Lifestyles, Cultures and Innovation

BUSINESS CHALLENGE
1. BACKGROUND:
VITASOY has been established since 1940 to provide a source of soy-based nutrition, VITASOY have grown to become one of Asia Pacific’s leading plant-based food and beverage producers.
Drawing on the company’s rich experience and expertise, VITASOY purpose is to offer sustainable plant-based food and beverages that are great tasting and nutritious to their consumers, improving the wellbeing of Vitasoy communities and the planet. Made from wholesome plant ingredients such as soybeans, almonds, and oats, VITASOY enable their consumers to pursue a healthy and sustainable plant-based lifestyle. Serving about 40 markets around the world, VITASOY endeavour to further mainstream healthy plant-based diets and to continue innovating their products, ingredients, and manufacturing processes.
VITASOY works to deliver great products to their consumers safely and as sustainably as possible, taking into consideration the environmental and social impacts across VITASOY’s value chain and to their consumers. VITASOY is dedicated to business practices which are sustainable for the environment and its natural resources, promotes responsible procurement, creates a safe and inclusive workplace, and fosters community development.
Demand for sustainable packaging is growing rapidly as consumers, governments, and investors worldwide are increasingly attentive to how businesses are managing single-use packaging. Consumers are more and more likely to make purchasing decisions based on sustainability considerations and many businesses are now expected to develop robust and holistic environmental targets and long-term strategies on packaging. Between consumer expectations, long-term risk management, and tightening regulations, VITASOY is determined drive sustainable packaging across our business.
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Collaboration and collective actions are vital to achieve the best results in reducing environmental impacts of packaging. Hence, apart from VITASOY’s own commitments, the company will need the help and buy-in of their consumers. As such VITASOY has concentrated its efforts on strengthening waste reduction and recycling initiatives in our community.
(NOTE: For more information, please visit Vitasoy’s sustainability website at https://www.vitasoy.com/sustainability/ )
2. CHALLENGE:
VITASOY is now approaching ID&BM to explore creative strategy for promoting its sustainable consumption practices in the Greater China (mainly include Hong Kong and Macao).
Playing a role as a ‘strategic design consultant’, you and your teammates (3 people per team [1]) have been invited by VITASOY to take up this specific business and design challenge as follows:
(1) Designing a creative recycling campaign/programme (services) by means of the smart bin developed by VITASOY. (2) Uplift the awareness of recycle and sustainability mindset in Hong Kong and Southern China.
(3) And, at the same time link sustainability to VITASOY brand
3. DESIGN PROPOSAL/OUTPUTS:
Based on the given challenges above, you will be asked to……..
∙ Identify target groups/segments that have the highest potential to take part in daily recycling in Hong Kong and Southern China. (You have to articulate clearly their daily life consumption habits, preferences and characteristics of these people/segments, and explain why you think they have the highest potential.)
∙ Define corresponding communication/marketing strategy to promote the awareness of recycle and sustainability mindset of these people. ∙ Ideate a new recycling campaign/programme to reinforce sustainability to products and brand of VITASOY.
NOTE:
[1] Team building criteria: [a] at least ONE member from Hong Kong and ONE from mainland China, [b] at least TWO different disciplines (design/ non-design) mix within a team.
PROJECT TASKS
Within the given timeframe, you will be required to carry out the following investigations based on the business and design challenge. Your project activities should be divided into four distinct phases:
1. RESEARCH (week 1 – 4):
To conduct the ‘3C’ studies to help to uncover the followings.
(I) CONSUMER (weighting: 70%)
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Each project team will be required to identify one specific target segment/ group of people (recruit at least FIVE participants from this segment/group as research subjects) in Hong Kong and Southern China.
By means of digital ‘Lifestyle Probes’ [2], VITASOY would like you to investigate……..
(1) Their everyday lifestyle related to beverage consumption preferences and habits.
a. What are their daily life pattern and habit related to beverage consumption?
b. What sort of lifestyle they aspire to and/or prefer?
c. What are their personal values and taste relate to beverage consumption?
(2) Their eco-awareness, recycle and sustainability mindset.
a. What are their perception and conception about sustainability and/or sustainable development?
b. Are they aware of the connection between personal consumption and ecological problems which the city has been confronting? c. Are they aware of the necessity and purposes of recycling in their city?
(3) Their willingness in taking part in recycling campaign or programme by VITASOY.
a. Are there unmet pain-points and/or needs to encourage them to take part in recycling post-consumed packaging materials? b. What strategy could VITASOY deploy to address those unmet pain-points and/or needs to promote recycling practice? b. How could such help to reinforce the current sustainability programmes, products and brand of VISTORY?
NOTE:
[2] ‘Lifestyle Probes’ is a ‘guided self-reporting’ research approach which aims at unearthing daily behaviour, consumption habits, pattern/preference, and lifestyle aspiration of target users. Theoretical grounding and details of this approach will be introduced in the scheduled lectures of this subject.
(II) COMPETITON (weighting: 20%)
Whilst through the COMPETITION research, you will be required to………..
[a] Evaluate and analyse the strengths and weaknesses of sustainability programme of VITASOY (particularly related to recycling) and its key/emerging competitors in HK and China.
[b] Identify potential synergies (if possible) that VITASOY could create through partnerships.
(III) CONTEXTS (weighting: 10%)
Make aware of the emerging trends and the structural factors (i.e. ‘STEEP’ factors: Socio-cultural, Technological, Environmental, Economic, Political) which will cause business impacts on target segment/ group of VITASOY in Hong Kong and Southern China.
2. Analysis & Insight Development (week 4-5):
At this stage, you will seek patterns, connections from the 3C research above, and reveal all relevant findings. Based on these findings, you will be asked to identify the target segment/group , interpret that into corresponding PERSONAS, and develop initial insights, which respond to VITASOY challenges and potential opportunities.
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And at the end of this phase you will prepare a 10 minutes presentation to share the findings with the client, tutors and peers at the INTERIM REVIEW.
3. Ideation (week 5-6):
Based on the initial insights, you are going to illustrate your findings and understanding of the group/segment (by means of the use of persona) which your team had identified and synthesized for VITASOY.
4. Design & Presentation (week 6-7):
At last, develop a compelling design proposal/solution with the support of appropriate form of visualizations or prototype (optional). Evaluate all possible solutions before settling on one final, compelling design proposal/solution at this particular stage. A 15 minutes presentation will be given to each project team to report to the client, tutors and peers at the end (the FINAL PRESENTATION) of the project.
TIMETABLE
mth
wk
MON
TUE
WED
THU
FRI
SAT
SUN
Nov
2021
wk 01
1 (I) RESEARCH
2
3
4
5
6
7

