THE MARKET THING

MARKET SEGMENTATION

AUTORES:

Kellys Johanna Amorocho Gelvis

Lady Johana Vargas Orozco

Rosa Marling Torres Portocarrero

2017

Medelln

Marzo 05 de 2017

Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.

 LISTENING ACTIVITY
Y

Jane
Good morning everyone!
Thank you for attending this meeting.

Ive gathered you all because I want to introduce

Albert Roberts.

Hes an expert in marketing, and we have hired

him to do some research in the city where were
planning to introduce our new product.

Albert Roberts

Good morning!
As Jane said, my names Albert Roberts, and Im 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 citys 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 continuacin deber diligenciar el formato con las 8 variables vistas en
La gua 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 segmentacin)

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.