Aprende las bases de Marketing llegando al fondo de toma de decisiones del cliente. Después de completar con éxito este curso, puedes aplicar estas habilidades en un reto empresarial de la vida real como parte de la Programa Especializadode Fundamentos de Negocios de Wharton.
Segmentación y Targeting
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Del curso dictado por University of Pennsylvania
Introducción al Marketing
147 calificaciones
De la lección
BRANDING: Estrategias de Marketing y Posicionamiento de Marca Mercadeo
La profesora Kahn nos propone comenzar con los dos primeros módulos de branding: Estrategia de Comercialización y Posicionamiento de Marca. Te aconsejamos que leas el programa que aparece más abajo, donde encontrarás un resumen de los conceptos que se cubren en el curso. Encontrarás información adicional en las Páginas del Curso. Por favor, ¡participa en los foros de debate ya que tus aportaciones mejorarán la experiencia global de este curso!
Conoce a los instructores
Barbara E. KahnProfessor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
Peter FaderProfessor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
David BellXinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing
[MUSIC]
So, in this section, what we'd like to
talk about is that concept I mentioned earlier, segmentation.
Segmentation and targeting.
And this is a critical idea for marketing and
very important for where we're going, which is brand positioning.
It's called the STP framework: segmentation, targeting and positioning.
And when we get to positioning, that's
when we first start getting to branding which
is where we're headed.
So, the positioning process says, yous tart with segmentation, with S of STP.
And segmentation says that you identify variables
that allows one to segment the market.
Okay.
So I, we're going to figure out different schemes for
how to break up the market into different market segments.
The second part, the T is targeting.
You would evaluate the attractiveness of each of
the segments and you choose a segment to target.
And the third piece is positioning.
Once you get your targets segment, you position your brand
and your product to meet the needs of that target segment.
STP, segmentation targeting and positioning.
So let me just give you the idea of why this is so important to have
segmentation targeting and positioning.
And what I'm putting up on the background now, is a slide
that shows you the importance values two different segments have for roof tiles.
So in this graphic, you can see the
yellow segment, doesn't think price is that important.
They don't care about whether or not it's a low price.
But they do care about how attractive the tiles look.
And they really care about how durable the pu, tiles are.
On the other hand, the blue segment, they care a lot about the price.
They want a low price.
They don't really care that much about how it looks, and
they don't care that much about how long the tiles last.
If you did not segment this market, the optimal thing
to do would be to give average value to everything.
And, what you would do, therefore, is not please anybody.
The average value here would not be not a low
enough price for the people who care about low price.
And not enough durability for the people who care about durability.
In some sense I think that is the lukewarm tea.
You can have hot tea, an ice tea and if
you give average it's lukewarm tea and nobody is happy.
So one of the reasons to segment the market is if you don't, you tend to
try to reduce cost and go to the
average value and you are not meeting anybody's needs.
Going back to that concept of customer focus marketing, if I want to
give you exactly what you want, I need to segment the market.
And what you'll see is there's
a heterogeneity or differences in preferences.
And then I need to choose or target; which one of
these segments I want to deliver to, and deliver value to that segment.
And for example, in this case if I
delivered, durable tiles, to the seg-, the yellow segment.
They would be willing to pay a higher price for that, and I could be
very profitable, but if I went to a
lukewarm thing, I, might not sell to anyone.
So segmentation means I divide the market up into market segments.
in fact, let me just define it formally here.
Market segmentation is the process of dividing up the
market into distinct subsets, where any subset could conceivably
be selected and then you pick one of those market seqments to be your target.
And you reach or you deliver to that customer
segment, that market segment, with a distinct marketing mix.
Remember what the marketing mix is, the
four p's, product, place, promotion and price.
And what that says, when I'm looking at
these different segments, they may want different products.
It may make sense to advertise
to them differently. It may make sense to price differently.
It may make sense to deliver at
a place decision, or distribute to them differently.
and so that's the definition of market segment,
a very, very critical idea in, in marketing.
So the question is how can I divide up the market?
And you might understand the idea that I'm going to go
after market segments and I'm going to choose one of them.
And then I'll give
a unique product package, or marketing mix, to one of those segments.
Maybe you understand that concept.
But then the question is well, what are the different ways to segment the market?
And there are actually lots of different ways.
The most common way that people most, that usually think about
is to divide up the market on characteristics of the customer.
So intuitively, you might think about demographics.
Well, men and women like different things, so
let's make a female product and a male product.
Or, old people like things that are different than young
people, or rich people have different needs than poor people.
So one of the segmentation schemes people
frequently think about are characteristics of the customer.
Another one though, which doesn't really focus on characteristics of
the customer says, well people like different things in products.
They focus on different benefits so, in running shoes,
some people care about comfort, some people care about asthetics.
Some people
care about technology, and so it might make sense to divide
up the market or segment the market on benefits that people seek.
A third way to think of it is how do people purchase?
Maybe they purchase online.
Some people purchase online, some people like to go to physical stores,
some people like to use their phones or some people purchase very frequently.
Some people only purchase once a year.
Some people like to switch around,
other people like to be loyal.
