《品牌转换模型(Product Quest)》.ppt

ProductQuest®
Product Life Cycle
ProductQuest®
Feasibility
Evaluation
Tracking
Maturity
2
INFORMATION
Consumerevaluation
HEDONIC
- liking,
- purchase intent
Intensity databy trained orconsumer panels
“Just right” databy consumer panels
PERCEPTION
- attribute data
Laboratoryanalysis
ANALYTICAL
- chemicalcontent
3
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
5
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


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6
Output - Perceptual map
7
Evaluation Stage
Product 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 launch
9
Output - Product Profile
Sweetness
Richness
Colour
Strength of coffee flavour
Roast taste
Creaminess
Consistency
Overall liking
10