Commodity concept developing method

• US 20030126009A1
• Filed: 11/15/2002
• Published: 07/03/2003
• Est. Priority Date: 04/26/2000
• Status: Abandoned Application

• Current Assignee: Shiseido Company Limited
• Original Assignee: Shiseido Company Limited
• Inventors: Dohkan, Katsuichiro, Hayashi, Toshikatsu
• Application Number:
  US10/258,384
• Publication Number:
  US 20030126009A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls

Abstract

A merchandise concept development method for grasping useful merchandise concepts and further potential needs adaptability of the merchandise is provided. A questionnaire survey for objective merchandise is conducted on a plurality of subjects to collect a plurality of merchandise concepts related to a current product and an ideal merchandise, which are presented based on the free ideas of the subjects. For merchandise concepts common between the subjects, a ratio between number of subjects recognizing them for the ideal merchandise and number of subjects recognizing them for current product is derived. Merchandise concepts having larger ratios are set as a target of merchandise development or merchandise sales. Targeted merchandise concepts situated at the top left side in a figure have low customer satisfaction, among explicit needs, and a value not yet recognized, and those situated on the vertical axis are for new values that do not exist as potential needs.

Claims

1. A merchandise concept development method comprising:

a merchandise concept collecting step in which a survey of an objective merchandise is conducted on a plurality of subjects to collect a plurality of merchandise concepts for each of a current product and an ideal merchandise, said merchandise concepts being presented on the basis of free ideas of the subjects;

a merchandise concept weighting step for each of the collected plurality of merchandise concepts, said weighting step deriving a relationship between a number of subjects who recognize that the merchandise concept relates to the ideal merchandise and number of subjects who recognize that the merchandise concept relates to the current product and weighting the merchandise concepts based on the derived relationships; and

a merchandise concept target specifying step in which the merchandise concept having a larger weighting factor is specified as a target of merchandise development or merchandise sales.

5. A merchandise concept development method wherein a targeted merchandise concept is reset based on commonality of the targeted merchandise concepts for merchandise development or merchandise sales that are grasped by a merchandise concept development method as claimed in at least two of claims 1 through 4.

6. The merchandise concept development method as claimed in claims 1 through 4, wherein the targeted merchandise concepts for merchandise development or merchandise sales are new to the relevant merchandise.

2. A merchandise concept development method comprising:

a map and current product name indicator preparation step for preparing a map with two coordinate axis for two pairs of merchandise concepts and a plurality of current product name indicators indicating a plurality of current product names, respectively, each pair of merchandise concepts belonging to the same category and opposite to each other being labeled at opposing ends of one of said coordinate axes;

an individual map collecting step in which a survey is conducted on a plurality of subjects to collect individual maps that are each completed by each subject by positioning said current product name indicator on said map;

a general map creating step for creating a general map that is based on said collected individual maps and further showing positions of said current product name indicators over a predetermined probability range in accordance with the number of subjects; and

a merchandise concept target setting step in which two merchandise concepts defining a quadrant in which the current product name indicator of a promotable product is positioned in said general map are determined and said two merchandise concepts are set as a target of merchandise development and merchandise sales.

3. A merchandise concept development method comprising:

a current product name indicator preparation step for preparing a plurality of current product name indicators indicating a respective plurality of current product names included in an objective merchandise;

a merchandise concept collecting step in which a survey is conducted on a plurality of subjects to collect a plurality of merchandise concepts obtained during a process of distinguishing the current product name indicator in accordance with the merchandise concepts by means of a cluster analysis method;

a current product main merchandise concept weighting and grasping step for weighting said collected plurality of merchandise concepts for each of said current product names by a number of subjects who gave said merchandise concept as his/her answer so as to grasp the main merchandise concept; and

a merchandise concept target setting step for setting said grasped main merchandise concept of a promotable product as a target of merchandise development or merchandise sales.

4. A merchandise concept development method comprising:

a merchandise concept collecting step in which a survey for an objective merchandise is conducted on a plurality of subjects in such a manner that, first, a single merchandise concept is presented based on free ideas of each of the subjects and then a plurality of secondary merchandise concepts are presented that are inspired by associating said merchandise concepts for both directions of merchandise quality and merchandise satisfaction so as to collect said plurality of concepts;

an association map creating step for creating an association map by analyzing results for a plurality of subjects for said collected plurality of merchandise concepts using a DEMATEL analysis method and spreading the merchandise concepts along a single axis with merchandise quality and merchandise satisfaction on opposing ends; and

a merchandise concept target setting step for setting the obtained merchandise concept related to merchandise quality and/or obtained merchandise concept related to merchandise satisfaction as a target of merchandise development or merchandise sales.