2. Lesson Objectives
To analyse customer buying habits and
preferences
To outline how businesses can identify
market segments
To demonstrate how businesses can map
their market to set out the key features
of the market they are planning to
operate in and identify a market gap
3. What is Market Mapping?
Identifies the gaps in the
market
Shows where a sector is
overcrowded
Businesses spend
substantial amounts to get
it right
4. What is a Market Map?
A grid that measures two
different aspects of the
brands within the market
(e.g. young/old
compared with
luxury/economy)
6. Chocolates to add to the
Market Map
Milk Tray o Cadbury Snaps
Thornton's
Crunchie o Cadbury’s Dairy Milk
Classics
Galaxy
o Snickers
Mars
o Kit Kat
Turkish Twix
o Cadbury’s Caramel
Delight Smarties
Malteasers
7. Luxury
Milk tray
Thornton’s Classics
Cadburys Snaps
Turkish Delight Caramel Galaxy Maltesers
Filling Light
Mars Crunchie
Snickers
Kit Kat
Twix Smarties
Mars Everyday
10. Back to the Market Map…
Turkish Delight Milk Tray Cadbury Snaps Mars Dairy Milk
Smarties Crunchie Maltesers Twix Snickers Galaxy Kit Kat
Cadbury’s Caramel Cadbury’s Celebrations
Luxury Chocolate
12
13
11
14
1 2 10
Filling chocolate Light chocolate
3 9
4
7
8
5 6
Everyday chocolate
11. What does this map show?
Mars is good at filling, everyday
chocolate
Snickers
Twix
Mars
But people are worrying about
their weight. So are they
buying…
12. Did you get it?
Theyare buying Lighter
chocolate e.g.
Crunchie
Maltesers
Cadbury Snaps
13. Thinking time…Is there room for a new
chocolate product??
Isthere room for something
new in the market?
What could it be?
Why would you launch it?
14. Identifying Market Map Key Factors
High priced/low priced
For the young/for the old
Modern/traditional
For men/for women
15. If you were to draw a market
map for soft drinks, what factors
could you use?
16. TASK: In pairs raw a market map
for soft drinks on A3 paper
??
?? ??
??
17. Add these soft drinks to your
market map
Coke Lucozade
Fanta Milk
Pepsi Tesco brand cola
Innocent Smoothies Ribena
Red Bull Robinson’s orange
Appletiser squash
7-up
Freshly squeezed
orange juice
Pepsi Max
One bottle water
18. Share your work with another
group
What conclusions can be made?
19. Homework Task
Using the computers to research
Create a market map for either of the following two items:
Computer consoles :
http://www.reviewcentre.com/products75.html
or
Cars:
http://www.whatcar.com/
Use these factors on your market map:
Young – old
Cheap - expensive
20. Think about…
Explain two benefits a firm might gain
from studying a market map?
Are there any reasons why a gap is not
reliable indication of a successful new
product?
From your market map, what two
conclusions might you reach from this
market?
What would you do if you were a
company who had falling sales? (e.g.
Lucozade?)
Editor's Notes
Slides to accompany Unit One Starting up in Businesses pages 15 - 17
Page 13 Companies use market mapping to set out the key features of the market on a diagram, then plotting where each brand fits in.
Page 15 The info on the grid is based on the opinions of thousands of customers. It allows the company to make decisions, such as decisions to work on a new product.
Hyperlink to the drumming gorilla…
Turkish Delight Cadbury’s caramel CDM Snickers Twix Mars Kit Kat Smarties Crunchie Galaxy Celebrations Milk Tray Cadbury Snaps Maltesers
A group activity
Page 16 Companies decide on the “right” factors after careful market research.
Adapting the questions on page 17 for classwork/homework