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品牌转换模型
ProductQuest?
ProductLifeCycleProductQuest?FeasibilityEvaluationTrackingMaturity
INFORMATIONConsumer
evaluationHEDONIC-liking,-purchaseintentIntensitydata
bytrainedor
consumerpanels“Justright”data
byconsumerpanelsPERCEPTION-attributedataLaboratory
analysisANALYTICAL-chemical
content
FeasibilityStage
ProductFeasibilityEarlyevaluationofprototypeproductsIdentifyopportunities,understandrisksofproductweaknesses,provideRDwithimprovementdirectionExplorecategoriesforopportunities
Output-ProductProfileCocoaaromaCocoaflavourMalt/CerealaromaCreamytextureBitteraftertasteAstringentaftertasteSweetflavourSoyaftertasteDairy/MilkyaromaCoffeeflavourRoastedaromaMouthcoataftertasteOveralllikingWeight0.870.77-0.670.62-0.62-0.620.53-0.500.230.120.110.10
Output-Perceptualmap
EvaluationStage
ProductEvaluationTestimprovedproductsvs.competitorsFine-tuningproducttooptimumlevelpriortolaunchCanincludeothermarketingcomponents-concept,pack,price,etc=Fine-tuningmarketingmixpriortolaunch
Output-ProductProfileSweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistencyOverallliking
TooweakTooweakToolightTooweakTooweakNotenoughNotenough718643231815SweetnessRichnessColourStrengthofcoffeeflavourRoasttasteCreaminessConsistency%JustRight2611103596ToostrongToostrongToodarkToostrongToostrongToomuchToosmooth68728455727479ProductAOutput-PenaltyAnalysisAistoosweet,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-PotentialModelingInfluenceofOveralllikingABCDEFGHIJK
Output-AttributableEffects30(1)Maintenance:ProductAmustcontinuetoprovidecurrentperceptionsofcolor,consistency,andcreaminesstomaintaincurrentlevelofoverallliking.(2)Potential:ProductAmustimproveperceptionsofcoffeeflavorstren
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