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1
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Thema

• Anlass, Referent, Datum

????????? ???????, ??????????? ???????? ??? ????
2
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2

• ??????? ?????????? ??????????? ?????? ???????? ??
  ????? ????? ??????? ????????? ?? ????
  ??????????????? ??????, ??????? ?? ???????
  ????????????? ???? ?????????????????
  ??????????????

????????- ??? ?????????
?????? ????????
???????? ????????
?????????? ?????????
marketing mix (????????,
??????-?????)
????????- ???
?????????- ??? ????????
?????????? ????????- ????? ?????????
GfK PACK CHALLENGER
GfKNAVIGATOR
PRODUCT TESTING
GENIUS
GfKHILCA
TARGETPOSITIONING
GFKPRICE
CHALLENGER
BRAND ARCHITECTURE
GfK Criterion
GfK ADVANTAGE
GfK CONCEPT CHALLENGER Volumetric
GfK ADCREATOR
3
GfK NAVIGATOR
3
1. ??????????? ????? ?????????????? ??????
2. ??????????? ????? ????? ???? ??
???????/????????????
????? ????? / ????????????????
????? ??????? ????? ??? ??????????? ????? ?????
4. ?????????????? ??????????? ???? ???????
?????? ?????
3. ???????? ?????? ???????
4
GENIUS
4
GENIUS ??????? ?? ??????? ????????????? ????????
?????????? ????????????
?????????????
??????
???????????
???????????
?????????????
??????
GENIUS - ???????????, ????????????? ???-????,
????? ??????
????????? ? ??????? ????????? ???????????
????????????
?? ????? ?????? ??? ????? ????????? ????????
????????? ?????????, ??????? ????? ??????? ?
?????????????????
????? ? ????? ????????? ???????? ??????? ??
???? ?????? ?????????? ????????????
5
GENIUS ??????? ?? ???? ??????
5
?????? ???? ?????? ???? ??????
???? ????? ?????????? ???? ???????? ??????????
? ???????????? ? ????? ??? ?????????
??????????????? ????????, ????????????, ???? ???
???????? ??????? ????????? ?????????.
???? ?????????? ????????? ??????????, ????? ?
?????????????????? ?????????.
???? ??????????? ? ????????? ????????? ????????
???? ????????????? ????????? ?????????????
???????? ? ????????? ? ???????????? ?
??????????? ????????????? ??????????.
6
?????????-?????? ????? ??????????
6
?????? ?????????? ?? ????? ????? ????????? ???
?????
?????? ?????????? ?????
?????????? ????????? ????? ????????? ??? ?????
????? ??????????
??????????? ??????? ????????? ? ????????????????
????????
????????????? ??????????????? ???????? ?????
??????????? ????????????? ?????? ? ??????? ??????
????????
??????????? ???? ???????? ??? ??????
?????????? ???????????? ????
7
HILCA ????????????? ????? ?????????-?????????
???????? ???????? HILCA ?? ?????????????
?????????-???????
7
???????? HILCA ????????? ?? ??????? ????
????????? ?????
????????? ?????? ???????????, ???????????????
????????? ????????????
????????? ?????????? ? ????????????? ????????????
??????????? ????????? ?? ?????????? ?????????
??????
???????? ???????? ????????????? ??????
?????? ?????????? ? ????????? ??????
????? ???????
??????????? ??????????
????????????? ???????? ?????????????? ????????
??????? limit-card
8
HILCA ????????????? ????? ?????????-???????????
????? ???????????? ???????? HILCA
????????? ??????? ??????? ???????
??????????????? ??????? ??????????? ?
????????????? ?????????????, ??????? ????? ??????
?? ??????? ???????????? ? ???????
8
HILCA ??????????? ??????????
???????????? ??????????????? ?????????
??????????? ?????????? ???? ??????? ? ??????? ?
???????? ?? ????????? ????????? ????????. ??????
? ???????????? ????????? ?? ?????? ?????.
??????? ??????????????? ????????? ???????????
?????????? ??????? ????????????? ? ??????????
???????. ???????????? ?????????? ? ????????
?????????? ? ???????????? ?????????????.
9
????????????? ?????????? ?????? HILCA ? CJSim
??? CJSim ??????? ???????????? ????????????
9
?????????????? ????????? ???? ?????? ?????????
????, ??? ????? ???? ??????? ????????????
????????????
??? ???????? ???? ??????? ????? ?????????
???????????? ??????????
????? ?? ????? ?????????????, ???????????? ??????
?????
??????? ?? ?????????????? ?? ???? ????? ???
?????? ?? ???????????? ??????????
CJSim ????????? ?????????? ??????? ?????????? ?
???? ????????????
??? ????????? ????????????? ??????????? ?????????
???????????? ? ????????? ???????????? ?????????
10
???????????? ?????????

