OPTIMUM PRICE POINT: AFTER vs.

BEFORE PRODUCT TESTING

for
RM

A NEW FLAVOR BUTTER BAR 200g

(Current Selling Price

for original flavor)
RM

7.30

7.80

AFTER
Product Testing

ACCEPTABLE PRICE RANGE

(Optimum Price Point)
RM

RM

11.30

8.50

BEFORE
Product Testing
RM

RM (Optimum Price Point)

8.35

Product testing made a significant impact on the acceptable price range, but does it hint to evoke the
likelihood to purchase? Yet to be explored.
RM

7.60

ACCEPTABLE PRICE RANGE

10.30

Regardless after or before product testing, consumers are willing to pay more for this new flavor

compared to original

flavor

PURPOSES OF USING NEW PRODUCT

51

Cooking

mother spreading bread for her son before going to school in your next coming advertisement? because there are 93% consumers said they will use your product mainly for bread spreading? Your competitors had been doing this for years, do something different to cut through the message
Considering to put a

93
9%
Baking

Bread % Spreading
8%
Sauce Making

34%
Topping

96 ButterD
PERCEPTION OF NEW PRODUCT

Almost all consumers perceive the new product as butter

4B
%

airy

lend

Only a few consumers perceive the new product as dairy blend. You might have to think dairy blend

twice

if youre planning to market this new product as

PERCEPTION OF NEW PRODUCT

A healthy choice for my family 94% Healthy
Best for bread spreading It is made from vegetable oils
My kids enjoy it I like the taste A high quality product
Best as topping
Easy to use It contains the right amount of milk fat content

93% 93%
92% 92% 92%
91% 91% 91%

Best for baking / dessert making

Best for sauce making and dip making Best for cooking

90%
89% 89%