1. Celebrity slices Business lesson 5
How do we break up a market to understand it better?
Business lesson 5
Celebrity slices
Aim: to understand how to analyse a market using segmentation
Lesson 5: Celebrity slices

2. Lesson 5: Celebrity slices
For starters…
Make a list of 10 celebrities. Combine your list with a classmate’s and put your celebs into groups of your choice (e.g. by age: 0-18, 19-35, 35+).
Extension: group your list according to another aspect.
Lesson 5: Celebrity slices

3. By the end of today, you will be able to
explain what segmentation is.
do a basic segmentation of the Celebdaq market.
come up with a trading strategy based on segmenting the market.
Lesson 5: Celebrity slices

4. Lesson 5: Celebrity slices
Remember your mission
This week we’ll learn one way to accomplish your mission: to segment the market.
What does it mean to segment something?
Extension: how could the celeb market be segmented?
To make as much money as possible by investing imaginary money in celebrity shares.
Lesson 5: Celebrity slices

5. Lesson 5: Celebrity slices
Segmentation
Segmentation: the grouping of customers into smaller groups.
How does the picture on the right illustrate segmentation?
Extension: why do businesses segment their customers?
Lesson 5: Celebrity slices

6. Lesson 5: Celebrity slices
Slicing celebrities
Even though celebs are not our customers (they are more like products!) we can still segment them
by what they do (TV, pop, movies… see Market Lists)
by whether they are more likely to appear in the broadsheets (these pay higher dividends) or tabloids
How might these segmentations be useful to us?
Can you think of any other useful segmentations?
Lesson 5: Celebrity slices

7. Extension activity/homework
Complete the worksheet on segmentation. This will help you make a profitable investment.
Lesson 5: Celebrity slices

8. Lesson 5: Celebrity slices
Invest!
Use your segmentation analysis to choose celebrities from segments you think will do well this week.
Lesson 5: Celebrity slices

9. Lesson 5: Celebrity slices
Celebwork
Keep a close eye on your bubble from Lesson 4. If the share price suddenly drops you might want to get off the bubble and sell!
Lesson 5: Celebrity slices