The document discusses market mapping as a tool to analyze customer preferences, identify market segments, and map out the key features of a market. It provides an example of a market map for chocolates, showing where brands fall on axes of filling vs. light chocolate and luxury vs. everyday brands. The map identifies gaps that could be opportunities for new products. Market mapping allows firms to visualize competition and potential opportunities in a market.

1. Market Mapping
Setting out the key features of the
market on a diagram
Unit One Market Mapping

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)

5. Fill in the Market Map…
Turkish Delight 80p Milk Tray £4.50 Cadbury Snaps 70p Mars 60p Dairy
Milk 55p Smarties 60p Crunchie 65p Maltesers 65p Twix 65p Snickers 65p
Galaxy 70p Kit Kat 65p Cadbury’s Caramel 65pThornton’s classics £1.49
Luxury Chocolate
12
13
11
14
1 2 10
Filling chocolate Light chocolate
3 9
4
7
8
5 6
Everyday chocolate

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

8. 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. Thornton’s Classics
12. Milk Tray
13. Cadbury Snaps
14. Maltesers

9. While you think….

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?)