2. TASK 1 – MARKET MAPPING
How useful is market mapping in helping the business you have chosen to identify
the key features of its market?
You could:
• investigate a business that provides goods or services
• conduct primary and/or secondary research into this business
• use this primary and/or secondary research to identify the key features of the good or
service provided by this business. You might consider factors such as price and quality
• produce a market map for this business showing its position in relation to its
competitors
• present useful information/data to support the points you are making
• analyse how the market map could be useful to this business in identifying key features
of the market
• using your analysis, arrive at a supported judgement which states the usefulness of
market mapping to this business.

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. 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

5. CHOCOLATES TO ADD TO THE
MARKET MAP
Milk Tray o Cadbury Snaps
 Thornton's
Crunchie o Cadbury’s Dairy Milk
Classics
o Snickers
 Mars Galaxy
o Kit Kat
 Turkish Twix
o Cadbury’s Caramel
Delight
Smarties
 Malteasers

6. Luxury
Milk tray
Thornton’s Classics
Cadburys Snaps
Turkish Delight Caramel Galaxy Maltesers
Filling Light
Mars Crunchie
Snickers
Kit Kat
Twix Smarties
Mars Everyday

7. 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

8. MARKET MAPPING MEANS:
Identifying two key factors that can be used to show
where rival brands* stand in relation to customer
requirements
Strength: provides a ‘top-line’ look at opportunities
and threats within a market
Weakness: it only works if just two variables
represent the main differences between brands*
*’brands’ (in this sense) could mean products, services or a whole company

9. KEYS TO EFFECTIVE MARKET MAPS
1. Get the scales right, i.e. find the best two variables, e.g.
the most relevant
2. This can best be done by research among the target
market ... plus research among staff who come into
customer contact, e.g. for a restaurant, ask front-of-
house (waiters etc)
3. Then research is needed to accurately place
brands/companies on the map

10. KEYS TO MARKET RESEARCH
Only three methods will work:
1. Research among peers (in which case the product/service must be
suitable, e.g. a baker or an ice cream parlour)
2. Research among staff (if they’re willing to cooperate)
3. Research on customers (if they’re captive, e.g. waiting at a pizza takeaway)

11. 2011 WINNER, TIME OUT AWARD: BEST ICE
CREAM IN LONDON
Scoop Gelato,
Covent Garden:
Here

12. POSSIBLE CRITERIA FOR SCOOP
1. High price – low price
2. High quality/freshness v low qual/fresh
3. Natural ingredients v synthetic
4. Many flavours v vanilla only
5. Tourist location v located for regulars
6. Traditional flavours v fad flavours (eg avocado ice cream or tomato
sorbet)
Which are the two most important criteria for market
mapping? How could market research help in deciding?