品牌转换模型(英文PPT 22)

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《品牌转换模型英文》课件

Brand Conversion Model in English
• Overview of Brand Conversion Models
• The motivational elements of brand transformation model
• Application scenarios of brand conversion models
Brand Communication
It is the process of conveying the brand's message to customers through various communication channels
Importance of Brand Communication
Brand
Awareness
A strong Brand Conversion
Model raise brand awareness,
making the brand more
recognizable
and
distinguishable
from
competitors
Customer
Loyalty
A
successful
The Importance of Brand Conversion Models
Customer
Retention
By converting prospects into local customers, brands can retain existing customers while growing their customer base
Methods such as market research, target audience analysis, and competition analysis are used to identify the right positioning for a brand

品牌转换模型ProductQuest.ppt

- attribute data
☺ Intensity data by trained or consumer panels
☺ “Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
Feasibility Stage
A is too sweet, too weak in coffee flavour and
too weak in roast taste
Penalty %
Product A
% Just Right
% Penalty
Sweetness Too weak -2.1 7
68
26 -1.1 Too strong
There is significant (with 95% confidence) discrimination
PAIRED COMPARISON
60
40
PRODUCT A PRห้องสมุดไป่ตู้DUCT B
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Output - Product Profile
1
2
3
4
5
6
7
8
9
Overall liking
Sweetness
Richness
Colour
Strength of coffee flavour
Roast taste
Creaminess
Consistency

品牌转换模型教材(PPT 22页)

PERCEPTION
- attribute data
Intensity data by trained or consumer panels
“Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
F
J
Aftertaste: Mouthcoat
Texture: Creamy Flavor: Sweet
Flavor: Cocoa B
Aroma: Cocoa
Aftertaste: Soy
K I
J
average overall liking rating optimal
Aroma: Dairy/Milky
Aroma: Malt/Cereal
25th
Aftertaste: Mouthcoat 23rd
Flavor: Coffee
Aftertaste: Soy
26th
27th Flavor: Sweet
Aroma: Roasted Flavor: Cocoa
Aroma: Cocoa Overall Liking
Measure product preference - sales declining
Ingredient substitution = consumer retention
Gauge how much product change and ingredient change is possible
7.48
8.51
6.97
8
6.37 5.6
7.98 7.79

品牌转换模型ppt

A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
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
Influence of
31.6
48.8
19.6
46.4
18.9
34.7
23.6
41.1
35.3
34
11.1
54.9
21.9
33.6
44.5
15.9
21
63.1
33.8
36.5
29.7
42.2
32.3
25.5
43.5
20.4
36.1
34.5
35.4
30.1
55.7
17.7
26.6
Sweetness
Richness Strength of coffee flavour
Output - Product Profile
1
2
3
4
5
6
7
8
9
Overall liking
Sweetness
Richness
Colour
Strength of coffee flavour

品牌转换模型Product Quest.ppt

A is too sweet, too weak in coffee flavour and
too weak in roast taste
Penalty %
Product A
% Just Right
% Penalty
Sweetness Too weak -2.1 7
68
26 -1.1 Too strong
A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
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
Output - Product Profile
1
2
3
4
5
6
7
8
9
Overall liking
Sweetness
Richness
Colour
Strength of coffee flavour
Roast taste
Creaminess
Consistency
1
2
3
4
5
A
C
G
H
Ideal
Output - Penalty Analysis

品牌转换模型(Product Quest)-PPT文档资料

品牌转换模型（Product Quest） 1
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
Richness Too weak -1.9 18
72
11 -1.4 Too strong
Colour Too light -1.9 6
84
10 -1.2 Too dark
Strength of coffee flavour Too weak -1.2 43
55
3 -1.5 Too strong
Roast taste Too weak -1.0 23
Output Options
TRIANGLE TEST
N=150
76
Number of incorrect replies
74
Number of correct
replies
DUO-TRIO TEST
REFERENCE SAMPLE RB
PRODUCT A
PRODUCT B
40%
60%
Significant 95% confidence level
Maturity
谢谢聆听
22
A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
Evaluation Stage
Product Evaluation

品牌转换模型(ProductQuest)英文版(ppt 22页)

A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
Evaluation Stage
Product Evaluation
Test improved products vs. competitors Fine-tuning product to optimum level
Aroma: Malt/Cereal
25th
Aftertaste: Mouthcoat 23rd
Flavor: Coffee
Aftertaste: Soy
26th
27th Flavor: Sweet
Aroma: Roasted Flavor: Cocoa
Aroma: Cocoa Overall Liking
Is product manufactured at a consistently acceptable standard?
Output - Control Chart
Probability of preference
Sweetness
0.58
3.5
0.56
3
0.54
0.52
2.5
0.5
2
0.48
There is significant (with 95% confidence) discrimination
PAIRED COMPARISON
60
40
PRODUCT A PRODUCT B
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking

