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Companies choose this strategy when it is difficult to identify their target segment of customers or when segments transform over time. There are several pros and cons of undifferentiated marketing to consider. Understanding the main points of differentiated and undifferentiated marketing strategy enables you to choose the most appropriate approach for your future business.
Consider all the options and select the strategy that best fits your company. It is used by companies that produce everyday products for common use. The strategy aims at influencing and reaching as many people as possible.
To achieve this goal, marketers use radio, TV, and newspapers as product promotion channels. As a result, the company exposes the product to a wider audience, which directly correlates with the number of sales and total revenue. This approach makes the most sense for widely consumed items like gasoline, soft drinks, dairy products, bread, personal hygiene products, etc. Companies selling these kinds of products should always monitor the values, attitudes, and behaviors of customers since they are constantly evolving.
With this strategy, businesses can appeal to several customer segments and target groups by using a special message for each. Unlike mass marketing, a differentiated strategy enables companies to develop separate approaches to reach different audiences. Many businesses prefer this type of marketing in their strategy for several reasons:.
This electric vehicle company firstly targets customers in the luxury sector. Their eco-friendly cars have several features that make them differ from others, among them regular software updates, self-driving features, solar panels, and more.
With SendPulse, you can segment your target audience by applying segmentation criteria and send push notifications , email campaigns , and SMS campaigns to particular contacts and save your segments. Add a new segment by selecting the right criteria. You can also create a new segment or select an existing one when creating an email campaign.
Famous brands and manufacturers of everyday products use mass marketing. For example, companies selling cleaning products typically focus on their products' ability to clean. In either case, the image reveals the defining characteristics of the product or service.
Differentiated markets can serve a narrow demographic, but this isn't always the case. A high-end perfume marketed to stylish, wealthy women is an example of a narrowly marketed product.
Meanwhile, organic foods are marketed to a narrower customer base than many of the foods on store shelves, but their customers don't fit into just one demographic. Undifferentiated products naturally have a still broader customer base, attempting to show they provide something that everyone needs.
In either case, a company must study what customers in its market base value most in the type of product or service it sells, without making assumptions. Havaldar advises that companies with limited financial resources should use differentiated marketing. They have a much better chance of beating the competition in a narrow segment of the market than in the market as a whole.
Serving two or more niche markets provides security, because if a large company starts serving one niche, the smaller company will still have a market base, according to Havaldar. A company could even develop a wide array of products, whether slightly or dramatically different from each other, and market them to a variety of market segments.
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