ESCUELA ACADEMICO PROFESIONAL DE INGENIERIA INDUSTRIALProfesor: Luis Evangelista Yzaguirre luis.evangelista@yahoo.esSemestre 2013-I

SEGMENTACION

Que es Segmentar un Mercado?Es el proceso de dividir un mercado en grupos ms pequeos de distintos compradores de acuerdo a sus necesidades, caractersticas o comportamientos y que podran requerir diferentes productos o mezclas de marketing.Gran parte de las empresas han abandonado el marketing masivo para practicar la segmentacin y seleccin de mercados.

Segmentacin de un mercadoMercadoSegmento 1 Segmento 2 Segmento 3 Segmento 4

Pasos de la Segmentacin y el Posicionamiento (1/2)SEGMENTACIONDEL MERCADOSELECCINDEL MERCADOPOSICIONAMIENTOEN EL MERCADOIdentificar lasformas de segmentar elmercadoCrear perfilesde lossegmentosEvaluar el atractivode cada segmentoSeleccionar los segmentos metaEstablecer el posicionamientocompetitivodel productoDesarrollar una mezcla de MKpara cada producto

1. Identificar las bases de segmentacin del mercado2. Desarrollar perfiles de los segmentos escogidos3. Idear cmo medir el atractivo de un mercado4. Seleccionar segmentos meta5. Crear un posicionamiento para cada segmento meta6. Desarrollar mezcla de marke- ting para cada segmento metaPosicionamiento en el mercadoDeterminacin de mercados metaSegmentacin del mercadoPasos de la Segmentacin y el Posicionamiento (2/2)

Niveles de Segmentacin de Mercados (1/2)MarketingmasivoMarketingde segmentoMarketingde nichoMicromarketingSinSegmentacionSegmentacionTotalCiertaSegmentacionMsSegmentacion

Marketing masivoMismo producto a todos los consumidores (sin segmentacin)Marketing de segmentoDiferentes productos a uno o ms segmentos(cierta segmentacin)MicromarketingProductos adaptados a los gustos de individuos o lugares (segmentacin total)Marketing de nichoDiferentes productos a subgrupos de segmentos( ms segmentacin)Niveles de Segmentacin de Mercados (2/2)

Marketing MasivoProduccin en masa, distribucin en masa y promocin en masa del mismo producto y de la misma manera a todos los consumidores. Es el marketing UnitallaAlgunos dicen que el marketing de masas esta agonizando.

Marketing de SegmentoUna empresa que practica marketing de segmento asla segmentos amplios que constituyen un mercado y adapta su oferta de modo que coincida con las necesidades de uno o ms segmentos.

Marketing de NichoUn nicho es un grupo definido ms estrecho y que por lo regular se identifica por la divisin de un segmento con caractersticas de rasgos distintivos que podran buscar una combinacin especial de beneficios.

MicromarketingMicromarketingMarketing localMarketingindividual o marketingUno a Unopersonalizado demercados unitariosEl micromarketing es la prctica de adaptar los productos y programas de marketing a los gustos de individuos y lugares especficos.

Marketing Uno a UnoMarketingUno a Unoo IndividualAutomarketingen lneaEl mercadlogo tienemenos influencia sobre la decisindel compradorEs la adaptacin del producto y los programas de marketing a atender las necesidades y preferencias de clientes individuales.

Bases para segmentar mercados de consumo (1/2)Principales Variables de Segmentacin:VariablesGeogrficasVariablesDemogrficasVariablesPsicogrficasVariableConductual

GeogrficaDemogrficaEdad, sexo, tamao y ciclo de vida de la familia, o ingresoPsicogrficaConductualOcasiones, beneficios, usos o respuestasPases, estados, regiones o ciudades

Bases para Segmentar Mercados de Consumo (2/2)Clase social, estilo de vidao personalidad

Segmentacin GeogrficaEs la divisin de un mercado en diferentes unidades geogrficas como, naciones, estados, regiones, municipios, ciudades o vecindarios: Esto es: Regin del mundo o pasRegin del pasTamao de Zona MetropolitanaDensidadClima

Segmentacin Demogrfica (1/3)Es la divisin del mercado en grupos, con base en variables demogrficas como (es la ms usada): Edad: menos de 6 aos; 6-11, 12-19, 20-39 etc.Gnero: masculino, femeninoCiclo de vida familiar: Joven, soltero, joven casado, sin hijos, mayor casado sin hijos, o con hijos menores de 18.Ingresos: niveles de ingresos

