22. End Slide New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]
Notes de l'éditeur
Wachstum und Innovation - Beispiele der Zusammenarbeit Unilever – branding Kampagnen – weltweit Nikon – Konzept test PepsiCo – Konzept tests – Snacks Philips – in China – Konzept Tests
Benefit Take Out (based on statements) : e.g. gives me close shave, quick shave, easy to clean, … Attitudes : radiated quality, distinctive, gives me info I need, … Consideration Potential : combination of statements like: satisfied my needs, if I would buy the product I would buy this brand, makes me want to take a closer look; these statements are combined with actual purchase intent measured via “if you were about to buy chocolate drink, what brand would you choose – select from images below; afterwards 10 points need to be divided over the selected brand in order measure difference between brand preference. Important: all from above is compared to competition