Segmentación de Mercado: Claves para Estrategias Eficaces

Clase 3 de 22 • Curso de Inglés para Marketing

Resumen

¿Qué es la segmentación de mercado en marketing?

La segmentación de mercado es una técnica fundamental que todo profesional de marketing debe dominar para alcanzar el éxito. Al enfocar tus esfuerzos en un grupo específico de clientes, puedes maximizar recursos y obtener mejores resultados. Conoce aquí los conceptos claves, las técnicas y su importancia para desarrollar estrategias efectivas en mercadeo.

¿Qué es el mercado objetivo?

El mercado objetivo se refiere a un grupo específico de personas que han sido identificadas como clientes potenciales, basándose en características comunes como edad, estilo de vida e ingresos. Por ejemplo, los adultos jóvenes entre 18 y 25 años son un mercado objetivo ideal para una nueva línea de ropa juvenil. Comprender y definir un mercado objetivo es crucial para efectuar estrategias de mercadeo efectivas.

¿Cómo funciona la segmentación del mercado?

Después de identificar el mercado objetivo, se procede a la segmentación, dividiendo el mercado en grupos más pequeños con características similares. Existen varias formas de segmentar un mercado:

Demográfica: Basada en características como género e ingresos. Por ejemplo, un producto de videojuegos puede dirigirse principalmente a jóvenes varones con ingresos disponibles.
Geográfica: Depende de la ubicación del público. En EE.UU., Nike podría centrarse en el fútbol americano, mientras que en Europa podría enfocar en el fútbol.
Firmográfica: Similar a la demográfica, pero aplicada a organizaciones. Una empresa de software podría ofrecer servicios personalizados a multinacionales y productos más simples a pequeñas empresas.
Psicográfica: Analiza el estilo de vida, opiniones e intereses. Una empresa de ropa deportiva podría dirigirse a personas interesadas en deportes específicos.
Conductual: Basada en comportamientos de compra y lealtad a la marca. Puede dirigirse a primeros adoptantes de tecnología o usuarios frecuentes de redes sociales.

¿Qué vocabulario es esencial en inglés para marketing?

Entender y usar el vocabulario adecuado en marketing es fundamental para comunicarse y operar en un entorno global. Aquí algunas expresiones importantes:

Product strategy: Un plan detallado que una empresa diseña para introducir un producto en el mercado objetivo, considerando precios y características.
Competitive analysis: Estrategia para obtener información sobre ventas, precios y tácticas de la competencia.
Unique selling proposition (USP): Diferencia un producto de sus competidores destacando ventajas únicas. Apple es un ejemplo de cómo una USP puede reflejar el estilo de vida de sus clientes.
Target audience: Grupo de personas identificadas como clientes potenciales. Un ejemplo puede ser personas preocupadas por el medio ambiente que buscan productos de limpieza ecológicos.

Ahora, te invito a poner en práctica estos conocimientos. Piensa en un producto o servicio que estés vendiendo o planees vender. Define a qué mercado objetivo y demografía te diriges, y comparte tus razones en la sección de comentarios. Recuerda, los clientes siguen a las marcas porque las aman y se identifican con ellas.

Gabriel Obregón

student•

What is market segmentation?

Market segmentation involves dividing a broader market into smaller, more specific segments based on shared characteristics. This helps companies create more effective marketing strategies tailored to each segment.

Key terms in market segmentation

Target market
- Definition: A group of people identified as potential customers because they share similar traits (age, lifestyle, income, etc.).
- Example: "Identifying and understanding your target market is crucial for developing effective marketing strategies."
- Real-life scenario: Young adults aged 18-25 might be targeted for fashion or tech products.
Demographic segmentation
- Definition: Dividing the market based on characteristics such as age, gender, and income.
- Example: "A new video game console's demographic strategy may show that most users are young males with disposable income."
Geographic segmentation
- Definition: Segmenting the audience based on location.
- Example: "Nike markets football products in Europe and American football products in the U.S."
Firmographic segmentation
- Definition: Similar to demographic segmentation, but focused on businesses instead of individuals.
- Example: "A corporate software company offers custom packages to large firms and fixed-fee products to small businesses."
Psychographic segmentation
- Definition: Dividing the market based on personality, lifestyle, opinions, or interests.
- Example: "A fitness brand targets consumers interested in playing or watching sports."
Behavioral segmentation
- Definition: Based on the decision-making patterns of customers, such as purchase behavior and brand loyalty.
- Example: "Analyzing customer purchasing habits helps companies refine their marketing strategies."