(I) RESEARC

14:30
PROJECT BRIEFING
Vitasoy (CM, DC)
ID&BM (BDL)
15:30
LECTURE (I)
‘CONCEPT: Lifestyles &
Cultures’ (BDL)

14:30
LECTURE (II)
‘CONSUMER: Lifestyle Design Research’ (BDL) Project tutorial (1)

wk 02
8
9
10
11
12
13
14

4

14:30
Site visit – Mil Mill recycling pulp mill
17:30
Group discussion

14:30
LECTURE (III)
‘CONTEXTS: Research for Contextual Insights‘ (BDL) Project tutorial (2)

wk 03
15
16
17
18
19
20
21

14:30
Project tutorial (3)

14:30
Project tutorial (4)

wk 04
22
23
24
25
26
27
28

14:30
Project tutorial (5)

14:30
Project tutorial (6)

Dec
2021

29 BoDW
30 BoDW
1 BoDW
2 BoDW
3 BoDW
4
5

wk 05
6 (II) ANALYSIS
7
8
9
10
11
12

14:30
Project tutorial (7)

15:30
INTERIM REVIEW
Vitasoy (CM, DC)
ID&BM (BDL)

5

wk 06
13 (III) IDEATION
14
15 (IV) DESIGN
16
17
18
19

14:30
Project tutorial (8)

14:30
Optional tutorial

wk 07
20 (IV) DESIGN +
21
22
23
24
25
26

X’mas
Holidays

14:30
No class

14:30
FINAL PRESENTATION Vitasoy (CM, DC)
ID&BM (BDL)

Jan
2022
wk 08
27
28
29
30
31
1
2

19:00
Submission of
ALL
Project Deliverables

New
Year
holiday

DELIVERABLES
THREE deliverables will be required:
1. INTERMIM REVIEW — a digital copy of the ‘Interim Review’ presentation either in PPT or PDF format.
2. FINAL PRESENTATION — a digital copy of the ‘Final Presentation’ either in PPT or PDF format.
3. PROJECT REPORT — a documentation of the complete research and design process of the project (MUST include the digital copies of all ‘lifestyle probes’ in the report as an APPENDIX).
(NOTE: A ‘PROJECT REPORT’ ‘guide’ will be provided separately.)
ASSESSMENT CRITERIA

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