Temas: La Segmentación. Posicionamiento y Diferenciación. Objetivos de la clase: Al terminar la lectura el alumno: Interpretara el importante concepto de Segmentación y su aplicación en e l de los diferentes criterios de segmentación, indispensables para entender de que manera se pueden agrupar los
marketing.
Se interiorizara
consumidores meta para poder asistirlos, satisfacerlos y deleitarlos de la forma optima, como también los niveles de segmentación, masiva, diferenciada, de nicho, local e individual o “one to one”. Comprenderá tópicos como segmentación de mercados de empresa y mercados internacionales, como sus variables explicativas. Interpretara el importante concepto de de Diferenciación y su aplicación en el marketing. Se interiorizara de las diferentes dimensiones de Diferenciación: de producto, de servicio, de personas y de imagen, así como como de las implicancias de cada uno y el aporte a la generación de valor agregado de los mismos. Interpretara el importante concepto de de Posicionamiento y su aplicación en el marketing. Se interiorizara de las diferentes formas de posicionamiento que pueden elegir las firmas: según el producto, por precio – calidad, etc. Comprenderán las implicancias y relaciones entre los términos segmentación y posicionamiento.
Lecturas Obligatorias
Kotler, Phillip, Capítulo 10 Estrategias Estrategias de posicionamiento posicionamiento de marcas marcas Pp 309 al 339 Kotler, Phillip, Capítulo 8 Identificación Identificación de segmentos y selección del segmento meta Pp 239 al 271 Kotler, Phillip, Capítulo 4 Investigación de mercados y pronóstico de la demanda Pp 101 al 137.
Profesor: CPN. Mario Ariel Mori
1
MARKETING
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INTRODUCCIÓ N Estimados alumnos, bienvenidos a una de las clases “ clave” de la cursada, donde presentaremos tópicos que algún viejo profesor los llamaba
“la
santa
trinidad marketinera” (sin ánimo de blasfemar, obviamente…) conformada por SEGMENTACION – DIFERENCIACION – POSICIONAMIENTO… Vamos a ir rápido a la clase porque sino se va a hacer algo larga (mas o menos 30 hojas…), pero, so pena de ser reiterativo, les confieso algo, estos ítems me resultan de los mas apasionantes en nuestra disciplina… dejemos de lado sentimentalismos y vayamos a la clase
CONCEPTO SEGMENTACIÓN.
DE
Como diferentes personas tienen diferentes deseos, existen también diferentes tipos de mercados hacia los cuales se pueden dirigir los esfuerzos de marketing. Dada esta realidad, realidad, es razonable pensar que el mercado total de consumidores debe segmentarse, esto es, dividirse en porciones menores de acuerdo con una determinada característica. La mayor parte de la biblioteca (doctrina) del marketing coincide en el concepto de segmentación (ambas definiciones, sacadas de varias ediciones de Libros de Mercadotecnia de Kotler): Es un Proceso de subdivisión del mercado en grupos homogéneos entre si y heterogéneos respecto al resto, con el fin de llevar a cabo una estrategia comercial diferenciada para cada uno de ellos, e llos, que permita satisfacer mejor sus necesidades Otra parte asevera que: Segmentar es el arte de dividir un mercado en grupos diferentes de consumidores que podrían requerir productos o combinaciones de marketing diferentes.
