MARKET SEGMENTATION

VARIABLE DEFINITION
With this company specialized in money orders,
payments, recharges and collections at the
Geographic national level with more than 10 years of
Segmentation experience in the market and with a network of
6,000 customer service points, located in more
than 1,152 municipalities nationwide, wants to
replace the need to achieve proximity between
customers and their families.

Facilitate life generating entrust, candy

Age and Life - Cycle tranquility. Present as an alternative the
of Segmentation sending and payment of money orders without
distinction of gender, age, etc. Sending of
Money: Persons over 18 years of age. Payment
of Money Orders: People from 14 years of age.

According to the DANE:

0-14 years: 25.3% (men 5,998,645 / women
5,720,229)
15-24 years: 18% (male 4,243,251 / female
4,099,299)
25-54 years: 41.6% (men 9,515,723 / women
9,720,894)
55-64 years: 8.3% (men 1,796,050 / women
2,051,948)
65 years and over: 6.7% (men 1,293,258 /
women 1,806,000) (2016 est.)

A large part of the population is in the Urban

area with 37,816,051 and in the Rural area
Population with 11,475,558 (according to data projected to
Segmentation June 30, 2017)
 Segmentation of benefits Provide sustainable
solutions in transactions and payment methods
that help the economic, social and
environmental well-being of our groups, with
innovation and excellence, offering
Benefit
Segmentation Low prices.
More comfort and convenience.
Optimum service points for the service in any
region of the country.
Product of excellent quality.

RAPIDO Y CONFIABLE S.A

Psychological The purpose is to "Facilitate experiences that
Segmentation generate trust, closeness and tranquility, and
provide sustainable solutions in transactions
and means of payment that contribute to the
economic, social and environmental well-being
of our stakeholders, with innovation and
excellence." Without distinction of gender, age,
sex

OCCASION basic needs, exchange products and services

SEGMETATION through money orders, in one of the best
options for trade, reducing time and reliability.
With precision.
Income sectors in Colombia:
Agriculture, livestock, hunting, forestry and
fishing,
Mining and quarrying
INCOME Manufacturing industries,
SEGMENTACION Gas and water electricity supply, Construction,
Commerce, repair, restaurants and hotels,
Transportation, storage and
telecommunications,
Financial establishments, insurance and real
estate activities.
 the first type of consumer in finance and
banking. It is presented by its attitudes related
to low cost prices, and its interest in an efficient
and high-quality service. Reliability factors are
important and a safe and innovative digital
model consumer consider a good online
BEHAVIORAL provider like Amazon or Google for financial
SEGMENTACION services.

The consumers:
 Nomads: High digital activity group,
prepared for a new delivery model.
 the Hunters: Group of high digital activity,
prepared for a new delivery model.
 Quality search engines: look for a high
quality and effective service and data
protection

MARKET SEGMENTATION