品牌转换模型（英文PPT22)

ProductQuest®ProductLifeCycleProductQuest®FeasibilityEvaluationTrackingMaturityINFORMATIONConsumerevaluationHEDONIC-liking,-purchaseintentIntensitydatabytrainedorconsumerpanels“Justright”databyconsumerpanelsPERCEPTION-attributedataLaboratoryanalysisANALYTICAL-chemicalcontentFeasibilityStageProductFeasibilityEarlyevaluationofprototypeproductsIdentifyopportunities,understandrisksofproductweaknesses,provideR&DwithimprovementdirectionExplorecategoriesforopportunitiesOutput-ProductProfile0102030405060708090100ACGHIdeal123456789CocoaaromaCocoaflavourMalt/CerealaromaCreamytextureBitteraftertasteAstringentaftertasteSweetflavourSoyaftertasteDairy/MilkyaromaCoffeeflavourRoastedaromaMouthcoataftertasteOveralllikingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10Output-PerceptualmapAroma:CocoaFlavor:CocoaAftertaste:MouthcoatTexture:CreamyFlavor:SweetaverageoveralllikingratingAroma:Dairy/MilkyAftertaste:BitterFlavor:CoffeeAroma:RoastedAftertaste:AstringentAroma:Malt/CerealAftertaste:SoyECBAoptimalGFDJKIJ26.5%42.4%2DFit=68.9%©2001MarketFacts,Inc.EvaluationStageProductEvaluationTestimprovedproductsvs.competitorsFine-tuningproducttooptimumlevelpriortolaunchCanincludeothermarketingcomponents-concept,pack,price,etc=Fine-tuningmarketingmixpriortolaunchOutput-ProductProfile12345ACGHIdeal123456789SweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistencyOveralllikingTooweakTooweakToolightTooweakTooweakNotenoughNotenough718643231815SweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistency%JustRight2611103596ToostrongToostrongToodarkToostrongToostrongToomuchToosmooth68728455727479ProductAOutput-PenaltyAnalysisAistoosweet,tooweakincoffeeflavourandtooweakinroasttaste-2.1-1.9-1.9-1.2-1.0-1.4-1.0-1.1-1.4-1.2-1.5-1.3-0.8-1.7PenaltyPenalty%%ProductsAandBhavethemostpotentialOutput-PotentialModeling31.646.423.63421.915.933.842.243.534.555.748.818.941.111.133.62136.532.320.435.417.719.634.735.354.944.563.129.725.536.130.126.6SweetnessRichnessStrengthofcoffeeflavour8.5187.987.797.547.437.557.327.587.577.616.196.466.255.435.215.465.635.66.376.977.48123456789ActualPotentialInfluenceofOveralllikingABCDEFGHIJKTrackingStageProductTrackingMonitorproducts-attributequality,brandpreferenceTrackhealthandequityofproduct,assesschangesincompetitors,measureproductvariationagainstinternalqualitycontrolstandardsIsproductmanufacturedataconsistentlyacceptablestandard?Output-ControlChart0.420.440.460.480.50.520.540.560.58147101316192225283134BatchProbabilityofpreference0.511.522.533.5SweetnessProbabilityofpreferenceSweetnessOutput-PerceptualMapAroma:CocoaFlavor:CocoaAftertaste:MouthcoatTexture:CreamyFlavor:SweetAroma:Dairy/MilkyAftertaste:BitterFlavor:CoffeeAroma:RoastedAftertaste:AstringentAroma:Malt/CerealAftertaste:Soy26th29th24th27th15%77%2DFit=92%©2001MarketFacts,Inc.OverallLiking25th23rdChangeovertimeMaturityStageProductMaturityAssesscostreductionopportunities-increaseprofitMeasureproductpreference-salesdecliningIngredientsubstitution=consumerretentionGaugehowmuchproductchangeandingredientchangeispossibleOutputOptions7476NumberofincorrectrepliesNumberofcorrectrepliesThereissignificant(with95%confidence)discriminationTRIANGLETESTN=15040%60%PRODUCTAPRODUCTBREFERENCESAMPLERBSignificant95%confidencelevelDUO-TRIOTEST6040PRODUCTAPRODUCTBPAIREDCOMPARISONProductLifeCycleProductQuest®FeasibilityEvaluationTrackingMaturityTHANKYOU