Posted in Marketing and Strategy Terms, Total Reads: 1990
Definition: Undifferentiated Marketing
In an undifferentiated marketing also known as Mass marketing, a firm typically ignores individual segment differences and targets the whole market with mainly one offering. It emphasizes on designing a marketing program for a product or a service with a superior image that can be sold to broadest number of buyers through mass distribution and mass communication channels. Undifferentiated Marketing is appropriate when all the consumers have same preferences and the market shows no natural segments.
Target Market Approaches for Undifferentiated Marketing
Broad Range of Customers
One or limited number of products under one brand for many types of consumer
All possible outlets
One ‘Popular’ price range
Advantages of Undifferentiated Marketing
• Wider Audience: The number of successful hits is high despite the low probability of single person turning up because of its wider audience
• Marketing research costs and advertising costs are relatively low
• Higher potential of sales volume and economies of scale in a much larger market
Disadvantages of Undifferentiated Marketing
• One of the most important drawbacks is the lack of direction it provides
• Ideally undifferentiated marketing strategy is used in short term. If used for much longer time it might result in lost customers who might be specifically courted by competitors
Henry Ford epitomized this strategy when he offered the model T-Ford in one color, black. These are generally those products which are consumed in good numbers like soft drinks, Toothpaste etc and are generally targeted towards mass customers across multiple media platforms like Televisions, Newspapers.