品牌转换模型(英文22)课件

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,2024/11/16,品牌转换模型（英文PPT22),Product Life Cycle,ProductQuest,Feasibility,Evaluation,Tracking,Maturity,INFORMATION,Consumerevaluation,HEDONIC,-liking,-purchase intent,Intensity databy trained orconsumer panels,“Just right”databy consumer panels,PERCEPTION,-attribute data,Laboratoryanalysis,ANALYTICAL,-chemicalcontent,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,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-Perceptual map,Evaluation Stage,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,Output-Product Profile,Sweetness,Richness,Colour,Strength of coffee flavour,Roast taste,Creaminess,Consistency,Overall liking,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,%,%,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,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),%,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?,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,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,Product Life Cycle,ProductQuest,Feasibility,Evaluation,Tracking,Maturity,