Approaches to Mass Marketing

Understanding Targeting Approaches: Differentiated, Undifferentiated, Niche & Micromarketing 

There are many approaches to segment the market but few firms are there who do not go for segmentation but prefers aggregate marketing. These firms have their unique way to reach their target customers. The few approaches to mass marketing are as follows:

Ø  Spending more in inappropriate place

Companies have seen the mass marketing strategy isn’t working well as used to be while reaching the target customers. These audiences spend less time on different media so marketers find less clutter among this audiences and target this customers by vigorous market research where interruption advertising will be less and effective. Ex: Kellogg’s spent billions on money to position their product and increase their brand presence on the internet----- a fascinating way to sell cereal.

Ø  Undifferentiated marketing

It refers to an approach where marketers produces only one product or product line with a single marketing mix. The idea of this marketing approach is to more exposure of the product or product line to the target customers. Ex: Colgate or pepsodent  where marketers target to a certain group of customers to sell these products in large quantities.

Ø  To make advertising and entertaining more controversial

There are many advertising agencies who make odd and controversial advertising among the mind of the customers that differentiate the advertising from its competitors and people go for that advertising. Many marketers hires different ad agencies to promote their product or services very hard in spite of advertisement clutter. They find it very hard to get a place in the top of the advertisement space. Now if we consider entertainment in advertising the marketers again finds it very difficult to place their product as the gap between two commercials have very less time, customers have a very few seconds to think about the commercial. The marketers have to extensive research on interruption marketing and take it as a challenge from their competitors. They have to spend vigorously on advertising to gain tha attention of te customers, even if they can gain some percentage from it there would be a certain exception.

Ø  Differentiated Marketing

This approach is applicable on wide array of products and product line with multiple marketing and promotional mix. In tis segment the targeted customers are divided into small groups and the products are customized for each group. According to law of division by jack trout in his book “22 Immutable Laws of Marketing” he said the marketers have to differentiate to attain the required benchmark.

Ø  To keep the advertising more interesting and fresh

Marketers or marketing companies create their own brand equity by using unique ways of marketing strategies which worth billions of dollars. Action shoes ran one of the most effective ad on foot safety as their brand image in an interesting and unique way that catches the audience at once.  Dell computers change their ad tagline occasionally to remain attentive in the minds of their customers. Star Buck coffee shop used different marketing strategies with their own unique selling proposition to attract their customers. So the marketer’s task is to always engage their targeted customers by any means and to get their attention towards their product.

Ø  Concentrated Marketing

Also known as focused marketing is a subset of the market on which a specific product is focusing. Each Niche market have its own product features such as product design, price range, production quality and demographics that intend to impact on the niche. Marketers chooses the niche or very small segment which can be profitable for them with lesser resources.

Ø  Marketers abandons advertising and prefers direct mail and promotion

When marketers determine their advertising budget and plan they account for 56 percent of their budget ignoring the advertisement. This percentage was spent specially on discount coupons, in-store promotions and other non-traditional measurement. The marketers enter instant sweeptakes and get the results of increasing trend and marketing efforts. This approach is quite effective than advertisement. This helps the marketers in advertisement clutter and can lead to a dramatic upturn in sales.

Ø  Micromarketing

This approach is the narrowest method of marketing. It is very good for the product or product line who enters into the market, sustain and grow their brand in the market.

Source: Seth Godin, Gk Today