品牌转换模型Product Quest

Early evaluation of prototype products

Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction

Explore categories for opportunities

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

(1)　Maintenance:　Product A must continue to provide current perceptions

　　　of color, consistency, and creaminess to maintain current level of

　　　overall liking.　

(2)　Potential:　Product A must improve perceptions of coffee flavor strength,

　　　sweetness, and roast taste to increase the level of overall liking.

5-point poor to excellent scales