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How To State Benefit?如何陈述优势
A New, Real, Noticeable (Perceivable) Benefit 一种新的，真实而易见的优势 Should Perfectly Deliver 应该完美传递从消费者洞察识别出的潜在需求。 The Unmet Need
The strapline is 口号是一个句子，简短，个性，时尚。用于总结并再 次强调概念的优势，给消费者留下鲜明的最后一念 A SHORT, STYLISH, SMART sentence That Sums up and reinforces The benefit of the concept once more
1-3 月
6-12 月
• 1-2 月
• 商标，包装设计开发以及开发 测试可缩短到2～3月 • 产品/配方以及工艺开发至关重 要，需3～6月
• 3-6 月的产品 评估以及评审
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开发不同的产品必需之稳健性创新流程
创新流程需6－20月，视创新的程度而定
Full CFT
STM
Adopt PI global standard Leverage RI’s PI database
Micro Test from RI BASES from Nielsen
Approx. 6 Wks Turnaround
Approx. 8 Wks Turnaround
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H2OH! ，七喜让水不再无味，带来无穷冰爽凉意。
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Training Content培训内容
• Concept develop guideline概念发展指引
• Concept evaluation introduction概念评述导言
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China Beverages 2. 1.
H2Oh!
冰爽七喜，更多凉意
3.
每个人都知道最能解渴的莫过于水， 然而水之无味也使其过于平淡索然. 介绍H2OH!
4. 5. 它是水，因七喜赋予了它更多内容而_不再无味 。您所
喜爱的柠檬口味，低碳酸饮料，不含热量，富含维生素C， 味道一级棒。
Concept Test
Quantitative, monadic central location test To qualify concept against competitors or benchmarks Respondents definition same as CFT Same questionnaire as CFT (concept part) Quantitative, monadic test with or without volume forecasting To evaluate full product proposition (concept, packaging, product, price) Usually CLT, home test if need volume forecasting Follow global standard
PRODUCT VISUAL
4.
5.
6.
STRAPLINE口号
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China Beverages
How To State A Good Insight?如何陈述一个良好的消费者 洞察
All good concepts start with a brilliant insight, Based on true understanding of a consumer situation 一切好的概念必定源于绝佳的消费者洞察—基于对消费者境况 实实在在的了解 Not Facts并非知晓事实 But Feeling而是与消费者相关的感受 Relevant To Consumers
目标&风险的评估工具应度身定做
A型 In/Out’s / 产品线延伸 现有百事产品的延伸，替代或改善 B型 新优势 / 平台 为现有生意带来较新的消费者利益 C型 新品 增加一个全新的产品或者经营范围到 百事的资产 • Typically gains new space and offers high incrementality通常 获取新空间并提供高渐进性
Concept Development & Evaluation 概念发展与评述
29 May 2007 Dawn Lin
China Beverages
Training Content培训内容
• Concept develop guideline概念发展指引
• Concept evaluation introduction概念评述导言
•
•
To Persuade Consumers To Try The Product 说服消费者试用产品
Avoid Technical Language谢绝专业术语
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How To State A Strapline?如何陈述口号
– Summary摘要
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China Beverages
What Is A Concept?什么是概念
A Concept Is A Description That Gives Consumers New Information, Such As New Products, Brand, Packaging, Or Even A Distribution Idea 概念是能带给消费者某方面新信息的描述
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China Beverages
统一鲜橙多，多C多漂亮
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果粒橙 嘴巴喜欢，身体喜欢
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怕上火，喝王老吉
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困了，累了，喝红牛
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What Is A Good Concept?何为好的概念
• • • • • • • • • Easy to read out aloud to normal consumers 可让大众消费者琅琅上口 Use consumer language 使用消费者习惯的语言 Put some emotion or even humour into concepts 在概念中导入一定的情感甚至幽默 Be persuasive 有说服力 State on an emotional level just as much as on a rational level同时从情感层面与理智层面去陈述
– Summary摘要
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China Beverages
开发不同的产品必需之稳健性创新流程
创新流程需6－20月，视创新的程度而定
前期开发
机会识别&构 思
概念开发
计划发展 （提炼，测试，评估 ）
不断优化
3-6 月
商业化
部署
0-3 月 如果已经有与 中国相关的概 念，公式，且 已经有生产基 地
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Regular Types of Concept Evaluation
Concept Pull
• • • • Re-cycling Focus group discussion Test among core communication target Build ideas with heavy user Validate it with regular consumers
– When to conduct?何时进行 – How many types?多少种类 – How to conduct?如何进行
• Maximize Learning from concept evaluation
• 最大限度优化概念评述的学习效果
– Dashboard/Dashboard控制面板（桌面检索引擎） – Topline大字标题
Leaving the consumer
With a clear, last thought
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EXAMPLE OF CONCEPTS
概念实例
Exercise I/练习I: Identify key concept elements确定主要概念的元素 Exercise II/练习II: Concept grouping概念分组 Example concept\Gatorade Concept.ppt Example concept\Max Concept.ppt Example concept\ED Concept.ppt Exercise III/练习III: Revision修改