品牌转换模型教材课件

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,ProductQuest,ProductQuest,1,Product Life Cycle,ProductQuest,Feasibility,Evaluation,Tracking,Maturity,Product Life CycleProductQuest,2,INFORMATION,Consumerevaluation,HEDONIC,-liking,-purchase intent,Intensity databy trained orconsumer panels,“Just right”databy consumer panels,PERCEPTION,-attribute data,Laboratoryanalysis,ANALYTICAL,-chemicalcontent,INFORMATIONConsumerevaluation,3,Feasibility Stage,Feasibility Stage,4,Product Feasibility,Early evaluation of prototype products,Identify opportunities,understand risks of product weaknesses,provide R&D with improvement direction,Explore categories for opportunities,Product FeasibilityEarly evalu,5,Output-Product Profile,Cocoa aroma,Cocoa flavour,Malt/Cereal aroma,Creamy texture,Bitter aftertaste,Astringent aftertaste,Sweet flavour,Soy aftertaste,Dairy/Milky aroma,Coffee flavour,Roasted aroma,Mouthcoat aftertaste,Overall liking,Weight,0.87,0.77,-0.67,0.62,-0.62,-0.62,0.53,-0.50,0.23,0.12,0.11,0.10,Output-Product Profile Cocoa,6,Output-Perceptual map,Output-Perceptual map,7,Evaluation Stage,Evaluation Stage,8,Product Evaluation,Test improved products petitors,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,Product EvaluationTest improve,9,Output-Product Profile,Sweetness,Richness,Colour,Strength of coffee flavour,Roast taste,Creaminess,Consistency,Overall liking,Output-Product Profile Sweet,10,Too weak,Too weak,Too light,Too weak,Too weak,Not enough,Not enough,7,18,6,43,23,18,15,Sweetness,Richness,Colour,Strength of coffee flavour,Roast taste,Creaminess,Consistency,%,Just Right,26,11,10,3,5,9,6,Too strong,Too strong,Too dark,Too strong,Too strong,Too much,Too smooth,68,72,84,55,72,74,79,Product A,Output-Penalty Analysis,A is too sweet,too weak in coffee flavour and too weak in roast taste,-2.1,-1.9,-1.9,-1.2,-1.0,-1.4,-1.0,-1.1,-1.4,-1.2,-1.5,-1.3,-0.8,-1.7,Penalty,Penalty,%,%,Too weak7Sweetness%Just Right,11,Products A and B,have the most potential,Output-Potential Modeling,Influence of,Overall liking,A,B,C,D,E,F,G,H,I,J,K,Products A and BOutput-Poten,12,Output-Attributable Effects,30,(1),Maintenance:Product A must continue to provide current perceptions,of color,consistency,and creaminess to maintain current level of,overall liking.,(2)Potential:Product A must improve perceptions of coffee flavor strength,sweetness,and roast taste to increase the level of overall liking.,*5-point poor to excellent scales,Maintenance(1),%,Potential(2),%,Output-Attributable Effects,13,Tracking Stage,Tracking Stage,14,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?,Product TrackingMonitor produc,15,Output-Control Chart,Output-Control Chart,16,Output-Perceptual Map,Change over time,Output-Perceptual MapChange,17,Maturity Stage,Maturity Stage,18,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,Product MaturityAssess cost re,19,Output Options,There is significant(with 95%confidence)discrimination,TRIANGLE TEST,N=150,PRODUCT A,PRODUCT B,REFERENCE SAMPLE R,B,Significant 95%confidence level,DUO-TRIO TEST,PAIRED COMPARISON,Output OptionsThere is signifi,20,Product Life Cycle,ProductQuest,Feasibility,Evaluation,Tracking,Maturity,Product Life CycleProductQuest,21,THANK YOU,THANK YOU,22,1,、想要体面生活，又觉得打拼辛苦；想要健康身体，又无法坚持运动。人最失败的，莫过于对自己不负责任，连答应自己的事都办不到，又何必抱怨这个世界都和你作对？人生的道理很简单，你想要什么，就去付出足够的努力。,2,、时间是最公平的，活一天就拥有,24,小时，差别只是珍惜。你若不相信努力和时光，时光一定第一个辜负你。有梦想就立刻行动，因为现在过的每一天，都是余生中最年轻的一天。,3,、无论正在经历什么，都请不要轻言放弃，因为从来没有一种坚持会被辜负。谁的人生不是荆棘前行，生活从来不会一蹴而就，也不会永远安稳，只要努力，就能做独一无二平凡可贵的自己。,4,、努力本就是年轻人应有的状态，是件充实且美好的事，可一旦有了表演的成分，就会显得廉价，努力，不该是为了朋友圈多获得几个赞，不该是每次长篇赘述后的自我感动，它是一件平凡而自然而然的事，最佳的努力不过是：但行好事，莫问前程。愿努力，成就更好的你！,5,、付出努力却没能实现的梦想，爱了很久却没能在一起的人，活得用力却平淡寂寞的青春，遗憾是每一次小的挫折，它磨去最初柔软的心智、让我们懂得累积时间的力量；那些孤独沉寂的时光，让我们学会守候内心的平和与坚定。那些脆弱的不完美，都会在努力和坚持下，改变模样。,6,、人生中总会有一段艰难的路，需要自己独自走完，没人帮助，没人陪伴，不必畏惧，昂头走过去就是了，经历所有的挫折与磨难，你会发现，自己远比想象中要强大得多。多走弯路，才会找到捷径，经历也是人生，修炼一颗强大的内心，做更好的自己！,7,、“一定要成功”这种内在的推动力是我们生命中最神奇最有趣的东西。一个人要做成大事，绝不能缺少这种力量，因为这种力量能够驱动人不停地提高自己的能力。一个人只有先在心里肯定自己，相信自己，才能成就自己！,8,、人生的旅途中，最清晰的脚印，往往印在最泥泞的路上，所以，别畏惧暂时的困顿，即使无人鼓掌，也要全情投入，优雅坚持。真正改变命运的，并不是等来的机遇，而是我们的态度。,9,、这世上没有所谓的天才，也没有不劳而获的回报，你所看到的每个光鲜人物，其背后都付出了令人震惊的努力。请相信，你的潜力还远远没有爆发出来，不要给自己的人生设限，你自以为的极限，只是别人的起点。写给渴望突破瓶颈、实现快速跨越的你。,10,、生活中，有人给予帮助，那是幸运，没人给予帮助，那是命运。我们要学会在幸运青睐自己的时候学会感恩，在命运磨练自己的时候学会坚韧。这既是对自己的尊重，也是对自己的负责。,11,、失败不可怕，可怕的是从来没有努力过，还怡然自得地安慰自己