Assignment
Design a brand for E-topia product (Prefab personal house)
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MARKET DEFINITION Past
Majority share US and Europe (two of the largest markets)
Now
With a high annual growth rate of 4%
Pioneer Australia , New Zealand
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After 2017
Newer and burgeoning Asia-Pacific , Such as China, Korea, Japan
By product segment, strong gains are expected from Panelized Homes segment, while manufactured homes segment retains lead as the single largest prefabricated housing market.
China
Japan
Korea
Middle East
South Africa
North America
Europe
Australia
Development
Developing ★★
Developed ★★★★★
Developed ★★★★
Developing ★★★★
Developed ★★★★
Developed ★★★★★
Developed ★★★★★
Developed ★★★★
Land Policy
No own land ★
Own Small land ★★★★
Almost No own land ★★
Own land ★★★
Own land ★★★★
Own land ★★★★
Own land ★★★★
Own Large land ★★★★★
Almost apartment ★
Most Small house ★★★★
Almost apartment ★
Most Big house ★★★★★
Most Big house ★★★★★
Most Big house ★★★★★
Most Big house ★★★★
Most Huge house ★★★★★
Design
★★★
★★★★★
★★★★★
★★★
★★
★★★★★
★★★★★
★★★★
Target Consumer
Rich Young generation ★★★★★
25-35 young people ★★★
25-35 young people ★★★
Rich Young generation ★★★★★
25-45 rich people ★★★★
25-45 rich people ★★★★
25-35 young people ★★★
25-35 young people ★★★
Complex shapes ★★★★
Complex shapes ★★★
Personal House
Extra possibility
Against Earthquake ★★★★★
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Market share
Guests’ preference Competitors
14% Average over 160,000 prefabricated units are produced annually. Reliability ； quality ；service ； good design
Sekisui House customized house mid-upper class bracket (basic:£870sqm; luxury:£1220sqm) Key to success: Flexibility, quality and cost-effectiveness of offsite fabrication PHM
prefabricated house Key to success: Quality, value addition , flexible design, trusted brand
Service available
Reassurance：ten years warranty ; regular quality check Flexibility: more than two million different parts.
Flourished reason
1.Well integrated links between house-builders, supplies and sub-contractors. 2.Cultural receptiveness to newly built housing 3.A high level of customer choice and involvement in house design.
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Prefabricated Market of Japan Homebuyers’ reasons for purchasing prefabricated homes in Japan others friends recommendation rather low price variety of equipments confirmation at model houses short construction term
good design following our requests good after-service good explanation superiority of quality & performance reliability of large firms
3 8 15
3
18
3
23
1
29
1
33
3
35
1
35
3
50
1
53
6 21 9
75 78 Reference：《prefabrication in Japan》
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Kengo Kuma 10-residence theory
Single apartment
Kiyosato Accommoda tion
IKEA
Architects
Detached homes
Club
Historic house
Group Youngster
Heir to the family business
Lack of money Youngster
Middle-aged artist
In the elderly
Enjoy life Young&Middleaged
The aged
Residence
Feature
Love freedom, Being individual
Fled to natural
White wall, Small apartment
Artistic architecture
Real estate beliefs, Quite life
Requirements for life, Have a modicum of success
Profession
New workplace
CEO, Chairman of the board
New workplace
General manager
Elder workers
Manager
Retired
Income
Limited
Rich
poor
Rich
Middle class
Middle class
Limited
Life
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Traditional, Stubborn
PRODUCT FEATURES
1. Customized 2. Cheap molding technology 3. Unique shapes 4. Quick construction 5. Earthquake-resistant 6. Don’t have to depend on the environment ‌
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BRAND
VOGA You design your house
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BRAND
VOGA You design your house
Prefab
Customize
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Community
PROMOTION & SALE LAUNCHNG
Offline
Online (Website & APP)
Voga Center
Construction of Voga Center Launching campaign exhibition Shuttle bus bringing you to real houses
Launching Campaign
Build houses in cooperation between architects and residents A TV program featuring our product
Propaganda Updating report
Media
Poster/ brochure/ Advertisement in magazines & on TV
Article Image Video
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PROMOTION & SALE LAUNCHING
Voga Centre •
Located in downtown
•
Built with our technology and material
•
For business, sales, services and exhibition, etc.
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PROMOTION & SALE LAUNCHING
Resident 3
Real house Voga Centre Exhibition of Launching Campaign
Resident 1
Resident 2
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PROMOTION & SALE LAUNCHING
Magazine (QR Code)
SNS
APP
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TV program
Website
PROMOTION & SALE LAUNCHING
Offline
Online (Website & APP)
Voga Center
Construction of Voga Center Launching campaign exhibition Shuttle bus bringing you to real houses
Launching Campaign
Build houses in cooperation between architects and residents A TV program featuring our product
Propaganda Updating report
Media
Poster/ brochure/ Advertisement in magazines & on TV
Article Image Video
RIGHTS & DISCLAIMER This document and all content contained herein is presented to Branthesign for review purposes only. This document (including, but not limited to text, photographs, graphics, video and audio content) is protected by trade dress, copyright, moral rights, trademark and other laws relating to intellectual property rights.
