After doing our final Project B presentation about our chosen company The Natural i thought of posting a last blog post with feedback and comments about how i thought we did. Overall i think it was a good presentation which summarised what we've learnt through out the semester. As a group we tried to have a clear chosen agency that we chose based on the learnt topics this semester. There are different ways of choosing an agency and we thought of doing some research to find the one that fits perfectly. We also tried to cover a brief over view of the history and other points that we thought were important for the chosen agency to know about us. We think as a group that we need to choose an agency that will know our culture and will understand our organic approach (speaking as a member of the natural Kitchen) and try to maintain our current way of living but promoting a greener way.
We tried our best to cover all of our points in the given time slot and to say exactly what were hoping for the natural kitchen to turn into with the help of all the taught material.
Wednesday, 30 November 2011
Sunday, 27 November 2011
Brand senses
Attempting to lodge brands in people’s minds through sensory associations has plenty of precedents. "Old hands at the game include Kellogg’s Rice Krispies, with its signature “Snap, Crackle, and Pop,” and Schweppes, which, in its long-running “Sch you know who” campaign" (Clegg, 2006)
Lush-
A brand that integrates sensory stimulation within its brand is Lush, the handmade cosmetics company. if you pass by the entrance of a lush store you get hit by the smell of the fragrance. if you walk inside its like entering a market stall; the wooden tables with huge huge pieces of soap that actually look like giant cheese and made into different colours that are very attractive, also created different things such as butterballs and bath bombs. All their products have silly names such as 'breathe of god' which to some might seem offensive or controversial. "Says Lush co-founder Mark Constantine of his company’s approach: “Packaging is so boring. Smelling and touching is just more fun for the senses.” What is more, he adds, “If you don’t use packaging you can use higher quality ingredients.”
Lush uses different techniques:
- vibrant colors
- product shape and texture
- smell of products
- use of natural ingredients
Spraying the smell of fresh baked sandwiches and bread by the store door will grab people inside, when passing outside waitrose and the doors open you smell the fresh baked good although they are probably towards the end of the shop. The Natural Kitchen can do the same technique to help grab people inside.
The taste of sampled products that would be given out in the underground stations and local events will give people an insight of what the food tastes like and touches a 2nd sense.
As for sight, the natural kitchen will be able to stack up lots of fruits and fresh produce to attract the sight of consumers as they pass outside. The sight of the fresh salads and sandwiches being placed on the counters.
Brand names
A name for a new magazine for gourmet cuisine
Choices:
Choices:
- Top food
- Food for two
- Food for you
- Platinum food
- Three star michellin
- Eat gourmet
The chosen one is 'Eat Gourmet', this brand name is one which shows strength and meets the criteria. Since I need to represent gourmet cuisine the two words eat gourmet provides a sort of strength to the name of the magazine. Eat emphasizes the impact of food for the stomach, food for money and food for those who have a higher sense of appetite.
Gourmet is a word to show richness, it is a cultural ideal associated with the culinary arts of fine food and drink. When putting the two words together you notice that they show exactly the meaning of it.
The name when being sold on the magazine will be placed in an expensive color such as a dark maroon to provide richness to meet with the word gourmet and in a cursive handwriting and very simple, surrounded by a light golden color. With a extravegant image of an expensive meal under it it will help give it a further meaning.
Ideas for changes
By presenting a few ideas to our chosen agency we are aiming to enhance the natural kitchens productivity and performance. There are different aspects that we researched and decided that need improvement and if they are improved will add to the overall performance of the company by helping to gain more customers.
New logo
The current logo of the natural kitchen does not really represent anything or portray anything that is significant to the brand DNA or the image of the restaurant being organic. The current logo as shows previously in the blog is a letter N and a duck. We think putting something like a leaf to show purity and a small animal or something that shows purity like a cow that produces milk or the of the colors green and white.
The current logo of the natural kitchen does not really represent anything or portray anything that is significant to the brand DNA or the image of the restaurant being organic. The current logo as shows previously in the blog is a letter N and a duck. We think putting something like a leaf to show purity and a small animal or something that shows purity like a cow that produces milk or the of the colors green and white.
Change Outside structure
The outside structure of the restaurant is not appealing and does not attract people. Even in hot weathers you would not find people sitting outside which shows you that the chairs placed are not really used by anyone therefor should probably be changed into something else other than outside seating for example passing out samples.
The outside structure of the restaurant is not appealing and does not attract people. Even in hot weathers you would not find people sitting outside which shows you that the chairs placed are not really used by anyone therefor should probably be changed into something else other than outside seating for example passing out samples.
