Parque del Sendero: Repositioning in the Death Care Industry in Chile

Facing changing consumer behavior and shifting industry conditions, Rafael Valdivieso, President of Parque del Sendero, one of largest networks of cemeteries in Chile, considers repositioning his products to appeal to a broader swath of Chilean customers to fuel growth and a more profitable business model. In the post-COVID-19 pandemic era, he realized that consumers’ attitudes and beliefs about death were changing: while sales had hit record highs during the pandemic and had made people more aware of the proximity of death, it also contributed to changing how people perceived death—reshaping long-held traditions and leading to the questioning of its meaning. Valdivieso was clear that he needed to find new avenues for growth. But where would they come from? Should Sendero deepen ties with its existing customers, attract new segments, tap into the newly emerging demand for cremation, or reimagine the funeral experience altogether?
As his team analyzes ethnographic data collected from consumers, they debate the meaning of death, how the death care industry caters to people’s needs and desires, and how the tangible aspects of the company’s products delivered value to their customers. Market segmentation data provides insights into possible target markets for the company’s existing products – and suggests new product innovations to fuel growth.