Strategies for Marketing and Means of Marketing for SS 1

Class: SS 1
Term: Third Term
Week: 10
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:

• explain marketing strategies
• identify different means of marketing

Previous Lesson: Importance of marketing and Factors in selecting a market
Topic: Marketing Cosmetology (Goods And Services): Strategies For Marketing
Subject Matter: Strategies for Marketing, Means of Marketing

Specific Objectives

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

Cognitive Domain

• Explain marketing strategies for cosmetology products and services.
• Identify different means of marketing relevant to the beauty industry.

Affective Domain

• Appreciate the importance of effective marketing in a beauty business.
• Value the role of communication in reaching target markets.

Psychomotor Domain

• Discuss factors that determine the choice of target markets.
• Categorise various marketing channels into traditional and digital.

Social Domain

• Collaborate in groups to discuss marketing concepts.
• Engage respectfully in discussions about market characteristics.

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
• 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
• Workbooks
• Pictorial charts depicting traditional marketing methods
• ICT Digital devices (smartphones, tablets, or computers with internet access)
• Textbooks on Beauty and Cosmetology or Business Studies

Rationale for the Lesson

This lesson is important for students to understand how to effectively promote beauty products and services in a competitive market. It equips them with essential knowledge of marketing strategies and channels, which are crucial for the success and sustainability of any cosmetology enterprise. Mastering these concepts will enable students to connect professional beauty practice with client care and quality standards.

Prerequisite/Previous Knowledge

Students should have basic knowledge of what a business is and some understanding of goods and services.

Lesson Content/Board Summary

Marketing Cosmetology (Goods And Services): Strategies For Marketing

Strategies for Marketing

Marketing strategies are comprehensive plans designed to achieve marketing objectives, such as increasing sales or brand awareness. For cosmetology businesses, effective strategies ensure that products and services reach the right customers.

Target Markets

A target market is a specific group of consumers identified as likely purchasers of a company’s products or services. Identifying the target market is the first step in developing an effective marketing strategy. Factors that determine the choice of target markets in cosmetology include:

1. Demographics: Age, gender, income level, occupation, education, marital status. For example, a luxury spa might target high-income individuals.
2. Psychographics: Lifestyle, values, attitudes, interests, personality traits. A salon specialising in natural hair might target individuals interested in organic and sustainable living.
3. Geographics: Location (city, region, neighbourhood). A local nail salon will target customers within a specific radius.
4. Behavioural: Purchasing habits, brand loyalty, usage rate, benefits sought. Customers who frequently seek professional skincare treatments form a behavioural target group for estheticians.

Marketing Mix (The 4 Ps)

The marketing mix is a set of controllable tactical marketing tools that a business uses to produce the response it wants in the target market. These are commonly referred to as the 4 Ps:

1. Product: This refers to the goods or services offered to the target market. In cosmetology, this includes hair styling, facials, manicures, makeup application, and the beauty products sold (shampoos, creams, cosmetics). The product must meet customer needs and offer value.
2. Price: This is the amount customers pay for the product or service. Pricing strategies in cosmetology can include competitive pricing, premium pricing (for luxury services), discount pricing, or package deals. The price must reflect value and be affordable for the target market while ensuring profitability.
3. Place (Distribution): This refers to how the product or service is made available to the customer. For cosmetology, this includes the physical salon location, mobile beauty services, online booking platforms, and retail distribution channels for beauty products (e.g., selling products in the salon, through e-commerce websites).
4. Promotion: This involves activities that communicate the merits of the product or service and persuade target customers to buy. Promotional activities in cosmetology include advertising (online and offline), public relations, social media marketing, sales promotions (discounts, loyalty programs), and personal selling (consultations).

Means of Marketing

Means of marketing are the channels or methods used to implement marketing strategies and reach the target audience.

Traditional Marketing

Traditional marketing refers to conventional methods that existed before the internet era. These methods often involve physical forms of advertising and direct engagement.

1. Print Media: Advertisements in newspapers, magazines, flyers, brochures, and posters.
2. Broadcast Media: Commercials on television and radio.
3. Direct Mail: Sending promotional letters or postcards directly to potential customers’ homes.
4. Outdoor Advertising: Billboards, signs, and banners in public spaces.
5. Telephone Marketing (Telemarketing): Direct calls to potential customers.
6. Word-of-Mouth: Recommendations from existing satisfied clients, which is highly effective in the beauty industry.

Digital Marketing

Digital marketing involves using digital channels and technologies to promote products and services. It offers wider reach, targeting capabilities, and measurable results.

1. Social Media Marketing: Using platforms like Instagram, Facebook, TikTok, and YouTube to showcase work, engage with clients, run ads, and build a community. Visual content is particularly effective for beauty services.
2. Search Engine Optimization (SEO): Optimising a website to rank higher in search engine results (e.g., Google) for relevant keywords, making it easier for potential clients to find the business online.
3. Content Marketing: Creating and distributing valuable, relevant, and consistent content (e.g., blog posts about skincare tips, video tutorials, beauty guides) to attract and retain a clearly defined audience.
4. Email Marketing: Sending newsletters, promotional offers, and appointment reminders to a list of subscribers.
5. Influencer Marketing: Collaborating with social media influencers in the beauty niche to promote products or services to their followers.
6. Paid Advertising (PPC – Pay-Per-Click): Running ads on search engines (Google Ads) or social media platforms (Facebook Ads) where the advertiser pays each time their ad is clicked.
7. Website Marketing: Having a professional, user-friendly website that showcases services, portfolios, pricing, and allows for online booking.

