Original
Unverpackt 1
2
oU Content Sociodemographics PAGE 5 Meet Kristina PAGE 6
Who Cares Wins PAGE 14
Meet Holger PAGE 11
Share Your Care PAGE 21
TAR GET
GROUP 4
SOCIODEMOGRAPHICS
L
ooking at the socio-demographic data for our target group for Original Unverpackt (OU), we discovered that a social and sustainable lifestyle is most important. The target group likes to spend time around others, have fun and be in contact with their surroundings. Aditionally, they obtain an educational standard above the norm. Geographically, our target group is spread very far, with customers coming from every district and even outside of Berlin. This is due to the central location and uniqueness of Original Unverpackt, the first shop of its kind to enter the Berlin market. The different types of marital status are all present within our target group, from singles who care about the environment and his/her own health, to the large family that‘s trying to reduce waste and have their children grow up
on a healthy diet. Our main target group between the ages 30-50, with a yearly income between 40 000€ and 70 000€ per person. This data, combined with the knowledge of the mostly sustainable, forward-thinking lifestyle of our target group, allows us to place them in the Sigma Milieus where they are located in the Liberal-intellectual and Postmodern Milieu. Other than this we divided the remaining customers into two smaller customer segments, one above the defined target group and one below.
S
egment 1 contains people aged between 20 and 30 years with an income between 20 000€ and 40 000€ a year.
S
egment 2 is positioned between ages 51 and 65+ years with an annual income starting at 70 000€ to over 100 000€.
"they like to spend time around others, have fun and be in contact with their surroundings“
5
MEET
KRISTINA SANDE The target group Original Unverpackt aims for is a fairly broad one. To visualize this target group we came up with two target group representers who are not as alike as you might think.
K
ristina is a 30 years old mediocre artist, who is trying to be more successful, from Kreuzberg. She lives in a medium sized apartment on GĂśrlitzer StraĂ&#x;e with her husband, who works for an IT company and her 7 years old boy. To Kristina a sustainable lifestyle is very important, therefore she tries to generate as little emission as possible. She rides her bike, recycles her waste and makes a lot of stuff on her own instead of buying it. Even though she does not have too much money it is very important to her to have the best food possible. Kristina wants her son to grow up in a very healthy household, which is why Kristina decided to nourish
6
the family vegetarian. Before finding out about Original Unverpackt Kristina used to shop at different organic supermarkets like Bio Company and ect. When Kristina heard about Original Unverpackt in the media she was sold on the whole concept of having less waste in combination with healthy, regional, and organic food. Kristina started with only buying certain products in the beginning but went on with shopping more and more of her needed groceries at Original Unverpackt. Kristina is inspired by the idea of doing something good and positive so she enthusiastically shares her experience with her friends and suggests that they shop there too.
Take a look inside Kristina’s fridge. Notice the organic products stored in here, most of these originates from Original Unverpackt or another organic supermarket. 7
8
Based on labs.five.com
Openess
Appreciation for art, emotion, adventure, unusual ideas, curiosity, and variety of experience. Openness reflects the degree of intellectual curiosity, creativity and a preference for novelty and variety a person has. It is also described as the extent to which a person is imaginative or independent, and depicts a personal preference for a variety of activities over a strict routine.
Neuroticism
The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability. Neuroticism also refers to the degree of emotional stability and impulse control.
Extraversion
Energy, positive emotions, surgency, assertiveness, sociability and the tendency to seek stimulation in the company of others, and talkativeness.
9
Look inside Holger‘s fridge and experience a world of both unwraped goods and traditional groceries found in traditional supermarkets.
10
MEET
HOLGER Holger found out about Original Unverpackt on social media recently and decided to give it a try. He likes the concept and the idea behind it therefore he shops there every now and then.
