Correspondence Analysis 9 Copyright CAE Brand Mapping Magic
相关性分析 Correspondence Analysis 9 Copyright CAE
什么是Brand Mapping? Magic Cleans well for heavy duty cleaning * Mr. Muscle Is effective in Look removing oil/grease Blue Moon Leaves a long-lasting shine * Clorox Leaves a shine * Cleans thoroughly Deodorizes Is easy to use Cleans and shines in one step * Wan Li Cleans well for light duty cleaning * Gold Fish Is a trustworthy brand * GFL White Cat Is non-irritating/ safe to use Has a good fragrance * 13 Copyright CAE
MIXED WHITE BLACK BROWN 19 Copyright CAE
MIXED WHITE BLACK BROWN 20 Copyright CAE
以下这张表就是依据原始数据生成的. . . Bunnies Mixed/ other Brown Cats White Dogs Birds 33% 65. 4% Black 23 Copyright CAE
以下这张表就是依据原始数据生成的. . . Bunnies Mixed/ other Brown Cats White Dogs Birds 33% 65. 4% Black 24 Copyright CAE
设计输入类型 • 通过系列的类别. . . – 请看这个品牌的列表,然后告诉我那一个符合下述的声明. . . – 更便宜,更容易,更快 • 品牌和品牌. . . – Now thinking about Mr Muscle, which of these statements describe Mr Muscle – Now thinking about White Cat, which of these statements describe White Cat – Answers can be agree / disagree ratings – Better for smaller brands, when more detailed responses are necessary 27 Copyright CAE
回归分析 Regression 33 Copyright CAE
回归分析是什么? • 线性回归方程式: – – – Y = C + bx + e Y = 产出(dependent variable /response variable) X = 输入变量(independent variable / regressor) c = 常量 (当x=0时) b = 斜率 e = 误差/残差(error / residual) 35 Copyright CAE
关键的驱动因素 - 在上升的咖啡市场 Key Drivers Mean Score Stylish Friendliness Classy Quality of Ingredients Relaxing Ease of Drinking Comfortable Sophisticated Caffine Content Modern Pride Young/Old Bitterness Stage of Career r 2 = 0. 57 Smoothness 38 Copyright CAE
计算机公司的客户满意关系 % - Top 2 box scores * Statistically significant Recommend 30% Buy again 30% 0. 42* 0. 35* 0. 19* Value 12% -0. 21* Price 66% IMAGE 0. 12 Easy to use 0. 10 0. 17* Beta score Product Performance Technically advanced Overall Quality 14% 0. 45* Customer Focused 0. 02 Billing 0. 02 0. 22* Retail Outlet 0. 10 0. 09 0. 02 0. 16* Start up service Speed Add on Services Model availability 39 Phone Cust Service Promotions Copyright CAE
散布图 - 会议与“少女吧”的关系 Conferences Nightclubs/ Girlie Bars 45 Copyright CAE
因子分析 Factor analysis 47 Copyright CAE
ATTRIBUTES CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - I Factor 1: Cleans and kills germs Factor 2: Factor loading Safe and easy to use Factor loading Total 47% Total 7% (R 07) Cleans well for heavy duty cleaning 0. 76 (R 13) Is non-irritating/safe to use 0. 80 (R 06) Is effective in removing tough stains 0. 72 (R 15) Is safe for environment 0. 75 (R 04) Is effective in removing oil/grease 0. 69 (R 11) Is easy to use 0. 70 (R 05) Keeps soils and stains from building up 0. 67 (R 16) Deodorizes 0. 63 (R 08) Keeps germs/bacteria away 0. 58 (R 14) Does not leave residue 0. 54 (R 22) Disinfects/kills germs 0. 56 (R 21) Long lasting cleaning 0. 54 (R 17) Cleans thoroughly 0. 49 52 Copyright CAE
ATTRIBUTES CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - II Factor 3: Protects and gives shiny surface Factor 4: Factor loading Basically reliable and affordable Factor loading Total 5% Total 4% (R 25) Leaves a protective finish 0. 83 (R 03) Is a trustworthy brand 0. 69 (R 23) Leaves a shine 0. 74 (R 02) Cleans well for light duty cleaning 0. 65 (R 24) Safe to surface 0. 69 (R 01) Good value for money 0. 64 (R 20) Cleans and shine in one step 0. 61 53 Copyright CAE
ATTRIBUTES CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - III Factor 5: Wide usage Factor 6: Factor loading No rinse Factor loading Total 3% (R 18) Is effective on a variety of surfaces 0. 79 (R 09) Does not require rinsing 0. 83 (R 12) Cleans in grooves and corners 0. 43 (R 10) Leaves long-lasting shine 0. 56 54 Copyright CAE
ATTRIBUTES CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - IV Factor 7: Factor loading Favorable fragrance Total 3% (R 19) Has a good fragrance 1 55 Copyright CAE
聚类分析 Cluster Analysis 59 Copyright CAE
聚类的概念 Variable B 把研究目标分割成为具有相同属性的小的群体 . . . Correspondence matrix Variable A 61 Copyright CAE
市场细分的种类 Predefined Base: Derived Quantity consumed (heavy vs. light) Price sensitivity Brand loyalty etc. Benefits sought Needs Attitudes etc. Demographics/classification Geographic Descriptor: Media usage etc Demographics/classification Geographic Media usage Psychographic etc Approach: Cross-tab Cluster analysis 65 Copyright CAE
市场细分、目标市场和市场定位 什么是市场 1. Identify bases for segmenting the market 细分? 2. Develop profile of resulting segment (demographic, behavior, personality, etc. ) 选择哪个 目标市场 3. Develop measure of segments attractiveness (size, growing, etc) 4. Select the target segments 怎样选择? 5. Develop positioning for each segment 6. Develop market mix for each target segment (product, price, distribution, promotion, etc. ) 66 Copyright CAE
最后的总结 Final thoughts…. . 67 Copyright CAE
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