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  • Basis Idea Screening: BASES Snapshot Concept Test

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    Akanksha Gupta
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    BASES is a screening method used to prioritize new product ideas using four factors: distinct proposition, attention catching, need/desire, and advantage. Five dark chocolate with fruit concepts were tested with 200 consumers each and the top formulations, at 70% and 90% cocoa, were further evaluated in focus groups to determine optimal cocoa level, fruit varieties, and product positioning. Additional marketing tests found consumers preferred the 70% cocoa product and suggested addressing issues with positioning, sizing, packaging, perceived health benefits, and brand credibility for new product development.

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    Basis Idea Screening

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    BASES is a screening method used to prioritize new product ideas using four factors: distinct proposition, attention catching, need/desire, and advantage. Five dark chocolate with fruit concepts were tested with 200 consumers each and the top formulations, at 70% and 90% cocoa, were further evaluated in focus groups to determine optimal cocoa level, fruit varieties, and product positioning. Additional marketing tests found consumers preferred the 70% cocoa product and suggested addressing issues with positioning, sizing, packaging, perceived health benefits, and brand credibility for new product development.

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    10 views2 pages

    Basis Idea Screening: BASES Snapshot Concept Test

    Uploaded by

    Akanksha Gupta
    BASES is a screening method used to prioritize new product ideas using four factors: distinct proposition, attention catching, need/desire, and advantage. Five dark chocolate with fruit concepts were tested with 200 consumers each and the top formulations, at 70% and 90% cocoa, were further evaluated in focus groups to determine optimal cocoa level, fruit varieties, and product positioning. Additional marketing tests found consumers preferred the 70% cocoa product and suggested addressing issues with positioning, sizing, packaging, perceived health benefits, and brand credibility for new product development.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 2

    Basis Idea Screening

    • BASES offers a low cost way to prioritize which new product ideas merit further development.
    • BASES is based on four factors

    Distinct Proposition Attention catching Need/Desire Advantage

    BASES Snapshot Concept test


    • Winning ideas moved to this test. A total of 200 consumers per concept were asked to provide
    feedback.
    • Five dark chocolates with fruit concepts were considered attractive.
    • R&D team then moved on to product development to find viable formulae
    • Members met bi-weekly to test the products.
    Focus Groups
    • Winning formulations were 70% cocoa and 90% cocoa..
    • Eight focus groups were formed to determine optimal level of cocoa, reconfirm best varieties of
    fruit and refine future positioning of line.
    • Consumers preferred taste of 70% cocoa.
    Marketing Issues
    • Positioning, Sizing and packaging were some issues to be addressed.
    • Health benefits were considered over taste according to Qualitative research.
    • Respondents also suffered from credibility issues over Montreaux Brand name.
    • Consumers preferred smaller squares for portion or standard 3.5 ounce candy bar and NPD
    needed to choose one.

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