Product strategy and competitive analysis

Product strategy
- Definition: A plan outlining how a product will be introduced to a target market.
- Example: "Developing a strong product strategy involves identifying target markets, defining product features, and setting pricing strategies."
Competitive analysis
- Definition: Evaluating competitors' offerings, pricing, and strategies to uncover opportunities.
- Example: "Conducting a competitive analysis helps businesses understand market trends and identify areas for growth."
Unique Selling Proposition (USP)
- Definition: The unique value or benefit that differentiates a product from its competitors.
- Example: "Our brand’s USP emphasizes natural ingredients and recyclable packaging."
- Analysis: This USP shows that the company focuses on environmental values, appealing to eco-conscious consumers.

Sofia Ortiz Trujillo

student•

I believe Tech Trail had success with their gadget because was clar to the audience the purpose of the gadget, that means that they had a great product strategy. Furthermore, they sent videos that helped they to make their target audience, then they generated engage with the contests creating their USP.

Daniel Mijares

student•

Tech Trail had a good campaign that helped people to connect. They knew their product's UPS which gave them the initial ideas to create a product strategy, showing different ways to interact with the target audience.

Juan Salinas

student•

I think this example is successful because "Tech Trail" initially analyzed user behavior with "GizmoBeam," focusing on market segmentation. They aimed to learn about new users and adapt their processes to incorporate fresh ideas into their activities. By utilizing behavior segmentation, they effectively grouped people with similar thoughts and ideas

Marcos Nuñez

student•

Hello, my name is Marcos Núñez. I own a catering service startup, it is dedicated to prepare cocktails using a portable bar.

Market segmentation: It aims to a target who have a higher income and are more likely to celebrate weddings, corporate events and all kind of parties hiring this service.

Demographic segmentation: It is directed to men and women between 25 and 50 years old with a high income. You can find us in Instagram as: @tubarportatil.

Juan Pablo Ramos Catalogne

student•

are you from montevideo?

Julián Cárdenas

student•

Wow it's amazing, great job and good luck with your company!

Wilmer

student•

Difícil para mi pagar 47 al mes. Con una familia de 5 integrantes se me hace dificil.

Fernando Miranda

student•

I think Techtrail did a deep study about their new product and peoples needs, this emphases the target market. It has a high psychographics segmentation like todays world want to be all connect and feel like being at home or withe our families excellent project strategy using the hashtag and the reels to promote the product besides using the competitive analysis hosting live webinar where tech experts talk about the benefits of staying connected.

Stefany Posada

student•

I consider Tech trail had success in their campaing because they knew to communicate their unique selling propositing with the potencial costumers in the best dynamic way, where the posible clients could taste the gadget and confirmated by themselves

Stefany Posada

student•

Hi, my name is Stefanny Posada

I sell Digital Marketing for B2B Companies, our market segmentation it´s medium and large companies in the industrial field around Latin America.

Sergio Enrique Vesga Quintanilla

student•

Hi, my name es Sergio.

I´m Marketing leader at OCC Solutions.

OCC built a B2B SaaS platform to provide Human Resourses assessments to measure things like leadership, team work and corporative culture.

Our Target Market are medium and large companies across latin america and spain

Carlos Andres Castaño

student•

Hello, my name is Daniela

My market segmentation it’s based on hair care, that why the target market it’s women between 15 to 35 years old, the psycographic segmentation is woman that like social activities, the geographic segmentation that live in Pereira Colombia

Andrés Felipe Barreto Hernandez

student•

I'd like to sell services about sports.

I will sell to people who is interest on practicing sports.

Andrés Felipe Barreto Hernandez

student•

Market segmentation

Target Market

A group of potential clients.

Market SegmentationInvolves dividing a broad market into distinct segments based on specific characteristics.

Demographic characteristic

Study the behaviors of our clients}

Fimormographic segmentation.

