奥美方法品牌转换模型概要1.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