For BTEC Business Studies - Unit 3 Promoting a Brand - Learning Aim B
Attached is the worksheet where students add the information regarding market segments.
Lesson Outcomes:
To achieve a PASS you need to explain who are your main four segments? What products do they like? What will make them shop at Colin’s Sports Shop?
To achieve a MERIT you need to explain how these market segments impact upon the businesses decision?
Key Words:
Market Segment, Target Audience, Segment
Lesson Plan:
Starter – students to watch the Apprentice (2015 series) and James Bond Spectre trailer (embedded in the PowerPoint). Students to think about who these are aimed at and why? Mini Plenary students to discuss the needs and wants of these groups. The students will discuss how these forms of advertising have impacted on the business and meeting these customer groups.
Discussion – discussion what is market segmentation. Mini Plenary - Why do businesses want to segment if they already know their target audience? How will this help the business? What would happen if you did not segment the customer groups?
Activity - students to leave their seats and have to move to different areas of the class depending on different methods of segmentation (Religion, Nationality, Race, Weekly Spend, Pack lunch / school dinners, Age, Month of Birth, Family, Favourite Food, Mobile Phone, Games Console, ETC). Mini Plenary- how would this help a business to segment you into different groups?
Activity – Who are McDonald's target audience? Mini Plenary - What is the problem with trying to segment the customers? Discussion / Activity - how could we segment the customers for McDonald’s what products do they like (what products do they purchase? what is their age?) and why? Mini Plenary - students to discuss how they have segmented McDonald's looking at the different products that McDonald's offer and why.
Activity – students to segment their business identifying four different characteristics and how these help and impact on the business. To aid the students I have included an exemplar of the segmentation for a bakery looking at how this would impact on the business and their key needs.
Extension Activity - What are the benefits and drawbacks for Colin's business through segmenting the market? How would this impact upon the promotional campaign.
Plenary – teacher to discuss students answers to improve their work and students to self assess against the criteria for a Pass and Merit.
Attached is the worksheet where students add the information regarding market segments.
Lesson Outcomes:
To achieve a PASS you need to explain who are your main four segments? What products do they like? What will make them shop at Colin’s Sports Shop?
To achieve a MERIT you need to explain how these market segments impact upon the businesses decision?
Key Words:
Market Segment, Target Audience, Segment
Lesson Plan:
Starter – students to watch the Apprentice (2015 series) and James Bond Spectre trailer (embedded in the PowerPoint). Students to think about who these are aimed at and why? Mini Plenary students to discuss the needs and wants of these groups. The students will discuss how these forms of advertising have impacted on the business and meeting these customer groups.
Discussion – discussion what is market segmentation. Mini Plenary - Why do businesses want to segment if they already know their target audience? How will this help the business? What would happen if you did not segment the customer groups?
Activity - students to leave their seats and have to move to different areas of the class depending on different methods of segmentation (Religion, Nationality, Race, Weekly Spend, Pack lunch / school dinners, Age, Month of Birth, Family, Favourite Food, Mobile Phone, Games Console, ETC). Mini Plenary- how would this help a business to segment you into different groups?
Activity – Who are McDonald's target audience? Mini Plenary - What is the problem with trying to segment the customers? Discussion / Activity - how could we segment the customers for McDonald’s what products do they like (what products do they purchase? what is their age?) and why? Mini Plenary - students to discuss how they have segmented McDonald's looking at the different products that McDonald's offer and why.
Activity – students to segment their business identifying four different characteristics and how these help and impact on the business. To aid the students I have included an exemplar of the segmentation for a bakery looking at how this would impact on the business and their key needs.
Extension Activity - What are the benefits and drawbacks for Colin's business through segmenting the market? How would this impact upon the promotional campaign.
Plenary – teacher to discuss students answers to improve their work and students to self assess against the criteria for a Pass and Merit.
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