品牌转换模型（ProductQuest）.ppt

1、ProductQuest,Product Life Cycle,ProductQuest,Feasibility,INFORMATION,Feasibility Stage,Product Feasibility,Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunities,Output - Produ

2、ct 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

3、- Perceptual map,Evaluation Stage,Product Evaluation,Test improved products vs. competitors Fine-tuning product to optimum level prior to launch Can include other marketing components - concept, pack, price, etc = Fine-tuning marketing mix prior to launch,Output - Product Profile,Sweetness Richness

4、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

5、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 hav

6、e the most potential,Output - Potential Modeling,Influence of,Overall 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

7、: 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,Monitor products - attribute quality, brand preference Track health

8、 and equity of product, assess changes in competitors, measure product variation against internal quality control standards Is product manufactured at a consistently acceptable standard?,Output - Control Chart,Output - Perceptual Map,Change over time,Maturity Stage,Product Maturity,Assess cost reduction opportunities - increase profit Measure product preference - sales declining Ingredient substitution = consumer retention Gauge