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Distinto es el enfoque de A. Wilensky (en su obra Marketing Estratégico), quien plantea que en “apariencia” este todo que resulta el mercado general, se subdivide en grupos internamente homogéneas, aseverando que, el proceso real (no tan evidente) indica que que el mercado “ya se encuentra segmentado”, y es tarea del marketing, reconocer e
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interpretar cada uno de esos conceptos
implica que la segmentación no es
una división o partición sino una agrupación , es decir con sus mismas palabras […] un agrupamiento de consumidores, necesariamente atomizados, atomizados, en virtud de algún factor de relación que los vincule. La estrategia puede surgir de una correcta evaluación y determinación del segmento que constituirá el “blanco” a atacar […] (extraído del Libro “Marketing Estratégico” de A. Wilensky, Wilensky, Pág. P ág. 63, sexta edición, 1997. Fondo de Cultura Económica)
NIVELES DE SEGMENTACION Visto y considerando que cada individuo tiene sus propias necesidades y deseos (les suena???) se puede considerar a las personas como un mercado individual (tendiendo a marketing uno a uno) con lo cual se debe preparar una oferta única, especifica para cada individuo. Si bien ese es el “ideal” (con la informática, se han logrado avances insospechados en tal sentido), la mayoría de las empresas intentan identificar grupos de clientes suficientemente numerosos a los que se pueda presentar una oferta medianamente especifica. Dicho esto, podemos distinguir los siguientes niveles de segmentación: Marketing Masivo
consiste en producir, distribuir y promover (comunicar) de
forma masiva, un único producto para todos los compradores. El ejemplo “básico” es el modelo Ford T del brillante brillante Henry Ford
“yo les ofrezco a mis
clientes un coche de cualquier color, siempre que sea negro”. Desde el punto de vista técnico, este enfoque conduce a costos de bajo nivel y crea mayor potencial de mercado, dicen sus adeptos … la realidad es que los mercados y los segmentos cada vez se fragmentan mas, y siempre van a existir especialistas en cada uno de los segmentos, con lo cual, cada vez es mas difícil enfocar el negocio desde esta perspectiva. Marketing segmentado consiste en adaptar la oferta de la la empresa a las necesidades y deseos (reconocidos como cambiantes) de segmentos
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beneficiosa los
BMW diseña diseña modelos diferentes según el ingreso ingreso y la edad de distintos
grupos.
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Marketing de nichos
consiste en direccional la oferta a subgrupos que
componen los segmentos, esto con el objetivo puntual y la esperanza que en esos “nichos ” existan pocos o ningún competidor: el punto pasa por abastecer a integrantes de un nicho de mercado con un complejo y especifico conjunto de necesidades, los cuales pagaran un precio especial a la primera empresa que los intente satisfacer, con lo cual esta deberá “especializar” su oferta para tener éxito
los compradores de autos de alta gama, deportivos, con
mucha potencia y de aspecto “vistoso”, se inclinaran fácilmente por un Ferrari.. Aquí Ferrari Aquí el problema problema estratégico es que, cuanto mas mas estrecho sea s ea el nicho elegido, menos compradores potenciales y por lo tanto, el beneficio potencial tendera a ser menor. Micromarketing consiste en una practica empresarial redesarrollar productos y programas de marketing personalizados por individuos y o lugares. Incluye términos como Marketing Local (A) e Individual (B). (A) Marketing Local
se intenta desarrollar marcas y promociones especiales
de acuerdo con las necesidades de distintos grupos locales (ciudades, municipios, localidades, etc. Inclusive distintos hipermercados y mayoristas, como Carrefou Carrefour, r, Walmar Walmart, t, que que en cada ciudad tienen un tipo de cliente y consumo distint o…). Este modelo tiene sus pros y sus contras: la tendencia a reducir las economías de escala, probablemente genere un mayor aumento de costos de fabricación y marketing, inclusive de logística, dado que se debe ajustar la oferta a preferencias muy puntuales. Por el lado positivo, la fragmentación de los mercados y segmentos alienta su uso, mas con el avance de las tecnologías de información; también ayuda a la comercialización más efectiva de los productos, ya que se puede saber puntualmente necesidades geográficas, de estilos de vida, etc. (B)
Individual (B)
se procura ajustar el producto / servicio
y los
programas de marketing a las necesidades y preferencias de los consumidores individuales. Se le denomina corrientemente “marketing uno a uno” (“one to one marketing ”). La importancia de este punto crecerá indudablemente
de
la
de
las tecnologías de
información
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REQUERIMIENTOS REQUERIMIENTOS PARA UNA SEGMENTACIÓN EFICAZ.
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Los segmentos del mercado, para que resulten útiles, deben tener las siguientes características: Mensurabilidad:: el tamaño, el poder adquisitivo y los perfiles de los Mensurabilidad segmentos se pueden medir. Accesibilidad:: los segmentos del mercado se pueden alcanzar y atender de Accesibilidad manera eficaz. Rentabilidad:: los segmentos del mercado son lo bastante grandes o rentables Rentabilidad como para atenderlos. Un segmento debe ser el grupo homogéneo homogéneo lo lo más grandes posible que valga la pena perseguir con un programa de mercadotecnia preparado al afecto. Accionamiento: se pueden diseñar programas efectivos para atraer y atender los Accionamiento: segmentos.
