EVIDENCIA 6: SEGMENTATION “DESCRIBING POTENTIAL CLIENTS”

Presentado por:

DANIEL FERNANDO HENAO LEAL

Instructora:

LAURA MAYERLY LIEMANN BARRIOS

REGIONAL ANTIOQUIA - CENTRO DE COMERCIO

FORMACIÓN TECNOLÓGICA EN NEGOCIACIÓN INTERNACIONAL

FICHA: 2104811

2020
1. Resuelva en inglés las preguntas que se le presentan a continuación:

 Where do you usually buy your cleaning products?

I usually buy my cleaning products at the supermarket and sometimes by catalogue.

 Do you consider yourself as a neat person? Why?

Yes, I do. Because every day take a shower, brush my teeth, wash my hands and wear clean
clothes.

 Do you feel satisfied with the cleaning products you buy? Why?

No at all, I really want to buy a product that be friendly with the planet in every aspect,
from package to the product.

 What kind of cleaning product would you like it to be improved? Why?

Everything. I think that every product that we use or buy have huge of chemicals that
pollute our planet and this companies must invest to create products that really works and
be ecofriendly and of course be sold at a fair price. I have used biodegradable products and
sometimes they do not work well and I return to use the same commercial products.

 Mention 5 cleaning product brands you consider as the best ones

In order to be clear with the concept of cleaning not ecofriendly, the best ones are:

Ariel
Clorox
Protex
Neko
Vanish

 Which are the most important aspects to be taken into account to choose a
cleaning product brand?

For me, the most important thing is that the product is really eco-friendly, its packaging is
biodegradable, and that it fulfills its specific function, that you do not have to pay to buy a
supplement to finish the function of the other.
  Imagine you are promoting a new product. Describe it and write in ten lines
the reasons to convince your potential clients to buy your product.

GuaneHemp is a company that specializes in the crop of hemp with the highest quality
standards, without any type of agrochemical that damages the soil and the harvest for
subsequent processing that consists of crushing the hemp rods for the extraction of biomass
and cellulose for the production of toilet paper, kitchen towels and packaging made with
biopolymers that biodegrade on contact with water. At GuaneHemp we care about the
environment and we do not cut down trees for the production and elaboration of these
products. Hemp as a natural fibre provides a healthier alternative to synthetic-based
material such as fiberglass and various petroleum-based products.
Be part of the change and use GuaneHemp.

2. Describa en inglés el tipo de población a la que pretende proyectar el producto o

servicio, de acuerdo con el país ya seleccionado.

SEGMENTATION VARIABLE FEATURES

BASIS

GEOGRAPHY Region The city of New York is located on the east

coast of the United States of North America,

bathed by the Atlantic Ocean where the

Hudson River flows through the entire state.

It limits to the West with New Jersey, to the

Northwest with Connecticut and to the

Southeast with Long Island. The city gives its

name to the state whose capital is Albany.

Until 1898 the city consisted solely of

 Manhattan, which was joined that same year

by the counties of Kings (Brooklyn), Queens,

Bronx and Richmond (Staten Island).

Population The number of habitants in New York City in

2019 was 8,336,8173. It is therefore

considered a megalopolis but we want to

impact 1% of this population

Density 10,756 inhabitants / km² because it is a

metropolitan area, the undeveloped density is

defined within the urban area corresponding

to 20.5 inhabitants / ha

Geographical In New York, the summers are hot and

conditions humid, the winters are very cold and windy,

(climate)
and it is wet and partly cloudy year-round.

During the course of the year, the temperature

generally ranges from -2 ° C to 29 ° C and

rarely drops below -10 ° C or rises above 34 °

C4 Humid temperate or Oceanic Cold, snowy

or microthermal climate.

DEMOGRAPHY Gender For every 100 women over 18 years old, 90

 men are registered, which indicates there are

55% women and 45% men over 18 years old.

Age Under 18 years represents 30% Between 18

to 65 years represents 52.7% Over 65 years

represents 17.3%

The racial makeup of the city includes:

Ethnic Origin

Melanesians (Non-Hispanic) with 0.07%

Native Americans (Non-Hispanics) with 0.52%
Mestizos (Non-Hispanics) with 4.92%
Asian (Non-Hispanic) with 9.83%
Other races (Non-Hispanic) with 13.42%
Blacks (Non-Hispanic) with 26.59%
Hispanics (All types) with 26.98%
White (Non-Hispanic) with 44.66%

Marital Status Within the population of New York there are

3,021,588 heads of household. 4 members is

and Familiar
the approximate number of average
Size
inhabitants of a family. Of that figure, 9.9%

are over 65 and are people who live alone.

38.7% are not families, 19.1% are women

without a spouse who form a single-parent

family, 37.2% are couples living together

already married and 29.7% families with

 minors living with them.

Education In the United States, education is compulsory

between grades K-12, that is, between

kindergarten - preschool - to grade 12. It can

be said that at some point between 5 and 8

years old, children must go to school and

must study until they are 16 or, in some

states, 18-19 years. In the first place, Primary,

known in English as Elementary school as a

general rule, until they are 11-12 years old.

Second, Intermediate, known in English as

middle school and also as junior high. Third,

Secondary, known in English as high school,

the latter comprises grades 9 to 12 and begins

at the age of 14-15 years.6 It does not matter

the educational level, the entire population is

taken into account.

