品牌转换模型（英文PPT 22).ppt

ProductQuest,ProductLifeCycle,ProductQuest,Feasibility,INFORMATION,FeasibilityStage,ProductFeasibility,EarlyevaluationofprototypeproductsIdentifyopportunities,understandrisksofproductweaknesses,provideR&DwithimprovementdirectionExplorecategoriesforopportunities,Output-ProductProfile,CocoaaromaCocoaflavourMalt/CerealaromaCreamytextureBitteraftertasteAstringentaftertasteSweetflavourSoyaftertasteDairy/MilkyaromaCoffeeflavourRoastedaromaMouthcoataftertaste,Overallliking,Weight,0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10,Output-Perceptualmap,EvaluationStage,ProductEvaluation,TpetitorsFine-tuningproducttooptimumlevelpriortolaunchCanincludeothermarketingcomponents-concept,pack,price,etc=Fine-tuningmarketingmixpriortolaunch,Output-ProductProfile,SweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistency,Overallliking,TooweakTooweakToolightTooweakTooweakNotenoughNotenough,718643231815,SweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistency,%JustRight,2611103596,ToostrongToostrongToodarkToostrongToostrongToomuchToosmooth,68728455727479,ProductA,Output-PenaltyAnalysis,Aistoosweet,tooweakincoffeeflavourandtooweakinroasttaste,-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,%,%,ProductsAandBhavethemostpotential,Output-PotentialModeling,Influenceof,Overallliking,ABCDEFGHIJK,Output-AttributableEffects,30,(1)Maintenance:ProductAmustcontinuetoprovidecurrentperceptionsofcolor,consistency,andcreaminesstomaintaincurrentlevelofoverallliking.(2)Potential:ProductAmustimproveperceptionsofcoffeeflavorstrength,sweetness,androasttastetoincreasethelevelofoverallliking.*5-pointpoortoexcellentscales,Maintenance(1)%,Potential(2)%,TrackingStage,ProductTracking,Monitorproducts-attributequality,brandpreferenceTrackhealthandequityofproduct,assesschangesincompetitors,measureproductvariationagainstinternalqualitycontrolstandardsIsproductmanufacturedataconsistentlyacceptablestandard?,Output-ControlChart,Output-PerceptualMap,Changeovertime,MaturityStage,ProductMaturity,Assesscostreductionopportunities-increaseprofitMeasureproductpreference-salesdecliningIngredientsubstitution=consumerretentionGaugehowmuc