Lesson Plan

• Identify the key characteristics of mass markets.
• Identify the key characteristics of niche markets.
• Compare the advantages and disadvantages of each approach.
• Explain how businesses decide which strategy best fits their product.
• Apply the concepts to real‑world examples such as Coca‑Cola and Patagonia.

• Projector and screen
• Whiteboard and markers
• Printed handout of the mass vs niche comparison table
• Case‑study worksheets (Coca‑Cola, Patagonia)
• Sticky notes or index cards for group activity
• Laptop for short video clip on marketing strategies

Start with a quick poll: “Name a product you see everywhere and one you only see in specialist stores.” Use the responses to remind students of the marketing mix and set the success criteria: students will be able to describe and contrast mass and niche market features.

1. Do‑Now (5’) – Students list product examples on sticky notes; teacher clusters them into “mass” or “niche”.
2. Mini‑lecture (10’) – Define mass and niche marketing, present the comparison table on screen.
3. Guided analysis (12’) – In pairs, students complete the handout, filling in advantages/disadvantages for each market type.
4. Case study activity (15’) – Groups analyse Coca‑Cola (mass) and Patagonia (niche) using the worksheet; each group presents one key feature.
5. Concept check (5’) – Quick quiz (Kahoot/hand‑raise) on target audience, pricing, promotion, distribution.
6. Reflection (3’) – Students write one takeaway on a sticky note and place it on the board.

Summarise that mass marketing seeks breadth and low cost while niche marketing seeks depth and higher margins. Ask students to complete an exit ticket: “Give one example of a product that could shift from niche to mass and explain why.” Assign homework to find a recent news article illustrating either strategy and prepare a brief summary.