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Sustainability Campaign Ideas - MM - DMC

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Sustainability Campaign Ideas - MM - DMC

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1. Carpooling - The Mercato Wagon (TBD)

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Questionnaire Segmentation - Qualitative Test Session 1

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Questionnaire Segmentation - Qualitative Test Session 1

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1. Post-Discovery -
Questions from session 1
1. So have you come across Mercato Metropolitano in the past and have you visited the place.

2. And how did you come across the brand, like Where exactly did you were you first aware of the brand.

3. Okay So you are you a repeat visitor.

4. What are the main things that make you visit Mercato Metropolitano like what, what things stand out for you at the place, which makes you a repeat visitor.

5. Do you consider yourself to be a conscious consumer when it comes to conversations like sustainability and brands being sustainable Do you actively seek out, sustainable brands.

6. And when I talk about sustainable brands, what are the brands that come at the top of your mind.

2. Pre-Discovery -

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Mercato Metropolitano Interview Protocol Sample Questions 

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Mercato Metropolitano Interview Protocol Sample Questions 

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1. Are you aware of the Brand "Mercato Metropolitano"?

2. How would you describe MM based on your last experience with the brand?
Alt.
2. If you have not been to Mercato Metropolitano, how did you get to know about it?

3. How often do you visit MM?
or
3. If you were to go to Mercato Metropolitano, what could be the reason you would want to visit the market?

4. What do you preferably like to purchase/consume at Mercato Metropolitano?
or.
4. What would you expect to buy or eat at Mercato Metropolitano if you were to visit anytime soon?

5. Have you come across any other brands like MM?

6. How would you compare MM with any other food retail outlets or restaurants?

7. If any, could you name some of your favourite buys at Mercato Metropolitano?

8. Would you rather suggest your family, colleague, or friends to visit Mercato Metropolitano?

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Ad Message Construal Level (TBD)
Anticipation (Behavioural Response) - TBD (Means to a Value Driven
Reciprocative Response)
Appreciation For Producer’s Efforts
Attachment To Product
Attention To The Product
Attitude Towards Corporate Philanthropy
Attitude Towards Recycling
Attitude Toward the Activity
Attitude toward the brand name
Attitude toward the brand’s price
Attitude Toward Brand Colour
Attitude Toward Company’s Charitable Contribution
Attitude Toward Logo (General)
Attitude towards the offer
Attitude towards the Organisation's Repositioning
Attitude towards the Product
Brand Affordability
Brand Expectations
Brand Preference
Cause Related Marketing Motive Attributions
Cause Related Marketing Motive Attributions
Choice Difficulty
Commitment to the Company (General)
Company Reputation
Company Success Expectations
Company's Value To The Customer
Confidence in Finding Product Information
Cooperate social responsibility engagement
Customer engagement influence
Customer engagement purposes
Environmental concern of the company
Interaction orientation of the brand
Internet usage
Knowledge about product class
Local self identity
Loyalty to the Brand(Cognitive)
Loyalty to the Store
Loyalty To The Team (Behavioral)
Morality of Object
Patronage Likelihood (Restaurant)
Preference for the familiar food brand (?)
Prestige of consuming the product
PRODUCT CHOICE OVERLOAD IN THE STORE
PRODUCT DESIGN (AESTHETIC)
PRODUCT EVALUATION (FOOD)
PSYCHOLOGICAL DISTANCE (CONSUMER-RETAILER)
PURCHASE ABANDONMENT (STORE)
PURCHASE LIKELIHOOD (CURRENT PRICE)
PURCHASE LIKELIHOOD (PRODUCT FROM THE RETAILER)
QUALITY OF THE BRAND
QUALITY OF THE COMPANY’S PRODUCTS
QUALITY OF THE RETAILER’S PRODUCTS
REGRET (DECISION)
RELATIONSHIP EQUITY (CUSTOMER WITH COMPANY)
RELATIONSHIP ORIENTATION OF THE BRAND
RELATIONSHIP TYPE
REPATRONAGE INTENTION
SATISFACTION
Sense of completion with negotiated price
Sensory pleasure expectation (food portion)
Shopping stress
Similarity to other customers (?)
Sophisticated consumption (?)
Store design (confusing interior layout)
Store design (cramped)
Submitting ideas to the company (?)
Transferred essence (?)
Trust in retailer
Trustworthiness (general)
Uniqueness of the object
Wait Time in the Store
Website Design (Aesthetics)
Website Design (Information Quality)
Website Design (Interactivity)
Website Design (Purchasing Process)
Website Design (Readability)
Willingness to Purchase
Word-of-Mouth Intention

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Reading Week - Plans, Responsibilities and Tasks 

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Reading Week - Plans, Responsibilities and Tasks 

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Monday -
a. Discussion Regarding Submission of Quantitative Data File, Qualtrics Framing and Set-up, Quantitative Respondents Collection and Interview Questions Set Up (Aditya and Yanaisha's Question Bank + New Ideas)
Tuesday -
Question Bank Finalizing for Qualitative Research + Respondents Consent Form Dispatch (Min 6 Respondents Max 8)

Wednesday -
Digital Marketing Strategy alignment -
1. Understanding Frameworks - Pending
• Competitors Benchmarking
• SWOT analysis
• Trend Mapping
• Strategy Canvas
2. Refer to Complete Document - Pending

Consent Sheet Completion for Qualitative Participation by applicants, those who have submitted can now be called for interviews on Google Meets.