CRITERIOS DE SEGMENTACIÓN. La Segmentación Geográfica. La segmentación geográfica requiere dividir al mercado en diferentes unidades geográficas, como países, regiones, ciudades o barrios.
La empresa puede optar
por operar en una o varias zonas geográficas o por operar en todas las zonas, aunque prestando atención a las diferencias de necesidades y preferencias en las zonas geográficas. La Segmentación Demográfica. La segmentación demográfica consiste en dividir el mercado en grupos, a
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El sexo. La segmentación por sexo se ha usado, desde hace mucho tiempo, para ropa,
peinados,
cosméticos
y
revistas.
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El ingreso. La segmentación por ingreso ha sido usada para productos y servicios como automóviles, barcos, ropa, cosméticos y viajes. Segmentación demográfica multivariable. La mayor parte de las empresas segmentan un mercado combinando dos variables demográficas o más. La Segmentación Psicográfica. La segmentación psicográfica divide a los compradores en diferentes grupos con base en las características de su clase social, estilo de vida y personalidad. personalidad. Las personas dentro del mismo grupo demográfico pueden tener composiciones Psicograficas muy diferentes. La clase social.
Muchas empresas diseñan productos o servicios para clases
sociales específicas, incorporando características que agradan a estas clases. El estilo de vida. El interés de las personas por diversos bienes está sujeto a la influencia de sus estilos de vida y de los bienes que adquieren para expresar esos estilos de vida. Personalidad. Los especialistas también han utilizado las variables de personalidad para segmentar mercados, atribuyendo a sus productos personalidades que corresponden a personalidades de los consumidores. La Segmentación Conductual.
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Las empresas pueden recurrir a la segmentación por beneficios para aclarar el segmento de beneficios al cual se dirigen, dirige n, sus características y las principales marcas de la competencia. Además, pueden buscar otros beneficios y lanzar marcas marcas que los ofrezcan
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La condición del usuario. Los mercados se pueden segmentar en grupos de no usuarios, ex usuarios, usuarios en potencia, usuarios por primera vez y usuarios consuetudinarios. La tasa del uso. Los mercados también se pueden segmentar por grupos de usuarios que usan un un producto poco, regular regular y mucho.
Las personas que lo lo usan mucho
suelen constituir un porcentaje pequeño del de l mercado, aunque representan un porcentaje elevado del total de las compras. Lealtad a la marca.
Un mercado también se puede segmentar con base en la
lealtad de los consumidores.
Los consumidores pueden ser fieles a las marcas,
tiendas y las empresas. Los compradores compradores se pueden dividir en grupos de acuerdo con el grado de lealtad. Las empresas deben fijarse bien cuando recurren recurren a la la lealtad a la marca para sus sus estrategias de segmentación. Los patrones de compra que parecen ser lealtad a la marca podrían estar reflejando poco más que costumbre, indiferencia, precio bajo o inexistencia de otras marcas. La etapa de disposición del comprador. Un mercado está compuesto por personas que se encuentran en diferentes etapas de disposición para
comprar un
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Las empresas, al perseguir segmentos en ligar del mercado entero, tendrán muchas más probabilidades de ofrecer valor a los clientes y de obtener el máximo de recompensas por prestar atención a las necesidades de los consumidores. Una vez elegida una industria, la empresa puede segmentarla más, de acuerdo con el tamaño tamaño del cliente o la ubicación geográfica. Una empresa podría establecer sistemas independientes para tratar a clientes grandes o con diferentes ubicaciones. Dentro de una industria dada y de acuerdo con el tamaño del cliente la empresa, puede segmentarla a partir de criterios y posición ante la compra. No obstante, al igual que en el caso de la segmentación de los consumidores, muchos especialistas piensan que el comportamiento para comprar y los beneficios constituyen la mejor base base para segmentar los mercados mercados de empresas. Existen cuatro segmentos: Compradores programados: consideran que los productos no son muy importantes para sus actividades. Compran los productos en forma rutinaria, por regla general pagan el precio completo y aceptan un servicio por debajo de la media.
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Las empresas pueden segmentar los mercados internacionales usando una variable o una una combinación de ellas. ellas.
Pueden segmentarlos por ubicación
geográfica, agrupando los países por regiones.
De hecho, los países de muchas
regiones ya se han organizado, geográficamente, en grupos de mercado o “zonas de libre comercio”, por ejemplo la Comunidad Europea. Estas agrupaciones reducen las barreras comerciales entre los países miembros, creando mercados más grandes
y
homogéneos.