Ocupacin: Profesional, tcnico, directivos, funcionarios propietarios, oficinistas, vendedores artesanos, supervisores, operadores agricultores, jubilados, estudiantes, amas de casa, desempleados.Educacin: Primaria o menos, media trunca, media completa, educacin universitaria trunca, completa, graduado, profesional, post graduado etc.Religin: Catlico, protestante, judo, musulmn hind, mahometano, otros.Segmentacin Demogrfica (2/3)

Raza: Asitico, hispanoamericano, negro, blanco.Generacin: Baby boomer, generacin X, generacin Y.Nacionalidad: Norteamericano, Sudamericano, Britnico, Francs, Alemn, Italiano, Japons, Chino etc.Segmentacin Demogrfica (3/3)

Segmentacin PsicogrficaClase Social: Baja baja, baja alta, clase trabajadora, clase media, media alta, alta baja, alta alta.Estilo de vida: Exitosos, esforzados, luchadoresPersonalidad: Compulsivo, gregario, autoritario, ambicioso.

Segmentacin Conductual (1/2)Ocasiones: Ocasin habitual, ocasin especial.Beneficios: Calidad, servicio, ahorro, conveniencia, rapidez.Status de Usuario: No usuario, exclusivo, usuario potencial, usuario primerizo, usuario habitual.

Frecuencia de uso: Usuario ocasional, usuario medio, usuario intensivo. Estatus de lealtad: Ninguna, media, fuerte, absolutaEtapa de preparacin: Inconsciente, consciente, informado, interesado, deseoso, con intencin de comprar.Actitud hacia el producto: Entusiasta, positiva, indiferente, negativa, hostil.Segmentacin Conductual (2/2)

Segmentacin MltipleGeneralmente los mercadlogos usan varias variables. Este mtodo es la base de la segmentacin mltiple para identificar grupos meta ms pequeos y mejor definidos. Ejemplo: Segmentacin geodemogrfica, etc.

Uso de Varias Bases de Segmentacin: Geodemografica

Criterios para Segmentar el Mercado de NegociosTamao delclienteTipo de clienteSector denegociosVolumen de ventas, utilidadesactivos, Nro. de empleados(grandes, med., pequeas)Antiguo, nuevo, potencialgiro del negocioLa clasificacin InternacionalIndustrial Uniforme (CIIU)

Otros criterios para la segmentacin

Basespara segmentarmercados denegociosDemografaCaractersticaspersonalesFactores de situacinCaractersticasoperativasEnfoques de compraBases para Segmentar Mercados de Negocios

Clasificacin InternacionalIndustrial Uniforme, principales divisiones CIUU (1/2)Agricultura, caza, selvicultura y pescaMineraIndustrias manufactureras Electricidad, gas y aguaConstruccin

Comercio al por mayor y al por menor, restaurantes y hotelesTransportes, almacenamiento y comunicaciones Establecimientos financierosOtros.Clasificacin InternacionalIndustrial Uniforme, principales divisiones CIUU(2/2)

Segmentacin de Mercados InternacionalesPuede variar drsticamente en sus caractersticas econmicas, culturales y polticas. Las empresas internacionales pueden segmentar por lugar geogrfico, por factores econmicos, factores polticos y legales o tambin pueden practicar la segmentacin intermercados, que son segmentos de consumidores con comportamiento de compra similares aunque vivan en diferentes pases. Ejm. Coca cola, Mc.Donalds, Mercedes-Benz, etc.

Poltica/LegalCultural IntermercadoEconmicaGeogrficaMercados internacionalesBases para Segmentar Mercados Internacionales

Se puede medir el tamao, poder de compra y perfil de segmentos. Se puede llegar y servir eficazmente a los segmentos. Los segmentos deben ser grandes o muy redituables. MediblesAccesiblesSustancialesDiferenciablesProcesablesLos segmentos deben responder de diferente manera a distintos elementos y acciones de la mezcla de marketing.Debe ser posible atraer los segmentos y servirlos.Requisitos para una segmentacin eficaz

Seleccin de Mercados MetaPaso 1: Evaluacin de Segmentos de mercadoPaso 2 : Seleccin de Segmentos de mercado

Paso1: Evaluacin de Segmentos de MercadoEvaluacindesegmentosTamao y crecimientode los segmentos, tasasde rentabilidadAtractivo estructuralde los segmentos, competencia y sustitutosObjetivos, habilidades yrecursos de la empresaAnalizar ventas, creci-miento y tasas de renta-bilidad potencialHabilidades y recursos de la empresa relativos a los segmentos. Buscar ventajas competitivasVer efectos de competidores, sustitutos y poder de compradores y proveedores