Eco friendly and sustainable store
One of the main ideas we would like our chosen agency to apply and promote an eco friendly and sustainable store to go along with the idea of organic food.
Specific products can be bought from nigels eco store that sells a wide variety of products at low prices, environmentally friendly products for sustainable living, including low carbon products, recycled products, organic products and green products.
Welcoming a change from large businesses being profit driven to being more environmentally aware. Many eco friendly restaurants include measures aimed at reducing energy and water consumption. By following and learning from other resaturants the natural kitchen will be able to apply a small change that will help their reputation. Organic isn’t just green: it’s good for you too. A recent study by Newcastle University found that organic fruit and vegetables contain more nutrients, including vitamin C.
One of the main ideas we would like our chosen agency to apply and promote an eco friendly and sustainable store to go along with the idea of organic food.
Specific products can be bought from nigels eco store that sells a wide variety of products at low prices, environmentally friendly products for sustainable living, including low carbon products, recycled products, organic products and green products.
Welcoming a change from large businesses being profit driven to being more environmentally aware. Many eco friendly restaurants include measures aimed at reducing energy and water consumption. By following and learning from other resaturants the natural kitchen will be able to apply a small change that will help their reputation. Organic isn’t just green: it’s good for you too. A recent study by Newcastle University found that organic fruit and vegetables contain more nutrients, including vitamin C.
Ideas for advertisement at the Natural Kitchen
•Leaflets- Baker street station (tourists &locals)
We think by passing out leaflets in baker street station being the closest underground stop to the natural kitchen marylebone and one of the busiest stations. Many people over there are always on a rush to get to somewhere would probably like a small snack to fetch before or after work. This being close to the station will help them get more coverage and reach a wider audience.
We think by passing out leaflets in baker street station being the closest underground stop to the natural kitchen marylebone and one of the busiest stations. Many people over there are always on a rush to get to somewhere would probably like a small snack to fetch before or after work. This being close to the station will help them get more coverage and reach a wider audience.
•Facebook page + twitter-
Like i wrote in my previous blog post, natural kitchen have both a facebook and twitter page but lack updating it and informing their customers about any new promotions and events they have. Further commitment from their side to the social platforms will help them widen their audience.
Like i wrote in my previous blog post, natural kitchen have both a facebook and twitter page but lack updating it and informing their customers about any new promotions and events they have. Further commitment from their side to the social platforms will help them widen their audience.
•Free samples outside of store -
By giving out free samples of food at busy areas such as underground stations at mornings or at rush hours will help more people taste the natural kitchens products and giving them a way of getting to know the brand which will help them decide whether or not they want to actually go to the restaurant.
By giving out free samples of food at busy areas such as underground stations at mornings or at rush hours will help more people taste the natural kitchens products and giving them a way of getting to know the brand which will help them decide whether or not they want to actually go to the restaurant.
•Join food festivals-
Taste of London is a sumptuous, indulgent foodie day out in the heart of the capital, and the 2011 event promises to be the best yet. The Natural Kitchen can make use of the event by joining and spreading the name of their restaurant to those who are less familiar with it. Whilst there they can also get to see other restaurants and learn from them to see how they can become more popular.
Taste of London is a sumptuous, indulgent foodie day out in the heart of the capital, and the 2011 event promises to be the best yet. The Natural Kitchen can make use of the event by joining and spreading the name of their restaurant to those who are less familiar with it. Whilst there they can also get to see other restaurants and learn from them to see how they can become more popular.
•Advertisements in food magazines
The Natural Kitchen can also advertise in food magazines and write more about themselves by putting a small image in a famous magazine and writing their 2 locations and phone numbers. If anyone is interested they will give them a call.
The Natural Kitchen can also advertise in food magazines and write more about themselves by putting a small image in a famous magazine and writing their 2 locations and phone numbers. If anyone is interested they will give them a call.
Saturday, 26 November 2011
The Natural Kitchen in images
If i had to use 6 images to define the natural kitchen i would take into consideration what the brand DNA is. To me the brand DNA is structured around the idea of natural, pure, growth, ever-changing world, environment conservation and education. Similarly like an earlier blog post that i used with easy jet i related each photo to the natural kitchen.
People- Algore was the vice president of the US till 2001, he was highly involved in environmental issues and put a lot of effort into informing people about the effects and harms that are caused by the ozone layer and built campaigns to help protect the environment. His role and involvement with the environment fits perfectly with the natural kitchens thoughts on how to educate people on eating a healthier meal everyday.
Car- The chosen car was an opel that is electricity generated. Such a company taking a steer shows that they are willing to change the meaning of their brand into an environmentally friendly brand. The natural kitchen is an every changing restaurant that has a main focus of promoting organic food.
