MBA em Finanas

Turma 34
Disciplina: Marketing Estratgico
Prof.: Dr. Edson Barbero
Data.: 01.12.2014

Objetivos do Mdulo
Ao final, os participantes podero:

Aprofundar a lgica subjacente

Marketing Estratgico
Compreender conceitos e ferramentas
de Segmentao de Mercados e
Posicionamento Competitivo e de
Marketing.
Aumentar
sua
capacidade
de
contribuir com resultados acima das
expectativas por meio de estratgias
de Marketing bem formuladas
Melhorar sua capacidade analtica no
sentido de compreenderem problemas
de Marketing e proporem solues com
viso estratgica

Plano
Aula

Temas

Modelos de Entendimento em Marketing

Segmentao de Mercados e Posicionamento

Mix de Marketing

A troca ...

Espao reservado para seu desenho

Understanding Model for Marketing

ATL

Communication

BTL

Actions

Product

Irrational Phase

Rational Phase
Rationality Scale

Aspirational Phase

Purchase Phase

Purchasing
Process

Necessity

Information

Alternatives

Assessment

Decision

Buyers

Broad
Target

Brand

COMPORTAMENTO DO
CONSUMIDOR

Principais Fatores que Influem o Comportamento de Compra

Fatores
culturais
Cultura

Fatores
sociais
Fatores pessoais

Subcultura

Grupos de
referncia

Famlia
Classe social

Papis e
posies
sociais

Idade e estgio
de ciclo de vida
Ocupao
Condies
econmicas
Estilo de vida
Personalidade e
auto-conceito

Fatores
psicolgicos
Motivao
Percepo
Aprendizagem
Crenas e
atitudes

Comprador

COMPRADOR

Que nvel da Pirmide?

Desafio 1
Discorre acerca do Path to Purchase de
um produto indicando seus drivers e
dificultadores.
Relate, tambm, o modelo da troca

ANLISE DE
MERCADOS
POR
SEGMENTAO

Exemplo ...

BASES DE SEGMENTAO

Potential Segmentation Variables

(examples)
Who

Age
Gender
Working status
Occupation
Income
Social Class
Education
Marital Status
Life Stages (age, gender,
family status, children)
Ethnicity
Geographical Environment
Climate

Situation

Occasions (cold, season)

Price Sensitivity
Beauty vs. Care
Expected Product Benefit
Frequency of Health
Condition
Channels
Place of Consumption

Behaviour

Heavy or light user?

Life Style
Brand Loyalty

Attitude

Life Focus (work,

family)
Benefits Sought
Attitude towards
health
Sources of Influence
Attitude to life
Attitude towards diet

Segmentao do mercado de bicicletas

Segmentao por uso/aplicao do produto.

Segmentao por
preo/quantidade

ESPORTE

HIGH

RECREAO

TRANSPORTE

INFANTIL

MID

LOW

14

Segmentao do mercado de
fitness

HOME

VERTICAL

ACADEMIAS

HIGH

MID

LOW

15

Desafio 2
Como seu grupo segmentaria os
consumidores de um mercado a escolha
do grupo?
H segmentos no atendidos?
Que oportunidades enxerga?

ESCOLHA DE
ESTRATGIAS
DE MARKETING

Value Discipline
(Treacy and Wieserman 1995)

Operational Excellence
Low price, competitive
High reliability
Basic service without unnecessary
costs

Custumer Intimacy

Personilized products and services

Specialist support
Customized solutions

Product Leadership
Superior performance
Dominant design
Emotional impact
Consumption status

18

Imagem - Mapa Perceptual

O papel das marcas

Identificam o fabricante

Sinalizam a qualidade

Criam barreiras para outras empresas

Garantem vantagem competitiva

Asseguram um preo
mais alto

Brand Pyramid Conceptual Framework

8%
9%
65%
Prefer

95%
Consider

14%
Accept

100%

Total Rejection rate: 35 % (in the

example)

Example

Recognize

65%

One of the main results of studies on branding refers to the depth of the
relationship between the consumer and the brand. For each brand, each
person interviewed is assigned to one level of the pyramid depending on
their responses to a set of questions. Purchasing loyalty increases at higher
levels of the Pyramid - consumers at the level of preference are likely to
be active advocates of the brand. According Marcos methodology, the
levels are defined as follow:
-Recognition: The consumer recognizes the brand amongst a set of 20
others (100% in the example)
-Acceptance: The consumer also said that would certainly buy or would
probably buy (65% in the example)
-Consideration: The brand was randomly cited among 3 product brands by
the consumer (9% in the example)
-Preference: We consider as preference those consumers who consider
the brand as well as have NPS >= 8 (8% in the example)
See that each level assumes that the previous one is also reached. In the
example, 9% at the level of consideration means that 9% of consumers
consider the purchase, accept the brand and recognize it. We can read the
pyramid through two manners: (1) Appraising the pyramid per se (left side
of the picture) or (2) Assessing the conversion rate (right side of the
picture). This last manner refers to the percentage of consumer who
evolve from one level to the next level. In the example, 95% of the
consumers who consider the brand also recommend it to friends.
Another important element from the methodology is the level of rejection.
It is represented by the left red arrow in the figure. In our methodology
there are two intensities of brand refutation (extreme and total). Basically,
the total rejection is the percentage of consumer who certainly or likely
would not buy the brand. We consider as extreme rejection the fraction
of consumer who said the undoubtedly would not buy the brand

Positioning Statement
FOR
[Target segment]

BRAND X OFFERS
[Distinctive consumer benefits]

BECAUSE
[Offer elements that support the consumer benefits]

COMPANY Y OFFERS
[Supporting Activity System and rationale]

Desafio 3
Elabore um relatrio com o Positioning
Statement de um produto que seu grupo
escolha.

Servios
Produtos

Commodities

Valor ($)

Experincia

Conexo Emocional

Agregao de Valor

Dinmica do Mercado
Ciclo de Vida do Produto

- Derivada da Curva em um dado Ponto representa o crescimento do Mercado

- Crescimento s faz sentido quando subtrado o PIB (Caixa dentro do Trem)
.

25

Desafio 4
Para o mesmo produto, avalie os
mecanismos de comunicao em todos os
pontos de contato. Que recomendaes
daria a empresa?