科思瑞智-新希望品牌名称与概念研究报告-补充报告

委托方：新希望乳业提案方：科思瑞智市场研究公司提案人：张弛提案时间：二零零二年十二月三日新希望品牌名称与概念研究报告-补充报告22222阅读向导定位测试•分白奶饮用者和酸奶饮用者对指标评价的差异•分城市看各品牌对指标的满足度牛奶的情感价值品牌转换P3P26P31定位测试•分白奶饮用者和酸奶饮用者对指标评价的差异•分城市看各品牌对指标的满足度44444定位测试牛奶属性指标的重要性与满足度重要性满足度满足品牌-鲜奶满足品牌-酸奶鲜奶酸奶鲜奶酸奶伊利光明蒙牛伊利光明蒙牛美味的\口感好的4.54.64.24.252.637.534.145.230.022.6浓稠的4.24.14.03.937.033.032.728.329.623.0无异味的4.54.54.14.231.826.922.623.021.714.4爽口的4.24.23.94.029.725.321.525.221.314.4喝起来有新鲜感的4.44.44.14.133.528.225.327.420.918.3挂杯的3.43.43.33.325.821.621.820.917.017.0闻起来有奶香味的4.34.34.04.033.528.328.232.621.319.6脱脂的3.83.83.63.728.323.017.419.622.212.2口味丰富的4.04.03.83.929.325.120.324.823.515.2利乐包装的3.73.83.73.735.926.028.831.724.420.4新鲜屋包装的3.73.83.73.727.727.720.724.424.412.6塑料瓶\塑料袋包装的3.33.43.53.522.121.218.420.017.014.8玻璃瓶包装的3.23.33.33.418.720.015.018.320.914.4包装设计好的3.73.93.73.730.526.122.026.522.618.7饮用方便的4.44.44.24.226.225.318.723.918.716.5购买方便的4.54.54.24.228.224.419.626.119.617.855555定位测试牛奶定位指标的重要性与满足度重要性满足度满足品牌-鲜奶满足品牌-酸奶鲜奶酸奶鲜奶酸奶伊利蒙牛光明伊利蒙牛光明天然的4.74.64.14.246.132.629.744.830.025.2营养的4.74.64.24.233.325.826.226.520.923.9新鲜的4.74.74.34.229.723.425.527.019.118.7高科技的3.94.13.73.827.022.020.822.215.216.5无抗生素的4.34.33.83.926.719.422.026.114.816.5本地生产的3.63.73.73.721.214.220.021.713.521.7全国知名的3.84.03.83.746.633.636.239.626.527.8无污染的4.64.64.14.133.326.423.330.920.425.2添加多种营养成份的4.14.33.94.025.619.124.623.513.517.4分年龄段饮用的3.83.83.63.722.113.218.123.011.320.4安全的4.54.64.14.128.221.123.822.613.919.6全球知名品牌的3.53.73.53.627.518.619.926.116.516.5无添加剂的4.44.53.93.926.721.121.128.317.420.9奶源好的4.64.64.14.042.034.024.437.825.220.9高品质的4.64.54.14.136.228.427.732.224.821.366666定位测试牛奶功能指标的重要性与满足度重要性满足度满足品牌-鲜奶满足品牌-酸奶鲜奶酸奶鲜奶酸奶伊利光明蒙牛伊利光明蒙牛抵抗饥饿3.83.73.73.730.824.022.027.016.511.3有益身体健康4.64.64.24.224.925.721.825.721.714.8补充钙质\强壮骨骼4.54.44.04.128.824.220.420.415.212.2替代其它饮品3.63.73.53.621.218.015.319.114.812.6补充营养4.54.54.04.026.224.320.422.220.917.0帮助长高4.04.13.63.723.818.516.919.620.913.5补充能量4.34.23.93.923.921.618.020.019.614.8增强体质\抵抗疾病4.44.34.04.027.423.419.921.719.614.4美容\美白\光滑肌肤3.94.03.63.724.019.917.720.017.813.5帮助睡眠\安神4.24.13.93.924.323.819.819.119.613.5延缓衰老4.03.93.63.620.416.816.818.316.511.7防止贫血3.83.93.43.417.815.612.317.017.011.3解酒2.93.12.92.912.411.69.614.89.611.7排毒3.23.33.03.014.912.311.214.812.68.3养胃\增强肠胃功能4.14.13.73.728.222.617.226.520.013.977777定位测试牛奶好处与牛奶定位特征的对应分析-鲜奶饮用者牛奶定位牛奶好处高品质的奶源好的无添加剂的全球知名品牌安全的分年龄段饮用添加多种营养无污染的全国知名的本地生产的无抗生素的高科技的新鲜的营养的天然的养胃/帮助消化排毒解酒防止贫血延缓衰老帮助睡眠/安神美容/美白/光滑皮肤增强体质/抵抗疾病补充能量帮助长高补充营养替代其它饮品补充钙质/强壮骨骼有益身体健康抵抗饥饿88888定位测试牛奶好处与牛奶定位特征的对应分析-酸奶饮用者高品质的奶源好的无添加剂的