品牌转换模型(ProductQuest)英文版.pptxVIP

ProductQuest?EvaluationTrackingMaturityProduct Life CycleFeasibilityProductQuest?ANALYTICAL- chemicalcontentPERCEPTION- attribute dataHEDONIC- liking,- purchase intentLaboratoryanalysisConsumerevaluationIntensity databy trained orconsumer panels“Just right” databy consumer panelsINFORMATIONFeasibility StageProduct FeasibilityEarly evaluation of prototype productsIdentify opportunities, understand risks of product weaknesses, provide RD with improvement directionExplore categories for opportunitiesOutput - Product Profile WeightOverall likingCocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertasteAstringent aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertaste0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10Output - Perceptual mapEvaluation StageProduct EvaluationTest improved products vs. competitorsFine-tuning product to optimum level prior to launchCan include other marketing components - concept, pack, price, etc = Fine-tuning marketing mix prior to launchOutput - Product Profile Overall likingSweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistencyOutput - Penalty AnalysisA is too sweet, too weak in coffee flavour and too weak in roast tasteProduct A% Just Right%PenaltyPenalty%SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency718643231815-2.1-1.9-1.9-1.2-1.0-1.4-1.0Too weakToo weakToo lightToo weakToo weakNot enoughNot enoughToo strongToo strongToo darkToo strongToo strongToo muchToo smooth68728455727479-1.1-1.4-1.2-1.5-1.3-0.8-1.726111035969、 人的价值，在招收诱惑的一瞬间被决定。10、低头要有勇气，抬头要有低气。11、人总是珍惜为得到。12、人乱于心，不宽余请。13、生气是拿别人做错的事来惩罚自己。14、抱最大的希望，作最大的努力。15、一个人炫耀什么，说明他内心缺少什么。。16、业余生活要有意义，不要越轨。17、一个人即使已登上顶峰，也仍要自强不息。Output - Potential ModelingInfluence ofOverall likingABCDEFGHIJKProducts A and B have the most potentialOutput - Attributable Effects Potential (2)%Maintenance (1)%30(1) Maintenance: Product A must continue to provide current perceptions of c