Lesson Plan

• Describe the five key segmentation variables (age, income, location, gender, lifestyle).
• Explain how each variable influences marketing decisions and product design.
• Analyse a real‑world brand to identify which segmentation variables it uses and justify the target market.
• Evaluate the advantages of market segmentation for business profitability.

• Projector or interactive whiteboard
• Slide deck on segmentation variables
• Handout with segmentation comparison table
• Printed sample advertisements
• Worksheets for brand‑analysis activity
• Markers and flip‑chart

Start with a quick poll: which products students use daily and which age or lifestyle groups they think those products target. Review the previous lesson on market research to show why segmentation is the next logical step. State that by the end of the lesson they will be able to identify and apply the five main segmentation variables.

1. Do‑now (5') – Students list everyday products and guess the target segment.
2. Mini‑lecture (15') – Present the five segmentation variables with real‑world examples using slides.
3. Guided analysis (10') – Whole‑class discussion of the comparison table; highlight impacts on product features, pricing and promotion.
4. Group activity (20') – In groups, choose a well‑known brand, identify at least three segmentation variables, and complete a worksheet.
5. Group presentations (10') – Each group shares findings; class provides feedback on alignment of the marketing mix with each segment.
6. Check for understanding (5') – Quick quiz (Kahoot or handout) on key concepts.

Recap how age, income, location, gender and lifestyle shape marketing strategies. Ask each student to write one product example and the segmentation variable that most influences its marketing as an exit ticket. For homework, students will research a local business and prepare a brief report on its segmentation approach.