Management of Innovation(MOI, 2011/2012)
Brief and Formats for Part 3, Part 4 and Part 5
Project Work
New Service Development in Automotive Retailing
Emilio Bellini and Chiara Cicenia
Project Work: 5 Parts
Part 1 - Analysis of Successful Cases in Retail Innovation: Learning from the Past and PresentContents:State of the Art: boundaries of retail innovation- New/Emergent Meanings in retail/shopping experience- New/Emergent Technologies for retail services- New Configurations of Customer Journey in Retail/shopping
Part 2- Analysis of Innovation Context in Automotive RetailingContents:- Distance between Automotive Retail and State of the Art in Retail Innovation- Comparative Analysis between Different Automotive Brands
Part 3 - New Service Development in Automotive retailing: The Concept Statement
Part 4 - New Service Development in Automotive retailing: Visualizing the Concept
Part 5 - New Service development in Automotive Retailing: The Business Model
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Summary
• Brief
• Activities
• Format and Templates
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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© 2011 Business Innovation Claudio Dell'Era and Alessandro SalaProblem setting “Multicultural Young Customers and the new Meaning of Automotive Retailing”
• Multicultural Young Customers can be defined as young people born from 1980 to 1995, with a deep experience in foreign countries and cultures (e.g. intensive social network activities with stranger friends, spending frequent periods abroad, work’s experience abroad, student’s experience abroad exploiting public programs for training and education like Erasmus) and a deep involvement in global brands and retail experiences
• Multicultural Young Customers will be the “2015-2025” future visitors of retail stores and users of cars and different modes of transport. Their expectations, behaviour and retail experiences will be very different from current consumers
• For the Multicultural Young Consumers the “meaning” of the “product” car/modes of transport and the meaning of the “service” visit/interaction with retail stores will be very different
• In their infancy (in their own countries) and in the present (from 2007 and 2012) they are exploring new languages and new sensemaking experiences through several “cultural sources”: The evolution of religious behaviours The evolution of social models and traditional values The evolution of the family and of sexual behavoiurs The evolution of economic models The evolution of new media (Internet, social networks, mobile phones) The evolution of art, music, literature, poetry … many others that You can identify
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© 2011 Business Innovation Claudio Dell'Era and Alessandro SalaObjectives
• Your Goal is to develop the Concept for a New Service for the Automotive Retailing in 2012-2020.• This New Service (that could implies a new Business Model) primarily aims at involving in
Automotive Retailing the Young Customers, especially Multicultural Young Customers
• This New Service could be implemented by a single Dealer of Fiat Group Automobiles Dealer Network. Each Group can focus the specific relationships between the New Service and the Brand values of different Fiat Group Automobiles Brands/Models (e.g. the same that You analized in the Part 2)
• The Concept could implement new functions/technologies and/or new meanings/languages for the Automotive Retailing (please pay attention to the automotive retailing “service”, NOT TO THE CAR “PRODUCT”)
• The Concept could identify New Interpreters and/or Lead Users for the innovation of the Automotive Retailing for Multicultural Young Customers (MYCs): Interpreters (e.g. singers, novelists, artists, politicians) of “relevant languages/worlds” where
MYCs are living relevant experiences to a certain distance from the automotive retailing; but, in the future these current experiences could be the basis of new meanings in the visit/shop in a car dealership
Lead Users acting in fields adjacent to the Automotive Retailing that are developing new solutions that can be easily moved into Automotive Retailing
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Summary
• Brief
• Activities
• Format and Templates
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Activities
• Innovation Strategy: Unifying Dynamic Logic resulting from Part 1 and Part 2: Strategic Analysis
