《品牌转换模型》.ppt

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1、PPT PPT 文档演模板 文档演模板 Office Office PPT PPT品牌转换模型2023/5/18 品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTProduct Life CycleFeasibility FeasibilityEvaluation EvaluationTracking TrackingMaturity Maturity品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPT品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTFeasib

2、ility Stage品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTProduct Feasibilityn nEarly evaluation of prototype productsEarly evaluation of prototype productsn nIdentify opportunities,understand risks Identify opportunities,understand risks of product weaknesses,provide R&D of product weaknesses,provi

3、de R&D with improvement directionwith improvement directionn nExplore categories for opportunitiesExplore categories for opportunities品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTOutput-Product Profile Cocoa aromaCocoa flavourMalt/Cereal aromaCreamy textureBitter aftertasteAstringent aftertasteSwe

4、et flavourSoy aftertasteDairy/Milky aromaCoffee flavourRoasted aromaMouthcoat aftertasteOverall likingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTOutput-Perceptual map品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTEvaluation Stage品牌转换模型PPT

5、 PPT 文档演模板 文档演模板 Office Office PPT PPTProduct Evaluationn nTest improved products petitorsTest improved products petitorsn nFine-tuning product to optimum level Fine-tuning product to optimum level prior to launchprior to launchn nCan include other marketing components Can include other marketing co

6、mponents-concept,pack,price,etc=Fine-tuning-concept,pack,price,etc=Fine-tuning marketing mix prior to launchmarketing mix prior to launch品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTOutput-Product Profile SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistencyOverall liki

7、ng品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTToo weakToo weakToo lightToo weakToo weakNot enoughNot enough718643231815SweetnessRichnessColourStrength of coffee flavourRoast tasteCreaminessConsistency%Just Right2611103596Too strongToo strongToo darkToo strongToo strongToo muchToo smooth6872845572

8、7479Product AOutput-Penalty Analysisn n A is too sweet,too weak in coffee flavour and A is too sweet,too weak in coffee flavour and too weak in roast taste too weak in roast taste-2.1-1.9-1.9-1.2-1.0-1.4-1.0-1.1-1.4-1.2-1.5-1.3-0.8-1.7PenaltyPenalty%品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTPro

9、ducts A and B have the most potentialOutput-Potential ModelingInfluence ofOverall likingABCDEFGHIJK品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTTracking Stage品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTProduct Trackingn nMonitor products-attribute quality,brand Monitor products-attribute qualit

10、y,brand preferencepreferencen nTrack health and equity of product,Track health and equity of product,assess changes in competitors,measure assess changes in competitors,measure product variation against internal quality product variation against internal quality control standardscontrol standardsn n

11、Is product manufactured at a Is product manufactured at a consistently acceptable standard?consistently acceptable standard?品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTOutput-Control Chart品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTOutput-Perceptual MapChange over time品牌转换模型PPT PPT 文档演模板 文档演模板

12、 Office Office PPT PPTMaturity Stage品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTProduct Maturityn nAssess cost reduction opportunities-Assess cost reduction opportunities-increase profitincrease profitn nMeasure product preference-sales Measure product preference-sales decliningdecliningn nIngred

13、ient substitution=consumer Ingredient substitution=consumer retentionretentionn nGauge how much product change and Gauge how much product change and ingredient change is possibleingredient change is possible品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTOutput OptionsThere is significant(with 95%con

14、fidence)discriminationTRIANGLE TESTN=150PRODUCT A PRODUCT BREFERENCE SAMPLE RBSignificant 95%confidence levelDUO-TRIO TESTPAIRED COMPARISON品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPTProduct Life CycleFeasibility FeasibilityEvaluation EvaluationTracking TrackingMaturity Maturity品牌转换模型PPT PPT 文档演模板 文档演模板 Office Office PPT PPT演讲完毕，谢谢听讲!再见，see you again2023/5/18 品牌转换模型