Importance of marketing and Factors in selecting a market for SS 1

Class: SS 1
Term: Third Term
Week: 9
Age: 15 years
Duration: 60 minutes
Subject: Beauty and Cosmetology
Curriculum Theme: Enterprise Marketing
Focal competence: Recognizing Marketing and its importance in Enterprise Startup
Key competencies/values: Communication; Information Literacy
Skills:

• discuss the importance of marketing
• identify factors that determine the choice of target markets

Previous Lesson: Market and marketing, Beauty and Cosmetology Markets, Characteristics
Topic: Marketing Cosmetology (Goods And Services): Importance Of Marketing
Subject Matter: Importance of marketing, Factors in selecting a market

Specific Objectives

By the end of the lesson, pupils/students should be able to:

Cognitive Domain

• discuss the importance of marketing;
• identify factors that determine the choice of target markets;
• discuss why marketing is important in cosmetology;
• enumerate factors to consider in choosing target market in cosmetology business.

Affective Domain

• Appreciate the role of marketing in business success.
• Value ethical considerations in marketing cosmetology services.

Psychomotor Domain

• Participate actively in group discussions on marketing concepts.
• Formulate ideas for marketing beauty products or services.

Social Domain

• Collaborate effectively with peers during brainstorming and discussion activities.

Reference Materials

The following resources were used in planning this lesson:

• 2025 New Revised Senior Secondary Education Curriculum (SSEC)
• Relevant State Unified Scheme of Work
• Beauty and Cosmetology for Senior Secondary Schools, Book 1
• The HeadTeacher Scheme of work For The New Revised Senior Secondary Education Curriculum (SSEC)

Instructional Materials

The teacher will teach this lesson with the aid of:

• Samples of trade related products (e.g., different brands of shampoo, creams, makeup)
• Workbooks
• Pictorial charts depicting various marketing advertisements for beauty products/services
• Whiteboard and markers
• Flip chart and pens

Rationale for the Lesson

This lesson is essential for students to understand how businesses, especially in cosmetology, connect with their customers and grow. It helps them grasp the core principles of promoting beauty products and services, which is fundamental for future entrepreneurs in the field. By learning about marketing, students can develop strategies to attract clients and build successful cosmetology careers.

Prerequisite/Previous Knowledge

Students should have a basic understanding of what a business is and the general concept of buying and selling goods and services.

Lesson Content/Board Summary

Marketing Cosmetology (Goods And Services): Importance Of Marketing

Meaning of Marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives. It involves identifying customer needs and wants, developing products or services to meet those needs, pricing them appropriately, promoting them effectively, and making them available to the target market.

Importance of Marketing

Marketing is crucial for any business, including cosmetology, for several reasons:

1. Creates Awareness: It informs potential customers about the existence of products or services.
2. Drives Sales: Effective marketing strategies encourage customers to purchase, leading to increased revenue.
3. Builds Brand Reputation: Consistent marketing helps establish a strong brand image and builds trust with customers.
4. Identifies Customer Needs: Marketing research helps businesses understand what customers want, allowing them to tailor offerings.
5. Facilitates Competition: It enables businesses to differentiate themselves from competitors and gain a competitive edge.
6. Supports Growth and Expansion: Good marketing can open new markets and help a business expand its operations.
7. Educates Consumers: It can inform customers about product benefits, proper usage, and safety.

Importance of Marketing in Cosmetology

In the beauty and cosmetology industry, marketing plays a unique and vital role:

1. Attracts Clients: Marketing helps beauty salons, spas, and individual cosmetologists reach new clients and build a customer base.
2. Showcases Expertise: It allows professionals to highlight their skills, specialisations (e.g., bridal makeup, advanced skincare), and unique service offerings.
3. Builds Trust and Credibility: Marketing can communicate adherence to professional beauty practices, client care, hygiene standards, and the use of safe tools and products, which are critical for client confidence.
4. Promotes Quality Standards: Through marketing, cosmetologists can assure clients of their commitment to basic quality standards and respectful conduct.
5. Differentiates Services: It helps a cosmetology business stand out in a competitive market by emphasising its unique selling propositions, such as exceptional customer service or eco-friendly products.
6. Educates Clients: Marketing can inform clients about new treatments, products, and proper aftercare, enhancing their overall experience and results.
7. Encourages Repeat Business: Loyalty programs, special offers, and consistent communication through marketing can foster client retention.

