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https://github.com/relostar-devil/bath-body-works-marketing-analytics-and-segmentation

Positioning and segmentation analysis of Bath & Body Works using perceptual mapping, consumer preference modeling, and market simulation techniques. Utilizes PCA-based perceptual maps, K-means clustering, and first-choice share of preference models via Enginius. Provides brand differentiation & market alignment.
https://github.com/relostar-devil/bath-body-works-marketing-analytics-and-segmentation

brand-positioning-strategy competitor-analysis consumer-preference kmeans-segmentation market-share-modeling marketing-strategy perceptual-map-construction position-tracking principal-component-analysis-pca segmentation

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Positioning and segmentation analysis of Bath & Body Works using perceptual mapping, consumer preference modeling, and market simulation techniques. Utilizes PCA-based perceptual maps, K-means clustering, and first-choice share of preference models via Enginius. Provides brand differentiation & market alignment.

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# Bath-Body-Works-Marketing-Analytics-and-Segmentation



# 🧴 Positioning & Segmentation Analysis: Bath & Body Works  

**Final Project – MKT562 Advanced Marketing Analytics**  

**Author:** Ayush Trivedi (MS-BA, Arizona State University)  

**Date:** February 26, 2025



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## 📌 Objective



This project analyzes the market positioning and customer segmentation of **Bath & Body Works** in the U.S. personal care and home fragrance market. Using perceptual and preference data collected via surveys, we benchmark Bath & Body Works against major competitors and provide strategic recommendations for improved market alignment and growth.



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## 📊 Methodology Overview



The analysis was conducted using **Enginius**, a marketing analytics platform for perceptual mapping and segmentation. Key steps:



- Collected survey responses from ~70 participants using Google Forms

- Measured perceptions of 4 brands across 5 key attributes

- Captured overall brand preferences, loyalty, and shopping behavior

- Applied **Principal Component Analysis (PCA)** to derive positioning maps

- Ran **K-means clustering** to segment the market based on customer preferences



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## 🧠 Key Attributes Analyzed



1. **Fragrance Quality**  

2. **Price Value**  

3. **Packaging Appeal**  

4. **Product Variety**  

5. **Brand Image**



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## 🧭 Positioning Analysis



Positioning maps were generated in 2D and 3D to visualize brand positions based on perceptual data.



### 🔹 Dimensions Retained:

- **Dimension I (Product Variety & Brand Image)**

- **Dimension II (Fragrance Quality & Packaging Appeal)**

- **Dimension III (Price Value)**



### 🔹 Findings:

- **Bath & Body Works** ranks high on **Product Variety** and **Packaging**, with a strong brand image.

- **Fragrance Quality**, although critical, is not strongly owned by any brand—offering an opportunity for BBW to differentiate.

- **Victoria’s Secret** scores high on **Packaging Appeal** but suffers on **Value for Money**.

- **Lush** owns the **Sustainability & Quality** space but is niche due to premium pricing.

- **The Body Shop** leads on **Price Value** and **ethical positioning**.



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## 👥 Segmentation Analysis



Using K-means clustering, three distinct customer segments were identified:



### 🔸 Segment 1: Price-Sensitive Shoppers  

- Focus on value and promotions  

- Lower brand loyalty  

- Threat from Victoria’s Secret’s offers



### 🔹 Segment 2: Balanced Buyers  

- Moderate emphasis on variety and packaging  

- Open to switching if value is aligned  

- Overlaps with The Body Shop’s ethical mid-tier positioning



### 🟢 Segment 3: Premium-Conscious Consumers  

- Strong loyalty to quality and fragrance  

- Preference for premium packaging and exclusivity  

- Competes with Lush’s artisan, sustainable appeal



Bath & Body Works is well-positioned for **Segment 3**, but lacks price-value appeal for Segment 1.



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## 📈 Market Share Simulation



Simulated using preference data and first-choice decision rules:



- **Bath & Body Works leads** due to strong perception in **variety and brand loyalty**

- However, lacks dominance in **Fragrance Quality**, a key driver across segments



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## 🎯 Recommendations



1. **Strengthen Differentiation in Fragrance Quality**  

   - Enhance fragrance R&D and exclusive scent collections  

   - Own the "signature scent" space with storytelling  



2. **Introduce Sustainable Premium Lines**  

   - Compete with Lush and The Body Shop on sustainability  

   - Reduce packaging waste; highlight eco-conscious initiatives



3. **Segmented Promotion Strategy**  

   - **BOGO** deals for price-sensitive shoppers  

   - **Loyalty rewards** and **bundled luxury kits** for premium buyers  



4. **Improve Emotional Branding**  

   - Reinforce mood-based marketing (e.g., “Feel Your Best with BBW”)  

   - Collaborate with influencers and wellness communities  



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## 📽️ Marketing_Presentation.zip – Compressed final slides (extract to view)



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## ⚠️ Limitations



- Sample size is limited (~70), mostly students and young adults  

- Geographically skewed toward **Tempe, Arizona**  

- Results are based on stated preferences, not actual purchases  



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## 👋 Acknowledgements



- Arizona State University – W. P. Carey School of Business  

- Dr. Christian Kim – MKT562 Instructor  

- Enginius by DecisionPro for analytical tools  

- All survey participants for their valuable input



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## 🔗 Connect with Me



**Ayush Trivedi**  

📧 [LinkedIn](https://www.linkedin.com/in/ayush-trivedi96/)

🎓 Master’s in Business Analytics, ASU ’25