品牌转换模型ProductQuest

A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
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
A is too sweet, too weak in coffee flavour and
too weak in roast taste
Penalty %
Product A
% Just Right
% Penalty
Sweetness Too weak -2.1 7
68
26 -1.1 Too strong
Product Feasibility
Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunities
Output - Product Profile
1
2
3
4
5
6
7
8
9
Overall liking
Sweetness
Richness
Colour
Strength of coffee flavour
Roast taste
Creaminess
Consistency
1
2
3
4
5
A
C
G
H
Ideal
Output - Penalty Analysis
Richness Too weak -1.9 18
72
11 -1.4 Too strong
Colour Too light -1.9 6
84
10 -1.2 Too dark
Strength of coffee flavour Too weak -1.2 43
55
3 -1.5 Too strong
Roast taste Too weak -1.0 23
Maturity
THANK YOU
72
5 -1.3 Too strong
Creaminess Not enough -1.4 18
74
9 -0.8 Too much
Consistency Not enough -1.0 15
79
6 -1.7 Too smooth
Output - Potential Modeling
A B C D E F G H I J K
Output - Product Profile
Weight 1 Overall liking Cocoa aroma 0.87 Cocoa flavour 0.77 Malt/Cereal aroma -0.67 Creamy texture 0.62 Bitter aftertaste -0.62 Astringent aftertaste -0.62 Sweet flavour 0.53 Soy aftertaste -0.50 Dairy/Milky aroma 0.23 Coffee flavour 0.12 Roasted aroma 0.11 Mouthcoat aftertaste 0.10
- attribute data
☺ Intensity data by trained or consumer panels
☺ “Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
Feasibility Stage
Output - Control Chart
Probability of preference
Sweetness
0.58
3.5
0.56
3
0.54
0.52
2.5
0.5
2
0.48
1.5
0.46
0.44
1
0.42
0.5
1 4 7 10 13 16 19 22 25 28 31 34
Batch
Probability of preference
Байду номын сангаас
Maturity Stage
Product Maturity
Assess cost reduction opportunities increase profit Measure product preference - sales declining Ingredient substitution = consumer retention Gauge how much product change and ingredient change is possible
1
Overall liking
7.48
8.51
6.97
8
6.37 5.6
7.98 7.79
5.63
7.54
5.46
7.43
5.21
7.55
5.43 6.25 6.46
7.32 7.58 7.57
6.19
7.61
23456789
Actual
Potential
Products A and B have the most potential
Influence of
31.6
48.8
19.6
46.4
18.9
34.7
23.6
41.1
35.3
34
11.1
54.9
21.9
33.6
44.5
15.9
21
63.1
33.8
36.5
29.7
42.2
32.3
25.5
43.5
20.4
36.1
34.5
35.4
30.1
55.7
17.7
26.6
Sweetness
Richness Strength of coffee flavour
Sweetness
Output - Perceptual Map
24th Aftertaste: Bitter
Aftertaste: Astringent Texture: Creamy
Aroma: Malt/Cereal
25th
Aftertaste: Mouthcoat 23rd
Flavor: Coffee
Output Options
TRIANGLE TEST
N=150
76
Number of incorrect replies
74
Number of correct
replies
DUO-TRIO TEST
REFERENCE SAMPLE RB
PRODUCT A
PRODUCT B
40%
60%
Significant 95% confidence level
F
J
Aftertaste: Mouthcoat
Texture: Creamy Flavor: Sweet
Flavor: Cocoa B
Aroma: Cocoa
Aftertaste: Soy
K I
J
average overall liking rating optimal
Aroma: Dairy/Milky
There is significant (with 95% confidence) discrimination
PAIRED COMPARISON
60
40
PRODUCT A PRODUCT B
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Tracking Stage
Product Tracking
Monitor products - attribute quality, brand preference Track health and equity of product, assess changes in competitors, measure product variation against internal quality control standards Is product manufactured at a consistently acceptable standard?
0
2
3
4
5
10
20
A
30
40
50
CG
6
7
8
9
60
70
H
80
90 100
Ideal
Output - Perceptual map
E
Aftertaste: Bitter G
Flavor: Coffee Aroma: Roasted
C
Aftertaste: Astringent Aroma: Malt/Cereal
Aftertaste: Soy
26th
27th Flavor: Sweet
Aroma: Roasted Flavor: Cocoa
Aroma: Cocoa Overall Liking
Aroma: Dairy/Milky
15% 77%
2D Fit = 92%
29th
Change over time
© 2001 Market Facts, Inc.
ProductQuest®
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
PERCEPTION