Factors in Selecting a Market

When a business decides which market segment to focus on, several factors influence this choice:

1. Market Size and Growth Potential: A larger market with good growth prospects offers more opportunities.
2. Profitability: The potential for generating revenue and profit from the market segment.
3. Accessibility: The ease with which the business can reach and serve the target customers.
4. Competition: The level and intensity of existing competitors in the market.
5. Resources and Capabilities: Whether the business has the necessary resources (financial, human, technological) and expertise to serve the market effectively.
6. Customer Needs and Preferences: Understanding the specific desires and demands of the target customers.
7. Compatibility with Business Goals: Ensuring the chosen market aligns with the overall objectives and vision of the business.

Factors to Consider in Choosing a Target Market in Cosmetology Business

For a cosmetology business, selecting the right target market is paramount for success. Key factors include:

1. Demographics:
   • Age: Teenagers for trendy styles, adults for anti-aging, seniors for specific care.
   • Gender: Services tailored for men or women.
   • Income Level: High-end services for affluent clients, affordable options for budget-conscious customers.
   • Location: Proximity to residential areas, offices, or shopping centres.
2. Psychographics:
   • Lifestyle: Clients who value luxury, convenience, natural products, or specific beauty trends.
   • Values: Customers who prioritise organic products, ethical sourcing, or sustainability.
   • Personality: Clients seeking a relaxing spa experience versus those looking for quick, efficient services.
3. Behavioural Factors:
   • Usage Rate: Frequent salon visitors versus occasional clients.
   • Benefit Sought: Clients seeking relaxation, specific skin solutions, hair transformation, or nail art.
   • Loyalty: Customers who prefer to stick with one salon or try new places.
4. Competition in the Area: Analysing existing beauty businesses to find underserved niches or areas where the business can offer a superior alternative.
5. Specialisation of Services: If the business specialises (e.g., natural hair care, advanced facials, male grooming), the target market will be defined by those specific needs.
6. Capacity and Resources: The ability of the business to serve the chosen market segment effectively without compromising quality.

Teaching Methods/Instructional Techniques

Discussion, Brainstorming, Question and Answer, Explanation, Group Work, Practical Activity

Instructional Procedures

Step 1: Introduction

Time: 10 minutes

Teaching Skill: Brainstorming/Engaging

Teacher’s Activity: The teacher greets the students and initiates a brainstorming session by asking questions like, “What comes to your mind when you hear the word ‘market’?” and “What do you think ‘marketing’ means, especially for a salon or beauty product?” The teacher guides students to share their initial thoughts and experiences related to buying and selling beauty products or services.

Pupils’ Activity: Pupils actively participate, sharing their ideas on ‘market’ and ‘marketing’.

Learning Point: Meaning of marketing

Step 2: Importance of Marketing

Time: 10 minutes

Teaching Skill: Explanation/Discussion

Teacher’s Activity: The teacher explains the general importance of marketing for any business, using examples from everyday life. The teacher then guides a discussion on how marketing helps businesses create awareness, drive sales, and build brand reputation. Students are encouraged to relate these points to businesses they know.

Pupils’ Activity: Pupils listen, ask questions, and contribute to the discussion by giving examples of how marketing is important.

Learning Point: General marketing importance

Step 3: Importance of Marketing in Cosmetology

Time: 10 minutes

Teaching Skill: Elaboration/Connection

Teacher’s Activity: The teacher specifically discusses why marketing is crucial in the cosmetology industry. The teacher highlights how marketing helps attract clients, showcase expertise, build trust through professional practice and hygiene, and promote quality standards. The teacher uses samples of beauty products or charts to illustrate marketing efforts in cosmetology.

