Market Mapping

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					Market Mapping


Setting out the key features of the
market on a diagram




           Unit One Market Mapping
Objectives of the Lesson

 To understand how and why
 companies set out the key
 features of the market on a
 diagram



        Unit One Market Mapping
What is Market Mapping?
 Identifies   the gaps in the
  market
 Shows where a sector is
  overcrowded
 Businesses spend
  substantial amounts to get
  it right
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)
          Looking at a Market Map
      Businesses use market research to look at a market e.g. the chocolate
      market and plot products onto the map. Can you put the chocolates in the
      right place?
                                Luxury Chocolate




Filling chocolate                                           Light chocolate




                              Everyday chocolate
          Fill in 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
While you think….
          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
Answers
1.    Turkish Delight
2.    Cadbury’s Caramel
3.    Cadbury’s Dairy Milk
4.    Snickers
5.    Twix
6.    Mars
7.    Kit Kat
8.    Smarties
9.    Crunchie
10.   Galaxy
11.   Celebrations
12.   Milk Tray
13.   Cadbury Snaps
14.   Maltesers
What does this map show?

   Mars is good at filling, everyday
    chocolate
       Snickers
       Twix
       Mars
But people are worrying about
 their weight, and so are
 buying…
Did you get it?

 Theyare buying    Lighter
 chocolate e.g.
   Crunchie
   Maltesers

   Cadbury Snaps
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?
Identifying Market Map Key Factors

 High priced/low priced
 For the young/for the old

 Modern/traditional

 For men/for women
Think about…

 Ifyou were to draw a market
  map for soft drinks, what
  factors could you use?
 What benefits would a soft
  drinks company have from
  studying a market map?
 Where would you put Coke??
Market Mapping


Setting out the key features
of the market on a diagram



        Unit One Market Mapping

				
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