THE MARKET THING MARKET SEGMENTATION
AUTORES: Kellys Johanna Amorocho Gelvis Lady Johana Vargas Orozco Rosa Marling Torres Portocarrero
2017 Medellín Marzo 05 de 2017
Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.
LISTENING ACTIVITY
Jane Good morning everyone! Thank you for attending this meeting. I’ve gathered you all because I want to introduce
Albert Roberts. He’s an expert in marketing, and we have hired him to do some research in the city where we’re
planning to introduce our new product.
Albert Roberts Good morning! As Jane said, my name’s Albert Roberts, and I’m here to tell you about
the main characteristics I observed in the city. About the population, I can say there are about 8 million inhabitants in this city. 60% of them are women and 40% are men. 3 million people are between the ages of 60 and 90, 2 million are between 35 and 59, 2 million are young people between 20 and 34, 500.000 are teenagers between 13 and 19, and the rest of the population are little kids aged 0 to 12 years old. I also found out that 60% of the elderly are pensioners, 50% of the adults are professional, 20% of the whole population is poor, 50% have incomes that permit them to have good life conditions, and 30% of the population in this place is wealthy. Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.
About the city itself, I found there are 10 malls, which were built by the same construction company; their plan is to corner the market. Each of the malls has a movie theater but there is only one 3D movie theater at one of these malls. It is really cutting edge and has room for 300 people. Moreover, the city’s blockbuster of the year is the big gym in the center of town. People who exercise need to go to this gym because there are few parks for them to run. The main attraction in the city is the amusement park. There are roller coasters, live shows, there is an artificial beach, an outdoor water park, and there are several nearby resorts. The people buy lots of convenience food because they have busy lives, and because there is a convenience store in every corner of the city. However, when they celebrate important dates, they cook at home because restaurants are so expensive. There are also plenty of stores where all of the urban tribes: emos, punks, rappers and others, find the clothes and the accessories they feel identified with. These are, in general terms, the main things I observed in the city. We just need to work out a strategy that permits us to successfully introduce our new product.
Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.
A continuación deberá diligenciar el formato con las 8 variables vistas en La guía interactiva (materiales del programa) The market thing y teniendo Como herramienta principal su producto o servicio. No olvide agregar el pantallazo de la primera evidencia solicitada (actividad interactiva de las variables de segmentación)
VARIABLE
Geographic Segmentation Age and life-cycle segmentation Gender segmentation Income segmentation Psychological segmentation Behavioral segmentation
Occasion segmentation Benefit segmentation
DESCRIPTION
For the moment in Medellin, Antioquia Which has 2464 million inhabitants. Adults, people are between the ages 18 and 60 years and with good incomes All genders: any independent, professionals, pensioners and entrepreneurs. From $100.000,00 COP to $2.500.000,00 COP People with initiative, people who want to have a better lifestyle. The people will be able to have advising, accompaniment in their investments, health, ecotourism, savings, marketing strategies, among others. Can access to our services: SMEs, SAS, multinationals, financial institutions, among others. They obtain the following benefits: Profitability of 2%, Multi-company information, Custom Counseling, Immediate Audits.
Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.
Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.
