奥美方法-品牌转换模型.ppt

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2024-05-07 发布于四川
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奥美方法-品牌转换模型.ppt

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ProductQuest?

ProductLifeCycleProductQuest?FeasibilityEvaluationTrackingMaturity

INFORMATIONConsumer

evaluationHEDONIC-liking,-purchaseintentIntensitydata

bytrainedor

consumerpanels“Justright”data

byconsumerpanelsPERCEPTION-attributedataLaboratory

analysisANALYTICAL-chemical

content

FeasibilityStage

ProductFeasibilityEarlyevaluationofprototypeproductsIdentifyopportunities,understandrisksofproductweaknesses,provideRDwithimprovementdirectionExplorecategoriesforopportunities

Output-ProductProfileCocoaaromaCocoaflavourMalt/CerealaromaCreamytextureBitteraftertasteAstringentaftertasteSweetflavourSoyaftertasteDairy/MilkyaromaCoffeeflavourRoastedaromaMouthcoataftertasteOveralllikingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10

Output-Perceptualmap

EvaluationStage

ProductEvaluationTestimprovedproductsvs.competitorsFine-tuningproducttooptimumlevelpriortolaunchCanincludeothermarketingcomponents-concept,pack,price,etc=Fine-tuningmarketingmixpriortolaunch

Output-ProductProfileSweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistencyOverallliking

TooweakTooweakToolightTooweakTooweakNotenoughNotenough718643231815SweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistency%JustRight2611103596ToostrongToostrongToodarkToostrongToostrongToomuchToosmooth68728455727479ProductAOutput-PenaltyAnalysisAistoosweet,tooweakincoffeeflavourandtooweakinroasttaste-2.1-1.9-1.9-1.2-1.0-1.4-1.0-1.1-1.4-1.2-1.5-1.3-0.8-1.7PenaltyPenalty%%

ProductsAandBhavethemostpotentialOutput-PotentialModelingInfluenceofOveralllikingABCDEFGHIJK

Output-AttributableEffects30(1)Maintenance:ProductAmustcontinuetoprovidecurrentperceptionsofcolor,consistency,andcreaminesstomaintaincurrentlevelofoverallliking.(2)Potential:ProductAmustimproveperceptionsofcoffeeflavorstrength,