Concepting Plus

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Table of contents Introduction 2 Model and explanation 3 Link to theories 12 Primark 13 Application of model 15 Primark canvas 28 Conclusions and recommendations 29 Painpoints/chances 31 Individual advice Carly 35 Individual advice Britt 41 Individual advice Hilde 51 Individual advice Lisa 59 Individual advice Yoeri 65 Sources 73 1
introduction We, Hilde, Yoeri, Lisa, Carly and Britt, have developed a new model for the advanced course ‘<strong>Concepting</strong> <strong>Plus</strong>’. The model we created is called ‘Colour your Company’. This model is based on different theories and can be used to analyse an existing concept and to evaluate the quality of the concept. In this report we have exactly described the way our model works and how the model can be used. For creating this model, we used several existing theories that we mention later on. Colour your Company is based on painting your own canvas. Before having your finished canvas, you have to decide what kind of colours you want and what you want to paint. You will analyze the colours. This also works with our model, the colours you will use will be chosen by analyzing. For evaluating your canvas, you look at the different dots in the canvas. In the end, you have your own painted canvas that suits your own company. Our new model has been applied to the company ‘Primark’. Primark is a big clothing chain store with stores all over the world. With our model we have analysed Primark, and we found some pains and gains. These pains and gains are the input for improving an existing concept carrier of Primark or to develop a new concept carrier. This part can be found at the end of the report and has been made individually. 2
Page 4 and 5: Model and explanation 3
Page 6 and 7: Palette 1 Paint dot 1: Vision Criti
Page 8 and 9: Palette 2 Paint dot 1: Trends/devel
Page 10 and 11: Palette 3 Paint dot 1: Product Crit
Page 12 and 13: Paint dot 5: Customer service Criti
Page 14 and 15: primark Primark is a budget clothin
Page 16 and 17: application of model Analysis and e
Page 18 and 19: Core values A lot of different core
Page 20 and 21: Palette 2 Trends & developments Dif
Page 22 and 23: One-liner Primark doesn’t have ju
Page 24 and 25: Communication Primark makes use of
Page 26 and 27: Organisation Primark has different
Page 28 and 29: Network Primark tries to work as cl
Page 30 and 31: conclusions and After analyzing Pri
Page 32 and 33: pain points / chances We used the i
Page 34 and 35: Individual
Page 36 and 37: Individual advice The concept carri
Page 38 and 39: Explanation of fit As the analysis
Page 41 and 42: Robin - 23 - Eindhoven Monday, 7 pm
Page 43 and 44: itt maertzdorff Concept carrier The
Page 45 and 46: 44
Page 47 and 48: 46
Page 49 and 50: 48
Page 52 and 53:
individual advice Pain point / chan
Page 54 and 55:
“Primark behind the scenes” The
Page 56 and 57:
The three touchpoints Pre exposure
Page 59 and 60:
Meet Anna Anna is a 22-year-old gir
Page 61 and 62:
lisa hachmang Description of improv
Page 63:
Description of three touchpoints Pr
Page 66 and 67:
individual advice Pain point I have
Page 68 and 69:
Primark application The idea that I
Page 70 and 71:
Explanation of fit The carrier does
Page 72 and 73:
Kim - 24 years old - Tilburg Kim is
Page 74 and 75:
sources Primark. (2016). About Us.
Page 76:
colour your company Yoeri Sweep Hil
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