• Analysis of RED and Technological Megatrends for Automotive Retailing (e.g. emerging technologies and solutions for retail)
• Analysis of Interpreters (Socio Cultural Evolution and Relevant Context of Life for Young Multicultural Customers)
• Analysis of Fiat Group Automobiles Strategic Vision (Brands, Models, Meanings, Technologies- e.g. Spark Brand Vision-)
Creative Envisioning• IDEAS to innovate Umpleasant Touch Points in Automotive Retailing• IDEAS to innovate Technlogies-Functions in Automotive Retailing Services• IDEAS to innovate Languages-Meanings in Automotive Retailing Services• IDEAS to innovate Customer Journey in Automotive Retailing Services• IDEAS to Exploit Fiat Group Automobiles Vision
• Concept Development: From Idea to the Concept Concept Statement Storyboard Envisioning Business Model Feasibility
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Summary
• Brief
• Activities
• Format and Templates
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Format and Templates
• Format Part 3 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing” Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers” Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points” Format 3.4. “Product Innovation Charter” Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity• Format Part 4
Format 4.1. “The New Customer Journey” Format 4.2. “Interactive Storyboard of the New Service” Format 4.3. “Pay Off and Visual for Advertising Campaign” Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5 Format 5.1. “Business Model” (based on choice of single Groups) Format 5.2. “Technical Feasibility (based on choice of single Groups) Format 5.3. Rough Draft of Financial Sustainability (based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Format and Templates
• Format Part 3 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing” Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers” Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points” Format 3.4. “Product Innovation Charter” Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity• Format Part 4
Format 4.1. “The New Customer Journey” Format 4.2. “Interactive Storyboard of the New Service” Format 4.3. “Pay Off and Visual for Advertising Campaign” Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5 Format 5.1. “Business Model” (based on choice of single Groups) Format 5.2. “Technical Feasibility (based on choice of single Groups) Format 5.3. Rough Draft of Financial Sustainability (based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Description of the Cultural
Context
Relevant Socio-Cultural Trends
impacting on Automotive
Retailing
• ...• ...• ...
• ...• ...• ...
Format 3.1. “Interpreters and Evolution of Socio-Cultural Models and Automotive Retailing” 1/2
Interpreters of Emerging
Socio-Cultural Trends • ...
• ...• ...
Relevant Technological
Trends impacting on Automotive
Retailing• ...• ...• ...
The Relevant Context of Life for
Multicultural Young Consumers
(Emerging Languages)
• ...• ...• ...
• ...• ...• ...
Format 3.2. “Interpreters and the Relevant Context of Life for Multicultural Young Customers” 1/2
Emerging Languages and Key Words from
The Relevant Context of Life for
Multicultural Young
Consumers
Interpreters forThe Relevant
Context of Life for Multicultural Young
Consumers(Roles and Names
if possible)
• ...• ...• ...
• ...• ...• ...
Impact on Touch Points
Format 3.2. “Interpreters and the Relevant Context of Life for Multicultural Young Customers” 2/2
Current Meaning of Automotive retailing
for Multicultural Young Consumers
(
• ...• ...• ...
The Unpleasant Touch Points for Multicultural Customer Journey(Description)
Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”
The Unpleasant Touch Points for Multicultural Customer Journey(Visual)
Format 3.4. The Product Innovation Charter
Figure 3.4
3-15
BackgroundKey Ideas from the situation analysis. Strategic Orientation and Context of the Project Work
FocusAt least one clear technology dimension and one meaning dimension. Theu Match and have good potential
Goals-ObjectivesWhat the project will accomplish, either short term as objectives or longer-term a goals. Evaluation Measurements
GuidelinesAny "rules of the road," requirements imposed by the situation. Innovativeness, order of market entry, time/quality/cost, miscellaneous.
Format 3.5. The Design Driven Concept
Tools
How?
Outputs
What?
Interaction
Why?