品牌转换模型(ProductQuest)英文版

A B C D E F G H I J K
Influence of
Products A and B have the most potential
Tracking Stage
Product Tracking
Monitor products - attribute quality, brand preference Track health and equity of product, assess changes in competitors, measure product variation against internal quality control standards Is product manufactured at a consistently acceptable standard?
Output - Perceptual map
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
Output Options
TRIANGLE TEST
N=150
DUO-TRIO TEST
REFERENCE SAMPLE RB
PRODUCT A
PRODUCT B
Significant 95% confidence level

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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
ProductQuest®
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
Maturity
INFORMATION
HEDONIC
- liking, - purchase intent
Consumer
evaluation
7.48
8.51
6.97
8
6.37 5.6
7.98 7.79
5.63
7.54
5.46
7.43
5.21
7.55
5.43 6.25 6.46
7.32 7.58 7.57
6.19
7.61
23456789
Actual
Potential
Products A and B have the most potential
1.5
0.46
1 0.44
0.42
0.5
1 4 7 10 13 16 19 22 25 28 31 34
Batch
Probability of preference
Sweetness
Output - Perceptual Map
24th Aftertaste: Bitter
Aftertaste: Astringent Texture: Creamy
PERCEPTION
- attribute data
Intensity data by trained or consumer panels
“Just right” data by consumer panels
ANALYTICAL
- chemical content
Laboratory analysis
Influence of
31.6
48.8
19.6
46.4
18.9
34.7
23.6
41.1
35.3
34
11.1
54.9
21.9
33.6
44.5
15.9
21
63.1
33.8
36.5
29.7
42.2
32.3
25.5
43.5
20.4
36.1
34.5
35.4
30.1
55.7
17.7
26.6
Sweetness
Richness Strength of coffee flavour
Measure product preference - sales declining
Ingredient substitution = consumer retention
Gauge how much product change and ingredient change is possible
Aroma: Malt/Cereal
25th
Aftertaste: Mouthcoat 23rd
Flavor: Coffee
Aftertaste: Soy
26th
27th Flavor: Sweet
Aroma: Roasted Flavor: Cocoa
Aroma: Cocoa Overall Liking
Maturity
THANK YOU
Output - Product Profile
Weight 1 Overall liking Cocoa aroma 0.87 Cocoa flavour 0.77 Malt/Cereal aroma -0.67 Creamy texture 0.62 Bitter aftertaste -0.62 Astringent aftertaste -0.62 Sweet flavour 0.53 Soy aftertaste -0.50 Dairy/Milky aroma 0.23 Coffee flavour 0.12 Roasted aroma 0.11 Mouthcoat aftertaste 0.10
prior to launch Can include other marketing components
- concept, pack, price, etc => Fine-tuning marketing mix prior to launch
Output - Product Profile
023451020A
30
40
50
CG
6
7
8
9
60
70
H
80
90 100
Ideal
Output - Perceptual map
E
Aftertaste: Bitter G
Flavor: Coffee Aroma: Roasted
C
Aftertaste: Astringent Aroma: Malt/Cereal
Creaminess Not enough -1.4 18
74
9 -0.8 Too much
Consistency Not enough -1.0 15
79
6 -1.7 Too smooth
Output - Potential Modeling
A B C D E F G H I J K
1
Overall liking
Aroma: Dairy/Milky
15% 77%
2D Fit = 92%
29th
Change over time
© 2001 Market Facts, Inc.
Maturity Stage
Product Maturity
Assess cost reduction opportunities increase profit
There is significant (with 95% confidence) discrimination
PAIRED COMPARISON
60
40
PRODUCT A PRODUCT B
Product Life Cycle
Evaluation
Feasibility ProductQuest® Tracking
too weak in roast taste
Penalty %
Product A
% Just Right
% Penalty
Sweetness Too weak -2.1 7
68
26 -1.1 Too strong
Richness Too weak -1.9 18
72
11 -1.4 Too strong
Output Options
TRIANGLE TEST
N=150
76
Number of incorrect replies
74
Number of correct
replies
DUO-TRIO TEST
REFERENCE SAMPLE RB
PRODUCT A
PRODUCT B
40%
60%
Significant 95% confidence level
A
26.5% 42.4%
D
2D Fit = 68.9%
© 2001 Market Facts, Inc.
Evaluation Stage
Product Evaluation
Test improved products vs. competitors Fine-tuning product to optimum level
Tracking Stage
Product Tracking
Monitor products - attribute quality, brand preference
Track health and equity of product, assess changes in competitors, measure product variation against internal quality control standards
F
J
Aftertaste: Mouthcoat
Texture: Creamy Flavor: Sweet
Flavor: Cocoa B
Aroma: Cocoa
Aftertaste: Soy
K I
J
average overall liking rating optimal
Aroma: Dairy/Milky
Is product manufactured at a consistently acceptable standard?
Output - Control Chart
Probability of preference
Sweetness
0.58
3.5
0.56
3
0.54
0.52
2.5
0.5
2
0.48
1
2
3
4
5