Download PLANEACIÓN ESTRATÉGICA

MARKET
SEGMENTATION
Marketing strategy
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Market. Persons or
organizations with needs to
satisfy, money to spend and
that are willing to spend it.
Target Market. Group of
clients (persons or
organizations) to whom the
seller directs all the
marketing mix.
Concentrated market
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It is a strategy where you
treat the market as a
whole. Develops only one
marketing mix to arrive to
any possible consumer.
Market segmentation
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Is the process of dividing
a market into smaller
subgroups defined by
specific characteristics
and directing a
marketing mix toward a
particular segment or
segments rather than to
the total market.
Segmentation vs. Concentration
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The enterprise could create a defined product for the
decided audience.
You will have less competitors if the segment is more
limited .
 The niches are born from this segmentation,
groups which needs haven't been covered.
 Example: Adults - Overweight - diabetic- over
40 years.
Basic consumers
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Consumer markets. Consist of purchasers and/or
individual household members who buy for their own
consumption.
Industrial Users. Enterprises, industries or
organizations , that buy goods or services for use
them in the enterprises or to manufacture new
products.
Segmentation Variables
Geographic segmentation
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Is the study of the market based on where customers live.
Divides the market in determined segments by its
geographic unit, like nations, states, regions, cities or
communities
Consumer and industrial users:
 Region
 City or MSA
 Urban/Rural
 Climate
Demographic segmentation
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Demographics are the personal characteristics of a
population.
The market is divided in groups based on demographic
variables:
 Consumer market: Age, Gender, Family life cycle, Family
size, Income, Occupation, Education, Religion, Race,
Nationality, Social class
 Industrial users: Size of the enterprise, sector, Sales
level, between others
Psychographic segmentation
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Is the study of consumers based on social and psychological
characteristics. Based on their life style and personality.
Consumer
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Values
Opinions
Beliefs
Motivations
Attitudes
Personality
Life Style elements
(activities and interests)
Industrial
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Socially responsible
Environment
Behavioral segmentation
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The market is segmented according to the attitude,
use, knowledge and behavior toward a product.
Behavior variables are the following:
 Status
 Loyalty
 Benefits
 Rejection
Target market
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When you identify the different segments you are ready to
select your Target group or Market.

This is the specific market where all the efforts are
concentrated for the planning and Marketing strategy.
Conditions
 Is the segment viable? Can we make a profit from it?
 Is the segment accessible? How easy is it for us to get into the
segment?
 Is the segment measurable? Can we obtain realistic data to
consider its potential?