Technologies
Languages Messages
Functions
Meanings
PerformancesNEEDS of
Customers and Users,
Format 3.5. - Concept Statement
• Consumer Insight Open Problems, Socio-cultural Models, Needs, Contexts
• Benefit Promises for “problem solving”
• Reason Why Justifying Promises
• Key Elements Functions-Messages, Performaces-Meanings
• Wrap Up Claim/pay off
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Strategic GoalsCustomer
Needs and BehavioursStrategic
stakeholders
RequirementsTechnologies-Function-Performances
Languages-Messages-Meanings
Time to Market
Costs
Quality
Concept
Format 3.5. “Concept Integrity”
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Format and Templates
• Format Part 3 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing” Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers” Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points” Format 3.4. “Product Innovation Charter” Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity• Format Part 4
Format 4.1. “The New Customer Journey” Format 4.2. “Interactive Storyboard of the New Service” Format 4.3. “Pay Off and Visual for Advertising Campaign” Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5 Format 5.1. “Business Model” (based on choice of single Groups) Format 5.2. “Technical Feasibility (based on choice of single Groups) Format 5.3. Rough Draft of Financial Sustainability (based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Format 4.1. – Example of Customer Journey : “Touch Points” and “Moments of Truth”
IdentifyingIdentifying
WelcomingWelcoming
AskingAsking
DisplayingDisplaying
First EvaluationFirst Evaluation
TestingTesting
Paying, Exit, Post-SalePaying, Exit, Post-Sale
Impact of External faetures
Salesman behavioursAtmosphere
WaitingCompetences
Appeal
RangePortfolioPrices
EmotionEvaluationEducation
HonestyLoyaltyAfter-Sales Assistance
Format 4.2. “Interactive Storyboard of the New Service”: Example
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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• To provide a creative and suggestive visual description of the overall mood of the case, highlighting the qualities of environment and interaction
• A mosaic of pictures, describing the solution by depicting the atmosphere, the interaction, the environment, and the specific “taste” of it
• Pictures have to describe the places, the persons and the artefacts of the solution
Format 4.n. Other Visual Tools based on choice of single Groups: Example “Moodboard”
Format 4.n. Other Visual Tools based on choice of single Groups: Example “The Value Proposition”
Useless Part (No Value for the
Customer)
Useful Part(Recognized Value)
Missing Part(Missing Value)
Customers Expectations Offered Functions
The
Product-ServiceCustomers
Needs
Tratto da: Marco Raimondi “Marketing del prodotto-servizio” - Ed. Hoepli, 2005
Format 4.3. “Pay Off and Visual for Advertising Campaign”: Example
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Format and Templates
• Format Part 3 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing” Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers” Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points” Format 3.4. “Product Innovation Charter” Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity• Format Part 4
Format 4.1. “The New Customer Journey” Format 4.2. “Interactive Storyboard of the New Service” Format 4.3. “Pay Off and Visual for Advertising Campaign” Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5 Format 5.1. “Business Model” (based on choice of single Groups) Format 5.2. “Technical Feasibility (based on choice of single Groups) Format 5.3. Rough Draft of Financial Sustainability (based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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Format and Templates
• Format Part 3 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing” Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers” Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points” Format 3.4. “Product Innovation Charter” Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity• Format Part 4
Format 4.1. “The New Customer Journey” Format 4.2. “Interactive Storyboard of the New Service” Format 4.3. “Pay Off and Visual for Advertising Campaign” Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5 Format 5.1. “Business Model” (based on choice of single Groups) Format 5.2. “Technical Feasibility (based on choice of single Groups) Format 5.3. Rough Draft of Financial Sustainability (based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
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© 2011 Business Innovation Claudio Dell'Era and Alessandro SalaFormat 0.0 Idea Description: Name and Surname, Group N.
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• …
Visualization
…
Title
Short description
The Meaning (Why the idea is interesting)• …
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© 2011 Business Innovation Claudio Dell'Era and Alessandro SalaFormat 0.0 Idea Description: Name and Surname, Group N.
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• …
Visualization
…
Title
Short description
The Meaning (Why the idea is interesting)• …
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