Concept Development Hollis

Concept Development Hollis - Concept Development FST 650...

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Concept Development FST 650
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Concept Development Finding Gaps Idea Generation Evaluating Ideas Developing the Concept Evaluating the Concept Why it is Important to Product Development
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Finding Gaps Gaps in Market space Trends in the market Needs/ wants vs. benefit gaps Competitive brands vs. gaps How does the consumer view the market space? Gaps in Product space Trends in the product category Needs/ wants vs. benefits gaps Competitive products vs. gaps How does the consumer view the product space?
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better tasting CCC lots of great added ingredients serve friends great taste fresh baked taste buttery texture taste like I use looks like made w/butter with hot drink everyday use good buttery flavor soft for easy chewing makes me feel good high quality pleasant aftertaste use for special parties proud to serve all occasions feed kids tastes low fat confident melts in mouth unpretentious dependable sophisticated reminds of mom substantial trying to be something its not playful easy to use creamy taste special treat i grew up with lots of flavor melty looking chips reminds of homemade cookies B13 B6 B2 B3 B4 B12 B7 B5 B8 B11 B10 B1 B9 Total Axis 2 1.3% Axis 1 95.3% Chocolate Chip Cookies - Branded Market Understanding – The Brand
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Market Understanding - The Product better tasting CCC lots of great added ingredients serve friends great taste fresh baked taste buttery texture taste like I use looks like made with buttter everyday use good buttery flavor soft for easy chewing makes me feel good high quality pleasant aftertaste use for special parties proud to serve all occasions feed kids tastes low fat indulgent confident melts in mouth unpretentious dependable sophisticated reminds of mom substantial trying to be something its not playful easy to use browned sugar taste special treat lots of flavor melty looking chips reminds of homemade cookies B3 B4 B11 B7 B13 B8 B1 B10 B6 B9 B2 B12 B5 Total Axis 2 2% Axis 1 92.9% Chocolate Chip Cookies - Unbranded = Correlation < 0.50
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Gaps: Brand vs. Product Positions
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Concept Development Hollis - Concept Development FST 650...

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