Paso 2: Seleccin de Segmentosde MercadoDeterminado el mercado meta, se selecciona la estrategia de cobertura de mercadoMarketingno diferenciadoMarketingdiferenciadoMarketingconcentradoEstrategias de coberturade mercado

Segmento 1Segmento 2Segmento 3Segmento 1Segmento 2Segmento 3Mezcla demarketingde la empresaMezcla demarketingde la empresaMezcla de marketing 1Mezcla de marketing 2Mezcla de marketing 3MercadoA. Marketing no diferenciadoB. Marketing diferenciadoC. Marketing concentradoMercados Meta: Estrategias de Cobertura de Mercado

Recursos de la empresaVariabilidad del producto Etapa del productoen su ciclo de vidaVariabilidad del mercadoEstrategias de marke- ting de competidoresCriterios para escoger una estrategia de cobertura

Ventajas de la segmentacinde mercadosVentajasde lasegmentacinMayor atencinal segmento delmercadoMayor conocimientode las oportunidades

Desventajas de la segmentacinde mercadosDesventajasde lasegmentacinIncremento de loscostos de produccinIncremento de loscostos de marketing- Menor economa de escalaMayor publicidad para cada segmento- Mayores costos de inventarios

POSICIONAMIENTO

Qu es el posicionamiento para obtener ventaja competitiva? El posicionamiento es el lugar que ocupa el producto en la mente de los consumidores, en relacin con los productos de la competencia. La posicin de un producto es el conjunto complejo de percepciones, impresiones y sentimientos que tienen los consumidores del producto respecto al de la competencia.

Seleccin de una Estrategia de PosicionamientoEstrategia de posicionamientoIdentificar las posiblesventajas competitivaspara proporcionarmayor valorA travs de losproductos, servicios,canales, la gente,la imagen o marca

Seleccionar las ventajascompetitivas correctas

Escoger una estrategiageneral deposicionamientoSe debe distinguircuantas y cualesdiferencias promoverEl posicionamientocabal de una empresa es supropuesta de valor

Contra uncompetidorOcasiones de usoLejos de loscompetidoresAtributos del productoClase de productoBeneficiosque ofreceUsuariosPosicionamiento para obtener ventaja competitiva: EstrategiasEstrategias paraventajas competitivas

Paso 1. Identificar un conjunto de posibles ventajas competitivas: Diferenciacin competitiva.

Paso 2. Seleccionar la ventaja competitiva correcta.

Paso 3. Comunicar y entregar al mercado la posicin escogida en forma eficazPasos para Escoger e Implementar una Estrategia de Posicionamiento

ProductoServicioPersonalImagenreas de diferenciacincompetitivaCreacin de Diferenciacin Competitiva

Criterios para determinar qudiferenciaspromoverCosteableSuperiorRedituableExclusivaDistintivaImportanteComunicableCaractersticas de las diferencias del producto a promover (1/3)

Importante: Debe proporcionar beneficio altamente valorado. Distintiva: La diferencia es ms distintiva que la de los competidores. Superior: La diferencia es superior a otras formas que ofertan los competidores. Comunicable: La diferencia se puede comunicar.Caractersticas de las diferencias del producto a promover (2/3)

Caractersticas de las diferencias del producto a promover (3/3)

Costeable: Los compradores pueden pagar la diferencia. Redituable: Para la empresa es recuperable introducir la diferencia.Exclusiva: Los competidores no pueden copiar fcilmente la diferencia.

Propuesta de ValorLa propuesta de valor es la mezcla completa de beneficios reales con los cuales la empresa se posiciona.Ms por msMs por lomismoMs por menosLo mismopor menosMenos pormucho menosMsEl mismoMenosMsLos mismosMenosBeneficiosCeldas verdes: Propuestas de valor ventajosasCeldas naranjas: Propuestas de valor desventajosasCelda amarilla: Es una propuesta de valor marginalP r e c i o

Luego de disear la estrategia de posicionamiento se debe implementar comunicando y entregando realmente la posicin escogida. Establecer o modificar una posicin casi siempre lleva mucho tiempo. Si existe descuido, las posiciones ganadas en aos se pueden perder en un instante. Implementacin de una estrategia de posicionamiento (1/2)

Implementacin de una estrategia de posicionamiento (2/2) Una empresa ya posicionada debe esforzarse por mantenerla, con desempeo constante y comunicacin. La posicin de un producto debe evolucionar gradualmente, adaptndose al cambiante entorno del marketing.