All of these are different characteristics that you can use to segment the market.
Let me just give you a few examples of some of the interesting
ways that people have segmented the market, just to give you some ideas.
One of the ones, people talk about demographics so
they talk about old versus young, male versus females.
City dwellers versus country dwellers.
Another thing that and I'm sure you've heard of this.
You may not know it by this term.
Another way to think about it is cohort analysis.
And what cohort analysis says, it's not really whether you're young
or old, it's the life experiences that you've experience as a cohort.
And in particular it's very important what happens when you're coming of age,
you know, right around 14, 15, 16, 17, 18, that, those kind of.
Those things that hit you at that time of your life are
critical, and they frame you as a generation.
And so this is the idea, you've heard probably of baby boomers.
That's a cohort.
Baby boomers were born, there's two cohorts of baby boomers.
There's one that are born about 1950 and then
the ones that are born you know about 1960s.
and those that cohort of baby boomers.
All come of age at a certain time, certain things happen when they come of age,
and they react as a generation.
Generation X is another cohort and what you're
hearing about nowadays is really is Generation Y.
people who are coming of age now, these are the kids who are in college.
they think of Generation Y, Millennials.
and why do we really focus on the current generation?
Who's in college now, what's that current generation?
Marketers are very interested in the generation as they come of
age, when they are in college or when they're this age.
Because many times, you make purchases at this age
and then you're loyal to those brands over time.
So it's, marketers feel it's very, very important to
get in those people's consideration sets, right, at this time.
So they spend a lot time studying, the cohort of today and today's cohort is
Generation Y.
Generation Y is very different from all the other generations.
First of all, it's a generation that was completely brought up on the computer.
they think about free content.
they think about the social environment,
they're totally comfortable social network, everything's wireless.
They think about things being designed exactly for them.
They're totally used to customization.
This is a generation, electronic generation that's quite different
from their parents and from generations beforehand.
And you really need to understand Generation Why
or the Millennials in order to market to them.
What they don't like is mass marketing.
They don't like any kind of restricted access.
They don't like thing that are going down the beaten path.
They like new, they like different, they like customized.
Millenials are big shoppers, but many times the co-purchase with their parents,
some of the millenials still live with, and are supported by their parents.
They think about information electronically.
They are not readers of paper newspapers, they don't care about print anymore.
They're very, very comfortable comfortable
multi-tasking and co-creating with the product.
They're very connected, and the millenials tend to be socially responsible.
So if you're segmenting the market by cohorts and you decide
to target the millenials, you would have to design a targeted
product or position your brand in a specific
way to meet the needs of the millenials.
Another way that markets tend to be segmented are by geography.
It turns out that people who are similar
tend to live together in the same neighborhoods.
And there are different ways to segment, there's segmentation scheme called prism.
That actually defines the entire country based on these
geographic clusters.
And they're not, eh, they're not defined necessarily about where they are.
So you could have a geographic
cluster with some characteristic sets in California.
And people who live in New York may be in that same, same cluster.
So people who live in say Beverly Hills California, may
be similar to people who live in Scotia, Scotia New York.
And those two may be in the same
cluster, even though they're separated by 3000 miles.
So the PRIZM clustering, or zip clustering says, if you tell
me your zip code, and I'm giving you a United States example.
But this kind of notion of geographic segmentation is true around the world.
People who are similar tend to live in neighborhoods that are similar.
And so you tell me where you live, I have some
ideas of the kinds of things you might like, the products
you might like, the clothes you might wear.
The media you may attend to ecetera.
And what we find out and we'll talk about later on in, in one
of the other parts of this program when David Bell comes and talks to you.
That it turns out that where you
live physically also affects your online behavior.
So location is a very very important variable when thinking about segmentation.
And there
are lots of maps that can divide up say the New York City for example.
Into a block by block, by block segmentation scheme.
And show different consumer behavior by blocks in New York City.
That's how tight the segmentation geographic segmentation can be.
Once you define your segmentation variables, then
you need to select a target segment.
and so what makes a segment attractive you need to
balance the attractiveness of the segment with
your capability to deliver to that segment.
And you need to constantly monitor whether the actual buyers that
you're targeting are matching what you think that they should be doing.
so how do you?
Pick this segment.
You determine the attractiveness of the segment, how big is it, how much
growth is there, how much money do they have to spend, how stable
is it.
All of these are signs of an attractive segment.
Then you think about, well how good are you at meeting the needs of that segment.
What's your current position with respect to that segment, how easy
is it for you to address the needs of that segment.
And then you think about, well what about the competition?
How many people are going after that segment?
What's the strength of the competitors?
Are there potential competitors coming in? And what you want to
do is pick the most attractive segment where
you have a differential advantage over the competition.
That's the best target segment for you to consider.
And so what you're looking for, is you're going to divide this segment, this
is a graph that shows you, you can have low to high segment attractiveness.
And you can have low to high competitive strength.
And the best segment to go after or
to target would be the most attractive segment
where you are strongest relative to the competition, that's perfect.
Sometimes you can't get the perfect segment
and so you may choose something that's
a little bit less attractive but still
something that you think would be profitable.
[MUSIC]
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