Practice II -Are you paying attention?

PRACTICE II. A Crash Course of Creativity

Are you paying Attention?

Pablo Caraballo Sacaluga

WHAT I DO?

I have visited some establishments trying to discover some particulary things.

Those are my sample: 1) Francis’ Coffeshop 2) Donner Kebab&cocktail bar Anubis 3) 100 Montaditos (Spanish Franchise) 4) Photocopying ReadCopy 5) Supermarket M.A.S. 6) Intimissimi

FRANCIS’S COFFEESHOP

My first impression didn’ be the best, but I think ; well let’s give them an oportunity, and I just took a coke and started paying attention.

• No merchandising, only own sales or menus

• Walls were pistachio green and the flor was compounded with old tiles.

• In conclusion, really gloomy


But then, while I was taking some notes. I think, this place is really confortable, there wasn’t any music, some people of my age, very peaceful.

• All the local smelt like fresh bread

• The products had pretty good looking, and the waitresses had pretty good looking too.


Well, I think that this bar is allways full because there are good food and service. However, I believe that this is only valid for people who know it.

A person who is visiting the city probably doesn’t enter there, and is due to its appearing

But this weakness could be a hidden oportunity. I hope that if they change a little their image they will consolidate a really interesting youth targuet

DONNER KEBAB&COCKTAIL BAR ANUBIS

I have chosen this site because its appearance is very interesting. And there’s another peculiarity this is a doble bar. During the day is a Kebab, but in the afternoon they open like a cocktail barAnd finaly when I saw two big statues at the door I knew that I have to took a look


First of all there’s no common discover a kebab who becames at night to a cocktail bar.

The walls are painted with egiptian draws. In general it is decorated very good

But there are one big problem. The local smells kebab a lot.


Apart from the Kebab smells. I think there is another big problem; the font.

There are two banners –one for the kebab, and the other one for the cocktail bar-.

They are toguether, and as you could see, they are really differents


Finally, I think that they have to control that stink, principally for people who want to drink a cocktail, they don’t have to smell some kebab.

And they should homogenize their banners

Hidden oportunity; I believe that they can use that bipolarity as an adventage, when people are getting drunk, they have to open the kebab kitchen and catching some drunks

100 Montaditos

Nowadays, 100 Montaditos is one of the most fashionable bars in Spain. It have a lot of sales depending on the day of the week. And they allways make funny advertisement

100 Montaditos

Its appearance is retro, inside there are a lot of Black&White pictures of Cádiz –A coast city in the south of Spain-

Normally there’s some music. you can hear spanish pop -40 principales, a radio chanel-

100 Montaditos

This company have a creative tipe of bussines. They have one hundred tipe of sandwiches and really good competitive prices.

I know that this group is growing, and it’s difficult to find hidden oportunities. Additionaly, the creator of this franchise, have created another line of bars, It calls “la Sureña”. It is the same kind of bar; very cheap, and with amazing offers some days in the week, but the offers never compite, allways are in different days.

I love those bars!

Photocopying ReadCopyA didn’t know anything abuout this photocopying before this visit.It is a little commerce whose owner are two old women.

Photocopying ReadCopy

Firstly I loved one thing when I was there. It smelt like the pages of a new book.

Outside there were a lot of ads and offers about their products.

However inner I could saw offers too, but written bu hand… really lame


In this local, I could discovered a curious thing, It was an exclusive shelving for impulsive shopings. Between notebooks, pencils and rubbers…

Candies, chocolate bars and gums


There was a matter that I considered dysfunctional,

There were a lot of place for the machines but the qeue started out of the store.

I believe that this is a horrible problem, It will be able to very unpleasant

I am sure that they have opportunities to change that

Supermarket M.A.S.

This is a tipical spanish supermarket wich is famous for its cheap prices.

Supermarket M.A.S.

The most important thing there was the products localization.

Products were “differents” depending on the heigth that they occupy in the shelves

Just for mums or for kids...

Supermarket M.A.S.

Supermarket M.A.S.

Another thing that I analized was that there are some areas really good decorated, but the most part was sad, with calm ligths

Comparing those pictures you could say that they are different stores

Supermarket M.A.S.

And finally, like in all the supermarkets. They play with the impulsive shoping.

Really near from the manager, If you took a look you would see a lot of offers or sweets and gums

Supermarket M.A.S.

My value is simple, I believe that M.A.S. could amplify his customer sample –even keeping his prices- if they invest money in their decoration. It will show quality and security image.

INTIMISSIMI

This is an underware shop for men and women. Their competence are Women’s Secret or Oysho. One of the biggest differences is that Intimissimi has hottier complements

INTIMISSIMI

That local specifically is not big. However is spacious and with good ilumination

It reminded me of the old boutiques, with tables in the middle of the shop an no-head-maniquies

INTIMISSIMI

Even being a shop for men and women, they had more women’s clothing.

In fact the compulsive shoping was focused only in girls; Accesories, cosmetics and creams

INTIMISSIMI

I spect that this market segment have more women than men.

Furthermore the men’s clothes was pretty freak, things like suspenders for underpants…

I think that they have to feed more the masculine segment, creating a new line more confortable and stetic.

Lifestyle

Practice II -Are you paying attention?