• ???????????? ????????? ?????? ??????? ?????? ?
  ??????????? ????????????? ????????? ? ???????
  ????????????.
• ?????????? ??????? ???????????? ????????? ????
  ????? ??????????? ?????????? ??? ?????????
  ????? (SENSORY TESTS) ? ??????
  ????????(?????????) (EMPLOYEE PANELS).

10
??!
11
?????? ???????????? ?????????
11

• ???????????
• ????? ????, ??? ????????/???????????? ?????????
  (CONCEPT SCREENING) ???????? ??????? ??????????
  ????/????????? ????????
• ?? ?????? ?????????? ????????, ????? ? ??????????
  ?????, ????????? ??????/ ?????? ?????????
  ?????????? ????? ???????/??????? ????????
• ? ????? ?????? ?????????? ????? ????????, ?????
  ?????????? ??????? ??????? ???????????? ??
  ??????????? ???????? (????????? ???????, ?????
  ???????????, ???????? ???? ? ?.?.)
• ? ????? ???????????? ????? ???????????

12
????????????? ??????
12

• ???????????
• 1 ???????
• 2 ? ????? ????????
• ??????? (TRIANGLE, DUO-TRIO)
• ???????????? (PAIRED COMPARISON, RANKING)
• ?????????/???????? (HEDONIC, ATTRIBUTE
  RATING/SCALING)
• ????????????? ???? (QUANTITATIVE DESCRIPTIVE
  ANALYSIS, PROFILING)
• ?????? ????? (BLIND TESTS)
• ?????????????? ????? (BRANDED TESTS)
• HALL TESTS
• HOME TESTS
• ?? ????????? ??? ?? ???????? ?? ???????????

13
GfKCONCEPT CHALLENGER Volumetric
13
???????????? ??? ??????????????? ??????????
?????? ????????
GFK Volumetric ????????????? ????????? ?? ?????,
?????

• ???????? ????????? ????? ???????

• ???????? ??? ????? ????????? ????????
• ???? ?????????? ????????? ?????????, ??? ?????
  ?????????? ???? - ???????? ????????????????.

• ????? ??????? ??? ????? ????
• ????????? ???????? ?????? ????????? ??? ???? (???
  ?????????????? ???????? ????)

• ???????? ??? ????? ? ??????? ??? ???????
• ??? ????? ??? ??????? ???????? ???????????,
  ?? ?? ???????????? (?? ???????? ???????????
  ???????)

?????????? ??????????? ?????????? ????? ? ?
??????, ????? ???????? ????????? ????? ?????????
???????? ?????? ????????
14
GfKCONCEPT CHALLENGER Volumetric?????? ?????? -
?????? ??????????????? Parfitt/Collins
14
? ?????? ??????? ?????? ????? ??? ??????????
???? ? ???????, ? ???????? ??????? ??????????
????????????? ???? ????????? ? ?????? ????????.
???????????? ??????????? ??????? ?????? ????????
? ????????? ??????? ??????? ? ?????? ??????
???????. ? ???????? ?????? ????, ??????????
?????????? ???? ??????????????? ?????, ???
????????? ??????????? ??? ???????????? ??
????????? ? ???? ???? ??? ????? ????????.
?????? ?? ?????? ???????????? ??? ???????
(???????????? ?????)
?? ????????? ??????, ?????????? ????? 2-?? ???? ?
??????? (????????????? 20 ???????)
?? ????????? ?????? ? ????????? ??? ???????
(??????? ? ????? ???????)
15
?????????? GFKCONCEPT CHALLENGER Volumetric

• ???? ????? ? ????? ?????? ( of Total Market
  Share)
• ???????????? ?? ?????? ????? 1 ??? ?????
  ????????? ? ??????? ?????? ????????

15

• ?????????? ???????????, ??????????? ??????
  ??????? (Penetration) ?????????????? ????
  ??????????? ?????? ???????? ?? ??????????? ??????
  ????????? - ????????? ?????? ????????

• ???????? ??????? (Source of business)
  ?????????? ?? ???? ????? ????? ??????????? ?
  ?? ???? ????? ??????????? ????? ????? ????????
  ???? ????? ??? ?????? ????????

• ?????????? ????????? CONCEPT CHALLENGER
  Volumetric ? ??????????? ???????? Excel

????????????? ????????????? GfK CONCEPT
CHALLENGER Volumetric ???? ???????????
??????????? ?????? ????????? ? ???????? (?????
????????? ??? ???????? ? ?????,
????????????, ???????, ????? ??? ????? ?
?.?.)
16
???????????? ??????????? GFK Volumetric

• ???????????? ?? ?????? ??????? ???????? ????????,
  ????? ?? ??? ??? ????????????? ????????????
  ???????? (?????? ???????????, ?????? ????? ?
  ?.?.).

