品牌转换模型（英文ppt22)课件.pptxVIP

ProductQuest?第一页，编辑于星期三：二十三点 三十二分。EvaluationTrackingMaturityProduct Life CycleFeasibilityProductQuest?第二页，编辑于星期三：二十三点 三十二分。ANALYTICAL- chemicalcontentPERCEPTION- attribute dataHEDONIC- liking,- purchase intentLaboratoryanalysisConsumerevaluationIntensity databy trained orconsumer panels“Just right” databy consumer panelsINFORMATION第三页，编辑于星期三：二十三点 三十二分。Feasibility Stage第四页，编辑于星期三：二十三点 三十二分。Product FeasibilityEarly evaluation of prototype productsIdentify opportunities, understand risks of product weaknesses, provide RD with improvement directionExplore categories for opportunities第五页，编辑于星期三：二十三点 三十二分。Output - Product Profile WeightOverall likingCocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertasteAstringent aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertaste0.870.77-0.670.62-0.62-0.620.53-0.5010.10第六页，编辑于星期三：二十三点 三十二分。Output - Perceptual map第七页，编辑于星期三：二十三点 三十二分。Evaluation Stage第八页，编辑于星期三：二十三点 三十二分。Product 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 launch第九页，编辑于星期三：二十三点 三十二分。Output - Product Profile Overall likingSweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency第十页，编辑于星期三：二十三点 三十二分。Output - 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 smooth68728455727479-1.1-1.4-1.2-1.5-1.3-0.8-1.72611103596第十一页，编辑于星期三：二十三点 三十二分。Output - Potential ModelingInfluence ofOverall likingABCDEFGHIJKProducts A and B have the most potential第十二页，编辑于星期三：二十三点 三十二分。Output - Attributable Effects Potential (2)%Maintenance (1