《品牌转换模型(Product Quest)》VIP专享

ProductQuest®Product Life CycleProductQuest®FeasibilityEvaluationTrackingMaturityINFORMATION ConsumerevaluationHEDONIC- liking,- purchase intent Intensity databy trained orconsumer panels “Just right” databy consumer panelsPERCEPTION- attribute data LaboratoryanalysisANALYTICAL- chemicalcontentFeasibility StageProduct Feasibility Early evaluation of prototype products Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction Explore categories for opportunitiesOutput - Product Profile 0102030405060708090100ACGHIdeal123456789Cocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertasteAstringent aftertasteSweet flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertasteOverall likingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10Output - Perceptual mapAroma: CocoaFlavor: CocoaAftertaste: MouthcoatTexture: CreamyFlavor: Sweetaverage overall liking ratingAroma: Dairy/MilkyAftertaste: BitterFlavor: CoffeeAroma: RoastedAftertaste: AstringentAroma: Malt/CerealAftertaste: SoyECBAoptimalGFDJKIJ26.5%42.4%2D Fit = 68.9%© 2001 Market Facts, Inc.Evaluation StageProduct 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 launchOutput - Product Profile 12345ACGHIdeal123456789SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistencyOverall likingToo weakToo weakToo lightToo weakToo weakNot enoughNot enough718643231815SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency% Just Right2611103596Too strongToo strongToo darkToo strongToo strongToo muchToo smooth68728455727479Product AOutput - Penalty Analysis A i...