消费者细分相关资料(英文版)(ppt 48页)
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消费者细分相关资料内容提要：
A large European beer manufacturer was faced with increasing competition and low market growth. Bain used segmentation to identify product portfolio gaps and determine optimal positioning for new and existing brands. This resulted in an 8% market share increase.
An international cosmetics company wanted to identify opportunities in the high growth skin care market. A Bain team identified unmet consumer needs for anti-aging creams and proposed an optimal strategy for targeting the appropriate customers. This resulted in approximately $145MM in value creation.
The Bain Research and Data Analysis Group in Boston should be contacted when running a needs-based segmentation to ensure proper, statistically valid analysis
These tools could generate a number of statistically valid answers. In that case, the segmentation options must then be screened using business judgement.
CHAID analysis determines and ranks all of the statistically significant drivers of a chosen dependent variable (e.g., profit, retention, productivity)
Specifically, it groups independent variables into subgroups
independent variables are categorized according to their statistical significance (e.g., store location, age)
CHAID identifies interactions/effects between variables
CHAID yields subgroups which are statistically significant and MECE
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