H
olger is a 36 years old entrepreneur. When he was 25 he founded his own photography company and was constantly getting more successful since then. By now he has some employees and they have gotten to be an important part of his life. He almost sees them like his small family. To Holger success and his company are both very important. His closest friends are his employees and he does not have a partner at the moment. In his spare time Holger likes to be active. He has a mountainbike that he sometimes uses, he also has a membership to a gym, but because of his lack of time he rarely goes there. Holger is mainly about his work, having fun, and being healthy and open minded. Holger lives in a nice, big apartment in the
Prenzlauer Berg area. He also has an electric BMW i3 which represents his openness to change and his will to make a step in the right direction. Holger likes eating healthy, therefore he goes to Bio Company regularly but he is not too strict about what he buys where as long as the quality of his food is good. He also likes to eat a good steak every now and then. He reduced his meat consumption over time but because he likes meat too much, he could not imagine being vegetarian. Holger found out about Original Unverpackt on social media recently and decided to give it a try. He likes the concept and the idea behind it therefore he shops there every now and then and buys things like pasta, rice, nuts and spices there.
11
12
Based Based on on labs.five.com labs.five.com
Openess
Appreciation for art, emotion, adventure, unusual ideas, curiosity, and variety of experience. Openness reflects the degree of intellectual curiosity, creativity and a preference for novelty and variety a person has. It is also described as the extent to which a person is imaginative or independent, and depicts a personal preference for a variety of activities over a strict routine.
Neuroticism
Conscientiousness
A tendency to be organized and dependable, show self-discipline, act dutifully, aim for achievement, and prefer planned rather than spontaneous behavior.
Agreeableness
A tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others. It is also a measure of one’s trusting and helpful nature, and whether a person is generally well tempered or not.
The tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability. Neuroticism also refers to the degree of emotional stability and impulse control.
Extraversion
Energy, positive emotions, surgency, assertiveness, sociability and the tendency to seek stimulation in the company of others, and talkativeness.
13
WHO Cares
Wins
14
15
AN EXPLANATION OF
WHO CARES WINS W
e wish to share the care. The “Who Cares Wins” is a typical “what goes around, comes around” setting taking place in 2015 where technology has made it easier to connect and interact with both strangers and the ones you love.
If
you care for someone or something, you win one way or the other. We all know how good it feels to help a friend in need, to give your seat to an elder in the subway, or to hold the door for the stressed woman carrying full bags of groceries. We get richer for helping others. Whether they are family, friends or strangers, we get the same good feeling for taking care of the people surrounding us. Why is that? Because we care! Because we feel better when we do something good, meaningful and most importantly appreciated. We feel like winners. That is our “Who Cares Wins” story.
16
It
is all about caring. Doing just those small unexpected things that make the difference. We wish to encourage people to do something they care about or to do something for someone they care for! Because if we care, we win and step by step, that will leave a mark in making the world a better place. Original Unverpackt cares for less packaging, that is how they wish to become winners. “Who Cares Wins” is about telling all the caring stories we can find, showing that we are in this together and the more we give the more we also receive.
“encourage people to do something they care about or to do something for someone they care for!”
17
18
Spot on! „W
ho Cares Wins“ - With this claim and main theme of our concept, we are looking to make our story most relevant to our target group. Caring is very important to our target group, no matter what it is they care about. Be it their own health and wellbeing, that of others, the environment, or all of the above mentioned. They care about something. But often times they lack the tools to take action and with Original Unverpackt, we want to give them the opportunity to do so. Our story revolves around the notion that people who care can make a difference for themselves and everybody around them, that there is no downside to it and that Original Unverpackt is there to help them to achieve the difference they want to see in the world. We also want to bring like-minded people closer to get rid of the „what can a single person even change“ mentality by combining the attention that is being directed towards Original Unverpackt with online elements that people can use to connect. 19
20
#ShareYourCare
We
are spreading “Who Cares Wins” through both traditional and innovative communication channels. We will create “Who Cares Wins” posters showing situations where an action of caring is taking place. But this is not all. The fundamental part of the traditional communication will be “Thank you” cards. These cards are being handed out in public and encourage people to pass it on to the next person that does something caring to you. That way we both promote the aspect of doing something good, but
also remember to say thank you. We hope people would interact with the idea and play along. Online we will create a community of caring stories where everyone is asked to share their care. Tell the good stories of how someone did something good to them, and give storytellers the chance to say thank you. If you have something you care for, you should share it with the community, and maybe you will get lucky and find someone with common interest. The Whole “universe” should be full of good, caring stories you only can get happy by reading.
“Thank you” cards are being handed out in public and encourage people to pass it on to the next person that does something caring to you. 21
Created by: Julian Brandt, Nikolaj Madsen & Finn Plotzki 22
students at design akademie berlin feb. 2015