la imaginaci贸n es de cart贸n imagination is made of cardboard
The luxury and consumption values are concepts that advance as a society develops, therefore, we must place them in a chronological and social environment; for example: In the s. XIX an apartment building with a toilet was a luxury available to very few, however today a residential building that has only a toilet is a precarious housing. Today’s society is formed by individuals who are knowledgeable consumers (consumed since childhood, and have never had a period of scarcity as a war etc ...), therefore, no longer demand products but instead demanding “experiences”. Consumer want to be provided intangible values such as beauty, design, security, speed, convenience, immediacy ... that are highly valued in today’s society (hectic lifestyle, lack of time, stress ...)
Pre-industrial
1750
1945
Industrial
Prosumerism
2000 Hedonistic consumption
Producer
+ Divisi贸n del Trabajo
Productor + consumidor
Production and sales
Sales and Production
Sale and produce
Advertising base on Product
Advertising base on Client
Consumer is part of the advertising
Value
Sales Consumer
Producer
Any current product should occur through an optimized manufacturing process, and have the potential for adaptation to customer needs or desires “prosumerismo” (Alvin Toffler), but to differentiate a product must be designed to meet consumption “virtuous hedonist” (Giovanni Cutolo). The value of a product is no longer in its materiality or duration, indeed the expiration of a product is no longer produced by loss of functionality but produced by fashion, trends, etc ... so they are becoming more defendants products with intangible values, such as design, beauty, comfort, safety, free time…
Examples:
Something as mundane as drinking a cup of coffee has become an experience : 1.- The coffee used is exclusive (design), and no longer relegated to the kitchen, coffee makers nesspreso now see in our regular hairdresser, offices and offices. 2.- is faster and cleaner, although it increases the consumption of coffee transforms it into something more sophisticated. 3.- can only purchase coffee capsules in exclusive shops, with a fine design, where everything is aimed at identifying coffee consumption nesspreso a lifestyle.
Apple has changed the world of computing. It has stop fighting with the competition by offering a computer with more memory, better graphics card... and less money, to develop a product that does not compete for their technical capability and price, but for its usefulness and user benefits. 1.- is very light and requires a single cable for charging and operation. 2.- instruction book, its operation is very intuitive. 3.- Explodes in depth the possibilities of the Internet to the Appstore
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All products have their origin in industrial development, when socializing allows consumption of the product, it begins to develop competition through consumption values “Hedonist Virtuosos”. When designing products tokonoma is not limited to the production of tangible goods, but the production of “consumer experiences”. With designing objects and the perception that consumers have of them, we also end up designing their marketing channels ... with the ambition to transmit values through our products.
Industrial Developement
Hedonistic Developement
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Kartell was founded in 1949 by Giulio Castelli, a chemical engineer who won the “Nobel Natta” award, and began his career making plastic objects. The products produced reflected the two challenges pursued by the company “take the plastic decoration” and change the glass from the plastic in the materials of laboratory equipment.
Tokonoma, is the world of cardboard, like Kartell is in the world of plastic.
Tokonoma generates experiences and environments through value-laden products, which promote the relationship between children and adults. Environments or atmospheres generated by tokonoma, may be ephemeral, such as preparing a birthday party or making it permanent, like decorating a child’s room or building a playhouse.
Surprise! Simplicity! Sustainability! Beauty!
“We here, at furnitoys, want to create stunning, beautiful and sustainable environments” My main memories are the day of Christmas, during my childhood. The little family traditions of coming around and giving each family member a reason to feel good, especially children, and to strengthen their sense of belonging to the family, logging on to other generations. Furnitoys atmospheres generated through objects whose main use is to convert meetings into fond memories. “Things are discovered through the memories we have of them. Remembering one thing means seeing it for the first time” Cesare Pavese
Tokonoma furnitoys products are always faithful to the same philosophy. They always fit in our standard-sized bags (there are three sizes), are easy to assemble and disassemble, and they are easily combinable products, and of course the possibility of customization by the consumer. Tokonoma designing children’s bedrooms using cardboard and recyclable materials. The elements that make a room fit disassembled in a bag 50x70x12 cm. The price can transform the children’s room for fashion or to adapt to the wishes and fantasies of the child as this grows. The design of our products is not limited to the actual execution of the same, but the experimental design ambitions and values that the consumer perceived during the act of purchase and installation.