Offline
Online (Website & APP)
Voga Centre
Staff Shopwindow Construction demo Brochures Exhibitions
Product information Updated news
Purchase
Order in Voga Centre
Create online Further development offline
Brand community
Forum / half year
Platform for people to share and communicate their designs
Service
while constructing; Suggest hotels Regular checks Service hotline Interior decoration brochure
FQA Self-check Instruction Decoration Advice
PROMOTION & SALE
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HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
YOU DESIGN YOUR HOUSE
YOU ARE THE ARTIST
さ ま や よ い
Kazuyo Sejima せ じ ま か ず よ
NAOTO FUKASAWA
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
YOU DESIGN YOUR HOUSE
C H O O SCEHA Y OO O SU TSAEANA RDEA WTRA HDE Y HA TO O RU T SISSTETAYR O T U LIKE
さ ま CUSTOM や よ い
S TA N D A R D OPTIONS
STYLE
標準オプション
• • •
35 ㎡ 1 bedroom & 1 kitchen & 1 toilet Fit for single
標準オプション
Kazuyo Sejima
FREE S ずTよ Y L E せ じ ま か
カスタムスタイル
N A O T O •• FUKASAWA •
75 ㎡ 2 bedroom & 1 kitchen & 1 toilet Fit for couple
カスタムスタイル
フリースタイル
• • •
115 ㎡ 3 bedroom & 1 kitchen & 1 toilet Fit for family
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
STEP1 shape & size
YOU DESIGN YOUR HOUSE
CHOOSE A STANDARD HOUSE YOU LIKE
• • •
35 ㎡ 1 bedroom & 1 kitchen & 1 toilet Fit for single
標準オプション
• • •
75 ㎡ 2 bedroom & 1 kitchen & 1 toilet Fit for couple
カスタムスタイル
• • •
115 ㎡ 3 bedroom & 1 kitchen & 1 toilet Fit for family
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
STEP1 STEP2 shape function & size
bedroom
kitchen
toilet
標準オプション
カスタムスタイル
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
STEP2 STEP3 function style
bedroom
kitchen
toilet
標準オプション
カスタムスタイル
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
STEP4 STEP3facilities style
標準オプション
カスタムスタイル
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
STEP5 STEP4furniture facilities
標準オプション
カスタムスタイル
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
STEP5 furniture
標準オプション
カスタムスタイル
フリースタイル
HOME
PRODUCT
ABOUT
SHOP
SERVICE
COMMUNITY
ホーム
ワークス
およそ
ショップ
サービス
コミュニティ
SHARE IDEA
Jay
Lee
Berry
SHARE MODEL
DESIGN
MUSEUM
DECORATION
• • •
REF
65 ㎡ 1 bedroom & 1 kitchen & 1 toilet For couple
• • •
Simon
ARCHITECTURE
105 ㎡ 2 bedroom & 1 kitchen & 1 toilet For couple
Lily
• • •
75 ㎡ 3 bedroom & 1 kitchen & 1 toilet For single
• • •
215 ㎡ 4 bedroom & 1 kitchen & 2 toilet For family of 4
Franc
FURNITURE
ART STUDIO • • •
標準オプション
95 ㎡ 2 bedroom & 1 kitchen & 1 toilet For couple
• • •
125 ㎡ 2 bedroom & 1 kitchen & 2 toilet For family of 3
カスタムスタイル
フリースタイル
Yokohama • Second largest Metropolis in Japan • Located in the center of Japan • Harbor city
DISTRIBUTION
Voga Center Sample house Launching City (YOK) Main city Sub-city
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Maintenance & Storage point Local material supplier Local OEM
PRICING TYPE
Similar products price in China
OBJECT
DATA
Container House
$50/㎡
Modular integrated housing
$500/㎡
VOGA Customize
$300—600/㎡
Tokyo
110
Shanghai
55
China /Japan
1/10
Living Cost
Labor Price
Logistics Costs RIGHTS & DISCLAIMER
$100 once
This document and all content contained herein is presented to Branthesign for review purposes only. This document (including, but not limited to text, photographs, graphics, video and audio content) is protected by trade dress, copyright, moral rights, trademark and other laws relating to intellectual property rights.
ANALYZE
PRICE
similar products in $450/㎡ china, make voga's price of $300—600/㎡； $900/㎡ Living cost of Tokyo is two times than Shanghai, so the price Free Style: can be improve 2 $900 times ；Japan labor Customized price is 10 times up to Style: China and should pay $600 $100 per times for Standard logistics, so, we made Options: a decision of finding $450 representatives in Japan.
PHASE
INVESTMENT
PHASE1 （2014）
NO Market Research
50,000
2
Branding Design
60,000
3
Setup Network Platform
30,000
4
Franchisees
10,000
5
Flagship Store
100,000
6
Staff Salaries for 1year
430,000
Investment in two phases
As our company can sell 1400 buildings in one year that it can balance of payments.
COST（$）
1
7
The first phase in 2014,we should pay 1,260,000.
TYPE
Participation in Exhibitions
2times
60,000
Tv-show
2times
200,000
Master Product
3
150,000
Citizen Product
3
50,000
Rich Media
90,000
Print Ads
30,000
PHASE1 COST
1,260,000 8
R & D Investment
30,000
9
Website Maintenance
20,000
10
Flagship Store for 1year
430,000
Setup Representative Products 2
40,000
Tv-show
240,000
PHASE2 （2015）
11
PHASE2 COST RIGHTS & DISCLAIMER This document and all content contained herein is presented to Branthesign for review purposes only. This document (including, but not limited to text, photographs, graphics, video and audio content) is protected by trade dress, copyright, moral rights, trademark and other laws relating to intellectual property rights.
2times
Rich Media
180,000
Print Ads
60,000 1,000,000
Abe
Berry
Franc
Helene
Robin
Yao
Zhang