Class: Senior Secondary School 1 (SS1 / SSS1)
Term: 1st Term
Week: 7
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Marketing Concepts: Societal And Consumer Orientation.
Topic: Market Segmentation
Subject Matter: Meaning of segmentation, Basis of segmentation, Geographical, Socio-economic, Psychographic, Behavioural, Characteristics

Specific Objectives

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

Cognitive Domain:

Define market segmentation.
State the different bases for market segmentation.
Explain the characteristics of effective market segments.

Affective Domain:

Appreciate the importance of segmenting a market.
Show interest in understanding different consumer groups.

Psychomotor Domain:

Illustrate with examples how different bases of segmentation are applied.
Differentiate between the various bases of market segmentation.

Discuss collaboratively the benefits of market segmentation for businesses.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Senior Secondary Schools.
Lagos State Unified Scheme of Work for Senior Secondary Schools.
Anyanwu, A. (2018). Fundamentals of Marketing for Senior Secondary Schools. Ibadan: University Press PLC.

Instructional Materials

The teacher will teach this lesson with the aid of:

Charts showing different market segments.
Magazines displaying advertisements targeted at specific segments.
Whiteboard and markers.

Rationale for the Lesson

This lesson helps pupils understand how businesses divide large markets into smaller, manageable groups. It enables them to see why companies target specific customers with their products, which is important for understanding how goods and services are marketed in their daily lives.

Prerequisite/Previous Knowledge

Pupils are expected to have basic knowledge of what a market is and the concept of consumers.

Lesson Content/Board Summary

Market Segmentation

Meaning of Market Segmentation

Market segmentation is the process of dividing a broad consumer market into sub-groups of consumers (known as segments) based on some common characteristics. The goal is to identify distinct groups of buyers who might require separate products or marketing mixes.

Bases for Market Segmentation

Market segmentation can be done using various bases. These include:

Geographical Segmentation: Dividing the market into different geographical units such as nations, regions, states, cities, or neighborhoods. Businesses may choose to operate in one or a few geographical areas, or operate in all but pay attention to geographical differences in needs and wants.
Socio-economic Segmentation (Demographic): Dividing the market based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. These are often the easiest to measure.
Psychographic Segmentation: Dividing the market based on lifestyle, personality traits, values, attitudes, and social class. People in the same demographic group can have very different psychographic profiles.
Behavioural Segmentation: Dividing the market based on consumer knowledge, attitudes, uses, or responses to a product. This includes variables like purchase occasion, benefits sought, user status, usage rate, loyalty status, and readiness stage.

Characteristics of Effective Market Segments

For market segments to be useful, they must possess certain characteristics. These are:

Measurable: The size, purchasing power, and profiles of the segments can be measured.
Accessible: The market segments can be effectively reached and served.
Substantial: The segments are large or profitable enough to serve. A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program.
Differentiable: The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.
Actionable: Effective programs can be designed for attracting and serving the segments.

Teaching Methods/Instructional Techniques

Discussion, Lecture, Demonstration, Question and Answer, Visual Aids

Instructional Procedures

Step 1: Introduction

Time: 5 minutes
Teaching Skill: Set Induction
Teacher’s Activity: The teacher greets the pupils and asks them to name some products they use daily (e.g., soap, soft drink). The teacher then asks if everyone uses the exact same type or brand of these products and why there are many varieties. This leads to the idea of different customer needs.
Pupils’ Activity: Pupils respond to the questions and share their observations.
Learning Point: Pupils are introduced to the concept that not all customers are the same and have different needs.

Step 2: Meaning of Market Segmentation

Time: 10 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines market segmentation, explaining it as dividing a large market into smaller groups with similar needs or characteristics. The teacher uses simple examples like a clothing store having sections for men, women, and children. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen attentively, ask questions for clarification, and copy the definition into their notebooks.
Learning Point: Pupils understand the definition of market segmentation.

Step 3: Bases for Market Segmentation (Geographical and Socio-economic)

Time: 10 minutes
Teaching Skill: Elucidation/Categorisation
Teacher’s Activity: The teacher explains geographical segmentation (e.g., products for cold regions vs. hot regions) and socio-economic (demographic) segmentation (e.g., toys for children, anti-aging creams for older adults, different car models for varying income levels). The teacher uses charts or magazines to show examples.
Pupils’ Activity: Pupils observe the charts/magazines, take notes, and contribute examples from their experiences.
Learning Point: Pupils learn about geographical and socio-economic bases of segmentation.

Step 4: Bases for Market Segmentation (Psychographic and Behavioural)

Time: 8 minutes
Teaching Skill: Explanation/Differentiation
Teacher’s Activity: The teacher explains psychographic segmentation (e.g., adventure seekers, environmentally conscious individuals) and behavioural segmentation (e.g., frequent flyers, brand loyal customers). The teacher emphasizes that these bases go beyond simple demographics.
Pupils’ Activity: Pupils listen, ask questions to differentiate between the bases, and write down key points.
Learning Point: Pupils understand psychographic and behavioural bases of segmentation.

Step 5: Characteristics of Effective Market Segments

Time: 7 minutes
Teaching Skill: Listing/Explanation
Teacher’s Activity: The teacher explains the characteristics of effective market segments: Measurable, Accessible, Substantial, Differentiable, and Actionable. The teacher provides a brief explanation for each characteristic.
Pupils’ Activity: Pupils listen and note down the characteristics and their explanations.
Learning Point: Pupils identify the key characteristics of effective market segments.

Step 6: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

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

What is market segmentation?
Mention any three bases for market segmentation.
State two characteristics of effective market segments.
Give an example of a product that uses geographical segmentation.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 7: Conclusion

Time: 0 minutes
Teaching Skill: Summarization
Teacher’s Activity: The teacher briefly summarizes the lesson by reiterating the meaning of market segmentation, its bases, and characteristics. The teacher then assigns homework.
Pupils’ Activity: Pupils listen to the summary and copy the homework.
Learning Point: Pupils reinforce their understanding of the topic.

Lesson Keywords

Segmentation – The process of dividing something into parts.
Market Segmentation – Dividing a large market into smaller groups of consumers with similar needs.
Geographical – Relating to the physical features of an area.
Socio-economic – Relating to the interaction of social and economic factors.
Psychographic – Relating to the study of personality, values, opinions, attitudes, interests, and lifestyles.
Behavioural – Relating to the way someone acts or responds.

Differentiation

The teacher will provide additional support to struggling pupils by simplifying explanations and using more visual aids. Advanced pupils will be encouraged to research real-world examples of companies using specific segmentation strategies.

Note for teachers using this lesson plan

Teachers should ensure to use relatable local examples when explaining the different bases of market segmentation to enhance pupil understanding and engagement. Encourage pupils to think critically about how different products they encounter are targeted.