消费者洞察---市场营销起点.pptVIP

* * * * * * * * * * Concept Exercise 2 Write an new Good product upgrade concept for your brand. Concept development Process 1. Planning form team define process Write brief to define the goals 2. Consumer understanding: Explore existing research conduct new researches Team write Consumer blueprint 3. Concept brainstorm 4. Concept evaluation (Concept Test or Concept Product Test) 5. Concept implementation Core element for copy/packaging/promotion/PR/display development brief Concept should evolve according to the market trend 1st to win on concept if not, win on execution Con