Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 7
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Promotion: Functions of Promotions.
Topic: Merchandizing
Subject Matter: Meaning of merchandising, Features of merchandising, Packaging, Branding, Labeling

Specific Objectives

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

Cognitive Domain:

Define merchandising.
State at least three features of merchandising.
Explain the meaning of packaging.
Describe branding and its importance.
Identify the purpose of labeling.

Affective Domain:

Appreciate the importance of effective merchandising in product sales.
Participate actively in discussions about product presentation.

Psychomotor Domain:

Identify examples of well-merchandised products.
Differentiate between packaging, branding, and labeling using product examples.

Collaborate with peers to discuss different merchandising strategies.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum (Senior Secondary Marketing)
State Unified Scheme of Work (Marketing SS1)
Adeleye, O.A. (2018). Senior Secondary Marketing for Nigerian Schools. Learn Africa Plc.

Instructional Materials

The teacher will teach this lesson with the aid of:

Various product samples (e.g., snacks, toiletries, drinks)
Calendars, magazines, and catalogues showing product displays
Whiteboard and markers/chalk

Rationale for the Lesson

This lesson helps pupils understand how products are presented to attract customers and increase sales. Understanding merchandising enables pupils to appreciate the efforts businesses put into making their products appealing and easy to find, which is important for both consumers and future entrepreneurs.

Prerequisite/Previous Knowledge

Pupils have a basic understanding of trade, goods, and services, and have encountered various products in stores and markets.

Lesson Content/Board Summary

Merchandising

Meaning of Merchandising

Merchandising refers to the activities involved in promoting the sale of goods, especially by their presentation in retail outlets. It includes everything done to display products attractively to customers to encourage purchase.

Features of Merchandising

The following are features of merchandising:

It focuses on product presentation and display.
It aims to attract customers and stimulate impulse buying.
It involves strategic placement of products.
It uses various promotional tools like signage and lighting.
It considers customer flow and shopping patterns.

Packaging

Packaging is the process of designing and producing the container or wrapper for a product. It serves to protect the product, facilitate its handling, and communicate information to the consumer. Effective packaging can significantly influence a customer’s decision to buy.

Branding

Branding is the process of creating a unique name, design, symbol, or combination of these that identifies a product or service and differentiates it from others. A brand helps consumers recognize and remember a product, often conveying quality and trust. Examples include Coca-Cola, Indomie, and Dangote Cement.

Labeling

Labeling involves placing information on a product or its package. A label is a tag, graphic, or printed information appearing on the product. It provides details such as ingredients, usage instructions, expiry date, manufacturing date, and nutritional facts, helping consumers make informed choices.

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 displays various products (e.g., a nicely packaged biscuit, a plain unbranded item). The teacher asks pupils to observe the products and state which one looks more appealing and why.
Pupils’ Activity: Pupils observe the products and share their opinions, noting differences in appearance and presentation.
Learning Point: Pupils are introduced to the concept of product presentation and its impact on appeal.

Step 2: Meaning of Merchandising

Time: 8 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines merchandising, explaining that it is about how products are presented to encourage sales. The teacher relates it to the previous activity and gives examples of merchandising in shops.
Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification. They provide examples of good merchandising they have observed.
Learning Point: Pupils learn the definition and purpose of merchandising.

Step 3: Features of Merchandising

Time: 7 minutes
Teaching Skill: Elucidation/Listing
Teacher’s Activity: The teacher explains and lists the key features of merchandising, such as product display, strategic placement, and use of promotional tools. The teacher uses the instructional materials (magazines, catalogues) to illustrate these features.
Pupils’ Activity: Pupils listen, take notes, and identify features from the displayed materials.
Learning Point: Pupils understand the characteristics and components of effective merchandising.

Step 4: Packaging

Time: 7 minutes
Teaching Skill: Demonstration/Explanation
Teacher’s Activity: The teacher shows different product packages, discussing their design, materials, and how they protect the product and attract buyers. The teacher explains the concept of packaging.
Pupils’ Activity: Pupils observe the packages, discuss their features, and identify good and bad packaging examples.
Learning Point: Pupils learn the meaning and importance of packaging.

Step 5: Branding

Time: 6 minutes
Teaching Skill: Questioning/Definition
Teacher’s Activity: The teacher asks pupils to name some popular products and their identifying marks or names. The teacher then defines branding, explaining its role in product recognition and differentiation, using examples like company logos.
Pupils’ Activity: Pupils mention popular brands and discuss what makes them recognizable. They take notes on the definition of branding.
Learning Point: Pupils understand what branding is and why it is important for product identity.

Step 6: Labeling

Time: 5 minutes
Teaching Skill: Analysis/Explanation
Teacher’s Activity: The teacher distributes various product labels or points to labels on the displayed products. The teacher explains the purpose of labeling and the types of information typically found on labels (e.g., ingredients, expiry date).
Pupils’ Activity: Pupils examine the labels, identify different types of information, and discuss why each piece of information is useful.
Learning Point: Pupils learn the purpose and content of product labeling.

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 in your own words.
Mention three features of effective merchandising.
What is packaging, and why is it important for a product?
Explain the term “branding” with an example.
State two pieces of information you expect to find on a product label.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 2 minutes
Teaching Skill: Summarization
Teacher’s Activity: The teacher summarizes the key points of the lesson, emphasizing that good merchandising, packaging, branding, and labeling are essential for attracting customers and increasing sales. The teacher assigns homework: pupils should identify five different brands from their homes and list the information on their labels.
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils consolidate their understanding of merchandising and its components.

Lesson Keywords

Merchandising – Activities involved in promoting the sale of goods, especially by their presentation in retail outlets.
Packaging – The process of designing and producing the container or wrapper for a product.
Branding – Creating a unique name, design, symbol, or combination of these to identify a product and differentiate it.
Labeling – Placing information on a product or its package, providing details about the product.
Display – The arrangement of products in an attractive way to catch customers’ attention.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to analyze local market stalls and suggest improvements in their merchandising. For pupils requiring more support, the teacher can provide simpler product examples and guide them through identifying basic features of packaging and labels.

Note for teachers using this lesson plan

Encourage pupils to bring empty product packages from home to make the lesson more interactive and relatable. Emphasize real-world examples from local markets and popular brands. Ensure all pupils have opportunities to participate in discussions and demonstrate their understanding.