URAL

MERCATO METROPOLITANO

FLEXIBLE

FICIAL

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Pret a Manger Organic, genuine and hand-made food are the attributes of its offerings.

ENVIRONMENT

Materials used may vary depending on location Country /Continent (Fixed)/ (Flexible) and the use of natural materials is high (Natural).

MATERIALS

London

New York

London

New York

Furniture vary depending on location Country (Fixed) / Continent (Flexible) and the use of designed furniture (Artificial).

FURNITURE

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Maintains the same lightning conditions (Fixed) and always using yellow light as a natural environment space (Natural).

LIGHTNING

London

New York

London

New York

The decoration maintains itself the same in the different stores (Fixed) and the decoration are images of natural edited images (Artificial).

DECORATION

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Pret a Manger Organic, genuine and hand-made food are the attributes of its offerings.

PACKAGING Packaging design keeps being the same (Fixed) and the sense of nature and food exposing is Natural (Natural).

TAKE AWAY

London

New York

London

New York

Containers to eat at Pret a Manger are the same as the take away (Fixed) and use between plastic and paper (Artificial)

CONTAINERS AT

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Utensils are similar if not the same, black (Fixed) and the material is plastic (Artificial).

UTENSILS

London

New York

London

New York

Private labels remain similar concept (Fixed) and the graphic image are personifications of fruits (Natural).

PRIVATE LABEL

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Whole Foods Quality, health and sustainability are the attributes of its offerings.

ENVIRONMENT

Materials used may vary depending on location Country /Continent (Flexible) and the natural mood is always present (Natural).

MATERIALS

Furniture vary depending on location Country (Fixed) / Continent (Flexible) and the use of stacks and baskets is usual (Natural).

FURNITURE

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Different lightning conditions (Flexible) and modern lightning gives an sophisticated environment (Artificial).

LIGHTNING

The decoration varies (Flexible) but the graphic art always tempts to be natural (Natural).

DECORATION

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Whole Foods Quality, health and sustainability are the attributes of its offerings.

PACKAGING Packaging design changes but the logo remains (Flexible) and the sense of nature and food exposing is Natural (Natural).

TAKE AWAY

Containers to eat at Pret a Manger are the same as the take away (Fixed) and use recycled paper (Natural)

CONTAINERS AT

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Utensils vary depending on the store. Borough Market doesn’t standardizes the utensils.

UTENSILS

Private labels maintains logo but (Fixed) and the graphic image are personifications of fruits (Natural).

PRIVATE LABEL

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Borough Market Tradition, social coagulant and variety of tastes food are the attributes of its offerings.

ENVIRONMENT

Materials materials vary constantly inside the market (Flexible) and the natural mood is always present (Natural).

MATERIALS Furniture vary depending on location Country (Flexible) and the use of stacks and baskets is usual (Natural).

FURNITURE

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Different lightning conditions (Flexible) and modern lightning gives an environment (Artificial).

LIGHTNING The decoration varies (Flexible) but the graphic art always tempts to be natural (Natural).ed images (Artificial).

DECORATION

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Borough Market Tradition, social coagulant and variety of tastes food are the attributes of its offerings.

PACKAGING Packaging design changes but the logo remains (Flexible) and the sense of nature and food exposing is Natural (Natural).

TAKE AWAY Containers to eat at Borough Market vary depending on the shop (Flexible) and use recycled paper (Natural)

CONTAINERS AT

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Flexible differs depending on the store / Artificial, they use plastic and wood utensils

UTENSILS

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Waitrose Quality, interaction and sustainability are the attributes of its offerings.

ENVIRONMENT

Materials materials vary constantly inside the market (Flexible) and the modern mood is always present (Artificial).

MATERIALS

London

New York

London

New York

Furniture maintains the same language (Fixed) and the environment maintains artificial with imitations of wood (Artificial).

FURNITURE

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Same lightning conditions (Fixed) and modern lightning gives an sophisticated environment (Artificial).

LIGHTNING

London

New York

London

New York

The decoration varies (Flexible) but the graphic art always tempts to be artificial (Artificial).

DECORATION

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Waitrose Quality, interaction and sustainability are the attributes of its offerings.

PACKAGING Packaging design changes but the logo remains (Flexible) and the sense of nature and food exposing is Natural (Natural).

TAKE AWAY

Containers to eat at Pret a Manger are the same as the take away (Fixed) and use recycled paper (Natural)

CONTAINERS AT

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Utensils are similar if not the same, black (Fixed) and the material is plastic (Artificial).

UTENSILS Photographies and illustrations are the techniques used (Flexible) (Natural)

PRIVATE LABEL

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Competitors analysis Result of the analysis of the competitors in aspects involving Product and Packaging.

NATURA

STANDARDIZED

ARTIFIC

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[ [

] ]

Maintain Natural as the core ideal of Mercato Metropolitano, but keeping flexibility on a suitable balance, having an strong and defined brand.

Understanding the MM statement is important to analyze the best practices of the competitors in this quadrant.