**Steps in Segmentation, Targeting, and PositioningMarket Segmentation. Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes. All buyers have unique needs and wants. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market. These segments may require different products and/or separate mixes.Market Targeting. Market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. Given effective market segmentation, the firm must choose which markets to serve and how to serve them. Discussion Note: In targeting markets to serve the firm must consider its resources and objectives in setting strategy. Market Positioning. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. Marketers must plan how to present the product to the consumer. Discussion Note: The product's position is defined by how consumers view it on important attributes. Steps in Segmentation, Targeting, and PositioningThis CTR corresponds to Figure 7-1 on p. 196 and relates to the material on pp. 196.*Stages in Market OrientationThis CTR relates to the discussion on pp. 197-202.Stages in Market OrientationSellers traditionally have passed through three stages of orientation or philosophy of identifying markets that lead to greater use of segmentation, targeting, and positioning strategies:Mass Marketing. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. The argument for mass marketing is that it [should] lead to the lowest costs (through economies of scale) and prices and create the largest potential market. Segment Marketing. Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments. As more competitors adopt this practice, fragmentation of the market leads to Niche Marketing. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits.Micromarketing. This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.*Market SegmentationThis CTR relates to Table 7-1 on p. 203 and the material on pp. 202-209.Bases for Segmenting Consumer MarketsGeographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes.Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation.Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves.Behavioral Segmentation. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.*GeodemographicsThis CTR combines text and extra-textual information and relates to material on pp. 210-212.

GeodemographicsGeodemographics combine demographic, geographic, psychographic, and behavioristic segmentation variables to identify markets for products much more narrowly than other segmentation strategies. Geodemographics lends itself best to marketing mix strategies utilizing technological innovation to reach consumers with product information. The two marketing areas that benefit most from geodemography are direct marketing via mail and telephone and computer-based marketing.Direct Marketing. The direct marketing industry benefits from increasingly specific information on potential customers. Use of telephones and postal mailings without prior qualification of leads is generating grass roots movements for regulation. Geodemography makes it more likely that direct marketers will contact more people who have already expressed an interest in the product or are very likely, statistically speaking, to appreciate information on a relevant product for their geodemographic group. In discussion, you may want to raise questions about the role of marketing ethics in generating and using these increasingly specific databases.Computer-based Marketing. Millions of people now subscribe to computer shopping services such as AMERICA ON-LINE and PRODIGY that provides consumers with on-line information and services via their personal computer and modem. PC Consumers can bank, order from catalogs, receive information, check stock prices and do trades -- all right at their desktop. While the user requests information on-line, mainframe computers track their information search patterns and record orders and requests for more detailed information to create more databases segmentation.*Segmenting Business MarketsThis CTR corresponds to Table 7-3 on p. 213 relates to the material on pp. 212.Major Segmentation Variables for Business MarketsDemographics. Industry segmentation focuses on which industries buy the product. Company size can be used. Geographic location may be used to group businesses by proximity.Operating Variables. Business markets can be segmented by technology (what customer technologies should we focus on?), user/nonuser status (heavy, medium, light), or customer capabilities (those needing many or few services).Purchasing Approaches. Five approaches are possible. Segmentation can be by purchasing function organization (centralized or decentralized), power structure (selecting companies controlled by a functional specialty), the nature of existing relationships (current desirable customers or new desirable customers), general purchase policies (focus on companies that prefer some arrangements over others such as leasing, related support service contracts, sealed bids), or purchasing criteria (focus on noncompensatory criteria such as price, service, or quality).Situational Factors. Situational segmentation may be based upon urgency (such as quick delivery needs), specific application (specific uses for the product) or size of order (few large or many small accounts).Personal Characteristics. Personal comparisons can lead to segmentation by buyer-seller similarity (companies with similar personnel and values), attitudes toward risk (focus on risk-taking or risk-avoiding companies), or loyalty (focus on companies that show high loyalty to their suppliers.**Effective SegmentationThis CTR relates to the material on pp. 215.Requirements for Effective SegmentationMeasurability . This refers to the degree to which the size and purchasing power of the segments can be measured. The accuracy and availability of measures of market potential are important.Accessibility. This refers to the degree to which a market segment can be reached and served. Identifying a segment is useless if the marketer has limited access to the customer.Substantiality. This refers to the degree to which the segments are large or profitable enough to service.Actionability. This is the degree to which an effective marketing program can be designed for attracting and serving segments. Company resource limitations figure prominently in actionability issues.

