Documente Academic
Documente Profesional
Documente Cultură
ENTRE SEGMENTOS)
SAKA
SERI
SIMO
SOTO
SUXI
.247
.150
.277
.169
.131
SATO
SEFA
SICA
SOLO
SUTE
.183
.189
.273
.109
.186
**INTENCIONES DE COMPRA
SEGMENTO 1 SEGMENTO 2
SATA
SEMI
.054
.044
SOAB
.049
SEGMENTO 3
SEGMENTO 4
SEGMENTO 5
+
SAKA
.017
SATO
.035
SATA
.028
SERI
.073
SEFA
.073
SEMI
.018
SIMO
.039
SICA
.024
SOTO
.455
SOLO
.113
SOAB
.055
SUXI
.014
SUTE
.054
0**HABITOS DE COMPRA
CANAL
1
SEGMENTO 1
.57
SEGMENTO 2
.37
SEGMENTO 3
.02
SEGMENTO 4
.17
SEGMENTO 5
.07
.050
.023
.006
.016
.033
.008
.661
.098
.033
.020
.007
.031
.015
CANAL
2
.07
.17
.57
.47
.27
.004
.012
.066
.234
.019
.005
.007
.005
.040
.020
.024
.003
.561
CANAL
.36
.46
.41
.36
.66
.020
.252
.008
.015
.460
.110
.024
.025
.021
.012
.009
.025
.019
3
.131
.014
.002
.006
.016
.004
.338
.412
.010
.006
.003
.053
.006
TOTAL
1.00
1.00
1.00
1.00
1.00
SAKA
SATO
SATA
SERI
SEFA
SEMI
SIMO
SICA
SOTO
SOLO
SOAB
SUXI
SUTE
CANAL
1
.061
.066
.003
.039
.170
.040
.261
.173
.085
.031
.016
.057
.052
CANAL
2
.056
.078
.002
.063
.210
.048
.148
.202
.020
.011
.008
.046
.149
CANAL
3
.080
.053
.002
.041
.135
.031
.180
.315
.035
.015
.009
.055
.088
TOTAL
.064
.062
.000
.045
.166
.036
.186
.234
.040
.015
.008
.048
.095
TOTAL
.069
.066
.011
.033
.115
.027
.323
.189
.044
.018
.010
.035
.061
0
VENTAS DE
LA INDUSTRIA
(MILES
UNIDS)
1028.
1337.
1496.
3861.
1MARKESTRATed UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
0ESTUDIO 4: ESCALAS SEMANTICAS - MERCADO S
----------------------------------------* LAS 3 ESCALAS PERCIBIDAS COMO MAS IMPORTANTES
1 - VALOR
2- POTENCIA 3- DISEO
ALTO PUNTAJE CORRESPONDE A: BAJO VALOR, ALTA POTENCIA
Y MEJOR DISEO.
VALOR
PODER
DISEO
VALOR IDEAL SEG.1
4.90
5.95
5.20
VALOR IDEAL SEG.2
2.50
5.50
5.80
VALOR IDEAL SEG.3
6.70
6.10
5.20
VALOR IDEAL SEG.4
5.05
3.55
5.50
VALOR IDEAL SEG.5
2.05
3.70
5.50
SAKA
2.28
2.25
6.10
SATO
5.50
3.26
6.44
SATA
6.33
5.73
6.10
SERI
6.38
6.33
6.10
SEFA
5.28
4.02
6.10
SEMI
5.28
4.04
4.97
SIMO
2.28
4.60
6.10
SICA
2.28
3.10
6.44
SOTO
5.28
6.33
6.10
SOLO
5.28
6.48
6.44
SOAB
5.81
5.73
6.10
SUXI
3.24
2.63
5.58
SUTE
6.44
5.73
4.90
1MARKESTRATed UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
ESTUDIO 5: MAPA PERCEPTUAL DE SIMILITUDES Y PREFERENCIA DE MARCAS
Segmento
Eje X:
Eje Y:
Economa Percibida Potencia Percibida
Segmento 1
7.5
13.3
Segmento 2
-9.7
10.3
Segmento 3
18.3
14.3
Segmento 4
7.3
-2.7
Segmento 5
-12.7
-1.7
Marcas
Eje X:
Eje Y:
Economa Percibida Potencia Percibida
SAKA
-11.5
-11.7
SATO
10.0
-4.9
SATA
15.6
11.5
SERI
15.9
15.5
SEFA
8.5
.1
SEMI
8.5
.3
SIMO
-11.5
4.0
SICA
-11.5
-6.0
SOTO
8.5
15.5
SOLO
8.5
16.5
SOAB
12.1
11.5
SUXI
-5.0
-9.1
SUTE
19.5
11.5
SEGMENTO 2
SEGMENTO 3
SEGMENTO 4
SEGMENTO 5
+
SAKA
SATO
SATA
SERI
SEFA
SEMI
SIMO
SICA
SOTO
SOLO
SOAB
SUXI
SUTE
0
.017
.034
.000
.088
.097
.022
.025
.029
.433
.103
.048
.022
.084
.059
.027
.000
.024
.055
.011
.524
.145
.038
.022
.008
.058
.029
.003
.009
.000
.247
.021
.005
.004
.006
.030
.014
.016
.004
.642
.015
.190
.000
.016
.539
.116
.013
.026
.016
.008
.006
.030
.024
.123
.013
.000
.007
.021
.004
.220
.512
.010
.006
.002
.073
.009
TOTAL
.064
.062
.000
.045
.166
.036
.186
.234
.040
.015
.008
.048
.095
2000
SEG.2
707
SEG.3
457
SEG.4
1007
SEG.5
1498
TOTAL
3861
