Vous êtes sur la page 1sur 33

()Concept testing

16th July 2014

.
| 16 1435
: :


"

"

()3220
.

...

...


...
3

FAQ
. ( )Concept Testing
/
/
( )Positioning /.

. /
/
( )Standardized



.
.

.
4

... FAQ
.
.
.
.
.

.
.
. .
. /
. .

.

( )

.

()3621


.
4-3
.

.


.



7

Kick-off


/

.A4

/ .

.
.
100 70 .
.

.

.

.1
()Headline
()Insight
()Benefit
| The promise

()Reason to believe


()Varieties


Pack Illustration
((Price

10

Emotional

Functional

11

1.1 ()Insight

.
.
.
.
.
.

-1 (:)Functional

-2 ( )Emotional .
-3 ( )Ethical : 18

-4 ( )Esthetical

( )Positioning

-5 ( )Culture trend .

12

1.1 ( ... )Insight


()
:
...
...
...
... ... ....
.

()
.

.
13

2.1 ()Benefit

:

/.
.
.

: ....

14

2.1 ( ... )Benefit


.

:1
:2 X .

-2 ( )Emotional .

:1

:2 X


...

.
.
.

:
-1 (:)Functional

15

3.1 ()Reason to believe


/.

...
.
: ..

( ) .

16

3.1 ( ... )Reason to believe


:
.2 :
( )DEMO .
.3 :
.4 :
/ ...
.
.5 : ( )Strong brand equity
....

.6 :
.
.7 :
%100 () (
)

.1 : .

17

.2

1.2 ()Headline
2.2 ()Price
3.2 ()Pack Illustration
4.2 ()Varieties
: ....


( ) :

18

1.2 ()Headline
.
( )
.
/
/ .

19

2.2 ()Price
)

.


.

20

3.2 ()Pack Illustration




.
( )stimulus

.

( )

21

3.2 ( ... )Pack Illustration




.

22

4.2 ()Varieties



.

23

( )

.1


!!
.
.

.
% 99.99

.
.
:
.

.2
.3
.4

.5

(
...... .

24

25

How to write a good concept Webinar (41 minutes) :

26

1 #

27

Concept Writing by Charlotee Kwist MARS University 2010 :

2 #

28

Concept Writing by Charlotee Kwist MARS University 2010 :

3 #

29

Concept Writing by Charlotee Kwist MARS University 2010 :

4 #

30

3 Steps to More Effective Concept Tests - MarketTools :




:
MMR Strategy Group -1
Ideas To Go -2
20
.
31


1. Concept Writing by Charlotee Kwist MARS University 2010
2. 3 Steps to More Effective Concept Tests MarketTools
3. How to write a good concept Webinar (41 minutes)

4. Ideastogo Blog

32

1405 1984/.

(
.

Synovate 2008 2011


2011 Synovate Ipsos Ipsos
.2012

21 2012 2014
.

.
http://sa.linkedin.com/in/almohannadalsbeai

| @msbeai

| :m.sbeai@gmail.com

33

Vous aimerez peut-être aussi