奥美方法-品牌转换模型.pptVIP

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 Feasibility Evaluation Tracking Maturity INFORMATION Consumerevaluation HEDONIC - liking, - purchase intent Intensity databy trained orconsumer panels “Just right” databy consumer panels PERCEPTION - attribute data Laboratoryanalysis ANALYTICAL - chemicalcontent 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 Sweetness Richness Colour Strength of coffee flavour Roast taste Creaminess Consistency Overall liking T