文档介绍：The Training of Concept/CUT
Training Objective
Basis of Concept/CUT
More normal practice instead of MIMR standard yet
Evaluation: You can question and discuss with client on the basis of this type of study
SOME BACKGROUND FIRST
TERMS
New Item
New brand: pletely new brand for pany/country)
Flanker: a new item using an existing brand name but in a new category
Line Extension: a new version, flavor, size or type of an existing brand in the same category
TERMS CONTINUED:
Established Items
Current: An item/line of items that already exists in the market for purchase
Restage: A planned major change in an already existing item/line
TERMS CONTINUED:
Multiple Category/Multiple Version: called a “line” of products. Can be within one category or across categories (Shampoo/Conditioner; Cosmetics, etc.)
Extended Line: adding a line extension when the primary business need is to understand the impact on the line up, not just the line extension alone.
Why conduct a Concept/CUT
Objectives of a Concept test:
Measure the size of the group that is interested in trying your product.
Key Modules in CUT
Concept/product strengths and weakness:
- fav./unfav./purchase reasons
Target buyers profile
Indicators of concept evaluation
Purchase--PI, purchase frequency /variant(size/flavor/color)
Competition/Cannibalization--SOVA
QUESTIONS A CONCEPT/CUT MIGHT ANSWER (depends on design)
Will my idea/product cannibalize my parent brand?
What price point makes sense for this product?
Is the size/version line-up acceptable?
Why Conduct a Concept/CUT test
WHEN SHOULD I DO A CONCEPT TEST?
Generally, the Product Launch Cycle calls for a concept test to prove the idea is worth pursuing (. BEFORE or DURING Project Establishment). However, if the clients often reapply concepts that they know it works in other parts of the world, it may not always need both a Concept and CUT test in the Product Launch Cycle.
Why Conduct a Concept/CUT test
SO, WHEN SHOULD I DO A CONCEPT TEST?
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