《品牌转换模型英文》PPT课件.ppt

ProductQuest 天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632 Product Life Cycle ProductQuest FeasibilityFeasibility EvaluationEvaluation TrackingTracking MaturityMaturity 天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632 INFORMATION CConsumer evaluation HEDONIC - liking, - purchase intent J Intensity data by trained or consumer panels J “Just right” data by consumer panels PERCEPTION - attribute data $ Laboratory analysis ANALYTICAL - chemical content Feasibility Stage Product Feasibility nEarly evaluation of prototype products nIdentify opportunities, understand risks of product weaknesses, provide R&D with improvement direction nExplore categories for opportunities Output - Product Profile Cocoa aroma Cocoa flavour Malt/Cereal aroma Creamy texture Bitter aftertaste Astringent aftertaste Sweet flavour Soy aftertaste Dairy/Milky aroma Coffee flavour Roasted aroma Mouthcoat aftertaste Overall liking Weight 0.87 0.77 -0.67 0.62 -0.62 -0.62 0.53 -0.50 0.23 0.12 0.11 0.10 Output - Perceptual map Evaluation Stage Product Evaluation nTest improved products vs. competitors nFine-tuning product to optimum level prior to launch nCan include other marketing components - concept, pack, price, etc = Fine-tuning marketing mix prior to launch Output - Product Profile Sweetness Richness Colour Strength of coffee flavour Roast taste Creaminess Consistency Overall liking Too weak Too weak Too light Too weak Too weak Not enough Not enough 7 18 6 43 23 18 15 Sweetness Richness Colour Strength of coffee flavour Roast taste Creaminess Consistency % Just Right 26 11 10 3 5 9 6 Too strong Too strong Too dark Too strong Too strong Too much Too smooth 68 72 84 55 72 74 79 Product A Output - Penalty Analysis A is too sweet, too weak in coffee flavour and too 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 -1.7 Penalty Penalty % % Products A and B have the most potential Output - Potential Modeling Influence ofOverall liking A B C D E F G H I J K Output - Attributable Effects 30 (1) Maintenance: Product A must continue to provide current perceptions 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 scales Maintenance (1) % Potential (2) % Tracking Stage Product Tracking nMonitor products - attribute quality, brand preference nTrack health and equity of product, assess changes in competitors, measure product variation against internal quality control standards nIs product manufactured at a consistently acceptable standard? Output - Control Chart Output - Perceptual Map Change over time Maturity Stage Product Maturity nAssess cost reduction opportunities - increase profit nMeasure product preference - sales declining nIngredient substitution = consumer retention nGauge how much product change and ingredient change is possible Output Options There is significant (with 95% confidence) discrimination TRIANGLE TEST N=150 PRODUCT APRODUCT B REFERENCE SAMPLE RB Significant 95% co