New Product and Service Development

1. New Product and Service Development NYU Spring 2010 Professor: David Goldsmith TL

2. Ideation Surface Evaluation CFD CFD Gate Ideation Screen Surface Evaluation Screen Testing Testing Gate Detailed Evaluation Deployment Detailed Evaluation Screen Deployment Gate Launch PLR PLR Gate OVERVIEW Ideation Elimination Development

3. Ideation Objective Create a video commercial for “Tiguan”, the first compact SUV of Volkswagen loading into the automobile market in China. The purpose of the commercial is for the new release of “Tiguan” in China. Background • The SUVs are more and more popular in China especially among young people. • The sale of SUVs is constantly increasing compared to other types of cars. • All SUVs available in the current market within the price range of USD 30,000 to USD 45,000 are Japanese automobiles. • In China, The quality of German-made cars is more trustful than Japan-made cars.

4. New Product and Service Development Process

5. Ideation There are a part of ideas from all… • Invite a popular star as a promoter • The commercial will be scripted as a story. Idea Bank • Focus on the exterior of Tiguan • Focus on the interior of Tiguan • Focus on the safety of Tiguan • Focus on the capability of Tiguan • The commercial’s style would be very modern and technical. • The commercial’s style would be very wild. • The commercial’s style would be lovely and sweet.

6. Ideation Wider funnel mouth with more ideas in hopper… • Collecting more ideas through surveys from many potential consumers so that we can know more about what the consumer really cares about. • Looking for the inspiration through reviewing as many successful commercials about the cars as possible.

7. Ideation Ideation Screen • The content of the commercial should be legal. • The site of the commercial should be based in China. • The actor in the commercial should be Chinese. • The commercial should be live action. • The commercial should be shot in colors. • The important features of this car should be shown in the commercial.

8. New Product and Service Development Process

9. Elimination Expansion & Surface Evaluation We need to do: • 7 good ideas will be selected through filtering by ideation screen. • We will conduct further research on these 7 ideas so as to get more information to identify their feasibilities. • Those ideas which are eliminated after filtered by ideation screen will recycle back to the idea bank.

10. Elimination Surface Evaluation Screen • The commercial should emphasize all the highlights of the car’s specifications, including excellent TSI engine, the“4 motion” four-wheel drive system, the Bi- Xenon headlights, the panoramic sunroof and etc. • The length of the commercial should be limited to between 60 seconds and 100 seconds. • The script of the commercial should be completely different from any other car commercials in China. • The commercial should be done in three weeks.

11. Elimination Detailed Evaluation • 3 ideas will be selected through filtering by surface evaluation screen. • We will conduct in-depth research on these 3 ideas including the detailed plan, HR supporting, the budget for commercial production and so on. • Those ideas which are eliminated after filtered by surface evaluation screen will recycle back to the idea bank.

12. Elimination Detailed Evaluation Screen • The length of the commercial must be 90 seconds, no more and no less. • The budget of the commercial production should not exceed USD $150,000. • The car running through two different road conditions must be described in the commercial including the normal urban road and bumpy road. • The background music must be creative and brand new.

13. Final Idea The commercial will be shot at three different locations in China: Scene 1 (city driving): A white Tiguan is weaving in between the skyscrapers. The driver enjoys the delightful sunlight from the panoramic sunroof with a full view of the city from the front and side windows. Scene 2 (suburban driving): The white Tiguan is running on a rural road with ramps and puddles. The outstanding “4-motion” four-wheel drive system of Tiguan lets the driver go through these obstacles without any problem. He does not even notice these obstacles, and can admire the beautiful view outside. Scene 3 (the end): On the way back to city, the white Tiguan is passing through a tunnel. The Bi-Xenon headlights leads a bright way to the driver. The Tiguan climbs up the path of success and enjoys the attention of the world.

14. New Product and Service Development Process

15. Development Cross-Functional Development shooting Final Idea Blueprint publishing • the sites for shooting. • the director, actor and relevant staff. • the props and equipment which will be used in the commercial. • the time table for every part of work. CFD Gate Gatekeeper: Project Director The Project Director is responsible to make sure that the blueprint is created in accordance with the final idea. If not, the whole idea will be recycled to idea bank.

16. Development Testing In this part, the blueprint will be tested by gatekeeper. We usually preview the whole process of the commercial through the words, the pictures and 3D animation. We introduce the detail of every part of work regarding the shooting and publishing. Testing Gate Gatekeeper: the senior executives of the Volkswagen, vendors and some consumers. The gatekeeper is responsible to make sure that every part of the blueprint is what they want. If everything is excellent, the commercial is ready to be shot and published. If not, the whole idea will be recycled to idea bank.

17. Development Deployment In this part, we need to make sure that everything is ok and everyone is in position before the launch day. I am ready! • Shooting • Publishing Deployment Gate Gatekeeper: Project Director, and the senior executives of Volkswagen. The gatekeeper is responsible to make sure that the preparation of the commercial is completed and the commercial is ready to be shot and published. If not, the idea will be recycled to the idea bank.

18. Development Launch The commercial will be shot on time and published on certain time.

19. Development Post Launch Review After the commercial is launched, we need to review the result and effect: • The effect from the consumers • The effect from the media • The effect from the dealers • Review the cost • The whole launching process was implemented according to the plan or not PLR Gate Gatekeeper:The senior executives of Volkswagen. • We should get good feedback from the consumers, the media and the dealers. • Everybody who watched this commercial should get deep impression. They should understand what kind of car the Tiguan is. • The cost should not exceed the plan.

20. Thank you for your time!