***Market Coverage StrategiesThis CTR corresponds to Figure 7-4 on p. 217 and relates to the discussion on pp. 216-219.Market Coverage StrategiesUndifferentiated Marketing. This strategy uses the same marketing mix for the entire market. This strategy focuses on the common needs of the market rather than differences in it. Undifferentiated marketing provides economies of scale on product costs but may be limited in application.Differentiated Marketing. This strategy targets several market segments and designs separate marketing mixes for each of them. Product and marketing variation also helps company image and may produce loyalty in consumers as they change segments.Concentrated Marketing. This strategy commits a company to pursue a large share of one or more submarkets. Economies and segment knowledge and service are strengths of this approach but risk due to smaller market size is greater.*Choosing a Market-Coverage StrategyThis CTR relates to the discussion on pp. 219-220.Choosing a Market-Coverage StrategyFactors to consider in choosing a market-coverage strategy include:Company Resources. Sometimes the resources of a firm make a strategy decision fairly simple. For example, a small firm with limited resources is more likely to be successful implementing a concentrated strategy than a full coverage one. Product Variability. The higher the degree of product variation or differentiation, the greater the likelihood that a differentiated or concentrated strategy will be necessary to meet consumer demands for choice.Stage in Life Cycle. Introduction and early growth stages of the product life cycle are more likely to support single-version products. As the market matures, greater consumer numbers and a wider variety of tastes demand more differentiation.Discussion Note: The cost of developing new products is often given as a reason for single-version rollouts. But it is important to remember that consumers dont know how to use new products as well and so it makes sense to keep a product simple to help consumer learn about its benefits first and then let their experience with product use guide the introduction of additional features.Market Variability. If taste differences in the market are small, then undifferentiated marketing is appropriate.Competitors Marketing Strategies. Selecting a coverage strategy is not done in a vacuum. When the market is already served by competitor using a segmentation strategy, undifferentiated marketing is less likely to be successful. However, competitors using undifferentiated strategies may be vulnerable to a well-planned and executed differentiation strategy.*Product PositioningThis CTR relates to the material on pp. 220.Market Positioning StrategiesA product's position is the way the product is defined by consumers on important attributes. More directly, product position is the place the product occupies in the consumers minds relative to competing products. Discussion Note: Students may need prompting to realize that marketers dont control the products position, consumers do. The strategies discussed below represent the inputs marketers make to influence how the consumer ultimately determine the products position.A product's position can be based on a number of variables including:Product Attributes. This positions the product on unique or distinguishing features it possesses such as a low price, unique technology, versatility or other features.Benefits Offered. Positioning can be based upon the specific value provided.Usage Occasions. The product usage associated can with special occasions or values ("Andre for the Holidays")Users. A product can be positioned to its most important users (Miller Beer's heavy user positioning, "Tastes Great Less Filling")Against a Competitor. This strategy is appropriate for substitutes that cost less.Away from Competitors. This positions the product as unique in some respect and/or worth it.Product Class. The company may vary positioning as needed in relation to one or more competitors.**Competitive Advantage Competitive Advantage is created by differentiating the product from those of competitors. Key areas for competitive differentiation include:Product Differentiation. This can be based upon features or performance. Teaching Tip: Drive a Hyundai and a Lexus on the same afternoon to experience performance differentiation.Services Differentiation. This may come from delivery, installation, repair, or training advantages. Teaching Tip: Does anyone think that television cable service would not improve if there were more than one cable provider per area?Personnel Differentiation. This is derived from a superior workforce. Teaching Tip: Surely students appreciate their experience in your class versus those marketing classes at that other school in state?Image Differentiation. This can be generated from effective use of symbols in association with product consumption.Teaching Tip: Examples of effective use of symbols include Prudential Securities, Rock Solid - Market Wise and Merrill Lynch Bullish on America.Positioning for Competitive AdvantageThis CTR relates to the discussion on pp. 221-223.*Promoting DifferencesThis CTR relates to the material on pp. 223-226. Discussion Note: The key to selecting the right competitive advantage is to develop a unique selling proposition (USP) for the product and stick to it.Selecting the Right Competitive AdvantageDifferences selected to promote competitive advantage should satisfy the following criteria:Important. The difference must deliver a highly valued benefit to target buyers.Distinctive. Competitors do not offer the difference, or the company offers the difference in a more distinctive way.Superior. The difference should be superior to other ways that customers might obtain the same benefit.Communicable. The difference is communicable and visible to buyers.Preemptive. Competitors cannot easily copy the difference. This may be a result of innovative technology, production economies, distribution economies, and/or proprietary rights.Affordable. Buyers in the target market must be able to pay for the difference.Profitable. The difference must be profitable for the company to offer.*