Grade Level and

School San Francisco Javier College 11

DAILY Section
LESSON Teacher GROUPINGS Learning Area Principles of Marketing
LOG Teaching Dates and
OCT. 20, 2022 Quarter 1st
Time

I. OBJECTIVES
A. Content Standards The learners demonstrate an understanding o the importance of information, the market characteristics
affecting consumer behavior, and the bases of market segmentation

B. Performance The learners shall be able to conduct marketing research, interpret market buying behavior on product or
Standards service, and identify the product or service target market

C. Learning  define target market and market segmentation.

Competencies/  identify major segmentation variables; and
Objectives (Write the  apply proper segmentation in target market analysis.
LC Code) (ABM_PM11-Ie-i-11)
II. CONTENT Market Segmentation
III. LEARNING
RESOURCES
A. References K to 12 Principles of Marketing (Division of Palawan)
B. Other Learning https://dl.acm.org/doi/fullHtml/10.1145/3436209.3436886
Resources

IV. PROCEDURES

A. Reviewing Let us pray. May I request (call a student) to lead the prayer.
previous lesson or
presenting a new Who are absent this morning? None, Ma’am.
lesson
None? Very Good.

With the COVID-19 pandemic, there are health and safety

protocols that we should always be mindful about. What are
those? Ma’am, always wear a facemask.

Observe social distancing

Make a habit to wash your hands.

Great. Those are the COVID19 safety protocols. Let us make
our classroom safe for everyone.

Aside from being safe, let me remind you what I always say in
our class. Believe in yourself! Because each one of you are
geniuses of your own. Do not afraid to raise your hand if you
have question, every one of you are heard in this class. With I believe in you.
that, tell your classmate beside you. I believe in you.
I believe in myself.
Tell yourself, “I believe in myself.”

Of course, my dear students I believe in you.

Further, Merlinda you can seat here in front, so you can see it
clearly. Any one from the group that is far sighted or near
sighted, raise your hand, so we can adjust your seat.

We also have left-handed chairs here, alright.

 Is everyone comfortable now in your seats?

Great! With that, let’s start our new lesson with short video.

What are the things that we should always be mindful about

when watching a video? Listen and watch attentively.
Remain in our seat.
Understand the video.
Excellent!

(The teacher will play the video)

What can you infer from the video? We can conclude from the video that one
size does not fit to all, Ma’am.
Correct! In the clip from Sydney to the Max, Sydney is asked to
represent a cool clothing brand online, but she struggles with
the “one size fits all” mold.
Because a one size really doesn’t fit to all.

At this point, do you have any idea about our new lesson for
today? It is about Marketing, Ma’am.

Correct! Specifically, our lesson for today is about Market

Segmentation.

At the end of this lesson, you are expected to • define target market and market
segmentation.
• identify major segmentation variables; and
• apply proper segmentation in target
market analysis.

Please read our lesson objectives for this morning. (They will read the objectives)

Let us be guided with our objectives. Yes, Ma’am.

B. Establishing a Before you start a business, what are the things we should
purpose for the always consider? A product.
lesson
Correct! What else? Your customer.

Yes, that’s right. It is important that you have a

customer/consumer that will buy your product.

You need to know your target market or who will buy your
product.

I’ll show you different products, let us identify your target

market of that specific product.

For bike the target market is a girl who want

https://www.google.com/search?q=beautiful+umbrella+for+women&tbm=
https://www.google.com/search?q=shoes+for+basketball&oq=&aqs=
https://www.google.com/search?q=jag+jeans+for+women&tbm
Amazing!
to exercise.
For the pants the target market is also a girl
also who love the brand of jag.
And for shoes it is for men who has interest
is playing basketball. And for the last
product is the umbrella it could be also a girl
that want the design of the umbrella
 How about this one? With this product who is your possible
target market? (Answers may vary)

Correct! Who usually make

walis tambo and bilao? Mostly, the indigenous people Ma’am.

That is right! This is one of the products of our hardworking

indigenous people.

