1.1.3 Types
Segmentation: The process of dividing a potential market in different subsets or segments of consumers who have needs, characteristics or behaviors homogeneous among themselves but heterogeneous between segments, which may require products or services and can be achieved by different mixtures Marketing tailored to each group.
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segment requirements.
A segmentation process must meet certain technical conditions, these are:
A segmentation process must meet certain technical conditions, these are:
Measurability, the segment in question can be measurable or quantifiable.
Accessibility the selected market segments can be addressed effectively and achieve.
substantiated, is associated with a concept of materiality, ie, how large (number) or interesting (Profitable) segment is used.
substantiated, is associated with a concept of materiality, ie, how large (number) or interesting (Profitable) segment is used.
Drive, is related to the possible creation or design of adequate and effective plans for the segment.
variables or criteria to segment.
The selection criteria to use segmentation variables depend on the objectives. The use of variables can be used individually or combined.
Demographic Segmentation: division of target market consumer groups classified by age groups, income, gender, family size, life cycle of the family, occupation, educational level, profession, religion, race and nationality.
Geo, to divide the market into different geographical units. As countries, regions, states, departments, cities, areas.
socioeconomic segmentation, is to distinguish the population of a market based on social strata in the case of individuals, or economic activity, size or character of their resources for corporate event.
Other criteria can add:
psychographic segmentation, buyers classified into different groups based on the characteristics of their social class, lifestyle, role models and personality.
behavioral segmentation, buyers classified into groups based on their knowledge in a product, its attitude to the same, use and value they place or how they respond to a price or promotion. The groups are: Expected benefits, purchase occasion, use rate, degree of loyalty, level of knowledge and attitude toward the product.
Once clearly identified consumer segments, the company needs to define the most appropriate strategy to manage these segments.
Millennium segmentation.
standardize the supply of products and services
Reduce costs
Maximize customer satisfaction
strategies related to market segments.
1. Offer only one product and try to reach shoppers with a unique marketing program that is called MARKETING Undifferentiated (Coca-Cola case in origin, packing only a single message: better cooling).
2. Designing separate products and / or different marketing programs for each segment, this is called differentiated marketing (soft case with different packaging, cans, 2 liter, one liter, staff, etc.).
3. Concentrate all efforts on one or more profitable market segments, which is called concentrated marketing.
Market segmentation can have multiple sources of work. Can be focused on customer from segmentation criteria which analyzes the profiles or purchasing behavior (analysis before, during and after purchase, frequency, volume, time); focused products / services in which the predominant understanding of the motivators of purchase, differentiating primary and secondary benefits, etc., focused on the supplier, which leads to a focus on image, perception and preference. And regardless of the approach, the segmentation must be dynamic (constant and regular) because that over time consumers and changing social norms and perceptions of products and suppliers.
The process market segmentation includes the stages of study, analysis and customer profiling.
Study: market is examined to determine the specific needs met by current offerings, which are not and those that could be recognized. Are held exploratory interviews and group sessions (focus groups) to better understand the motivations, attitudes and consumer behaviors (psychographic and behavioral segmentation). Collects data attributes and the importance given to them, brand awareness and brand ratings, usage patterns and attitudes toward the product category, as well as, demographic, geographic, socio-economic participants.
Analysis: data are interpreted to eliminate the variables and build the group or segment of consumers who share a particular requirement and what distinguishes them from other market segments with different needs.
profile Preparation: Prepare a profile of each group in terms of distinctive attitudes, behaviors, demographics, geography, etc.. And he names each segment based on its dominant characteristic. The segmentation must be repeated periodically because the segments change. We also investigate the hierarchy of attributes that consumers consider when choosing a brand, this process is called partition of the market. This can reveal new market segments.
Segmentation is effective to the extent that the company is capable of performing differentiated offerings for each segment. Such differences must be perceived by clients and considered relevant.
The use of information technologies facilitates the stages of analysis and preparation of profiles, and microsegmentation. The latter is based on the proper management of databases of customer behavior and consumption.
management database associated with microsegmentation processes, to distinguish between active and inactive customers, major and minor, to monitor the value of a customer in time, predict their buying behavior, identify prospects similar to major customers, customized communication. As well, the customer and segment profitability, productivity sales force, dropout rates or fidelity among others.
allows identification of the needs of customers within a submarket (microsegmentation process) and design more effective marketing mix to meet them.
Businesses can grow faster if they get a solid position in niche markets.
The company creates a product or service offering more refined and put the appropriate price for the target audience.
Facilitate the selection or improvement of the efficiency of distribution channels and media.
The company faces fewer competitors in a specific segment.
is creating new opportunities for growth and the company gains a significant competitive advantage.
allows identification of the needs of customers within a submarket (microsegmentation process) and design more effective marketing mix to meet them.
Businesses can grow faster if they get a solid position in niche market.
The company creates a product or service offering more refined and put the appropriate price for the target audience.
Facilitate the selection or improvement of the efficiency of distribution channels and media.
The company faces fewer competitors in a specific segment.
is creating new opportunities for growth and the company gains a significant competitive advantage.
need identify customers that due to its characteristics may need or prefer more their product than other groups, for it is performed market segmentation, which involves dividing the market into parts as close as possible.
For this you can make a profile of our clients with the following characteristics:
Geographical
• Region or country in the world
• Region of the country
• Size of the city
Demographic
• Age
• Sex
• Family size
• Income
• Occupation
• Education
• Religion
• Race
• Nationality
Psychographics
• Social class
• Lifestyle
• Personality
Behavioral
• Opportunities
• Benefits
• Positioning
• Utilization
• Attitude toward the product
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