16

• ????? Volumetric ?????????? ? ??????
  ????????????? ?????, ???????????? ? ??? ??
  ?????????? ??????, ??????????? ??????? ???????.

• ???????????? ????????? ???????????? ? ?????????
  ????????? ???????? ??????, ???????????
  ???????????? ? ??????????

• GfK Volumetric ????????? ?????????????? ???????
  ??????????? ? ????????? ??????? ????????????
  ?????????? ?????????? ???????/?????????? ??
  ??????? ????????/ ????? ?????????? ???????
  (heavy/medium/light users)

17
GfK VOLUMETRIC PRICE ??????????? ????????
17
GfK PRICE CHALLENGER
GfK CONCEPT TESTGfK PRODUCT TEST(? ??????????
?????? VOLUMETRIC)
gt ????????? ?????????? ??? ?????? ???????????
????????? ??????????????? ??? ?????? / ??????????
????????? ?? ?????
gt ????????? ??????????? ????????? ? / ???
????????
?? ? ?????? ???????????? ?????? ???????? ???
??????????? ???????? ?????? ??????????? ?????????
/ ?????? ????????
?? ??? ??????????? ???????? ?????? ???????????
???????????? ???????? ???????????????? ??????
????????
DDD
GfK VOLUMETRIC PRICE
18
GfK VOLUMETRIC PRICE ???????? ?????????
18
???? ?????? ???????
???? ????????? ???????
?????? ?????????????
19
GfK VOLUMETRIC PRICE ????? ?????????? ?????????
???????? ?????? ?????
19

• ??????? ???????????????? ? ???? ?????
• ?????????? ?????? ???????? ???? ???????????
  ?????????, ??????? ????? ????? ??????? ???? ??
  ???? ??? ? ??????? ??????? ???? ????? ??? ???????
  ?? ?????
• ???? ????? ?????? ???????? ? ?????????-???????????
  , ?????????? ? ????????????
• ????????? ??????? ????? ??????? ????????? ?
  ????????????? ????? ?????????? ? ?????? ??????
  ?????? ???????? ?? ??????
• ???????????? ?????? ? ??????? ?????? ??? ??????
  ???????? ? ?????????-???????????, ?????????? ?
  ????????????
• ??????????? ???? ??? ?????? ????????.
• ????????? ??????????? ????????? ? ????????.

20
GfK VOLUMETRIC PRICE - ???????????
20
?????????? ( ???, ??? ????? ??????? ???? ?? 1
???)
???? ?????

?????? ?????? ??? ??????? ?? ?????
??????? ?????? ???? ????????? ? ?????? ???
???????????? ????????

????2
?
?
??????? ????????????
????1(?????? ????)
??????? ????????? ??????? ( ???, ??? ?????
??????? ????????)
??????? ????????? ??????? ( ???, ??? ?????
??????? ????????)
?
????3

-

????????, ???????????? ????????? ???
??????? ????????? ? ?????? ??? ???????? ?????
/ ??????????
????????? ???????
??????????
?

????4(??????? ????)
-
???????????
?????????? ( ???, ??? ????? ??????? ???? ?? 1
???)
21
GfK VOLUMETRIC PRICE SIMULATOR ????? ??? ??
??????
21
??????????, ???? ?????, ?????? (? ????????
?????????) ? ??????????? ?? ?????? ???? ??????
???????? ? ???????????? ?????????
??????? ????????? ? ??????????????
??????????? ???? ? ????? ?????? ?????????
????????????? ???????
??????? SUMMARY ?? ?????? ???????? ????????
??????????
???????????? ???????????? ? ??????? ??????
22
? ??????????? ?? ????? ????? ? ?????, ?? ?????
??????????
22
Brand Architecture
GfKNAVIGATOR
TARGETPOSITIONING
GfKHILCA
ACA, CBC
Strategic UA
GENIUS
Criterion
GfK BVT
???????????????? ? ??????????? ?????????? ???????
?/ ????????
??????????? ????? ??????????? ?????-???
???????????? ? ???????? ??????
?????????? ???????? (??????)
?????????? ????????? ???????? / ??????
?????? ? ?????????? ?????????, ?????, ?????
??????????????? ????????
Volumetric
ConsumerSCOPE
Product Testing
??????????? ??????????? ????
???????????? ?????, ??????????? ????????? ????
?????? ????????????????? ????????
??????????? ???????
Loyalty
AdCreator
Target Tracking
Price Volumetric

ATS
ADVANTAGE
GfKPrice
Challenger
GfK-BehaviorScan
GfK-ConsumerPanels
23
23
??????? ?? ????????