CANTIDAD VENDIDA
SEG.1
183
SEG.2
742
SEG.3
411
SEG.4
957
SEG.5
1648
2000
1648
1498
1500
1500
1007
1000
500
TOTAL
3941
957
1000
707
742
457
411
500
192
0
SEGMENTO 1 SEGMENTO 2 SEGMENTO 3 SEGMENTO 4 SEGMENTO 5
183
0
SEGMENTO 1 SEGMENTO 2 SEGMENTO 3 SEGMENTO 4 SEGMENTO 5
SEGMENTO 3
SEGMENTO 4
SEGMENTO 5
+
VASA
.094
.094
.094
.094
.094
VETV
.168
.168
.168
.168
.168
VILA
.570
.570
.570
.570
.570
VUHO
.139
.139
.139
.139
.139
0**HABITOS DE COMPRA
CANAL
1 CANAL
2 CANAL
3
TOTAL
SEGMENTO 1
.77
.05
.18
1.00
SEGMENTO 2
.77
.05
.18
1.00
SEGMENTO 3
.77
.05
.18
1.00
SEGMENTO 4
.77
.05
.18
1.00
SEGMENTO 5
.77
.05
.18
1.00
1MARKESTRATed UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
0ESTUDIO 8:PANEL DE CONSUMIDORES - MERCADO V
------------------------------------------0 (PORCIONES DE MERCADO BASADOS EN UNIDADES VENDIDAS)
TOTAL
.097
.173
.587
.144
SEGMENTO 1
SEGMENTO 2
SEGMENTO 3
SEGMENTO 4
SEGMENTO 5
+
VASA
VETV
VILA
VUHO
.137
.079
.458
.298
.137
.079
.458
.298
.137
.079
.458
.298
.137
.079
.458
.298
.137
.079
.458
.298
VENTAS DE
LA INDUSTRIA
(MILES
UNIDAD.)
200.
67.
67.
200.
333.
MARKESTRATed - - UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
0ESTUDIO 9: PANEL DE DISTRIBUIDORES - MERCADO V
---------------------------------------------(PORCIONES DE MERCADO BASADAS EN VENTAS UNIDS.)
CANAL
1 CANAL
2 CANAL
3
TOTAL
VASA
.137
.000
.137
.141
VETV
.079
.000
.079
.081
VILA
.458
.000
.458
.472
VUHO
.298
.000
.298
.307
TOTAL
.141
.081
.472
.307
865.
VENTAS DE
LA INDUSTRIA
(MILES
UNID.)
712.
0.
178.
890.
MARKESTRATed - (c) - UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
0ESTUDIO 10: ESCALAS SEMANTICAS - MERCADO V
------------------------------------------* LAS 3 ESCALAS DIF. SEMANTICAS PERCIBIDAS COMO MAS
IMPORTANTES SON: 1-FRECUENCIA MAXIMA,2-PESO,
3-VALOR.
ALTO PUNTAJE CORRESPONDE A:ALTA
FRECUENCIA, ALTO PESO Y BAJO VALOR
0
MAX.FR.
PESO
VALOR
VALOR IDEAL SEG.1
5.56
2.56
1.81
VALOR IDEAL SEG.2
5.56
2.56
1.81
VALOR IDEAL SEG.3
5.56
2.56
1.81
VALOR IDEAL SEG.4
5.56
2.56
1.81
VALOR IDEAL SEG.5
5.56
2.56
1.81
VASA
6.49
6.16
6.49
VETV
6.20
4.09
6.04
VILA
6.49
2.98
2.51
VUHO
3.23
3.30
2.89
MARKESTRATed - - UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
0ESTUDIO 11: PRONOSTICO MERCADO -MERCADO V
----------------------------------------TAMANO ESPERADO SGTE. PERIODO (MILES DE UNIDADES),
SEGMENTO1
SEGMENTO2
SEGMENTO3
SEGMENTO4
SEGMENTO5
+
259.
86.
86.
259.
432.
MARKESTRATed - - UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
0ESTUDIO 12: PUBLICIDAD COMPETITIVA ESTIMADA
(MILES DE $)
----------------------------------------------------------SAKA
2069.
SATO
2069.
VASA
1884.
SATA
1680.
SERI
6798.
SEFA
6798.
SEMI
4856.
VETV
2428.
SIMO
2428.
SICA
2913.
VILA
3885.
SOTO
4273.
SOLO
4273.
SOAB
2913.
SUXI
6568.
SUTE
7297.
VUHO
7297.
MARKESTRATed - - UNIVERSIDAD JOSE CARLOS MARIATEGUI 2011
TOTAL
1124.
SEGMENTO2
SEGMENTO3
SEGMENTO4
SEGMENTO5
TOTAL
SERI
CONOCIM.
PORC.MERC.
SEFA
CONOCIM.
PORC.MERC.
SEMI
CONOCIM.
PORC.MERC.
VETV
CONOCIM.
PORC.MERC.
.148
.087
.148
.024
.148
.248
.148
.016
.148
.007
.148
.038
.187
.097
.187
.055
.187
.021
.187
.539
.187
.021
.187
.141
.044
.022
.044
.011
.044
.005
.044
.117
.044
.004
.044
.031
.059
.080
.059
.080
.059
.080
.059
.080
.059
.080
.059
.080