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
4.0 How to Create Preference & 4.1 An Introduction to Need States
4.0 How to Create Preference & 4.1 Need States
Master the connection between flavor, fragrance and emotions. How to create preference. Aroma and taste preference is learned by the individual within the culture in which they
grow up. This means that certain aromas, tastes and textures and there may be 140 of
these within a single product will each carry learnings learned during one's lifetime.
The meanings, whether they are positive or negative, will in the large part determine the
preference to the food or fragrance. If the emotions stirred a positive, attractive and recall in the subconscious mind.
Happy, joyful or exciting events. Then the product will be preferred. If, on the other hand, however, certain taste or aroma characteristics have negative
meanings. For instance, they no longer represent the consumer's current beliefs.
For example, if they're not healthy enough, then the person will find themselves not enjoying the product as much as it as they expected. Coffee is an easy example of this, in that when you first drink it, you almost certainly
need sugar to resolve the bitterness. But later you may remove the sugar as you become more sophisticated and wish to save calories as a result. You find yourself enjoying the very bitter coffee when you could not have even drunk it in the first place. At that point, you would find sugared coffee hard to consume. Your belief's have altered your preferences. So you could say; taste and aroma preference is positive, emotion delivered.
Need States. This lesson is on the concept of the Need State. This piece of jargon is one that you need to know and I will show you how you can uncover them and use them for your marketing strategy. Need States are set of practical, physical and emotional requirements of a specific
fragrance wearing, eating or drinking occasion. Need State refer to the complex web of rational psychological, social, environmental and
personal triggers that lead to the choice of a particular brand or product?
The word state means the condition of a person with respect to the circumstances.
The first point to learn is that Need State are context dependent needs.
For example, the choice of what drinks to have on the go depends on who I am with.
Where I am, what is available nearby, how I feel emotionally, how I feel physically, what
time of day it is, what the season is. I'm driving a long way in the car. I might choose a taurine based caffeine drink like Red Bull in order to stay awake.
Historically, the term need state was first used in the mid 1970s by the Mars marketing
team to describe how brands can be developed so that they can dominate a context in which
the brand is often selected. The result of this model thinking can be seen today. Certain chocolate brands have come to dominate their need state.
You will find in most markets, four to five need states account for the variation within
the category. So, for example, looking at chocolate Mars bar being used for energy or
meal replacement, Kit Kat for a little daytime break galaxy or Dove, as it's known for
indulgent or escape his pleasure. Maltesers is for a Netflix TV cinema type type of treat.
This needs state thinking has placed a price of brands in the FMCG markets.
But it isn't now well use within the fragrance world. We will look at a fragrance case study later on the. The Need State model of thinking can be used successfully for your strategic, tactical and
innovation challenges. For example, once you identify the Need States, if you wanted to develop a product to be eaten when watching a film at home, you would look all the foods consumed already by
consumers in that situation. And then common themes about the aroma, the taste, the texture wherein the mouth flavor
is powerful. What is it like to swallow, etc and to end up with it? Come up with a basket of values that your new product you're innovating must have a neat
state, then can be used as parties of how you define the overview of the market.
In a sense, it's a map for showing the driving needs that determine brand choice in a particular market. I will show you a technique to help you find out how it needs to reveal itself using the focus group. We'll be asking what does the consumer feel like before they use that product or move to buy it? In a sense, how does that lead state show itself or present itself?
grow up. This means that certain aromas, tastes and textures and there may be 140 of
these within a single product will each carry learnings learned during one's lifetime.
The meanings, whether they are positive or negative, will in the large part determine the
preference to the food or fragrance. If the emotions stirred a positive, attractive and recall in the subconscious mind.
Happy, joyful or exciting events. Then the product will be preferred. If, on the other hand, however, certain taste or aroma characteristics have negative
meanings. For instance, they no longer represent the consumer's current beliefs.
For example, if they're not healthy enough, then the person will find themselves not enjoying the product as much as it as they expected. Coffee is an easy example of this, in that when you first drink it, you almost certainly
need sugar to resolve the bitterness. But later you may remove the sugar as you become more sophisticated and wish to save calories as a result. You find yourself enjoying the very bitter coffee when you could not have even drunk it in the first place. At that point, you would find sugared coffee hard to consume. Your belief's have altered your preferences. So you could say; taste and aroma preference is positive, emotion delivered.
Need States. This lesson is on the concept of the Need State. This piece of jargon is one that you need to know and I will show you how you can uncover them and use them for your marketing strategy. Need States are set of practical, physical and emotional requirements of a specific
fragrance wearing, eating or drinking occasion. Need State refer to the complex web of rational psychological, social, environmental and
personal triggers that lead to the choice of a particular brand or product?
The word state means the condition of a person with respect to the circumstances.
The first point to learn is that Need State are context dependent needs.
For example, the choice of what drinks to have on the go depends on who I am with.
Where I am, what is available nearby, how I feel emotionally, how I feel physically, what
time of day it is, what the season is. I'm driving a long way in the car. I might choose a taurine based caffeine drink like Red Bull in order to stay awake.
Historically, the term need state was first used in the mid 1970s by the Mars marketing
team to describe how brands can be developed so that they can dominate a context in which
the brand is often selected. The result of this model thinking can be seen today. Certain chocolate brands have come to dominate their need state.
You will find in most markets, four to five need states account for the variation within
the category. So, for example, looking at chocolate Mars bar being used for energy or
meal replacement, Kit Kat for a little daytime break galaxy or Dove, as it's known for
indulgent or escape his pleasure. Maltesers is for a Netflix TV cinema type type of treat.
This needs state thinking has placed a price of brands in the FMCG markets.
But it isn't now well use within the fragrance world. We will look at a fragrance case study later on the. The Need State model of thinking can be used successfully for your strategic, tactical and
innovation challenges. For example, once you identify the Need States, if you wanted to develop a product to be eaten when watching a film at home, you would look all the foods consumed already by
consumers in that situation. And then common themes about the aroma, the taste, the texture wherein the mouth flavor
is powerful. What is it like to swallow, etc and to end up with it? Come up with a basket of values that your new product you're innovating must have a neat
state, then can be used as parties of how you define the overview of the market.
In a sense, it's a map for showing the driving needs that determine brand choice in a particular market. I will show you a technique to help you find out how it needs to reveal itself using the focus group. We'll be asking what does the consumer feel like before they use that product or move to buy it? In a sense, how does that lead state show itself or present itself?
How preference is created. Features a lesson on “How preference drives choice”
and the lesson on the concept of “Need States”. Need States are used for strategic, tactical and innovation challenges. As such these are key learnings.