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Research In Marketing:

1. What do Potential Customers Know about Mercato Metropolitano and it's offerings?

2. Is there a Gap between MM intended positioning and customer's perceptions of the business in relation to sustainability and community engagement?

Digital Marketing Strategy:

1. What is MM's sustainability and community engagement value proposition?

2. Who are MM's competitors? How can we benchmark MM's value proposition against its main competitors?

3. What are the strengths of Mercato Metropolitano?

4. What can MM learn from this benchmark?

Digital Consumer Behaviour

1. What are the attitudes and behaviors of MM's existing and potential customers with regard to sustainability and community engagement?

2. What kind of consumer profiles can we derive from insights of consumer attitudes and behaviors towards MM with respect to insights from secondary research?

Digital Marketing Communications

1. What could be a DMC Campaign that could showcase MM's connection with sustainability and community engagement.

2. To avoid backlash, what could be the potential risks MM could face if launching a campaign. Prepare a PR Crisis Management Plan for the same.

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Value Driven Approach : MManifesto Brief 

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Value Driven Approach : MManifesto Brief 

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1. Right To Food
2. Food Sovereignty
3. Protecting the Environment
4. Food as it should be
5. Creating Community
6. Small Is Beautiful
7. Educating And Empowering Citizens

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MM is a movement of everything that is natural and sustainable, ensuring access to nutritious and adequate food for everyone. Ours is a movement of artisans and people passionate about seasonal produce, natural food, community inclusion and the preservation of the environment.

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MMovement

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Key Points to Know About Mercato Metropolitano 

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Key Points to Know About Mercato Metropolitano 

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Location - Centrally Focused in London (Elephant and Castle)

Timeline - City's first "SUSTAINABLE COMMUNITY MARKET"

Collaboration -
a. Incubated more than 48 Food and Beverage Businesses
b. A Grocery Store called MM Grocery with sustainability products sourced from local farmers, artisans.
c. Communal Kitchen
d. Several circular economy concepts
e. Bavarian Micro Brewery.

Establishment - 2016

Average number of Visitors Per Week - 60,000

Flipside Opinion - MM Movement is a reaction to a large-scale food industry which is overdeveloped and short on principles.

Approach (Notional) - Small is beautiful and Natural is Good

Core Collaborators - Small Scale Farmers, Local Producers, and Members of the Local Community

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1. A 4000-words written report addressing the allocated strategic challenge. The report is structured

2. in four sections representing the four modules contributing to this project.

3. A Pecha Kucha style presentation.

4. Complete dataset(s) including all the primary data collected in a compatible format (see Research in

5. Marketing module for detailed guidelines).

6. A peer-evaluation document.

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Research Process: Fundamental Idea (Fill in the Ideas Here)

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Research Process: Fundamental Idea (Fill in the Ideas Here)

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1. Determine The Research Problem -

Fundamental Pillar of the Case

1. Investigate what potential customers know about MM and its offerings.

2. In particular, investigate existing brand associations in relation to sustainability and community engagement. Is there a gap between MM intended positioning and customers’ perceptions of the business in relation to sustainability and community engagement?

Alignment with Research. (Unstructured To Module)

Following Mercato Metropolitano's existing position in the market, does the existing and potential audience base of Mercato Metropolitano resonate with the core messaging, values, and positioning it exhibits via its communication levers?
What could be the potential factors that lead to gaps/barriers while conveying the Brand's Core Messaging to its audience?

Pointers Picked up from Core Project Questions:

1. What do Potential Customers Know about Mercato Metropolitano and its offerings?

2. Is there a Gap between MM's intended positioning and customers' perceptions of the business in relation to sustainability and community engagement?

3. What are the attitudes and behaviors of MM's existing and potential customers with regard to sustainability and community engagement?

2. Select The Appropriate Design

3. Execute the Design

4. Communicate The Rearch  s

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Mercato Metropolitano: Website Resource 

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Mercato Metropolitano: Website Resource 

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MM is inviting people, companies and policymakers across London, the UK and the world to join the movement to change food culture in the country. This is an open invitation for people who believe in:

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Homepage 2021