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Los mercados mundiales se pueden segmentar a partir de factores económicos. Por ejemplo, los países se pueden agrupar por el nivel de ingresos de la población o por su nivel general de desarrollo económico. económico. La estructura económica económica de un país da forma a las necesidades de productos y servicios de su población y, por consiguiente, a las oportunidades de mercadotecnia que ofrece. Los países se pueden segmentar al tenor de factores políticos y jurídicos, como el tipo y la estabilidad del gobierno, la receptividad de empresas extranjeras, los reglamentos monetarios y la cantidad de burocracia. burocracia. también sirven para segmentar los los mercados.
Los factores culturales
Los mercados mercados internacionales internacionales se
pueden agrupar de acuerdo con lenguaje común, religión, valores y actitudes, costumbres y patrones conductuales. Muchas empresas aplican un enfoque diferente, llamado la segmentación ínter mercados. Con este enfoque, constituyen segmentos de consumidores que tienen necesidades y comportamientos similares encuentren en diferentes países.
DIFERENCIACIÓN:
al
comprar,
incluso
aunque
se
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DIFERENCIACIÓN PRODUCTOS
DE
Partamos de una base: Los productos varían en cuanto a su potencial de diferenciación. En un extremo encontramos productos que casi no permiten variación… Kotler pone ejemplos como el pollo, la aspirina, el acero… yo sería un poco
más
cauto,
hoy
en
día
hay
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pocos o casi ningún ejemplo de este tipo de productos… pero tomemos estos ejemplos “teóricos” y sigamos. En el otro extremo están los productos con gran potencial de diferenciación, como los teléfonos celulares, los autos, los muebles, los electrodomésticos …. Siguiendo mi línea de pensamiento, casi todos hoy en día van por este camino… A medida que se va saliendo del punto de baja potencialidad de diferenciación y se va acercando a la línea de los potencialmente diferenciables, el oferente enfrenta parámetros de diseño, que incluyen forma, características, calidad de desempeño, calidad de conformidad, durabilidad, confiabilidad, reparabilidad, estilo
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pretenda cada vez más calidad, en un punto del tiempo una “unidad” agregada de calidad no incrementara una unidad de rentab ilidad… Por esto, El fabricante debe diseñar un nivel de desempeño apropiado para el mercado meta y para los niveles de desempeño de los competidores. Otro ítem Importante resulta ser que la empresa también debe controlar la calidad del
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1)
en la que el fabricante mejora continuamente continuamente el producto, a menudo es la que produce el rendimiento y participación de mercado más alto (recuérdese lo dicho en párrafos pá rrafos anteriores…)
2) mantener la calidad calidad del producto en un nivel nivel dado. 3) reducir la calidad calidad basada en en economía de costos o reducir la calidad deliberadamente a fin incrementar las utilidades actuales, este proceder con frecuencia perjudica la rentabilidad a largo plazo. CALIDAD CONFORMIDAD
DE
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ESTILO
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El estilo describe el aspecto y la sensación que tiene el producto desde el punto de vista del comprador… Los consumidores normalmente están dispuestos a pagar más por productos que tienen un un estilo atractivo. Debemos incluir los empaques como “arma” de estilo: atractivos, que llamen a comprar … que “cacen” al cliente… Piensen que en general, El empaque es el primer encuentro del comprador con el producto y puede estimularlo o desanimarlo. Así como la fachada de una empresa de servicios como puede ser un banco funciona de la misma forma DISEÑO
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FACILIDAD SOLICITARLO
PARA
Se refieren a hacerle simple el proceso de pedido del producto a la empresa,
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La consultaría de clientes consiste en datos, sistemas de información y servicios de asesoría que la empresa ofrece a los consumidores. Esto implica que no solamente le venderemos el producto – servicio en sí, sino que qu e además intentaremos venderle servicios adicionales como por ejemplo hacen los “vendedores” de diseño Web,
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una módica suma, asesoran al cliente en que hosting es el más apropiado para postear su sitio Web, les venden programitas para administrar mejor la pagina… etc.
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Como hemos visto desde los inicios de la cursada, los consumidores responden de diferentes maneras a la imagen de una empresa y de una marca.
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Pero hasta ahora no hemos tocado mucho el tema “imagen”, para lo cual considero importante distinguir entre identidad e imagen.
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