Part of Unit: Marketing Fundamentals
Lesson Plan Overview / Details
Students study how market segmentation is identifying portions of the market that are different from each other. Market segmentation allows companies to better serve the needs of their companies*.
*paraphrased from netmba.com
- 5 Hours
California Career and Technical Education Standards
- MSS.B.B4.3 Understand how products and services are conceived, developed, maintained, and i...
- MSS.B.B4.4 Understand how market research is used to develop strategies for marketing produ...
California Academic Content Standards (Reinforced)
- ELA.11-12.LS.C.1.1 Recognize strategies used by the media to inform, persuade, entertain, and trans...
- ELA.9-10.LS.ODOC.1.7 Use props, visual aids, graphs, and electronic media to enhance the appeal and a...
- ELA.9-10.W.RT.1.3 Use clear research questions and suitable research methods (e.g., library, elect...2
Student Objectives / Goals
- Students conduct Market Analysis on the Cereal Industry.
- Students classify cereals into their Target Market.
- Students, in teams, examine cereal in terms of other market segments such as location, income and geography.
- Students research cereal companies and arrange their full product line into target market based on age.
- Students create their own cereal and present their Market Analysis to a panel of judges in a competition.
Activities in this Lesson
- Remembering Favorite Cereals - Hooks / Set
I start off by either bringing in three boxes of cereal based on market segmentation or I flash a PowerPoint slide showing the same thing (see included resource). In this instance, I choose Trix (for children), Honey Nut Cheerios (for young adults), and Kashi “Go Lean” (for adults).
I assess their prior knowledge by having them take out a sheet of paper and answering “What is their all-time favorite cereal?” I want them to also write about any happy memories associated with this cereal and I give an example of my own. Next, I give students a chance to do a quick pair-share and then I write down student responses on a white board, a separate piece of paper, or a PowerPoint slide.
Returning back to the three boxes of cereal, I ask the students how they are different. I wait for them to point out that they’re targeted toward different people and I supply them with any missing answers. The categories should be in the realm of “children,” “adolescent,” “young adults,” “adults” and “seniors.”
I point out the favorite cereals that I’ve written down and ask students to classify their favorites into the above categories. I expect most of the cereals to fall under the “children” and “adolescent” categories. By doing all of this, I want to connect them to product and market segmentation.
- Competition for Cereal - Lecture
Students’ final project is to create their own cereal and present their market analysis and market segmentation to a panel of judges who act as venture capitalists willing to invest in one cereal.
Students are introduced to Market Analysis, which deals with Segment /Target /Positioning. In teams, I had students a large sheet of paper. I point out that the Cereal Industry is a segment of the entire Breakfast Industry. I have students brainstorm, either through words or images all the different types of competitors that cereal has for breakfast. I have each group present and have one person compile a list for the entire class. I reinforce that we’re taking a segment of the Breakfast Industry and are examining the Cereal Industry.
- Classifying Cereals Based on Target Market - Demo / Modeling
Students classify cereals based on target market.
With a PowerPoint Presentation, I reinforce that Market Analysis consists of:
Segment --> Target --> Position.
I point out that four different segments are age, location, income, and geography. I focus on age and point out how cereal companies target market by age.
I point out that there are three target markets by age: 1) children, 2) teenagers/young adults, 3) adults.
If I use a compute lab, I have students download a Target Market Analysis Worksheet. If not, I’ll print one out to give to them. The worksheet consists of a market analysis, one for each target market.
On the worksheet are three different target markets by age. Students research the Internet and find four different types of cereal per age group. They cut and paste the image of the cereal into separate squares.
At the bottom of each worksheet, students describe, in a paragraph, the characteristics that define the cereal as children’s, teenage/young adult, and adult. For example, children’s cereals have a certain cartoon character, lots of sugar and bright colors, and there’s a prize inside the box. Students share their work with a friend or neighbor before turning it in..
- Market Segment for Cereal - Check Understanding
Students, in teams, examine other market segments such as location, income and geography.
In a quick review, we discuss market segmentation by age. I point out that the ideal target market is between the ages of 18 and 35 because they have the most disposable income. This is when people are at the dating age, when people try different things to discover themselves. This is the age when many people have small families and need to buy for their children. I link it back to the other market segments in the Cereal Industry: location, income, and geography.
Students, in teams, receive a large sheet of paper and a Market Segmentation Worksheet. Students research on the Internet to find answers. Using colored markers, students write their answers using words, phrases, or images. Students present their findings to the class. Market Segmentation Work is included.
- Analyzing Cereal Companies - Group Work
Students, in teams, are assigned different cereal companies (i.e., Kellogg’s, General Mills, Post, Quaker Oats, Ralston). Given a Market Segmentation Worksheet, they research on the Internet to find out the company’s full product line and then arrange them in target market based on age.
Still in teams, students create a Google Docs Presentation with each slide representing a different target market for the company’s product line of cereals. Students present their findings to the class.
- Creating Your Own Cereal - Group Work
Students, in teams, create their own cereal product. They present their cereal product and market analysis to a team of judges (members of the community) who act as venture capitalists and determine which cereal product they would invest in.
Students create their cereal product by either drawing it on a poster, composing it on a PowerPoint Presentation or constructing it using art supplies and an old cereal box. Any innovative techniques are welcome.
Students come up with the name of their cereal, along with a slogan. In their presentation, students, in teams, explain how and why they came up with their cereal. They also explain the ingredients of their cereal.
Students, in teams, present their market analysis, which includes target market and market segmentation.
- Cereal Plan Rubric [ Download ]
- Market Analysis Presentation - Assessment
Students evaluate videotape of their market analysis presentation with their new cereal product, along with the other teams of student presentations. Students receive the same rubrics used by the judges and assess and score themselves as well as the other teams. There is a general group discussion.
- Market Analysis on McDonald's - Closure
For a final, individual assessment, students write a market analysis of McDonald’s menu, including breaking down McDonald Products into market segmentation complete with identification of the target market. After finishing and turning their work in, there’s a general group discussion about the correct answers.
- McDonald's Menu [ Go to Site ] McDonald's Menu
- Assessment Types:
- Rubrics, Projects, Teacher-Made Test,