MERCATO METROPOLITANO

FLEXIBLE

CIAL

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4.6.2

Product & Packag Strategie - 46 -

ging es - 47 -

4.6.2.1

Environment Reflects the mood and feeling of the location, that varies depending on the area and culture where its going to be settled.

MATERIALS

LIGHTNING - 48 -

FURNITURE

DECORATION - 49 -

Materials How materials should be used in Mercato Metropolitano’s new businesses by fixing the materials used in the environment.

Natural Wood. Natural and warm environment. Should be used for the facade of food stalls.

INTERNAL STALLS

WOOD White Wood. Helps keeping coolness in warm moments and also identifying the external stalls of Mercato Metropolitano.

WHITE WOOD

EXTERNAL STALLS

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Brick walls. Should be respected and on the other side enhanced.

BRICK WALLS

ORIGINAL SPACE White containers for Public spaces. Public restrooms, terraces and open kitchens.

WHITE CONTAINERS

GELATO SHOP Graffiti art. As part of MM statement, adapting and respect for the space is a rule. This way MM revitalizes.

URBAN ENVIRONMENT

GRAFFITI ART

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Furniture The use of reused objects to design new furniture its important to create different interactions between customers and also maintain the Mercato Metropolitano’s mood

Furniture is the strongest physical expression of locations, are the objects that are directly and deeply in touch with customers. The way the furniture is displayed, the way Mercato Metropolitano re-interprets the meaning of used objects enhances the brand meaning with a natural, artisanal, cozy and environmentally responsible. We present to you different kind of options in which Mercato Metropolitano should use different typologies of depending of the type of interaction that the users are going to have with Mercato Metropolitano’s services. Steps:

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1) Depending on the space different proposals may vary and should be modified. 2) It’s important not to use all the elements here proposed but select an idea. 3) Color variation for space differentiation. 4) Maintain the natural mood of the space.

Wood pallets. Re-used objects and revitalize them giving them another use.

WOOD PALLETS

Synthetic grass. Helps to have a different mood.

WOOD TABLES

Sand Sacks. Using the sacks ass pillows or seats.

SAND SACKS

Big sharing tables.

RECYCLE

Plants containers. Small crops of different vegetables all around Mercato Metropolitano.

WOOD PLANT BASKETS

Synthetic grass. Helps to have a different mood.

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WOOD TABLES

WOOD BOX

Lightning with wooden box. By using recycled boxes for vegetables and food transportation. Creating a farm and rural environment in Mercato Metropolitano. Colors are used to differentiate different sections of MM (Food stalls, Street Food, Urban Garden, etc)

WOODEN UTENSILS

Lightning with bottles of wine and liquor. Creating a classic and sustainable environment in Mercato Metropolitano. Colors are used to differentiate different sections of MM (Food stalls, Street Food, Urban Garden, etc)

Natural & Artificial . A good balance between natural and artificial lightning brings the Mercato Metropolitano’s mood to a natural, sustainable and traditional space.

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Lightning The use of lightning is effective to create nice and cozy environments at night, changing the natural moon lightning is useful to change and evoke peoples

Keeping tradition, sustainability and respect for human and nature lightning should be a important element for Mercato Metropolitano, where users spend time with their family, friends and colleagues. It’s our job to provide the best environment and mood for them to enjoy the moment. Natural, artisanal, healthy, local, coziness and socially responsible are some of the words that better describe Mercato Metropolitano.

Steps: 1) Depending on the space different proposals may vary and should be modified. 2) It’s important not to use all the elements here proposed but select an idea. 3) Color variation for space differentiation. 4) Maintain the natural mood of the space.

We present to you different kind of options in which Mercato Metropolitano should use different items for lightning and creating a gentle and kind environment.

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Illustrators. Mercato Metropolitano empowers the artists and illustrators by giving them an space.

ILLUSTRATORS ENHANCEMENT

Serial plants. By displaying plants in a serial way and colors it’s possible to create cozy walls and environments.

REUSING

Collective gardens. Cultivating different types of vegetables and fruits (Seasonal).

GARDEN

Plants display. Always innovating in new ways of displaying plants, vegetables and fruits.

PLANTING PALETTES

Collective gardens. Cultivating different types of vegetables and fruits (Seasonal).

PLANT DECORATION

Plants display. Always innovating in new ways of displaying plants, vegetables and fruits.

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FOOD DISPLAY

Decoration Investing in mood, investing in look, investing in plants.

Mercato Metropolitano’s decoration works around plants and the way to display them. We will be always looking for inspiration in evolving the plant displaying, the plant "show" and the plants health for the confortness of our customers. Reuse, Recycle and Reduce are the guidelines of Mercato Metropolitano’s decoration, this displays vary depending on the location and culture, but, always will try to encourage and to teach the origin of food ingredients, by designing accurate and didactic spots for improve customers knowledge around italian and local food.

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4.6.2.2

Packaging Engaging people with a useful, low impact and protective packaging . Enforcing brands and private labels.

CONTAINERS AT MM

UTENSILS - 58 -

TAKE AWAY

PRIVATE LABEL - 59 -

Packaging The use of lightning is effective to create nice and cozy environments at night, changing the natural moon lightning is useful to change and evoke peoples

LOGO

Primary and enhancement of logo for Brand awareness.

