品牌轉(zhuǎn)換模型（英文 22)ppt課件

1、ProductQuest.Product Life CycleProductQuestFeasibilityEvaluationTrackingMaturityINFORMATIONConsumerevaluationHEDONIC- liking,- purchase intentIntensity databy trained orconsumer panels“Just right databy consumer panelsPERCEPTION- attribute dataLaboratoryanalysisANALYTICAL- chemicalcontentFeasibility

2、 Stage.Product FeasibilityEarly evaluation of prototype productsIdentify opportunities, understand risks of product weaknesses, provide R&D with improvement directionExplore categories for opportunitiesOutput - Product Profile Cocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertasteA

3、stringent aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertasteOverall likingWeight0.870.77-0.670.62-0.62-0.620.53-0.5010.10Output - Perceptual mapEvaluation Stage.Product EvaluationTest improved products vs. competitorsFine-tuning product t

4、o optimum level prior to launchCan include other marketing components - concept, pack, price, etc = Fine-tuning marketing mix prior to launchOutput - Product Profile SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistencyOverall likingToo weakToo weakToo lightToo weakToo we

5、akNot enoughNot enough718643231815SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency% Just Right2611103596Too strongToo strongToo darkToo strongToo strongToo muchToo smooth68728455727479Product AOutput - Penalty AnalysisA is too sweet, too weak in coffee flavour and to

6、o weak in roast taste-2.1-1.9-1.9-1.2-1.0-1.4-1.0-1.1-1.4-1.2-1.5-1.3-0.8-1.7PenaltyPenalty%Products A and B have the most potentialOutput - Potential ModelingInfluence ofOverall likingABCDEFGHIJKOutput - Attributable Effects 30(1) Maintenance: Product A must continue to provide current perceptions

7、of color, consistency, and creaminess to maintain current level of overall liking. (2) Potential: Product A must improve perceptions of coffee flavor strength, sweetness, and roast taste to increase the level of overall liking.* 5-point poor to excellent scalesMaintenance (1)%Potential (2)%Tracking

8、Stage.Product TrackingMonitor products - attribute quality, brand preferenceTrack health and equity of product, assess changes in competitors, measure product variation against internal quality control standardsIs product manufactured at a consistently acceptable standard?Output - Control ChartOutpu

9、t - Perceptual MapChange over timeMaturity Stage.Product MaturityAssess cost reduction opportunities - increase profitMeasure product preference - sales decliningIngredient substitution = consumer retentionGauge how much product change and ingredient change is possibleOutput OptionsThere is significant (with 95% confidence) discriminationTRIANGLE TESTN=150PRODUCT APRODUCT BREFERENCE SA