Instead of evaluating clients, this key allows us to study the companies.

Richard Linarez

student•

This is what I think I´ve detected upon pondering the mentioned story of success: Engagement through social media. Trend and being part of something relevant that allows people to build connection with other in the community, proving and validating through experts how a gadget benefits you and your closer ones, everything applied to their target audience: Families. Definitely has it all well defined.

Richard Linarez

student•

Differences between competitive analysis vs benchmarking (used Chat GPT for research):

Competitive analysis and benchmarking are both strategic tools used in business to improve performance, but they serve different purposes and focus on distinct aspects of the market.

1. Purpose and Focus

Competitive Analysis: Focuses on understanding your direct competitors. It involves identifying competitors’ strengths, weaknesses, strategies, and market positioning. The goal is to gain insight into how competitors operate and determine ways to differentiate your business or improve your offerings.
Benchmarking: Involves comparing your business processes, performance metrics, or products to industry standards or best practices. The goal is to identify areas where your company can improve by learning from leading companies, not necessarily limited to direct competitors.

2. Scope

Competitive Analysis: Typically focuses on companies within the same industry that offer similar products or services. It examines their market share, pricing, marketing strategies, customer engagement, etc.
Benchmarking: Broader in scope and can involve companies across different industries, as long as they are recognized as best-in-class in certain aspects (e.g., customer service, operational efficiency).

3. Approach

Competitive Analysis: Emphasizes gathering competitive intelligence and analyzing the external environment. Techniques include SWOT analysis, competitor profiles, and market research.
Benchmarking: Involves a systematic comparison of specific metrics or processes. Types include:
- Internal Benchmarking: Comparing different departments or teams within the same organization.
- Competitive Benchmarking: Comparing with direct competitors.
- Functional Benchmarking: Comparing processes with companies outside the industry but with similar functions.

4. Outcome

Competitive Analysis: Helps a business create strategies to outperform competitors, improve market positioning, and capture more market share.
Benchmarking: Helps identify performance gaps and best practices that can be adopted to enhance efficiency, reduce costs, or improve quality.

5. Examples

Competitive Analysis: Analyzing how a competitor's marketing strategy is more effective and determining how to adapt your strategy to compete better.
Benchmarking: Studying how an industry leader like Amazon optimizes supply chain management and applying similar techniques to your logistics processes.

In summary, while both tools aim to improve business performance, competitive analysis is more about understanding and outperforming competitors, while benchmarking is about learning from the best practices and applying them to your operations.

Richard Linarez

student•

I'm looking to sell a Basketball training to fathers who support their teenagers and want them to be healthy, athletic and to potentially have them professionally involved in the Basketball leagues once they´ve reach 18. Geographycally, they are located into the US, usually attend to mixed gyms with basketball courts available or basketball college games, usually +30.

María José León Acero

student•

I believe that the success of the product strategy in this case study is due to the well-defined USP (Unique Selling Proposition) and the clear audience target segmentation. They have effectively utilized behavioral segmentation as one of the key characteristics to understand and reach their audience

María José León Acero

student•

I work at a PR agency, and I manage organic and paid influencer marketing actions for the brands I represent. We look for influencers who share geek content and sometimes those who share travel and lifestyle content, which could be a psychographic segmentation. However, we also classify them by demographic and geographic segmentation, depending on the campaign we are working on at the moment.

Daniel Mijares

student•

Hello, my name is Danie Mijares. I am a Social Media Specialist, I worked in a Venezuelan agency with different services such as Co-Marketing, SEO, Social Media Management, Community Management, PR, Event Planning, and much more.

As a Social Media Marketer, I worked with market and demographic segmentation when I need to do an Ad on Meta.

We aim to target market that is a mid-level food distributor and wants to get new clients on social media platforms.

Our demographic segmentation is around the Capital District, Aragua and Miranda States.

Gabriel Ortiz

student•

Hi, I'm Gabriel and I'm currently working at an ecommerce company who sells blank apparel and customizable clothes for B2B and B2C clients at worldwide.

Our primary clients are B2B, mostly men between 25-45 years who resells our clothes customized with their brands.

Segmentación de Mercado: Claves para Estrategias Eficaces

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