MATERIAL

Understanding the Mercato Metropolitano enhancement the primarily materials used are paper, cardboard and natural texture printings.

MERCATO

CARDBOARD

PAPER

METROPOLITANO

NATURAL TEXTURES

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INFORMATION

Depending on the kind of food to contain and protect the NUTRITIONAL INFORMATION should be displayed.

Space for spreading ingredients and cooking knowledge. - Farmers stories - History of the ingredients or product - Mercato Metropolitano’s promotions

“This product was cultivated by Giacomo in Sicilia, Italy at his small family farm”

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Mercato Metropolitano Containers

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Coffee Cups Concept: Mother land, where all our beverages are natural and high quality. Material: Recycled paper Production process: Flexographic printing

90 ml

240 ml - 64 -

355 ml - 65 -

Soft drinks Cups Concept: Mother land, where all our beverages are natural and high quality. Material: Recycled plastic cups Production process: Tampography

240 ml - 66 -

470 ml - 67 -

Dishes Concept: Mother land, where all our beverages are natural and high quality. Material: Plastic cups Production process: Carved stamp

Carved stamp

Diameter: 30cm

Diameter: 23cm Diameter: 17 cm DISHES x3 - 68 -

Diameter: 20cm

Diameter: 16cm

SALAD

SOUP - 69 -

Trays Concept: Mother land, where all our beverages are natural and high quality. Material: Paper foiled Production process: Carved stamp

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Carved stamp

Small

Medium

Large

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Cutlery Concept: Material: Wood Production process: Tampography

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Mercato Metropolitano Take away

aaaMM!

Simple Fabriano cardboard

Wooden cardboard

Concept for a brand product line. It is an onomatopoeic sound, usually associated in Italian common language, to the action of biting into something you crave for.

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Color option

Abstract motif

In this case Logo, bar code and back into have to be placed as labels

A practical solution for every size A graphic pattern or texture like this allow greater flexibility: the cardboard can be cut to fit dimensions

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Adds-on

Mercato Metropolitano Take away

Raffia to add a feeling of care and hand made accuracy Raffia is a costless solution: used in MM as a daily-work material, it deliver an idea of cure for customers and uniqueness, but at the same time ready-made and "rougher" one

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The back features baloon for handwriting info and contents

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Mercato Metropolitano MM Label sleeve

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Mercato Metropolitano MM Label sleeve

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4.6.2.1

Private labeling At Mercato Metropolitano

ECONOMY PRIVATE LABELS

PRIVATE LABEL

IMAGINE PRIVATE LABELS

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MERCATO

MM METROPOLITANO

Economy private labels are the popular private Labels of retailers and are oriented to customers who are price-conscious and mainly rationallymotivated to buy.

COST DRIVEN PRIVATE LABEL

The innovative private labels are oriented Primarily to customers-innovators who are highly Interested in new goods.

The status private labels are oriented to the medium price segment and the premium segment. This premises the supply of expensive high quality private labels.

NEWNESS DRIVEN PRIVATE LABEL

SEGMENT DRIVEN LABEL

INNOVATIVE

STATUS - 83 -

Private labeling Competitors Analysis

The innovative private labels are oriented Primarily to customers-innovators who are highly Interested in new goods.

NEWNESS DRIVEN PRIVATE LABEL

INNOVATIVE The status private labels are oriented to the medium price segment and the premium segment. This premises the supply of expensive high quality private labels.

SEGMENT DRIVEN LABEL

STATUS Tesco represents several segmented private labels, that graphically are different and retailer’s name is a low key.

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Borough Market and Tsukiji Market can not be analyzed because they don’t have private labels because of the big risk of cannibalization.

No label is Good: Pret packaging doesn’t have "Nutritional facts", because their products are "short life foods".

Whole Foods has a flexible system to fit a wide variety of container typologies with a premium look eye-catching in any context. Waitrose with an big portfolio has several brand labels with its own marketing strategy and distinct look or brand style.

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Private labeling Mercato Metropolitano

MERCATO

MM METROPOLITANO

Mercato Metropolitano is a place to discover products, to find the new high quality and natural products. In order to generate awareness and recognition of the brand (Mercato Metropolitano) the private labeling is going to be only developed as Store brands or Store Sub-brands, where the retailers name appears in a high or medium strongness.

STATUS

SEGMENT DRIVEN LABEL

INNOVATIVE NEWNESS DRIVEN PRIVATE LABEL

Artisanal Natural Urban No label is good High Quality Local - 86 -

P R I V A T E L A B E L V A L U E S

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4.6.2.4

Additional Elements - 88 -

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Carrello | Shopping cart Due to the need of carrying all your purchasing , purse and your clothes shopping bags the Carrello was designed.

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Sharing Tray Sharing food it’s been always the best way to try new food in one single dinner. The sharing tray allows friends, family or colleagues to have a shared meal in

Sharing is a action that can be successfully used in a place where you can find unknown food. We design a tray where the customer can make a selection of his best favorite dishes and can share it with his friends.

SHARING TRAY - 92 -

PORTABLE TRAY

DISHES

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