Table of Contents
Project Overview……………………………………………………………………… 1
Company Profile………………………………………………………………………. 5
Category Review………………………………………………………………………. 7
Target Market………………………………………………………………………….. 9
Design Process………………...………………………………………………………. 11
Project Scope………………………………………………………………………….. 18
Bibliography…………………………………………………………………………... 20
Appendix 1……………………………………………………………………………. 22
Appendix 2……………………………………………………………………………. 24
Appendix 3……………………………………………………………………………. 25
Appendix 4……………………………………………………………………………. 26
Appendix 5……………………………………………………………………………. 27
Appendix 6……………………………………………………………………………. 28
Appendix 7……………………………………………………………………………. 29
Appendix 8……………………………………………………………………………. 30
Appendix 9……………………………………………………………………………. 31
Appendix 10…………………………………………………………………………... 32
Project Overview
This brief aims to review Monocle as an organization which has the potential for implementing design process. To explain concisely, this brief believes that Winkreative would provide suitable assistance in conveying Monocle into the leisure-lounge market. The brief will explain the design process that would be involved whilst taking into consideration what specific tools may be used to enhance its effectiveness. To provide a step by step guide as to how this brief is structured, a system of six phases are listed below:
- Phase One: It must be noted that Monocle is a journalist firm which publishes through the internet and magazine. It currently engages within the unique market of “lifestyle” crossed with “current affairs” journalism.
- Phase Two: The main objectives of this brief are to encourage Monocle into the market of leisure-lounge services. This would be accomplished by conducting a review of the concept’s commercial value.
- Phase Three: As a magazine and web-based journal, Monocle would be able to entertain an audience whom are accustomed to high-status profession and frequent travelling. Such an audience would correspond with the company’s current readership, who might express themselves as members of a somewhat higher-than-average status.
- Phase Four: To reach this audience, Monocle would need to implement a strategy in operational procedure. Specifically, aspects such as customer relationship, service quality, and methods of advertising should be reviewed so that a standard of excellence and public awareness may be determined.
- Phase Five: As a whole, this brief’s objectives combined with the tools needed to reach its audience would be seen as the necessary practice to fully implement Monocle’s leisure-lounge service. Such tools and objectives are meticulously selected to ensure the effectiveness of Monocle’s new service whilst providing the magazine with considerable preparation for such operation.
- Phase Six: Once the design process and operational schemes have proceeded in an effective manner, there would be no reason as to why Monocle should not reap its benefits. The lounge service would then allow Monocle to look to new opportunities as a young corporation within its new market.
Winkreative
As a brand agency which has close ties to Monocle’s editor-in-chief (Winkreative, 2007), Winkreative would have the necessary knowledge to advise the magazine in the undertakings of design process. When looking upon the consultancy’s portfolio of clients, one notable project relates to how Winkreative has dealt business with Swiss International Airlines (SIA).
2001 was a breakthrough year for Wink Media when it won the commission to create Switzerland’s new national airline following the collapse of Swissair. Wink Media developed a new identity, drawing on Swiss characteristics of quality, reliability and style, and laid out a manifesto which included such ambitious quirks as re-launching luxury round-the-world flights; special cabin lighting to make passengers look better and the re-design of Zurich airport. With an almost obsessive attention to detail, the company’s work has brought a little glamour back into the airline business, and won both international acclaim and a number of industry awards. (Winkreative, 2007)
In addition to the agency’s close relation with Monocle, Winkreative’s experience with assisting SIA through a luxury, glamorous, and a well-recognized approach (Appendix 1) would make an appropriate fitting to the magazine’s goals. Monocle would only welcome a level of success similar to which Winkreative had brought to SIA, hoping that even further accomplishments can be succeeded.
Company Profile
Background
Monocle is a journal publication company which practices the business of magazine and website media.
Launched in February 2007, the magazine is the brainchild of Tyler Brule, former editor of Wallpaper*, an international design and lifestyle magazine. With headquarters in London, Monocle is currently available in 82 countries worldwide with distribution figures reaching 150,000. The magazine’s reach includes Indonesia, Australia, Korea, America, Sweden, Norway, Japan and Brazil.
With a target readership of wealthy and well-read urbane professionals, Monocle prides itself on its exclusive world reports. By commissioning stories out of London, New York and Tokyo, it ensures coverage of the world’s different time zones and events. (Veda, 2009)
Monocle’s chief in editor, Tyler Brule has helped the magazine reach significant heights during its young lifetime. The entrepreneur has arguably managed Monocle so effectively that it has developed into a major presence within the journalism market.
