Welcome!
Milestones
1.0 Introduction: Why Take This Course?
- 1.1 Why the Course is Needed
- 1.1.2 Tastes Are Changing: Case Study White Bread Loses Over 200 Million Euros
- 1.2 So Many New Products
- 1.3 For New Product Development
- 1.3.1 Flankers, Tweaking or Time For Something Completely Different
- 1.4 The Viscous Circle. Case Study: China
- 1.5 Four Main Areas for the Course
- 1.6 Understanding Preference for Fragrance and Flavor
2.0 How Advertising Works
3.0 The Consumer is the Hero
4.0 Master the Connection Between Flavor, Fragrance and Emotions: How to Create Preference.
5.0 Run Your Sensory Marketing Focus Group
- 5.0 & 5.1 Create and Moderate a Sensory Marketing Focus Group
- 5.2 & 5.3 Filling and Moderating Your Groups
- 5.4 How to Assess New Fragrance Concepts at Early Stages of Design
- 5.5 How to Research a Finished Fragrance Product
- 5.6 How to Research & Fix When a Product is Not Selling Well in Another Geographic Marketplace
- 5.7 Finding a Product’s Mood or Personality
- 5.8 & 5.9 Using Consumer’s Story, Memories & First Encounter
- 5.10 & 5.11 Finding Consumers Flavor & Fragrance Descriptors
- 5.12 & 5.13 Tying It Together: Finding Which Emotion is Driven by Which Aroma + Flavor
- 5.14 Best Ways to Present Your Findings for Maximum Impact
6.0 Why Brands, Flavours & Fragrances Fail
7.0 How To Ride the Next Consumer Trend
8.0 Further Knowledge
1.4 The Viscous Circle. Case Study: China
1.4 The Viscous Circle. Case Study: China
The vicious circle. If your own company has a product or when you join a company, find out about the brands
you'll be working on and ask questions of the brands. Is the product in decline? How are the margins? Is it a competitive space your in?
If your company has a product and there's something in that product that consumers do not like. That can be a problem. If there's something wrong with the product, flavor or aroma that is triggering the wrong emotions. That there's something just not right in there. It may well be your job to discover what it is. Fix it. I'm going to teach you the methods and techniques in order to do this and fix it.
Firstly, is there something within the product which the consumers don't like. If there is is a vicious circle because you go to increase advertising to promote the
product. In this vicious circle. As you increase advertising spend in order to promote the product, you'll momentarily drive sales. More people will try the product. They'll discover they don't like it. Sales drop further. The brand is dying quickly. So then. They spend more money in order to increase rate of sales.
More people try it discover that they don't like it. Sales drop further. Ok. So what if you can actually find out the reasons why people don't like certain brands
and certain products? That will be pretty good. That would be awesome. Let me show you a case study from when we work with a chocolate
bar in China. What we found was that the rich, creamy flavors.
Were very similar to that baby milk. So when people like this chocolate bar in China, it reminded them of baby milk.
This baby milk is produced by the government and is inexpensive. And the chocolate bar is meant to be an incredibly indulgent and expensive and luxurious.
There was a problem. So all we had to do with them was help them play around with the balance to lower these case characteristics that signal baby food and increase the slightly luxurious, indulgent note. As a product has about 150 flavors and fragrance notes, of which only about 12 may be
critical. These flavors give certain messages and by altering one or two of those notes,
companies can extend the product into new areas. I view tastes like a melody in an orchestra. Make the woodwinds a little softer. And you can hear the strings more clearly. Soften one or two of the particular flavors a whole new product composition can be made. And the result straight to major success.
you'll be working on and ask questions of the brands. Is the product in decline? How are the margins? Is it a competitive space your in?
If your company has a product and there's something in that product that consumers do not like. That can be a problem. If there's something wrong with the product, flavor or aroma that is triggering the wrong emotions. That there's something just not right in there. It may well be your job to discover what it is. Fix it. I'm going to teach you the methods and techniques in order to do this and fix it.
Firstly, is there something within the product which the consumers don't like. If there is is a vicious circle because you go to increase advertising to promote the
product. In this vicious circle. As you increase advertising spend in order to promote the product, you'll momentarily drive sales. More people will try the product. They'll discover they don't like it. Sales drop further. The brand is dying quickly. So then. They spend more money in order to increase rate of sales.
More people try it discover that they don't like it. Sales drop further. Ok. So what if you can actually find out the reasons why people don't like certain brands
and certain products? That will be pretty good. That would be awesome. Let me show you a case study from when we work with a chocolate
bar in China. What we found was that the rich, creamy flavors.
Were very similar to that baby milk. So when people like this chocolate bar in China, it reminded them of baby milk.
This baby milk is produced by the government and is inexpensive. And the chocolate bar is meant to be an incredibly indulgent and expensive and luxurious.
There was a problem. So all we had to do with them was help them play around with the balance to lower these case characteristics that signal baby food and increase the slightly luxurious, indulgent note. As a product has about 150 flavors and fragrance notes, of which only about 12 may be
critical. These flavors give certain messages and by altering one or two of those notes,
companies can extend the product into new areas. I view tastes like a melody in an orchestra. Make the woodwinds a little softer. And you can hear the strings more clearly. Soften one or two of the particular flavors a whole new product composition can be made. And the result straight to major success.
If your company has a product and there is something in that product that consumers do not like. Advertising will worsen this problem. You will learn the techniques in order to fix this.