Marketing Mapping

There are few products in the market which rely majorly on BTL activities for its sale. These are products which largely comes in the category of "low involvement products" and hence customer buying is most of the times passive.

I will discuss about one of an important ideology of market mapping which is considered to be the base of any BTL promotion planning.

What is market mapping?It is a tool to identify markets where doing any sort of promotional activity will fetch more results to the company or an organization.

Differentiation on the basis of Sales:Entire location where BTL promotion is to be planned is divided into active and inactive areas. Marking is done on the basis of sales done in the past 1 year. Clusters are identified and areas from where sale in coming are tagged as active areas. Similarly areas from where sale is not coming is tagged as inactive area.

(red dots signifies sale)

Any sort of a promotion done in active area will lead to immediate results as population of customers for that particular product will lead to market activation. Also chances of generating referrals are comparatively higher.

Doing any sort of promotional in inactive area will lead to lot of learning and will have long term effect on sale. But this gives a huge opportunity to a company by identifying segment of a market which is not purchasing their product currently. It could be then activated through segment specific promotions as well.

Market mapping hence is an important tool to plan BTL promotions in any industry and is very effective for low involvement products.