Using the Methods of Market Segmentation

EQ - How does one find a viable target market?

1. Activator: TPS - Explain the MOMS Funnel with images and words
2. Q&A
3. Splashdown - Make a list of potential target markets for DJH (on board)
4. Class Discussion
1. What potential target markets did you identify?
2. What patterns did you notice that all groups had in common?
5. Small Groups (4)
1. Choose a potential target market and summarize your use of the MOMS in identifying this segment of the market (Frayer on classroom whiteboard)
2. What made these groups unique?
3. Error Analysis - What information is based upon facts?  Opinions?
6. Class Discussion
1. How can we summarize the results of using MOMS into something meaningful?
7. AP - OYO - Try it: Frito-Lay
8. Debriefing
1. Discussion Question - What patterns can be identified?
2. Discussion Question - What conclusions can be reached based on the patterns?
9. TOD - Answer the EQ

15.9.12.E    Research and analyze consumer behavior patterns and the effect of those patterns on business and the economy.