Consumer Market Segmentation Analysis
Translated by
ScribdTranslationsConsumer Market Segmentation Analysis
Translated by
ScribdTranslationsWeek 3: Fieldwork ([Link].
pe)
Course:
Marketing
Teacher:
PAMELA DEL PILAR LYON DEL CARPIO
Members:
Pineault Morachimo, Stephane
Ponce Tippe, Samanta
Guevara Burgos , Stephanie
Zapata Tresierra, Jose
Acosta Valle, Gabriel
Answers:
1. Using the bases to segment the consumer market, identify the
segmentation criteria that each of the brands are using.
ValleyNorth Rice
Segmentation:
1. Geográfica: Perú
Demographic: Women aged 18 and older, homemakers with large families.
3. Psychographics: Conservative lifestyle women
4. Behavioral: People who seek quality rice instead of
price.
Segmentation Criteria:
Measurables: Geographic segmentation: Peru
Accessible: Users who are responsible for cooking in the family unit.
Substantial: Housewives which is a profitable segment.
Rice Bells
Segmentation:
1. Geográfica: Perú
2. Demographic: Women aged 18 and older, housewives with large families.
3. Psychographics: Conservative lifestyle women
4. Behavioral: People who are loyal to a supermarket and that
they prefer a cheaper price over the competition.
Segmentation criteria:
● Mesurables: Segmentación geográfica: Perú
Accessible: Users who shop at Plaza Vea and take care of cooking.
family nucleus.
Substantial: Housewives who go shopping at Plaza Vea which is a
profitable segment.
Coastal Rice
Segmentation:
Geographical: Peru
2. Demographics: Men and women aged 18 and older, people from all cultures and
religions.
3. Psychographics: Homemakers, users responsible for cooking within the household
familiar, restaurant and cafeteria cooks.
4. Behavioral: People who will shop loyally at supermarkets
and frequently acquire rice.
Segmentation criteria:
● Measurables: Geographic segmentation: Peru
Accessible: Users who shop at Plaza Vea and take care of cooking.
family nucleus.
Substantial: Housewives or people responsible for doing the shopping in the market
see what a profitable segment is.
Pharaoh Rice
Segmentation:
[Link]áfica: Perú
2. Demographics: Men and women aged 18 and over, consumers of all
nationalities and cultures.
3. Psychographics: Housewives or users who are responsible for cooking within the household
familiar, restaurant cooks.
4. Behavioral: People who are going to shop at Plaza Vea and
They frequently acquire rice.
Segmentation criteria:
● Mesurables: Segmentación geográfica: Perú
Accessible: Users who shop at Plaza Vea and take care of cooking.
family nucleus.
Substancials: Housewives or people in charge of shopping in the market
see what is a profitable segment.
Pot-Breaking Rice
Segmentation:
5. Geographic: Peru
6. Demographic: Women aged 18 and older, housewives with large families.
7. Psychographics: Housewives who take care of cooking at home
8. Behavioral or conduct: People who seek quantity and performance of
rice
Segmentation Criteria:
Measurables: Geographic segmentation: Peru
Accessible: Users who are responsible for cooking in the family unit.
Substantial: Housewives who are going to shop at Plaza Vea which is a
profitable segment.
Red Mill Rice
Segmentation:
9. Geográfica: Perú
10. Demográfica: Mujeres y Varones de 18 años a más
11. Psychographics: Women and Men with a Healthy Lifestyle
12. Behavioral: People who seek quality rice and good price.
Segmentation Criteria:
Measurables: Geographic segmentation: Peru
Accessible: Users who are in charge of cooking in the family unit.
Substantial: Women and Men, which is a profitable segment.
Gardi Rice
Segmentation:
13. Geographic: Peru
14. Demographic: Women and Men aged 18 and older
15. Psychographics: Women and Men with a Healthy Lifestyle
16. Behavioral: People who seek quality rice and variety of
products.
Segmentation Criteria:
Measurables: Geographic segmentation: Peru
Accessible: Users who are responsible for cooking in the family unit.
Substantial: Women and Men, which is a profitable segment.
