风花雪月元素wfsm concept.pptxVIP

? 2018 Ipsos.? All rights reserved. Contains Ipsos Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.;Research Objectives;Overview of Research Approach ;Research Flow;Action Standards;Test Materials;Test Materials;Key Findings;Action standard;Overall Assessment Both concepts are promising to move forward in XM. In SH, both concepts have potential to move forward with further optimization. But in GZ, both concepts need to rework to strengthen proposition. ;Is a brand for youth;;Demand Space Celebration Shared Treat and Part of the group were the most suitable DS for both concepts. But Carefree time was also an important DS especially for concept B.;;C.10 Concept Differentiation, C.15 Concept Relevance. C.35 Concept Price expensiveness (with variant size) P.60 Product Differentiation, P.65 Product Relevance. P.70 Product Price expensiveness (with variant size) ;Is a brand I trust;Concept Evaluation Overview – Concept A The consumers found functional features and ingredients were more relevant and differentiating to them. Relatively, they thought culture related statements less relevant to them (but with limited mention rate) .;Concept Evaluation Overview – Concept B Similar pattern was seen for concept B;;SH;;C.10 Concept Differentiation, C.15 Concept Relevance. C.35 Concept Price expensiveness (with variant size) P.60 Product Differentiation, P.65 Product Relevance. P.70 Product Price expensiveness (with variant size) ;Is a brand for youth;Concept Evaluation Overview – Concept A Like SH, GZ consumers also connected functional features and ingredients as most relevant and unique. And GZ consumers also find the statement “wind flowers snow and moon, reward at the moment” hard to believe. ;Concept Evaluation Overview – Concept B Like concept A, the functional feature and ingredients were perceived more relevant and unique for concept B. Besides, consumers were also interested in the statem