Chevy Volt Jobs-To-Be-Done

GM está consultando con Innosight para el próximo (año 2010) lanzamiento de su nuevo producto, el Chevy Volt. Aquí entrevista al brand manager a cargo, sobre el proyecto

El Prius de Toyota y el Tata Nano han señalado el camino reciente de la innovatividad en la industria del automóvil. El uno con su propuesta de elevado valor basada en el tema combustible, el otro, el Nano, como sustituto a la motocicleta (¡!). Ya era hora que el gigante acechado, GM, el creador del concepto de segmentación de mercados (ni más ni menos), el símbolo de la era industrial y la emergencia como potencia de USA, ya era hora decimos, se pusiera a la altura de los tiempos

Extracto:

"Q/ Do you have a plan on how to educate the public to understand the car since its so unique in order to make it more readily salable?

A/ Were working on that right now. Were actually doing a lot of work right now to understand in general who the consumer is for this product. Were working with a group that’s based out of Harvard and there a company called Innosight. What their working with us on is developing a jobs-based positioning for Volt. Which means what are the jobs that Volt really needs to handle for the consumers that buy them. On an emotional level, on a social level, on a functional level, what are the jobs that this vehicle must perform and must do well. Were in the process right now. We’ve done a couple of focus groups. We have a lot of data that you and others have provided us. And its going to help us from a marketing standpoint, what things should we talk about, what things shouldn’t we talk about. And how to we best present the category buster. How do we present this in such a way that consumers who are interested will know this is the first of its kind and this will be the best of its kind and it will be the only one of its kind when it hits the market place in 2010..."

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