全球知名品牌安全的分年龄段饮用添加多种营养无污染的全国知名的本地生产的无抗生素的高科技的新鲜的营养的天然的养胃/帮助消化排毒解酒防止贫血延缓衰老帮助睡眠/安神美容/美白/光滑皮肤增强体质/抵抗疾病补充能量帮助长高补充营养替代其它饮品补充钙质/强壮骨骼有益身体健康抵抗饥饿99999定位测试对“新鲜”牛奶的定义47%1%47%37%15%1%43%10%%20%40%60%奶香味浓喝到口里的新鲜度好奶液浓跟口感没有关系5%53%32%9%6%11%36%48%%20%40%60%80%本地生产大草原产的附近城市生产无所谓78%1%15%3%3%%20%40%60%80%当天生产的两天至三天内生产的一周内生产的四天至六天内生产的无所谓，只要没有过保质期25%11%32%16%24%7%14%7%21%31%8%4%%10%20%30%40%新鲜屋塑料袋利乐包装玻璃瓶塑料杯\塑料瓶任何包装都可以47%43%47%11%45%9%%20%40%60%无须冷藏的需冷藏的无所谓图例：鲜奶饮用者酸奶饮用者1010101010定位测试对“营养”牛奶的定义79%47%35%27%18%12%7%2%75%70%50%46%40%38%31%28%18%11%8%3%76%53%40%34%%20%40%60%80%鲜奶消费者酸奶消费者新鲜的牛奶天然的牛奶添加多种营养成份的绿色的高品质的环保的安全的奶液浓稠高科技的分年龄段饮用的分时段饮用的价格高的BASE=鲜奶消费者774人酸奶消费者230人数据类型：百分比1111111111定位测试满足牛奶属性指标的品牌-北京所有没有满足属性指标的品牌蒙牛三元伊利光明帕玛拉特卡夫三鹿美味的\口感好的8.70.044.736.932.532.09.74.43.9浓稠的7.32.443.732.026.224.87.83.95.3无异味的19.41.935.934.022.822.87.32.94.4爽口的15.54.433.036.922.323.35.32.91.9喝起来有新鲜感的11.26.336.932.022.824.84.93.43.9挂杯的10.712.138.826.218.923.84.93.92.4闻起来有奶香味的10.22.441.831.121.423.37.83.43.9脱脂的9.214.621.831.120.924.83.92.94.4口味丰富的13.68.729.634.021.821.45.32.43.4利乐包装的17.02.944.232.025.226.75.81.92.4新鲜屋包装的15.14.430.639.323.831.13.41.51.9塑料瓶\塑料袋包装的14.68.729.140.819.425.74.91.93.9玻璃瓶包装的9.223.823.335.415.516.02.43.91.9包装设计好的20.46.331.134.022.321.86.82.41.9饮用方便的32.51.027.231.620.423.33.91.53.4购买方便的37.41.029.134.020.421.42.41.52.91212121212定位测试满足牛奶属性指标的品牌-杭州所有没有满足属性指标的品牌光明伊利美丽健均瑶燕牌双峰雀巢美味的\口感好的8.01.566.025.06.55.55.05.03.5浓稠的9.04.559.518.06.04.53.53.04.0无异味的23.05.051.017.55.05.01.53.54.0爽口的21.04.047.014.05.04.04.53.53.5喝起来有新鲜感的16.04.553.520.54.05.53.03.52.5挂杯的13.034.035.010.55.03.02.52.00.5闻起来有奶香味的17.07.050.015.05.57.03.03.52.0脱脂的16.020.543.012.54.04.54.02.53.0口味丰富的20.56.049.017.55.05.53.53.03.5利乐包装的19.515.539.517.55.05.03.02.52.0新鲜屋包装的17.59.555.015.04.54.02.53.03.0塑料瓶\塑料袋包装的20.516.033.011.07.04.57.04.02.0玻璃瓶包装的16.024.039.510.53.54.55.53.01.5包装设计好的18.511.050.017.05.05.51.52.53.5饮用方便的26.57.049.514.54.55.52.03.52.0购买方便的28.05.549.514.05.04.52.53.00.51313131313定位测试满足牛奶属性指标的品牌-成都所有没有满足属性指标的品牌伊利光明菊乐华西蒙牛雀巢子母美味的\口感好的2.91.077.432.231.325.521.619.27.7浓稠的7.22.441.829.327.929.318.325.06.3无异味的18.31.939.422.126.428.912.520.25.8爽口的11.51.441.420.228.435.614.422.13.9喝起来有新鲜感的9.62.443.320.734.634.613.515.93.4挂杯的5.325.029.815.918.818.811.118.83.4闻起来有奶香味的11.50.044.226.022.127.915.422.15.8脱脂的7.713.932.217.821.620.211.123.13.4口味丰富的13.50.538.921.229.325.011.520.22.4利乐包装的9.13.443.321.227.427.418.817.85.8新鲜屋包装的8.24.838.520.730.338.916.813.95.3塑料瓶\塑料袋包装的8.75.832.716.429.336.513.515.45.8玻璃瓶包装的10.19.130.319.223.629.815.410.110.1包装设计好的11.51