Market
Monocle magazine seems to precisely focus within the market of wealthy or “professional” reader-audience (Veda, 2009). This notion is further supported when examining the general content of the magazine – Business issues, global affairs, boutique fashion/design, and expensive travelling. Therefore the readership behaviour would perhaps be classified as accomplished professionals who hold an interest or appreciation in such content.
Category Review
Product list:
The main product that Monocle provides refers to journalism. The Monocle readership compromises of 150,000 distributed magazines throughout 82 countries (Veda, 2009). As mentioned previously, this magazine illustrates briefs which cover topics such as global affairs, business, travel tips, lifestyle, and culture or art.
Competition:
Monocle magazine perhaps holds very few direct competitors due to its variety in content. However it must be noted that other journals which publish similar topics should be seen as rivals. Such competition may therefore be seen in the form of The Economist, Time Magazine, or Intelligent Life.
Monocle Brand
The magazine seems to emulate a sense of sophistication and professionalism as a brand. Advertising seems restricted to only high-cost brands whilst topics on lifestyle extensively illustrate a sense of “high-society”. The spine of each issue is provided with categorical details, indicating that Monocle seems confident enough to claim that their readers are dedicated or loyal customers. Therefore a level of ostentatious grandeur can be identified when examining the magazine.
Target Audience
It must be taken into account that despite Monocle’s interest in establishing a luxury lounge service, the target market would hold little behavioural difference to that of the magazine’s readers. When breaking down the exact details of Monocle’s intended target market, a category can be constructed to help indicate such features:
- Purchasing Power: To simply put, Monocle should look to achieve the attention of those with significant levels of purchasing power. These customers would be willing to finance high fees in return for a high-quality service.
- Demographics: Thanks to the establishment of the lounge within airport facilities (explained later in this brief), Monocle would establish itself as an international brand. This identifies the notion that Monocle is not limited to specific cultural or regional audiences. Monocle would therefore be open to customers of all cultural origin.
- Consumer Behaviour:
Frequent travellers might express an interest into a luxurious lounge service due to the transit hours that could test the customer’s level of patience. This goes the same for industrious professionals who merely seek sanctuary from their demanding lifestyles.
Also, subscription members should be granted access to exclusive services at such lounges. This indicates that a substantial level of customer loyalty can be easily achieved, subject to the service provided by Monocle.
To summarize, Monocle would be able to conduct business with affluent, professional, and travelling individuals who might be willing to express a sense of brand loyalty. This would potentially provide commercial value as Monocle would grow into an internationally recognized brand.
Strategy and Design Process
To explain the design process briefly, Monocle should look to the opportunity of competing within the market of luxury lounge services. This market is in stark contrast to where Monocle currently practice business, indicating that several consequences may occur if there is a lack of preparation. Therefore this brief has meticulously considered the resources and groundwork needed to groom Monocle as a respected lounge service provider. The proposed design process can be broken down in several categories, all of which aim to support Monocle’s brand in an effective manner.
Customer Service
The goal of achieving a recognized lounge service should relate to Monocle’s relationship with its customers. Good impressions and service excellence are essential to attain a positive customer relationship, which would hopefully be responded with optimistic reviews.
Every company needs customer service improvement. With new problems, new products to support and increasing competition, there is a continuing need for customer service training and customer service seminars. You can count on the fact that your competitors are always looking for ways to improve service. By implementing and attending customer service seminars, a company can ensure that all employees understand the elements of great customer service and how to service customers using best practices. (Green Peg Management Consulting)
This statement stresses upon the necessity of a developed customer service during a situation of change - such as the change that Monocle would undergo during the design process. The statement also illustrates how appropriate training may help organizations to achieve improved customer service. Therefore the concept of training staff, especially lounge caterers, should be taken into serious regard. Examples such as enhanced efficiency and the consideration for minute aspects of etiquette are factors that should be emphasized during such training.
Although difficult to measure, various other benefits would perhaps be achieved if a specific staff training scheme was implemented.
The benefits of customer service improvement are customer loyalty, customer referrals, increased customer satisfaction and increased revenue. Employees who can provide good customer service will help to retain customers and grow the business. Customer service is so important that it is often difference between companies that survive and those that fail. (Green Peg Management Consulting)
As suggested, a well-trained workforce may provide various benefits to its respectable organization. This should enable Monocle to gain added commercial value and an enriched level of customer relationship. Inevitably, the establishment of Monocle as a lounge service would require the examination in the quality of its service.
Collaboration with Designers
Monocle magazine has covered articles which referred to numerous designers and specialists who are reputed throughout the world. Some of such craftsmen could be requested to bring a significant level of prestige within the development of the lounge. Their expertise would be able to enhance the awareness of the Monocle brand whilst ensuring that the magazine’s original brand “feel” is maintained. To explain in detail, examples of what the design process intends are listed below:
- Andree Putman: Hiring an accomplished interior designer (Interior Design) may prove beneficial for Monocle’s lounges. As Appendix 2 illustrates, the quality of aesthetics alone could very well become the unique selling point of such lounges, enhancing its commercial value within the market.
