Unit 3 Assignment 3
Market segmentation and targeting
Criteria covered P5
In a nutshell…
• Task 1 - You need to research Market
segmentation and target groups and
create slides
• Task 2 - 6 product leaflets giving info on
target groups and the market
segmentation used. The products can
be from any company.
TASK 1 - Market Segmentation Theory
Identifying customers in consumer
markets
• Here you need to type why certain consumers
are chosen, how they are profiled etc, use the
photocopied handouts and other research if
you need.
Market segmentation
• Here you need to type what it is and why it is
so important use the photocopied handouts
and other research if you need.
Bases for segmentation of consumer
markets
• Bases of segmentation of markets –
geograpahic. Demographic, psychographic and
lifestyle
• Here you need to type up the different ways
markets can be segmented. use the
photocopied handouts and other research if
you need.
Use of geo-demographic systems to
identify and reach target groups
• Here you mention various systems like ACORN
and MOSAIC that can identify groups and
reasons for choice of target group, use the
photocopied handouts and other research if
you need.
How are business groups segemnted
• Mention bases, size and value, region and
private public and voluntary sectors by
product and industry, use the photocopied
handouts and other research if you need.
Task 2
P5
Produce 6 information slides on different
products in which you describe the target groups
and explain why this group has been selected for
this product. You can run on to more than one
slide for each product.
HINT
• The products selected should include:consumer products, business to business
products, lifestyle products, and the targeted
groups should include those selected
psychographically, geographically and demo
graphically,
And for business to business markets - size of
business, public/private and security of supply
Where to find information
• Use the photocopied handouts from text book
• You need to do independent research and read
up on the resources in:
U:\Business Studies\Students\BTEC Level 3 Sept
2010 onwards\Unit 3 Introduction to
Marketing\Assignment 3
• Search the internet for market segmentation and
targeting, this site is useful but you may find
other sites
http://www.bized.co.uk/learn/business/index.htm
Information slide product 2
Information slide product 3
Information slide product 1 - Apple
IPod Touch
Product
•
• Mention Apple IPod Touch is a product created by Apple, as it Is
formed as a Music player, but is editing by the Makers of Apple to
include Applications blah blah blah. Insert a picture
• Consumer Product / Lifestyle product / Business to Business to
Business– why? What makes it this?
• How this group is targeted by maker Here you mention that when
choosing their target group, they segment the market in the
following way. Demographically young people both men and
women under age of 25. Geographically it is aimed at the
international market and psychographically it is targeted just at
music lovers.
• Why this group have been targeted Mention why Apple have
targeted the groups that have been mentioned above
Information slide product 4
Information slide product 5
Information slide product 6