Pupils’ Activity: Pupils listen, observe the samples, and discuss how marketing applies to beauty salons and products, connecting it to client care and quality.

Learning Point: Cosmetology marketing benefits

Step 4: Factors in Selecting a Market

Time: 8 minutes

Teaching Skill: Explanation/Listing

Teacher’s Activity: The teacher introduces the concept of market selection and explains the general factors businesses consider when choosing a market, such as market size, profitability, accessibility, and competition. The teacher uses simple examples to make these concepts clear.

Pupils’ Activity: Pupils listen and identify the key factors that influence market selection for businesses.

Learning Point: General market selection factors

Step 5: Factors for Cosmetology Target Market

Time: 7 minutes

Teaching Skill: Application/Enumeration

Teacher’s Activity: The teacher enumerates and explains specific factors to consider when choosing a target market for a cosmetology business. This includes demographic (age, income, location), psychographic (lifestyle, values), and behavioural factors (usage rate, benefits sought). The teacher encourages students to think about different types of beauty clients.

Pupils’ Activity: Pupils listen and enumerate the specific factors relevant to choosing a target market in cosmetology.

Learning Point: Cosmetology target market factors

Step 6: Group Discussion and Reinforcement

Time: 5 minutes

Teaching Skill: Group Work/Facilitation

Teacher’s Activity: The teacher divides the class into small groups and guides them to discuss the importance of marketing and the factors that determine the choice of target markets, specifically within the context of cosmetology. The teacher monitors groups and provides clarification.

Pupils’ Activity: Pupils discuss in their groups, sharing insights and reinforcing their understanding of the lesson content.

Learning Point: Collaborative concept reinforcement

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

1. Discuss two reasons why marketing is important for any business.
2. Explain why marketing is particularly important for a cosmetology business.
3. Identify three factors a business considers when selecting a market.
4. Enumerate two specific factors to consider when choosing a target market for a beauty salon.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Marketing concepts understanding

Step 8: Note-Taking

Time: 10 minutes

Teaching Skill: Guided Writing

Teacher’s Activity: The teacher guides pupils/students to copy the essential Board Summary notes on the importance of marketing and factors in selecting a market into their notebooks.

Pupils’ Activity: Pupils/students copy the notes carefully into their notebooks.

Learning Point: Recording lesson information

Step 9: Conclusion

Time: 5 minutes

Teaching Skill: Summarisation/Closure

Teacher’s Activity: The teacher briefly summarises the key points of the lesson, reiterating the importance of marketing for business success and the careful consideration required for target market selection in cosmetology. The teacher encourages students to think about how they might apply these concepts in their future careers.

Pupils’ Activity: Pupils listen attentively and ask any final questions for clarification.

Learning Point: Lesson summary reinforcement

Continuous Assessment/Further Study

Type: Homework

Instruction: Answer the following questions in your notebook:

1. Imagine you are opening a new beauty salon in your community. Describe how you would use marketing to attract your first set of clients.
2. Choose one specific beauty service (e.g., nail art, hair braiding, facial treatments). Identify a suitable target market for this service and explain your choice based on at least three factors discussed in class.

Lesson Keywords

• Marketing – The process of promoting and selling products or services, including market research and advertising.
• Market – A place or system where goods and services are exchanged.
• Target Market – A specific group of consumers at whom a company aims its products and services.
• Cosmetology – The study and application of beauty treatment.
• Demographics – Statistical data relating to the population and particular groups within it.
• Psychographics – The study and classification of people according to their attitudes, aspirations, and other psychological criteria.

Differentiation

For students who grasp concepts quickly, encourage them to research and present examples of successful marketing campaigns by Nigerian beauty brands. For students needing additional support, provide simplified definitions and more direct examples, possibly pairing them with stronger students during group activities.

Suggested Lesson Videos

For further understanding, search on YouTube for:

• importance of marketing for small business nigeria
• target market for beauty salon