Victorian House / complements
Limited editions
Boa Mistura is a group of urban artists originating in Madrid in late 2001 The term “Boa Mistura” in Portuguese, has the meaning of “good mix”, which refers to the various formations of the group’s members. Their work is mainly carried out in the public spaces and aims to send positive messages and inspirations in different languages and cultures.
Theme Parties
One of our standard-sized bags containing everything you need to hold a children’s party. The product is always faithful to our philosophy, easy to assemble, recyclable .. This is the simplest model. This is the model with augmented reality desarrollada. With this we must add some invitations and augmented reality app.
No one is surprised to see this tattoo, but imagine someone with a tattoo of Renault? ... No, right ? Harley is not just a motorcycle brand, it is an element that speaks to your lifestyle, that defines you as a person. there are cheaper bikes that consume less gasoline, and are more comfortable ... but not one of them is related to the image of freedom. People who choose this bike are identified with that lifestyle! Tokonoma wants to identify with family values, bonding etc ‌ Example: Some rooms include a customizable book with stories like your family tree. You choose the story in the web, stuff it with your details (boy’s name ...) bind it, and print it.! The room you wanted is 6 years old, and your 9 year old does not want it, but if your father did, then so do you! a book with your story, who were your parents and grandparents, photographs etc ... something you want to keep. Some of our products are developed in collaboration with different artists, creating limited editions that transform a cardboard toy in a small work of art. Elevating the status of our product, educating the child in their talent and facilitating our communication work.
When Will it be Ready? We start from the cardboard industry and possess a broad knowledge of it, which differentiates us from the competition. (Patents, Utility Models ‌)! The manufacturing is now resolved. It takes just one month after the order is formalized until the merchandise is served. However we would like to have a reasonable period of time to adapt our products to the American regulations. The main base of our consumers in Europe are women 35 to 44 years of a high profile sociocultural environment, and we think that the USA will also have a similar profile of women medium high socio cultural profile. However, we also believe there will be a variation in the age . In the last chapter of this paper is a study of children’s consumption profiles in Europe, and we would tailor our products in USA for American consumption.
What is the Cost? Victorian casa Precio of Retail = 65€ Retail price = 24.07€ distributor chain Kokuban table Precio of Retail = 65€ Retail price = 24.07€ distributor chain Clothing Rack Precio of Retail = 35€ Retail price = 12.96€ distributor chain Pirate Party Precio of Retail = 35€ Retail price = 12.96€ distributor chain Retail price distribution chain x = 2.7 RRP
This table is made of costs for an order of 5,000 units at our factory in Spain. A slight variation may occur when manufacturing in USA, but we will always respect the margins. It can be decreased by increasing the cost of the order or units for prompt payment.
Distribution Plan: We will manufacturer in USA. We have manufacturing facilities in which we can produce tokonoma products throughout the American territory. www.rocktenn.com Being an organic product, it common sense for us to produce and distribute the products within the USA. We would choose the factories in which there was more advantageous to produce, depending on the location and needs of our client, thus getting out products to our clients with the best efficiency possible.
We are working with Storline to develop some cardboard products tailor their characters. http://www.storline.es/home-1-en We would manufacture for the company that offers these licenses, indicating that the design is tokonoma. (we are studying several products, including a huge house for Barbie ‌) Thus we get into Disney stores (Hobby lobby not to be the first to get your foot in the water) and develop a brand image that helps our position. Thus we get into Disney stores (Hobby lobby not to be the first to get your foot in the water) and develop a brand image that helps our position.
Our types of products and distribution channels: Licenses of tokonoma. We develop products (with our knowledge of the cardboard) for other brands. Some of the products we develop for other brands, have the ability to be customized. The customization process is done from our website. Furnitoys tokonoma. We sell our own brand chains. Events tokonoma. Festivals and experiences packed in a bag. We sell our own brand in chains and perform customized products for companies in the hotel and catering sector. Tokonoma collaborations. Limited Editions This product is specially designed for selling through internet, and only in special cases and limited editions can be sold in stores or retail chains Museums.
Our Selling Points: - Ecological Product, with Local manufactures. - Plazos Short for building and delivering the goods. - Ability to adapt and customize to the tastes of a particular market. - Product Novel and adapted to the values ​​of our time (Blue Ocean) Knowledge of technology single cardboar.
