1. Market Mapping
Unit 1
Topic 1.1.3

2. Lesson Objectives Must learn: what is market segmentation
Should learn: to understand how businesses can identify market segmentation
Could learn : how businesses can map their market to set out the key features of the market

3. Starter TV they watch Shops – food Shops - clothes Newspaper Holiday
Give each person a name
Then write a portrait:
TV they watch
Shops – food
Shops - clothes
Newspaper
Holiday
Food
Breakfast
Drink
Car
Income
Lifestyle
interests A C B D

4. Analysing the Customer
Who is your potential customer?
What sort of products would they like to buy?
What sort of price are they prepared to pay for their product?
How often would they purchase the product or service?

5. Customers Who do you think the customers will be?
Why should they buy your product?
How much will they pay?
How often will they buy your product?
Where will your customers buy your product?
Where could your customers buy alternatives?

6. Analysing the Customer
A customer is a customer - they are all the same, aren't they?
Wrong!
They are all different but some of them might have things in common, which is useful for a business to know so that they can target specific segments with products and advertising

7. Market Segments

8. Market Segments

9. Mini Plenary - Market segments These people belong to a variety of segments – think about which onesD E F

10. Market Segmentation
How a business splits up its market depends very much on the product being sold and who is the customer. Businesses may split their market on:-

11. What is Price Sensitivity?
Price Sensitive
Customer

12. What is Price Sensitivity?

13. Mini Plenary -Market Mapping
A market map shows....
Where a business is located
Where a product is positioned
Where the market segments go shopping
Which roads customers have to use to get to the business

14. Market Mapping

15. This could be a market map for restaurants

16. This could be a market map for restaurants

17. Plenary – Test yourself

18. Plenary – Test yourself

19. Plenary – Test yourself

20. Homework
Create a market map for three supermarkets, one high-end, one medium and one low-end market.