Class: Senior Secondary School 1 (SS1 / SSS1)
Term: Third Term
Week: 9
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Merchandising: Conditions in Merchandising.
Topic: Merchandizing
Subject Matter: Functions of merchandising, Scrambled merchandising, Product presentation

Specific Objectives

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

Cognitive Domain:

Define merchandising.
List at least three functions of merchandising.
Explain the concept of scrambled merchandising.
Describe different methods of product presentation.

Affective Domain:

Appreciate the importance of merchandising in retail business.
Value effective product presentation for customer attraction.

Psychomotor Domain:

Identify examples of good and poor merchandising in a retail setting.
Suggest ways to improve product presentation for a given product.

Collaborate with peers to discuss merchandising strategies.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Business Studies (Marketing component).
Lagos State Unified Scheme of Work for Senior Secondary Schools.
Anyanwuocha, R.A. (2018). Comprehensive Certificate Business Studies for Senior Secondary Schools. A. Johnson Publishers Ltd.

Instructional Materials

The teacher will teach this lesson with the aid of:

Whiteboard/Blackboard and markers/chalk.
Calendars, magazines, catalogues showing product displays.
Pictures or short video clips of retail store layouts and product presentations.

Rationale for the Lesson

This lesson helps pupils understand how products are arranged and presented in shops to attract customers and increase sales. It enables them to recognize effective marketing strategies used in their daily shopping experiences and develop an appreciation for good business practices.

Prerequisite/Previous Knowledge

Pupils should have basic knowledge of marketing concepts, types of goods, and the role of a retailer in the distribution channel.

Lesson Content/Board Summary

Merchandizing

Definition of Merchandizing

Merchandizing refers to the activities involved in promoting the sale of goods, especially in a retail environment. It includes product display, pricing, packaging, and advertising at the point of sale. The goal is to make products appealing and accessible to customers.

Functions of Merchandizing

The following are functions of merchandising:

Attracting Customers: Good displays draw customers into the store and towards specific products.
Increasing Sales: Effective merchandising encourages impulse buying and higher purchase volumes.
Creating Store Image: Well-arranged products contribute to a positive and professional store image.
Communicating Information: Displays can inform customers about product features, benefits, and prices.
Optimizing Space: Merchandising ensures efficient use of retail space to showcase a variety of products.
Enhancing Shopping Experience: Organized and attractive displays make shopping more enjoyable for customers.

Scrambled Merchandizing

Scrambled merchandising is the practice of selling unrelated products in the same retail outlet. This means a store that traditionally sells a particular type of product starts selling items from a completely different category. For example, a pharmacy selling groceries, or a bookstore selling coffee and stationery.

The following are reasons for scrambled merchandising:

To increase sales and revenue by attracting new customer segments.
To make better use of existing retail space.
To offer convenience to customers by providing a wider range of products in one location.
To compete with other retailers offering diverse product ranges.

Product Presentation

Product presentation refers to how products are displayed, arranged, and packaged to make them appealing and visible to customers. Effective product presentation can significantly influence purchasing decisions.

The following are common methods of product presentation:

Shelf Display: Arranging products neatly on shelves, often grouped by brand, type, or size.
Window Display: Showcasing products in store windows to attract passers-by.
Point-of-Sale (POS) Display: Special displays placed near cash registers to encourage impulse purchases.
End-Cap Display: Products displayed at the end of aisles in supermarkets.
In-Store Promotions: Using signs, banners, and special lighting to highlight products.
Packaging: The design and quality of product packaging itself play a major role in presentation.
Demonstrations: Showing how a product works to potential customers.

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 reviews the previous lesson briefly. The teacher then asks pupils to observe how products are arranged in their local shops and asks what makes some shops more attractive than others. This leads to the topic of merchandising.
Pupils’ Activity: Pupils respond to questions and share their observations.
Learning Point: Pupils recall previous knowledge and are introduced to the new topic.

Step 2: Definition of Merchandizing

Time: 10 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines merchandising, explaining its purpose in a retail business. The teacher uses examples from local markets and supermarkets to illustrate the concept. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen attentively, ask questions for clarity, and copy notes from the board.
Learning Point: Pupils understand the meaning of merchandising.

Step 3: Functions of Merchandizing

Time: 10 minutes
Teaching Skill: Elucidation/Listing
Teacher’s Activity: The teacher explains the various functions of merchandising, such as attracting customers, increasing sales, and creating a store image. The teacher encourages pupils to give examples for each function.
Pupils’ Activity: Pupils listen, contribute examples, and take down notes on the functions of merchandising.
Learning Point: Pupils identify and understand the importance of merchandising functions.

Step 4: Scrambled Merchandizing

Time: 5 minutes
Teaching Skill: Explanation/Examples
Teacher’s Activity: The teacher introduces and explains the concept of scrambled merchandising, providing examples of stores that sell unrelated products (e.g., a petrol station selling snacks, soft drinks, and toiletries). The teacher discusses why businesses adopt this strategy.
Pupils’ Activity: Pupils listen, identify more examples of scrambled merchandising, and ask questions.
Learning Point: Pupils understand what scrambled merchandising is and why it is used.

Step 5: Product Presentation

Time: 5 minutes
Teaching Skill: Demonstration/Discussion
Teacher’s Activity: The teacher explains different methods of product presentation using instructional materials like magazines, calendars, and catalogues. The teacher highlights how packaging contributes to presentation.
Pupils’ Activity: Pupils observe the examples, discuss the effectiveness of different presentations, and take notes.
Learning Point: Pupils learn about various techniques for presenting products effectively.

Step 6: Practical Application/Discussion

Time: 5 minutes
Teaching Skill: Application/Group Work
Teacher’s Activity: The teacher divides pupils into small groups and gives each group a product (imaginary or real) and asks them to discuss and suggest the best ways to package and display it in a retail store, considering the target customers.
Pupils’ Activity: Pupils collaborate in groups to package and label (metaphorically or with available materials) and present their ideas on product display.
Learning Point: Pupils apply their understanding of merchandising and product presentation in a practical scenario.

Step 7: Evaluation/Review

Time: 5 minutes
Teaching Skill: Questioning/Assessment
Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

Define merchandising.
List three functions of merchandising.
What is scrambled merchandising?
Mention two methods of product presentation.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 5 minutes
Teaching Skill: Summarization/Assignment
Teacher’s Activity: The teacher summarizes the key points of the lesson, emphasizing the importance of effective merchandising for business success. The teacher gives pupils homework to visit a local supermarket and identify examples of good and poor product presentation.
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils consolidate their learning and are encouraged to observe merchandising in real-life settings.

Lesson Keywords

Merchandizing – Activities promoting product sales, especially in retail.
Scrambled Merchandizing – Selling unrelated products in the same retail outlet.
Product Presentation – How products are displayed, arranged, and packaged for appeal.
Point-of-Sale (POS) – The location where a transaction is completed, often used for specific displays.
Display – The arrangement of products to make them visible and attractive.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to analyze the merchandising strategies of different types of stores (e.g., boutique vs. convenience store). For pupils needing more support, the teacher will provide clearer examples and simpler tasks, perhaps focusing only on defining terms and identifying basic functions, and offering more direct guidance during group activities.

Note for teachers using this lesson plan

Teachers should encourage active participation by pupils through questions and discussions. Real-life examples from pupils’ experiences in local shops will make the lesson more relatable. Visual aids such as pictures or actual product packaging can greatly enhance understanding of product presentation. Emphasize that merchandising is not just about aesthetics but also about strategic business decisions.