Teaching Methods/Instructional Techniques

Discussion, Explanation, Question and Answer, Group Work, Guided Practice, Demonstration, Online Search

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Questioning/Engaging

Teacher’s Activity: The teacher greets the students and asks them to name some beauty products or services they know. The teacher then asks how they think people find out about these products or services. This leads to a discussion on marketing.

Pupils’ Activity: Pupils respond by naming beauty products/services and discussing how they hear about them.

Learning Point: Introduction to marketing

Step 2: Explanation of Marketing Strategies

Time: 10 minutes

Teaching Skill: Explanation/Illustration

Teacher’s Activity: The teacher explains what marketing strategies are and introduces the concept of target markets. The teacher guides students to discuss in groups the importance of marketing and factors that determine the choice of target markets, providing examples relevant to cosmetology.

Pupils’ Activity: Pupils listen, participate in group discussions, and contribute ideas on target markets.

Learning Point: Understanding marketing strategies

Step 3: Introduction to Marketing Mix (4 Ps)

Time: 10 minutes

Teaching Skill: Explanation/Definition

Teacher’s Activity: The teacher introduces the Marketing Mix (4 Ps: Product, Price, Place, Promotion) and explains each component with examples specific to beauty and cosmetology goods and services.

Pupils’ Activity: Pupils listen attentively, ask questions for clarification, and take notes.

Learning Point: Components of marketing mix

Step 4: Discussion of Traditional Marketing Means

Time: 10 minutes

Teaching Skill: Discussion/Categorisation

Teacher’s Activity: The teacher introduces “Means of Marketing” and focuses on Traditional Marketing. Using pictorial charts, the teacher shows examples of print media, broadcast media, and outdoor advertising. Students are encouraged to identify other traditional methods.

Pupils’ Activity: Pupils observe the charts, identify traditional marketing methods, and discuss their experiences with them.

Learning Point: Traditional marketing methods

Step 5: Exploration of Digital Marketing Means

Time: 10 minutes

Teaching Skill: Facilitation/Demonstration

Teacher’s Activity: The teacher introduces Digital Marketing. Using ICT devices, the teacher demonstrates examples of social media marketing, website marketing, and online advertising relevant to beauty businesses. The teacher guides students to search online for characteristics of digital markets.

Pupils’ Activity: Pupils observe demonstrations, participate in online searches, and discuss the characteristics of digital marketing.

Learning Point: Digital marketing channels

Step 6: Application and Comparison

Time: 5 minutes

Teaching Skill: Comparative Analysis

Teacher’s Activity: The teacher leads a brief discussion comparing the advantages and disadvantages of traditional versus digital marketing for a beauty salon or product line.

Pupils’ Activity: Pupils contribute to the discussion, highlighting differences and similarities between the marketing means.

Learning Point: Comparing marketing means

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. Explain two marketing strategies for a new beauty product.
2. Identify three components of the marketing mix.
3. Mention two examples of traditional marketing.
4. List two examples of digital marketing.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Assessment of marketing knowledge

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 marketing strategies and means of marketing into their notebooks.

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

Learning Point: Recording lesson content

Step 9: Conclusion

Time: 5 minutes

Teaching Skill: Summarisation/Reinforcement

Teacher’s Activity: The teacher summarises the key points of the lesson, reiterating the importance of understanding marketing strategies and means for success in the beauty and cosmetology industry. The teacher encourages students to observe marketing efforts around them.

Pupils’ Activity: Pupils listen and reflect on the lesson’s main ideas.

Learning Point: Consolidating marketing concepts

Continuous Assessment/Further Study

Type: Homework/Project

Instruction: In groups of 3-4, research a local beauty salon or cosmetology business. Identify and describe:

1. Their likely target market.
2. How they apply the 4 Ps of the marketing mix (Product, Price, Place, Promotion).
3. At least two traditional marketing methods they use.
4. At least two digital marketing methods they use.
5. Present your findings to the class next week.

Lesson Keywords

• Marketing Strategies – Plans to achieve marketing objectives.
• Target Market – Specific group of consumers a business aims to serve.
• Marketing Mix (4 Ps) – Product, Price, Place, Promotion.
• Traditional Marketing – Conventional advertising methods (e.g., print, TV, radio).
• Digital Marketing – Online advertising methods (e.g., social media, SEO, email).

Differentiation

For students who grasp concepts quickly, encourage them to research advanced marketing strategies like niche marketing or branding in cosmetology. Provide additional examples and simplified explanations for students who require more support, focusing on one marketing ‘P’ or one marketing channel at a time.

Suggested Lesson Videos

For further understanding of marketing strategies and means, students can search on YouTube for:

• Marketing Strategies for Beauty Business SS1
• Traditional vs Digital Marketing for Cosmetology