品牌转换模型（Product Quest）bqya.pptx

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1、ProductQuestProduct Life CycleFeasibilityFeasibilityEvaluationEvaluationTrackingTrackingMaturityMaturityFeasibility StageProduct Feasibilityn nEarly evaluation of prototype productsEarly evaluation of prototype productsn nIdentify opportunities,understand risks Identify opportunities,understand risk

2、s of product weaknesses,provide R&D of product weaknesses,provide R&D with improvement directionwith improvement directionn nExplore categories for opportunitiesExplore categories for opportunitiesOutput-Product Profile Cocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertasteAstringe

3、nt aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertasteOverall likingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10Output-Perceptual mapEvaluation StageProduct Evaluationn nTest improved products petitorsTest improved products petitorsn nF

4、ine-tuning product to optimum level Fine-tuning product to optimum level prior to launchprior to launchn nCan include other marketing components Can include other marketing components-concept,pack,price,etc=Fine-tuning -concept,pack,price,etc=Fine-tuning marketing mix prior to launchmarketing mix pr

5、ior to launchOutput-Product Profile SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistencyOverall likingToo weakToo weakToo lightToo weakToo weakNot enoughNot enough718643231815SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency%Just Right2611

6、103596Too strongToo strongToo darkToo strongToo strongToo muchToo smooth68728455727479Product AOutput-Penalty Analysisn nA is too sweet,too weak in coffee flavour and too weak in roast tasteA 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-

7、1.5-1.3-0.8-1.7PenaltyPenalty%Products A and B have the most potentialOutput-Potential ModelingInfluence ofOverall likingABCDEFGHIJKTracking StageProduct Trackingn nMonitor products-attribute quality,brand Monitor products-attribute quality,brand preferencepreferencen nTrack health and equity of pro

8、duct,Track health and equity of product,assess changes in competitors,measure assess changes in competitors,measure product variation against internal quality product variation against internal quality control standardscontrol standardsn nIs product manufactured at a Is product manufactured at a con

9、sistently acceptable standard?consistently acceptable standard?Output-Control ChartOutput-Perceptual MapChange over timeMaturity StageProduct Maturityn nAssess cost reduction opportunities-Assess cost reduction opportunities-increase profitincrease profitn nMeasure product preference-sales Measure p

10、roduct preference-sales decliningdecliningn nIngredient substitution=consumer Ingredient substitution=consumer retentionretentionn nGauge how much product change and Gauge how much product change and ingredient change is possibleingredient change is possibleOutput OptionsThere is significant(with 95%confidence)discriminationTRIANGLE TESTN=150PRODUCT APRODUCT BPRODUCT BREFERENCE SAMPLE RBSignificant 95%confidence levelDUO-TRIO TESTPAIRED COMPARISONProduct Life CycleFeasibilityFeasibilityEvaluationEvaluationTrackingTrackingMaturityMaturityTHANK YOU