Sof 2010 aragon izmerimo neoprijemljivo
Transcript of Sof 2010 aragon izmerimo neoprijemljivo
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Kako izmerimo neoprijemljivoneoprijemljivo
Janko HočevarToni Gril
@AragonResearch
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:: Cilj: maksimizacija (verjetnosti) izbire blagovne z namke
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:: Univerzalni princip vsake blagovne znamke
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“However beautifulthe strategy, you should occasionally look at the results”
- Churchill
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“Insanity: doing the same thing over and over again and expecting different results.”
- Einstein
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:: Kako potrošniki izbirajo?
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:: Atributi blagovne znamke
OprijemljiviCena
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Neoprijemljivi
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:: Polje / kontekst v kateri se nahaja vsaka blagovna znamka
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:: Diferenciacija kategorije v smislu oprijemljivih at ributov
Diferencirana kategorija
Optimalna strategija:Ponuditi unikatni izdelek / storitev:- Cena- Okus- Embalaža- etc.
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Nediferencirana kategorija
Optimalna strategija:Fokus na neoprijemljivih atributih (image)
Zaupanja vredna?
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:: Vprašanje
Kakšen je u činek če spremenimo
- oprijemljive atribute in / ali- neoprijemljive atribute in / ali- ceno
na verjetnost izbire?
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Kaj / kako moramo spremeniti
- oprijemljive atribute in / ali- neoprijemljive atributih in / ali- ceno
da maksimiziramo verjetnost izbire?
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:: Odgovor
Če spremenimo oprijemljive atribute in/ali neoprijemljive atribute in/ali ceno
iz X1, X2, X3, ...., Xn v Y1, Y2, Y3, ... Yn,
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iz X1, X2, X3, ...., Xn v Y1, Y2, Y3, ... Yn,se bo preferenca blagovnih znamk A, B, C
spremenila za P a, Pb, Pc
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:: Model (Choice Based Conjoint Analysis)
OprijemljiviAtributi
Cena Izbira
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Neoprijemljiviatributi
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:: Predpostavka
� Potrošniki imajo bolj ali manj izdelane percepcije o znamkah, ki so posledica različnih vplivov.
� Ko potrošnik v Conjoint eksperimentu "vidi" določeno znamko jo poveže tudi z "skritimi" atributi kot so:
� "tej znamki zaupam",
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� "tej znamki zaupam",� "to je inovativna znamka",� “ta znamka me pozna" ipd.
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:: Model
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10,0%10,0%
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Nivo 2 v Nivo 1
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20,1%
Izdelek B iz 10% na 20.1%
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Kaj se zgodi, če XYZ doseže 100% percepcijo na atributih?
Primer simulacije u činka spremembe zaznane percepcije na preferenco
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:: Model
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:: Model
Preferenca blagovne znamkeOprijemljivi atributi
Cena
Neoprijemljivi atributi
Vsaka sprememba na oprijemljivh atributih in / ali neoprijemljivih
Izhodiš čno stanje
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Sprememba preference blagovne znamkeSprememba
oprijemljivi atributiCena
Sprememba neoprijemljivi
atributi
Vsaka sprememba na oprijemljivh atributih in / ali neoprijemljivih atributih in / ali ceni pomeni spremembo preference .
Simulacija / What-If
ali
Išči
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:: Model
Preferenca blagovne znamkeOprijemljivi atributi
Cena
Neoprijemljivi atributi
Vsaka sprememba na oprijemljivh atributih in / ali neoprijemljivih
Izhodiš čno stanje
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Sprememba preference blagovne znamkeSprememba
oprijemljivi atributiCena
Sprememba neoprijemljivi
atributi
atributih in / ali ceni pomeni spremembo preference .Vsaka sprememba na oprijemljivh atributih in / ali neoprijemljivih atributih in / ali ceni pomeni spremembo preference .
Simulacija / What-If
ali
Išči
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:: Pregled po skupinah image atributov
4,3%
0,9%
1,8%
0,9% 1,1%0,7%
6,9% 6,3%
4,0%5,0%
6,0%
7,0%
8,0%
2%
4%
6%
neg. učinek poz. učinek Učinek
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-2,6%
-5,5%
-2,2% -2,3% -2,1%
-0,7%
4,0%
3,2% 3,2%
1,4%
0,0%
1,0%
2,0%
3,0%
4,0%
-6%
-4%
-2%
0%
sklop 1 sklop 2 sklop 3 sklop 4 sklop 5 sklop 6
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:: Neoprijemljivi atributi
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“The biggest single problem with communication is the illusion it has taken place”
- Gandi
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But that’s another story.
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But that’s another story.