management of innovation (moi, 2011/2012) brief and formats for part 3, part 4 and part 5 project...

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



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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


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Summary

• Brief

• Activities



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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


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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

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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 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


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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


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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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• …

Visualization

…

Title

Short description


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• …

Visualization

…

Title

Short description


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management of innovation (moi, 2011/2012) brief and formats for part 3, part 4 and part 5 project...

Documents

new languages

automotive retailing

new business model

new sensemaking experiences

different automotive

service visitinteraction

multicultural young

evolution of art