Religion According to the American Religious

Identification Survey (ARIS), in 2019, 20%

of Americans identified as Catholic, with

43% attending different types of Protestant

 churches, and 11% professing to be of other

religions and 26% % did not identify with

any type of religion. We are not interested in

religion, the product is aimed at all religions;

the data is for cultural purposes.

Economic In New York City, women in the city obtain a

Income median income of $ 32,949 compared to $

37,435 for men, and the average percentage

of income for a head of household is around $

38,293, while the median family income is $

41,887.

PSYCHOGRAPHIC Social Class In New York, income quintiles have been

used to define class, from lowest to highest:

lower class, lower middle class, middle class,

upper middle class and upper class. We are

interested in bringing the product to all social

classes, but it would mainly focus on the

middle class, upper middle class and the

upper class.

Lifestyle

New York is one of the most cosmopolitan

 cities in the United States, in its population

there is a great variety of culture, however,

local people identify themselves by their love

of the city, by being people with a lot of

dynamism, creativity and have a very

lifestyle. practical. Food: According to

confirmed studies, it shows that the obesity

rate in women is around 42% and the other

62% corresponds to women who take care of

their eating habits, make diets and exercise.

Consumerism: New York society revolves

around fierce consumerism according to the

market economy. Consumption, buying and

selling, the worldwide spread Black Friday

occupy the little free time that workers enjoy

in this city.

Personality They are very nice people with a good sense

and Values of humor and very practical.

New York society is made up of ethnic and

cultural groups that have helped create these

values. In general, they are individualistic

people who are in favor of the use of military

force to maintain order when necessary, do

not believe in state intervention and think that

each person must face their own problems.

They are also very religious and their main

values of New Yorkers are the following:

Individuality: from a young age they are

encouraged to be independent and to carry

out their own goals in life, without depending

on family or friends. Equal opportunities:

they think that all people should have the

same opportunities, but not obtain the same

results. They consider that each person should

be rewarded according to their personal

effort, which causes different levels of life to

be established. Personal success: in the

United States the personal merits of each one

are highly valued, stimulating the country's

competitiveness. Material well-being: success

derives from making money and enjoying the

things that can be bought. Efficiency: doing

things better and efficiently is something that

is highly valued. Those who can solve

 problems without wasting resources are

appreciated. Plus, efficiency is rewarded in

money. Progress: Americans tend to think

that the future will be better than the past,

they are very optimistic. Democracy and

capitalism: they think that the best form of

government is democracy and that all citizens

have the right to choose their leaders. The

government must respect a number of rights.

They also consider that their economic

system can meet people's needs. Freedom:

they defend that people should be free and

choose what they want to do with their lives.

Racism and superiority: Most Americans

continue to prosecute people for their gender,

race or social class. Also, they generally think

that their society is superior to others.

Informality: Americans generally have a

casual lifestyle. For example, students often

go to class in shorts and T-shirts. Greetings

and goodbyes are friendly and informal.

BEHAVIORAL Frequency of Regular, potential and first time users .

 use

Loyalty to a High

brand

Type of users All social class

Expected High fidelity to recognized brands in the

Benefits market, regardless of the socio-economic

stratum, they are demanding with the product.

They want these to be of quality, design,

guarantees and fulfillment of the promise of

sale, they look for a good price, although they

do not mind paying any price as long as the

product they acquire has prestige.

3. En base a la población descrita con anterioridad elabore una encuesta en inglés

para ser aplicada a esta población.

TOILET PAPER, KITCHEN TOWELS, AND PLASTIC HEMP PACKAGING BY

GUANEHEMP

This survey is for the exclusive use of the SENA INTERNATIONAL NEGOTIATION
study group, in no case will the data be disclosed to third parties. (answer as
objectively as possible).

1. Sex
 o Male

o Female

2. What age range do you belong to?

o Under 20

o Between 20 and 35

o Between 35 and 50

o Over 50

3. How often do you buy toilet paper and kitchen towels?

o Every day

o Once a week

o Twice a week

o Biweekly

o Monthly

4. Have you heard about hemp and its environmental benefits?

o Yes

o No

o Maybe
5. Do you know the uses of hemp?

o Yes
o No
o Maybe
6. How much would you be willing to pay for these products?

o Between 1 and 3 dollars

o Between 3 and 5 dollars

o Between 5 and 7 dollars

o Between 7 and 10 dollars

7. When purchasing this product, what is the first thing that strikes you before buying
it? (select multiple answers)

o Biodegradable material
 o Quality

o Ecofriendly

o Price

o Biodegradable packaging

4. Bibliography

 https://es.wikipedia.org/wiki/Geograf%C3%ADa_de_Estados_Unidos

 http://www.guiadenuevayork.com/la-ciudad.php

 https://www.turismonuevayork.com/demografia/

 http://www.plataformaurbana.cl/archive/2006/08/19/densidad-y-extension-urbana/

 https://www.census.gov/quickfacts/fact/table/newyorkcitynewyork/PST045219

 https://www.espanolesennuevayork.es/blog/2017/09/curiosidades-y-costumbres-de-los-
neoyorquinos/

 https://www.abc.es/opinion/abcp-dieta-nueva-york-201203280000_noticia.html

 https://www.entrepreneur.com/article/323434

 https://www.census.gov/quickfacts/fact/table/newyorkcitynewyork/PST045219