品牌轉(zhuǎn)換模型英文PPT22

1、ProductQuestProduct Life CycleProductQuestFeasibilityEvaluationTrackingMaturity2INFORMATIONConsumerevaluationHEDONIC- liking,- purchase intentIntensity databy trained orconsumer panels“Just right” databy consumer panelsPERCEPTION- attribute dataLaboratoryanalysisANALYTICAL- chemicalcontent3Feasibili

2、ty StageProduct FeasibilityEarly evaluation of prototype productsIdentify opportunities, understand risks of product weaknesses, provide R&D with improvement directionExplore categories for opportunities5Output - Product Profile Cocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertast

3、eAstringent aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertasteOverall likingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.106Output - Perceptual map7Evaluation StageProduct EvaluationTest improved products vs. competitorsFine-tuning produc

4、t to optimum level prior to launchCan include other marketing components - concept, pack, price, etc = Fine-tuning marketing mix prior to launch9Output - Product Profile SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistencyOverall liking10Too weakToo weakToo lightToo weak

5、Too weakNot 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

6、and too weak in roast taste-2.1-1.9-1.9-1.2-1.0-1.4-1.0-1.1-1.4-1.2-1.5-1.3-0.8-1.7PenaltyPenalty%11Products A and B have the most potentialOutput - Potential ModelingInfluence ofOverall likingABCDEFGHIJK12Output - Attributable Effects 30(1) Maintenance: Product A must continue to provide current pe

7、rceptions 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)

8、%13Tracking StageProduct 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?15Output - Contr

9、ol Chart16Output - Perceptual MapChange over time17Maturity StageProduct MaturityAssess cost reduction opportunities - increase profitMeasure product preference - sales decliningIngredient substitution = consumer retentionGauge how much product change and ingredient change is possible19Output OptionsThere is significant (with 95% confidence) discriminationTRIANGLE TESTN=150PRODUCT APRODUCT BREFERENCE SAMP