Cooperative work generation via a brand of sustainable jewelry for the Dutch market

Cooperative work generation via a brand of sustainable jewelry for the Dutch market

Latorre, C.M.

Hultink, E.J. (mentor)
Tassoul, M. (mentor)
Velasquez, M. (mentor)

Industrial Design Engineering

Product Innovation Management

Strategic Product Design (SPD)

2011-04-18

Aiming to boost the artisanal work and legal mining in Colombia, this project is focused on the creation of a brand for sustainable handmade jewelry, the collaborative work between Dutch and Colombian designers, and the strategy to successfully implemente it in the Netherlands. The first phase is the conception, which analyses both the Colombian and Dutch jewelry industry in order to define the project scope. As a result of the Colombian analysis, the need for a strong image that express the quality of the artisanal work is needed to enter into new markets. From the Dutch analysis, the increasing interest in jewelry and its awareness on sustainability seems to be a good opportunity to work on for the Colombian jewelry as a brand. Therefore, during the second phase, the mission of the company was established in order to create an image for the sustainable handmade Jewelry. The resulting brand name “ENNAKA” was invented and the design of its logo was developed as well. After the Dutch market analysis, the Dutch women between 25 to 65 years old were selected as a target market. The SWOT analysis was done in the third phase, to evaluate ENNAKA’s strengths, weaknesses, opportunities and threats, in order to generate the strategy and the direction to go for the company. This analysis leads to the positioning concept and differential advantage of sustainability in jewelry, the co-design within the design process and the business model generation. Through the business model creation, important decisions were made such as the key partners, key activities, resources, channel revenue streams and so on to make this project work. The result of it is the creation of the ENNAKA Latin American Gallery Shop, which besides sustainable jewelry from Colombia, will offer other products and cultural activities from Latino America preserving always its sustainable and cross cultural concept. The final phase of the project consists of the strategy and plan implementation to reach the market in the Netherlands. The non-price strategy will be followed by ENNAKA and the main message to communicate will be the sustainable handmade jewelry; the exclusivity, high quality, innovative design, and the fair trade support. Within ENNAKA’s marketing strategies, special events such as the launch of each collection (summer and winter), the participation on fairs and the sponsorship of social change campaigns will be of vital importance to its image creation. However, one of the most important elements of the communication mix will be the gallery store, its design and the complete buying experience generated for ENNAKA’s clients. Therefore the shop keeper should be specially selected and trained. This report finishes with conclusions and recommendations for the project continuity and realization.

Co-design
BOP

http://resolver.tudelft.nl/uuid:78684922-a827-41cd-8208-5b27a5744337

Campus only

Student theses

master thesis

(c) 2011 Latorre, C.M.