Can you share your experience about your indigenous product,

Noe? (Answers may vary)

Thank you, Noe. Quick Trivia. Did you know class, that every
month of October, we celebrate Indigenous People Month by
virtue of Proclamation No. 1906, s. 2009. Here in our town, I
have experienced to attend the IP’s month at Bulalacao, they
showcase there product like walis tambo, bilao, basket, and
many more.

C. Presenting Through market segmentation, companies divide large,

examples/instances diverse markets into smaller segments to manufacture
of the new lesson products and offer services that match the unique needs of
their target market.

For example, in the technology industry, for laptop

manufacturers, the market represents people who can buy
laptops. Segmentation is done based on the usage of
students, business professionals and gamers. For each of this
segment, products are customized and marketed differently.

Another example is cellphone, who among of you have a

cellphone? So, everyone has a cellphone. Brenda, may I see
your cellphone? Yes, ma’am.

What did you consider in buying your cellphone?

First, the price, and the brand Ma’am. I want
this because it’s affordable.
Thank you, Brenda.

Okay, how about you, Jobelle? The specifications of cellphone.

Thank you, Jobelle,

Everyone has different reason on buying a product. Some of

you are same and some are not. That’s one of consideration
when you sell a product to your consumer. You need to identify
your target market.
D. Discussing new
concepts and Now, any idea what is Target Market?
practicing new skills Target market consist of buyers who share
#1 (Modeling) common needs or characteristics
That is right!

How about market segmentation?

It is the process of dividing a market into
distinct groups of buyers who have different
needs, characteristics, or behaviors and
who might require different marketing
Correct! strategies or mixes.

In market segmentation there are four variables the

demographic, geographic, psychographic and the behavioral
variables.

Let’s have an activity. I will group you into 2 groups. The row 1
will be the group 1, and row 2 will be the group 2.
But before we start, what are the things that should always be
mindful when doing group activity?
Cooperate with our groupmates, Ma’am.
Work silently as we can.
Understand the task.

Now form your group. Accomplish this table by Identifying the

different Market Segmentation Variables accordingly. The task
cards are inside your envelope. I will give you 2 minutes to do
it. You may start your activity now.

Answer:

Geographic- age, regions, cities,

municipalities, neighborhoods

Demographic- age, gender, income,

occupation

Psychographic- personality, lifestyle

Present your work and let us check your answer, first is the
group one. Behavioral- occasion, usage rate, benefits,
loyalty
Let’s give them a wow galling clap.

Next the group two.

Let’s give them the wow clap.

Next is the group three.

Let’s give them good job clap.

Target market simply understand the…

Demographic (WHO)
Psychographic (WHY)
Behavioural (HOW)
Geographic (Where)

DEMOGRAPHIC- is a market segmentation based on

age, life-cycle stage, gender, income, occupation, education,
religion, ethnicity, and generation.

PSYCHOGRAPHIC- Lifestyle, Hobbies and interests, Opinions

and beliefs, Personality

How does your customer think? Do they:

 belong to a specific social class?
 Have a certain lifestyle?
 Share a common personality trait?

BEHAVIOR-based on buyers’ knowledge, attitudes, uses or

responses to a product.

How does your customer behave?

 Do they shop online or at physical stores?
 Are they more active at certain times?
 Are they loyal to particular brands?

GEOGRAPHY- countries, regions, cities, municipalities, or

even neighborhoods

Where do they live?

 Different needs
 Accessibility requirements
 Language & cultures
 Laws & regulation

Let’s have a look at the “Analysis on Marketing Segmentation

of McDonald's” by: Jing An, University of California, United
States, jing_an@ucsb.edu
DOI: https://doi.org/10.1145/3436209.3436886
ICEBI 2020: 2020 The 4th International Conference on E-
Business and Internet, Singapore, Singapore, October 2020
(https://dl.acm.org/doi/fullHtml/10.1145/3436209.3436886)

On how McDonalds used the market segmentation

McDonald's is one of the most popular fast-food restaurants
companies in the world.

