品牌转换模型(英文PPT 22)
合集下载
品牌转换模型(Product Quest)
ProductQuest®
Product Life Cycle
Evaluation
Feasibility
Tracking
Maturity
Feasibility Stage
Product Feasibility
Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunities
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
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
Product Life Cycle
Evaluation
Feasibility
Tracking
Maturity
Feasibility Stage
Product Feasibility
Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunities
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
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
品牌转换模型(Product Quest)
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
- attribute data
☺ Intensity data by trained or consumer panels
☺ “Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
Feasibility Stage
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
品牌转换模型英文(精)
Feasibility Stage
Product Feasibility
Early evaluation of prototype products
Identify opportunities, understand risks
of product weaknesses, provide R&D
marketing mix prior to launch
Output - Product Profile
1 2 3 4 5 6 7 8 9
Overall liking
Sweetness
Richneth of coffee flavour
Roast taste
Creaminess
C
Aftertaste: Mouthcoat
Aftertaste: Astringent Aroma: Malt/Cereal
Aftertaste: Soy J
K
26.5%
D
42.4% 2D Fit = 68.9% © 2001 Market Facts, Inc.
Evaluation Stage
Intensity data by trained or consumer panels “Just right” data by consumer panels
ANALYTICAL
- chemical content
Consumer
evaluation
Laboratory analysis
Consistency
1 2 3 4 5
A
C
G
H
Ideal
Output - Penalty Analysis
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
《品牌转换模型英文》课件
Brand Conversion Model in English
• Overview of Brand Conversion Models
• The motivational elements of brand transformation model
• Application scenarios of brand conversion models
Brand Communication
It is the process of conveying the brand's message to customers through various communication channels
Importance of Brand Communication
Brand
Awareness
A strong Brand Conversion
Model raise brand awareness,
making the brand more
recognizable
and
distinguishable
from
competitors
Customer
Loyalty
A
successful
The Importance of Brand Conversion Models
Customer
Retention
By converting prospects into local customers, brands can retain existing customers while growing their customer base
Methods such as market research, target audience analysis, and competition analysis are used to identify the right positioning for a brand
• Overview of Brand Conversion Models
• The motivational elements of brand transformation model
• Application scenarios of brand conversion models
Brand Communication
It is the process of conveying the brand's message to customers through various communication channels
Importance of Brand Communication
Brand
Awareness
A strong Brand Conversion
Model raise brand awareness,
making the brand more
recognizable
and
distinguishable
from
competitors
Customer
Loyalty
A
successful
The Importance of Brand Conversion Models
Customer
Retention
By converting prospects into local customers, brands can retain existing customers while growing their customer base
Methods such as market research, target audience analysis, and competition analysis are used to identify the right positioning for a brand
品牌转换模型(Product Quest)共24页文档
31、只有永远躺在泥坑里的人，才不会再掉进坑里。——黑格尔 32、希望的灯一旦熄灭，生活刹那间变成了一片黑暗。——普列姆昌德 33、希望是人生的乳母。——科策布 34、形成天才的决定因素应该是勤奋。——郭沫若 35、学到很多东西的诀窍，就是一下子不要学很多。——洛克
1、不要轻言放弃，否则对不起自己。
2、要冒一次险!整个生命就是一场冒险。走得最远的人，常是愿意 去做，并愿意去冒险的人。“稳妥”之船，从未能从岸边走远。-戴尔．卡耐基。
梦 境
3、人生就像一杯没有加糖的咖啡，喝起来是苦涩的，回味起来却有 久久不会退去的余香。
品牌转换模型（Product Quest） 4、守业的最好办法就是不断的发展。 5、当爱不能完美，我宁愿选择无悔，不管来生多么美丽，我不愿失 去今生对你的记忆，我不求天长地久的美景，我只要
品牌转换模型(英文PPT 22)
26th
Aroma: Roasted Flavor: Cocoa Aroma: Cocoa Overall Liking
Aftertaste: Soy
27th Flavor: Sweet Aroma: Dairy/Milky
Change over time
15% 77% 2D Fit = 92%
29th
© 2001 Market Facts, Inc.
Maturity Stage
Product Maturity
Assess cost reduction opportunities increase profit
Measure product preference - sales
declining
ProductQuest
®
Product Life Cycle
Evaluation
Feasibility
ProductQuest®
Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
PERCEPTION
- attribute data
74
79
9
6
Output - Potential Modeling
Overall liking
A B
7.48 6.97 6.37 5.6 5.63 5.46 5.21 5.43 6.25 6.46 6.19 8 7.98 7.79 7.54 7.43 7.55 7.32 7.58 7.57 7.61 8.51
7
18 6 43 23 18 15
Colour
品牌转换模型(Product Quest)-PPT文档资料
品牌转换模型（Product Quest） 1
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
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
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
Maturity
谢谢聆听
22
A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
Evaluation Stage
Product Evaluation
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
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
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
Maturity
谢谢聆听
22
A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
Evaluation Stage
Product Evaluation
品牌转换模型英文PPT2.ppt
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
There is significant (with 95% confidence) discrimination
PAIRED COMPARISON
60
40
PRODUCT A PRODUCT B
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
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
1
Overall liking
7.48
8.51
6.97
品牌转换模型(ppt 22页)(英文)
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
Is product manufactured at a consistently acceptable standard?
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
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
Measure product preference - sales declining
Ingredient substitution = consumer retention
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
Is product manufactured at a consistently acceptable standard?
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
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
Measure product preference - sales declining
Ingredient substitution = consumer retention
品牌转换模型教材(PPT 22页)
PERCEPTION
- attribute data
Intensity data by trained or consumer panels
“Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
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
Aroma: Malt/Cereal
25th
Aftertaste: Mouthcoat 23rd
Flavor: Coffee
Aftertaste: Soy
26th
27th Flavor: Sweet
Aroma: Roasted Flavor: Cocoa
Aroma: Cocoa Overall Liking
Measure product preference - sales declining
Ingredient substitution = consumer retention
Gauge how much product change and ingredient change is possible
7.48
8.51
6.97
8
6.37 5.6
7.98 7.79
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
ProductQuest®
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
PERCEPTION
Product Feasibility
Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunities
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
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
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?
- attribute data
☺ Intensity data by trained or consumer panels
☺ “Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
Feasibility Stage
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
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
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
Cห้องสมุดไป่ตู้
G
H
Ideal
Output - Penalty Analysis
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
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
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
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
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
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
PERCEPTION
Product Feasibility
Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunities
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
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
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?
- attribute data
☺ Intensity data by trained or consumer panels
☺ “Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
Feasibility Stage
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
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
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
Cห้องสมุดไป่ตู้
G
H
Ideal
Output - Penalty Analysis
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
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
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
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
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