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ProductQuest? Product Life Cycle Feasibility Stage Product Feasibility Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide RD with improvement direction Explore categories for opportunities Output - Product Profile Output - 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 Output - Penalty Analysis A is too sweet, too weak in coffee flavour and too weak in roast taste Output - Potential Modeling Output - Attributable Effects Tracking Stage Product Tracking Monitor products - attribute quality, brand preference Track health 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 Maturity Stage Product Maturity Assess cost reduction opportunities - increase profit Measure product preference - sales declining Ingredient substitution = consumer retention Gauge how much product change and ingredient change is possible Output Options Product Life Cycle THANK YOU ProductQuest? Feasibility Evaluation Tracking Maturity 精品 INFORMATION Consumer evaluation HEDONIC - liking, - purchase intent Intensity data by trained or consumer panels “Just right” data by consumer panels PERCEPTION - attribute data Laboratory analysis ANALYTICAL - chemical content 精品 精品 精品 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 精品 精品 精品 精品 Sweetness Richness Colour Strength of coffee flavour Roast taste C
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