品牌转换模型分析
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品牌转换模型分析
2020年4月24日星期五
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
PAIRED COMPARISON
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
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
Overall liking
Output - Perceptual map
Evaluation Stage
Baidu Nhomakorabea
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
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
DUO-TRIO TEST
REFERENCE SAMPLE RB
PRODUCT A
PRODUCT B
Significant 95% confidence level
There is significant (with 95% confidence) discrimination
Output - Product Profile
Overall liking Sweetness Richness Colour
Strength of coffee flavour Roast taste Creaminess
Consistency
Output - Penalty Analysis
Output - Product Profile
Weight 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
Output - Control Chart
Output - Perceptual Map
Change over time
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
A B C D E F G H I J K
Influence of
Products A and B have the most potential
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?
2020年4月24日星期五
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
PAIRED COMPARISON
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
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
Overall liking
Output - Perceptual map
Evaluation Stage
Baidu Nhomakorabea
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
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
DUO-TRIO TEST
REFERENCE SAMPLE RB
PRODUCT A
PRODUCT B
Significant 95% confidence level
There is significant (with 95% confidence) discrimination
Output - Product Profile
Overall liking Sweetness Richness Colour
Strength of coffee flavour Roast taste Creaminess
Consistency
Output - Penalty Analysis
Output - Product Profile
Weight 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
Output - Control Chart
Output - Perceptual Map
Change over time
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
A B C D E F G H I J K
Influence of
Products A and B have the most potential
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?