Exploring Marketing Strategies and Market Segmentation

1. Class : Y10 • Lesson Topic: Marketing • Scheme of Work: A Market

3. Lesson Objectives P&D Planning and Data ALL (KNOWLEDGE) Describe a market and the different aspects of marketing MOST (ANALYSIS) • Analyse a market and apply your understanding to a case study. SOME (EVALUATION ) • Evaluate the usefulness of marketing to the success of a business. Higher thinking Skills

4. By end of lesson you will Climb the Ladder ATD Apply to demonstrate

5. Key Words; • Before we start can you find these definitions in your textbook • Market • Market share • Marketing Mix • Market orientation • Product Orientation • Segmentation

6. COMPARING Equally… As with… Like… In the same way… Similarly… Even so… Likewise… CONTRASTING Although… Except… Moreover… If… However… Yet… Apart from… Unless… Despite… As long as… QUALIFYING Despite… Yet… As long as… Unless… Apart from… If… Moreover… Except… However… Although… CAUSE & EFFECT Consequently… Due to… As a result… Therefore.. Because of… Because… ADDING In addition… And… Too… Also… Additionally… As well as… Furthermore… CONNECTIVES for Analysis CONNECTIVES for Application CONNECTIVES for Evaluation CONCLUDING Firstly… After… Secondly… Before… Overall…I believe… Finally… I think … In conclusion… it depends… To conclude… short term… Meanwhile… Long term… EMPHASISING Most importantly… Significantly… Notably… Especially… Above all… In particular… Indeed… ILLUSTRATING For instance… Such as… In the case of… So… For example… As revealed by… As illustrated by…

7. Prepare for Learning – 5mins PfL What is a market? Where buyers meet sellers and Agree on a Price. What markets can you think of?

8. Market Share • Many businesses operate in a market. • We can calculate the MARKET SHARE with a calculation. • Draw a Pie chart showing market share for these businesses. (e.g. Windows has 28% share of market. 1843000000 Market share = Total sales of business/ total sales of market x 100.

10. Potential Exam Question • If total sales of this market is 185,000 units. • What is Autos total sales? • Appl?

11. What is marketing? PNI Marketing involves; • Identifying customer needs and satisfying them. • (market research) • Understanding competition • Informing customers • Charging right price • Persuading customers

12. Present New Information PNI Starbucks is a successful company, discuss with your partner how they market their product and satisfy needs. Do they do market research you think? • Experience • Starbucks Marketing

13. What is marketing? PNI Do Starbucks do these things? • Identifying customer needs (market research) • Understanding competition • Informing customers • Charging right price • Persuading customers

14. Product v Market Orientation • Product orientated business – Is focused on the product, design and function. E.g Pharmaceuticals • Market orientated – Focus on customer and what they want. After market research they will make a product for the market.

15. The Marketing Mix • The key elements of a firm’s marketing strategy. Known as the 4Ps. • What do you think comes under each P?

16. Marketing Mix

17. S • M • A • R • T • Marketing Objectives • Specific targets to reach marketing strategy. • E.g. Increase sales by 20% • Increase stores by 50% • Increase market share by 2020.

19. Market segmentation • Where particular customers have similar characteristics. • Who are these products targeting?

20. Market Segmentation • Geographic – segment customers by their location. US v EU. • Demographic – Segment by Age. Young or older. • Income – Wealthy v less wealthy consumers. • Ethnic – Segment customers by their race. E.g. Asian music • Religion – segment customers according to religious beliefs.

21. Any of these products using the segments below? • Geographic – • Demographic – • Income - • Ethnic – • Religion –

22. Why segment market? • Increase sales and revenue. • Increase Customer loyalty. • Repeat sales • Efficient marketing, reduce costs.

23. Mass v Niche marketing • Draw Diagram • Mass market is a product which appeals to EVERYONE, all segments of market. (bottle water/ facebook) • Niche product only appeals to a small segment of the market. (Periscope app)

25. COMPARING Equally… As with… Like… In the same way… Similarly… Even so… Likewise… CONTRASTING Although… Except… Moreover… If… However… Yet… Apart from… Unless… Despite… As long as… QUALIFYING Despite… Yet… As long as… Unless… Apart from… If… Moreover… Except… However… Although… CAUSE & EFFECT Consequently… Due to… As a result… Therefore.. Because of… Because… ADDING In addition… And… Too… Also… Additionally… As well as… Furthermore… CONNECTIVES for Analysis CONNECTIVES for Application CONNECTIVES for Evaluation CONCLUDING Firstly… After… Secondly… Before… Overall…I believe… Finally… I think … In conclusion… it depends… To conclude… short term… Meanwhile… Long term… EMPHASISING Most importantly… Significantly… Notably… Especially… Above all… In particular… Indeed… ILLUSTRATING For instance… Such as… In the case of… So… For example… As revealed by… As illustrated by…

26. Lesson Objectives P&D Planning and Data ALL (KNOWLEDGE) Describe the a market and the different aspects of marketing MOST (ANALYSIS) • Analyse a market and apply your understanding to a case study. SOME (EVALUATION ) • Evaluate the usefulness of marketing to the success of a business. Higher thinking Skills

27. By end of lesson you will Climb the Ladder ATD Apply to demonstrate

28. R Review the Learning