- Busnelli Family: As the figureheads of B&B Italia (Monelli, 2003), the furniture design specialists would be able to provide Monocle with a diverse range of fittings. The furniture within Monocle’s lounges would be of Busnelli craftsmanship, emphasizing comfort and aesthetics. This would ensure that such elegance would be able to compete with the quality seen within other lounge service providers.
As mentioned, these are suggested as merely examples. If the design process were to be fully implemented, collaboration with a countless number parties would be taken into account during the pursuit for establishing appropriate suitors.
It is imperative that such collaboration should be practiced as it allows Monocle to develop a well-established identity during its design process phase. Monocle’s recognition of their journal-reviewed talent would only contribute to bringing the magazine into considerable levels of prestige whilst maintaining their brand identity.
Advertising & Reaching out to the Customers
Schemes for carefully thought advertising would be essential tools to ensure the effectiveness of Monocle’s design process. The behaviour of how other lounge services promote themselves has been compared so that Monocle may look to what qualities are necessary to endorse a high-end brand. Aspects such as in-flight advertising and collaboration with transport corporations seem to be common practice. Therefore Monocle would look to undergo similar procedures as a means to reach its customers. One examples can be explained:
- Collaboration with Airlines: By attaining enough points through air mileage schemes, passengers would be entitled with price benefits or free visits at Monocle’s lounge facilities. So long as such lounges maintain an excellence in quality, these benefits offered to passengers would provide incentive for the continuous use of Monocle’s services. This is a concept where the magazine may be responded with customer loyalty.
- Logo – “M-Lounge”:
This illustration is a concept of what Alitalia’s new image could resemble. The use of the original brand logo represents the organization’s pride in itself. This also indicates that such symbolism is already familiar with the appreciative public and therefore Monocle may use its original logo to relate to its target audience.
As mentioned, these statements are merely examples of what may yet to come. The reality of implementing this design process would require Monocle into looking towards various means of advertising and branding. Factors such as web-development, sponsorship, and media advertising all need to correspond with the new “M-Lounge” concept in order for the entire scheme to be effective.
Project Scope
Much consideration has been placed into the notion that Monocle’s design process would require a lengthy and even expensive time period. However, it is imperative to understand that undergoing such process should not be rushed or treated with limited attention – Unless conducted sensibly, shifting Monocle into a new market may denote incredible risk. The course of implementing the design process can be projected through a summarized timescale:
Developing Relationships with Designers
The initial stages of implementing the design process should look to presenting the general idea towards targeted designers. Undergoing such presentations would require Monocle to place corporate relations into an increased level of workload. Developing relationships and establishing contracts would inevitably be arduous and time consuming. This indicates that Monocle should continue to conduct conventional business for the duration of the relationship building process so that the magazine’s commercial performance would not be hindered.
Introducing Advertising Schemes
After establishing effective relations with respective designers, Monocle should then look to unveiling “teaser” promotions towards the public. Directing such promotion towards the intended target market would understandably be taken in high regard. Monocle could display conceptual forms of advertising within journal publications, virtual marketing, and perhaps even media. This entire process would be subtly conducted over a short period of time, allowing Monocle to review customer expectations and therefore examine the progress of the rebranding process.
Launch of M-Lounge
This stage would see Monocle go through a vast level of visual foundation. The designers which had been contracted during earlier stages would have their projects finalized whilst the strategic proposal for a new operational business practice would be ready for launch. After all preparations have been set up, Monocle may then launch the lounge under the banner of “-M-Lounge”. This can then be followed by Monocle paying respects to Winkreative for its assistance.
Bibliography
Winkreative. (2007). About the Agency. Available: http://winkoncept.com/code/about_the_agency.asp. Last accessed 18 May 2011.
Interior Design. (n.d.). Andree Putman. Available: http://www.interiordesign.net/hof/11157-Andree_Putman.php. Last accessed 18 May 2011.
Green Peg, Every Business Will Benefit From Customer Service Improvement [Online]. Available from: http://www.greenpeg.com/index.php/customer-service-improvement [Accessed: 10th May 2011]
Jakarta Globe (2009), Veda T. The World According To Monocle Magazine [Online]. Available from: http://www.thejakartaglobe.com/artsandentertainment/the-world-according-to-monocle-magazine/334813 [Accessed: 11th May 2011]
Appendix 1
Appendix 2
Appendix 3