Competitors: Yes, it is true that there is no product as proposed as tokonoma on the market, whether there are substitutes or products that could be adapted quickly to be our competition. We discuss both of these products as the differences that currently divide us. Kidsonroof http://www.studioroof.com/en/ Calafant http://www.calafant.de Krooom http://www.krooom.com Tokonama http://www.tokonama.com The competing products are closer to be temporary in duration of crafts objects not intended to be permanent. Tokonoma products are intended to be permanent and are higher quality when finished.
Tokonoma is more durable and easy to assemble
Different quality design and finishes.
Collaborations with artists and limited editions.
Tokonoma has a large collection of objects that can be combined together.
Tokonoma has experiential packages. A pirate birthday packed in a bag!!
Imaginarium Imaginarium offers some very similar products that appear in our box experience, what happens is that it does not offer these products as a coordinated and complete package, so if you want to decorate the nursery would have to have a very clear idea of what you want to put in it and how you want to set the room up, then you would have to visit several stores where you can buy everything you need (with a higher cost). Facing imaginarium, this is the value that our product that if provided along with criteria for quality in design, use of “sustainable” materials …
Three elements in Imaginarium for children’s rooms, the total price is ₏ 328.9. We bought each element separately and combined ourselves.
IKEA Ikea decorations in their store displays and catalogs. Consumer Product + = Prosumerismo Is when consumers are actively involved in determining the value of what they consume. Ikea uses this principle. You have to install the library, thus the price of living is very tight, in turn, Ikea makes wide where you decide how many designs have drawers, where they are etc ... so to compensate you’ll have to perform the assembly of furniture because you pay less and choose more. The main value of Ikea is in the price.
Three Ikea items for children’s rooms, the total price is ₏130.97. We bought each element separately and combine them ourselves. Our product also leverages prosumerismo principles, but differs mainly in the immediacy of the form of distribution, which saved consumers transport and proceeded only to products things that are about to expire in fashion trends ... not loss of use or obsolescence.
Kidsonroof Points in common with the target are Kidsonroof (child audience) and the coincidence in the use of cardboard furniture but to develop them (only have two pieces) using wood. The main value of Kidsonroof is in the use of cardboard as a cheap, lightweight and recyclable with developing toys / crafts for children. The main differences are : We thought that a cardboard house where the child can get in and occupying half the room is not only a toy that pleases the child but also a decor element, also do not believe that the life of this house is a few weeks, but years.
Three elements Kidsonroof for children’s rooms, the total price is ₏ 277.9. We bought each element separately and combined them ourselves.!
Calafant Calafant develops toys / crafts having sorted by level of difficulty of installation, level 1 being the easiest and affordable to children and level 3 the most complicated. There are also three objects outside this range of difficulty. Calabot. A great robot! House. Castle. These objects are very large and spectacular, but the difficulty level is quite high mount, besides being somewhat delicate pieces for children’s use.
Three elements Kidsonroof for children’s rooms, the total price is ₏ 277.9. We bought each element separately and combined them ourselves.!
L´atelier chez soi Sell cardboard furniture is present in France, Belgium and Luxembourg. They have several sales channels ‘Through its website (shipping costs €4.90) -Through Other websites and in physical stores. Buy one box containing everything needed to manufacture the furniture. You can choose from a small variety of furniture, that during the installation you customize to your liking. (price € 55, € 69 and € 100) However, the creation and installation of furniture requires a lot of expertise in addition to being very costly in time, so we support it with video tutorials and classroom sessions in physical stores!
Three elements of L atelier chez sell for rooms, the total price is â‚Ź 269. We bought each element separately and combine them ourselves.!
As it happens between a traditional circus and Cirque du Soleil, our product has subtle differences that make it a consumer product of the century.
The circus of the sun is a spectacle of the century, it is overflowing with surprising aesthetic, and especially seeks to identify with the values of its time. In their shows there are no wild animals, no one is surprised to see a caged lion, because you’ve seen them on CNN running free and hunting, plus today’s society has other values and considers caging a wild animal a cruel fact. The circus has existed for centuries, but only the circus of the sun has made it into a virtuoso like and hedonistic product that is consumed by today’s society. Tokonoma is a virtuoso hedonistic product, it is cardboard furniture and toys made with an artistic dimension.
la imaginaci贸n es de cart贸n.
Rozabella n潞6, Europa Empresarial Edif. Par铆s P. Baja Of. 9 28290 Las Rozas (Madrid) creado en la UE
+34 911 237 074 contact@tokonama.com www.tokonama.com