Market Segmentation Activity Worksheet
Watch the Two Teachers’ video about ‘Market Segmentation’ then
complete the tasks below to apply your knowledge.
Video link: Market Segmentation
1. Whilst watching the video, complete the table below to explain each type of Market
Segmentation inc. key characteristics and provide supporting examples of each segment
applied to Gymshark.
Type of Explanation of the Segment’s Key Examples of the Segment Applied
Market Characteristics to Gymshark
Segmentation
Location
Demographics
Behaviour
Lifestyle
Income
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2. Choose a business and apply the Market Segmentation process to a product which they sell.
Ensure you justify your answers.
Type of Chosen Business:
Market Examples of Market Segmentation
Segmentation
Location
Demographics
Behaviour
Lifestyle
Income
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3. You have been tasked with setting up a business in the health and fitness industry just like Ben
Francis did with Gymshark in 2012. Once you have a business idea, complete the tasks below.
a) Explain what your business would offer (it can be a service or product) and justify why you
believe the business would be a success.
b) Complete the market segmentation process for your business idea and justify the segments
of the market you will target and why.
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4. Gymshark have executed some very effective marketing campaigns in the past which have
been credited with supporting the growth of the brand and increasing sales. These include
using famous YouTubers to promote their products and their ‘Blackout’ campaign to boost
sales.
Scenario: you have just started as a ‘Trainee Marketing Assistant’ on an apprenticeship at
Gymshark after completing your Business Studies course and have been asked to create a
brand-new marketing campaign with a budget of £10,000.
Explain and justify your marketing campaign below, ensure you cover the following key points:
a) What will be the key features of the marketing campaign?
b) Who will the marketing campaign target, any segments specifically?
c) What is the main aim of the marketing campaign?
d) A breakdown of how the £10,000 will be spent.
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5. Extension activity: how quickly can you complete the Market Segmentation wordsearch? If
you have finished the other activities before your peers, set the clock and give this a go.
J R V K S C I H P A R G O M E D M R O E X A G Y
I U T D Q L P W J X D L R D Z G Z I H D Z B S I
I P L R R I J K K G V E U K E M B E A W C U Z I
Z O A W B M L Z V G M M L R E D N E G Z E Y R N
G C U Y E P J K T O X Z C U Z I N F I B W U V R
D H W O H D I K C E V K Y R S N V D R T D G A L
V K K C A D B N B H Q L J B C Q L A D B Q I U Z
H K Z Y V R I O B M N H N T G B A Y D U L W E F
O T A X I T E S M M C V E R X A Q Y N K J X Z N
A A K C O D I S P O S A B L E I N C O M E M X H
A Z D V U E T G Z U J Y R M I Q N O I T A C O L
K U U T R S P A N X G E O J M C S E I U Y Y A G
N Q A R S N G F D O L A K E Y Z V S Q L Q T P A
L Y T M K T H X N I G H A M N A O A U H S D M W
M A R K E T S E G M E N T A T I O N B A H J X P
A W V Y X Y A I B Z L D C X F E U U S E O O W M
Q E Z Z V S O G J A Y L Z C V L C P Z Q J I X M
P C N V Z N C N G B K K L S T Q I A P L D J P F
E E J X U Q I E F U N Y W Q V F M Z R B A P O O
C H T J I Q N O I T A T N E I R O L A U X E S H
E L Y T S E F I L T D I N C T H D K B R P X E L
G T H S Y L W I E T Z I K H J P G J A K A U C S
C N K A J D X F A X K X A L U R C E M S A I A D
C D N G D Z W U H K R K P S K L S V I H P A R E
Disposable Income Sexual Orientation Religion Race Gender Age
Income Lifestyle Behaviour Demographics Location Market Segmentation
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