CONTENT / SUBJECT
Strengths:
- Ideas
- Defined audiencd
- Focused concept // content
- Good understanding of the market / subject
Considerations:
- Weather - Maybe narrow down to just summer
- In door display, push boundaries
- Picnic cultures, origins
- Where people have picnics
- How do you reflect the quality of the supermarket
MEDIA / DISTRIBUTION
Strengths:
- Look into M&S campaigns - relation to audience
Considerations:
- Promotion in store, online, window displays
- Store presentation
- Picnics a lot of hassle, how can they be made to be less effort
- Disposable - Bearing in mind environmental consideration
AUDIENCE/ CONTEXT
Strengths:
- Defined - world wide
- Stats for audience
- Focused audience
- Good understanding of who normally goes for picnics, how can this be developed?
Considerations:
- Maybe give them a chance to branch out to a whole new audience - students - cheap and promote to them
- UK style - What kind of food
- Theme the food with season
- How can it be developed
- How to avoid cliches, standard M&S audience
- Who would be interested / How could you get people outside this audience to try it
- Define
PRODUCT / DELIVERABLES
Strengths:
- Interesting concept
- Budget considered
- Environmentally considered?
- You have lots of colour to work with - use this to an advantage
Considerations:
- Stocks // materials
- Research current baskets - methods of carrying food
- Does it need to have a cooler element for desserts
- Effect of pricing
- Blanket
- Price - Students
= Style
- Format
- Packaging materials
- Colour - theme with seasons with say, two colours
- Scale?
- Icepack?
Action Plan:
- Find statistics for customers in M&S, inc age range, lifestyles (Steph - 1st)
- Who eats picnics - Conduct questionnaire (Steph - 1st)
- Where do people eat picnics (Marty - 1st)
- What seasonal considerations do we need to take into consideration of content and design (Marty - 1st)
- Research people buying smaller luxury items rather than large due to the recession, still wanting luxurious items in smaller proportion (Marty - 2nd)
- M&S Campaigns, research (Steph 2nd)
- M&S TV(Marty 2nd)
- Methods of carrying food (Marty 2nd)
- Research Stock eco friendly (Steph 2nd)
Understanding the brief...
We decided to try and re-define and re-write our brief as me and Marty were struggling to understand the brief at hand. The direction we were wanting to take was becoming vague. After going through several ideas, we realised we were getting no where. With the simple idea of:
A Dessert picnic pack for families, to take to a park, after a dinner / lunch in order to get the family together. As statistics show 10% of families eat together less that 2 times a week..
We soon found other groups had a lot more of a clear direction than ourselves. But the feedback we received was really, really useful. I began to re-write our brief, the direction we want to take, including audience, media and distribution and the product and deliverables intended. Throughout the week we intend on doing more research to be able to define what were doing even further.
Initial idea
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