Recanto Rice
Segmentation:
17. Geographic: Peru
18. Demographic: Women aged 18 and older
19. Psychographics: Housewives or people in charge of shopping in centers
commercials.
20. Behavioral: People who look for quality rice at a good price.
Segmentation Criteria:
Measurables: Geographic segmentation: Peru
Accessible: Users who are responsible for cooking in the nuclear family.
Substantial: Housewives, which is a profitable segment.
Rice We Are from the North
Segmentation:
21. Geographic: Peru
22. Demographic: Women aged 18 and older
23. Psychographics: Housewives in charge of household shopping
24. Behavioral: People who seek quality rice and a good price.
Segmentation Criteria:
● Measurable: Geographic segmentation: Peru
Accessible: Users who are responsible for cooking in the family unit.
Substantial: Housewives which is a profitable segment.
2. Summarize the audience segmentation strategy of each brand.
Support your answer.
North Valley
The target audience segmentation strategy of the ValleNorte brand is marketing.
differentiated since the brand distinguishes homogeneous consumer segments and is
direct each of them with a different product. Among the products they offer are
rice, brown rice, tuna fillet, lentil, chickpea, green pea, and popcorn.
Bells
The target audience segmentation strategy of the Bells brand is marketing.
differentiated as the brand targets each of its consumers with a product
different. Among the products they offer are: rice, oil, strawberries, eggs, tomatoes and
Papa Yungay.
Coastal
The audience segmentation strategy of the Costeño brand is marketing.
differentiated, as this brand targets consumers with products
different. Among these are oils, rice cakes, popcorn, brown rice
, sugar, legumes, pallares, and green peas. It can also be found at sales points.
within reach of customers, in Lima and provinces in shopping centers and places
centrics.
Pharaoh
The target audience segmentation strategy of the brand Faraon is marketing.
differentiated, because this brand targets consumers with products
different. Like premium aged rice, lentils, sugar, green pea, and beans. This
It is also found within shopping centers nationwide.
Pot Breaker
The target audience segmentation strategy of the Rompe Olla brand is marketing.
differentiated, Because this brand targets consumers with products
different. Like aged superior rice, legumes (green peas, popcorn corn, beans
canary) and brown rice. In addition, it manages to locate itself in various points of sale within reach.
of consumers, within Lima and in provinces in shopping centers at a national level
national.
Red Mill
The target audience segmentation strategy of the brand Molino Rojo is marketing.
differentiated, because this brand is aimed at consumers who care about their style of
Nutrition. In this case, Molino Rojo is in charge of producing brown rice, it is worth noting
that can be found at different points of sale that are within reach of the
consumer (Lima and provinces).
Gardi
The audience segmentation strategy of the Gardi brand is differentiated marketing.
because this brand targets consumers with different products. Among these
there are nuts, oats, rice, raisins, and coffee. It can also be found at points of
sales within reach of customers, in Lima and provinces in shopping centers.
Nook
The target audience segmentation strategy of the Recanto brand is marketing.
differentiated. It targets consumers who seek to obtain quality at a good price.
También se logra localizar en puntos de venta al alcance de los clientes , dentro de lima y
provinces in shopping centers and markets.
We are from the North
The audience segmentation strategy of the brand Somos del Norte is marketing.
differentiated. It is aimed at consumers looking to obtain quality and quantity at a good
price. It is also possible to locate it in points of sale within reach of customers,
Lima and provinces in shopping malls and markets.
3. Identify brands with similar positioning strategies. Support your
response.
Positioning strategy based on benefits: Highlights the benefits of a
product.
Brand Sedal: Their product 'Sedal Liso Perfecto' offers to leave the hair smooth.
incredibly soft.
Colgate brand: Its product 'Colgate Triple Action' offers protection, whiteness and
freshness for the teeth.
Rexona product: Their product 'Rexona Clinical' offers freedom from sweating and
bad smell.
Product Pantene: Its product 'Pantene Pro V' helps to repair your hair, leaving it
healthy on the inside and softer with each wash
Huggies Product: Their product 'Huggies Pants Up & Go' offers care and
protection of babies and calming for parents during that stage of change.