Animal - The rabbit is the closest animal i could think of in relation to purity, being white and innocent is just like the natural kitchens way of entering the market.
A second option would be a bee to show that it is a hard working insect that also gives back to the natural cycle without harming the environment.
Building- This building is the world trade centre in my hometown Bahrain, the electricity of the building is generated from the 3 big fans that are placed on the from of the building to help save energy. There are not many of these types of buildings in the world and seeing that bahrain has stepped forward to make one is a great accomplishment. The natural kitchen only has 2 locations but tries its best to introduce ways to overtake the market.
Drink- For a drink i chose a very pure and fresh tasting drink such as elderflower juice. The drink reminds me of purity and a sunflower field on a hot summer day, I've only recently found out about this drink a few years ago which is like the natural kitchen that opened a few years back but is emphasising the introduction of natural and pureness.
Furniture- A wood table represents the natural kitchens shop, they use wood all around the shop for the counters, seats and tables to perfect the environment and surroundings for their customers, as if they were actually enjoying a healthy organic meal in the wilderness.
People- Algore was the vice president of the US till 2001, he was highly involved in environmental issues and put a lot of effort into informing people about the effects and harms that are caused by the ozone layer and built campaigns to help protect the environment. His role and involvement with the environment fits perfectly with the natural kitchens thoughts on how to educate people on eating a healthier meal everyday.
Car- The chosen car was an opel that is electricity generated. Such a company taking a steer shows that they are willing to change the meaning of their brand into an environmentally friendly brand. The natural kitchen is an every changing restaurant that has a main focus of promoting organic food.
Animal - The rabbit is the closest animal i could think of in relation to purity, being white and innocent is just like the natural kitchens way of entering the market.
A second option would be a bee to show that it is a hard working insect that also gives back to the natural cycle without harming the environment.
Building- This building is the world trade centre in my hometown Bahrain, the electricity of the building is generated from the 3 big fans that are placed on the from of the building to help save energy. There are not many of these types of buildings in the world and seeing that bahrain has stepped forward to make one is a great accomplishment. The natural kitchen only has 2 locations but tries its best to introduce ways to overtake the market.
Drink- For a drink i chose a very pure and fresh tasting drink such as elderflower juice. The drink reminds me of purity and a sunflower field on a hot summer day, I've only recently found out about this drink a few years ago which is like the natural kitchen that opened a few years back but is emphasising the introduction of natural and pureness.
Furniture- A wood table represents the natural kitchens shop, they use wood all around the shop for the counters, seats and tables to perfect the environment and surroundings for their customers, as if they were actually enjoying a healthy organic meal in the wilderness.
Sunday, 20 November 2011
Social Networks as a branding tool
A social networking service is an online service, platform, or site that focuses on building and reflecting of social network or social relations among people, who, for example, share interests and/or activities.
Social networks have been noticing an increase in the number of users for many different reasons, from keeping in touch with family over long distance to promoting a bussiness.
Different social networking sites are:
- Skype
- Myspace
- Linked In
- Google+
- Flickr
Advertising in social networks can be effective but does not create a community. It is a way to engage with consumers and to see their prefrences and to reach a wider customer base. It is an easier way of word of mouth. At times using social networking might act against a brand where a parody account would be created for example with the Dove for real beauty campaign a parody twitter account was created to mock it.
It also helps emphasize on customer training service by engaging the employee with their customers. For example British airways have a twitter account to update and notify their customers about flight statuses and upcoming promotional offers.
Companies increasingly are running online ads that focus less on pitching their products than promoting their Facebook pages and Twitter accounts. "Brands are building a great presence on social networks and are looking at ways of making it more accessible" - NY times.
As we choose Natural Kitchen for our chosen business we can see that they are up to date with the use of social networking however, they have not been updating it often. Their facebook page merely contains their addess and opening timings and does not have up to date updates and notifications about new offers etc. \
As for their twitter page the latest update was 2009, 2 years ago which shows that they don't really use it much to inform their customers about the different produce and different food they offer in different seasons etc.
For Natural Kitchen i think other social platforms such as linked in maybe wouldn't be particularly good for them as not many people use it, for starters they should use more popular platforms such as Facebook and twitter so they can gain more consumers and get in touch with them, and should use it as a way of engaging with their consumers and notifying them.
The brand DNA of the natural kitchen is more about being pure, organic, honest, clean, rustic feel. By engaging with their consumers through a white background on twitter to show purity through the use of photos promoting their natural products they will be able to portray their message through the use of social platforms.
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