Geographical approach

It's clear that McDonald's does not keep the same menu for
different countries. All of them showed some differences
compared to other countries. One of the countries that stand
out is India. Due to factors like religious beliefs and local
customs, a lot of Indians view cattle as a holy symbol. Thus,
 beef is not welcome in Indian culture.

Demographic Approach

These designs clearly target customers who belong to different

age groups.

illustrates McDonald's demographic approach including age,

gender, life-cycle stage occupation, religious belief, and so on.
In terms of age, McDonald's segments them into a variety of
different groups. As for the young kid, McDonald's designed a
special meal for them which is called “Happy Meal”.

Behavioral Approach

it's clear that McDonald's segmentation builder includes the

degree of loyalty to the restaurant and Benefits sought. The
research from McDonald's UK indicates that 36% of
consumers eat McDonald's food because of its value. This
36% of respondents buy McDonald's food because they
believe McDonald's products bring them great cost benefit

Psychographic Approach

The psychographic approach can be hard to describe. could

be so hard to describe is how it links to the other approach.
For instance, similarities between the behavioural approach
and psychographic approach can be drawn when it comes to
lifestyle.

E. Discussing new Activity:

concepts and
practicing new skills Think and draw of a product that you want to sell in your town.
#2 (Guided Practice) And choose who will be your target market. Creatively present
it to the class.
You will be guide with the following rubrics.

Rubrics
 I will only give you 5 minutes to finish the task. You may start
now.
(They will do their activity)
Time’s up! You may present your work now.
Group 1
Group 2
(The teacher will check their presentation)
Job well done, everyone!
F. Developing
mastery (Leads to (Think, Pair and Share)
Formative Let’s have another activity. Pair with your seatmates
Assessment)
Our Activity is called Target Your Market

Directions: Analyze the situations given below and answer the

following questions.
Look at the pie chart, the residents of Bataraza are a
mixture of Muslims, Seventh Day Adventists, and Roman
Catholics. The Muslims comprised 50% of the population,
while the Seventh Day Adventists and Roman Catholics are
20% and 30%, respectively. You plan to open a restaurant in
the vicinity. I will give you three (3) minutes to do the activity.

Population
MUSLIM

30% ADVENTIST &

50% ROMAN
CATHOLIC
20%
OTHERS

1. Who will be your target market?

____________________________ Answer:
2. What percentage does your target market consists of? 1. Muslim and Adventists
_____________________________________________ 2. 70%
3. What kind of segmentation applies in the situation? 3. Demographic-religion
____________________________________________ 4. Either non-pork, halal, vegetables
4. What will you offer in your menu?
____________________________________________.

H. Making Activity: Summarize Segments

generalizations and Directions: Summarize what you have learned by completing
abstractions about the graphic organizer. Describe each type of segmentation. . I
the lesson will give you two (2) minutes to do the activity.
 I. Evaluating learning Directions: Choose the letter of the best answer and write it on your answer sheet.
1. It divides the market into segments according to occasions when buyers get the idea to buy, make their
purchase, or use the purchased item.
a. Occasion c. Benefit
b. Usage rate d. Behavioral
2. Josie segments the people in the locality where her business operates by their knowledge, attitudes, uses,
or responses to a product. What kind of segmentation did Josie exemplify?
a. Demographic c. Behavioral
b. Geographic d. Psychographic
3. Which of the following does not belong to the variable for user status segmentation?
a. First-time users c. Ex-users
b. No loyalty users d. Potential users
4. Which of the following is the reason why ONE SIZE DOES NOT FIT ALL?
a. Some companies practice mass marketing.
b. Companies can attract all buyers in the marketplace.
c. There is no such thing as free size.
d. Buyers have different wants, needs, and buying practices.
5. Which of the following does not belong to the variable for demographic segmentation?
a. Lifestyle c. ethnicity
b. Gender d. occupation
J. Additional activities
for application or Assignment: ½ sheet of paper
remediation Define a product and with the use of graphic organizer differentiates the product, services, and experiences.

Prepared by: :

ANGEL GRACE
GUENDOLYN
LEAH
JENNELIE
ELNITA
UNITING PROFED 1
Checked by:

Mrs. Diamamos
ADVISER