A company such as Coca-Cola initially used undifferentiated marketing to target entire markets with one product. They are given to all consumers without discrimination in hopes that the more people who know, the more customers will have an incentive to come. Overall, the drawbacks of undifferentiated marketing tend to overshadow its advantages, and this approach is frequently reserved for truly “undifferentiated” products such as sugar, flour, salt and milk. But if the shop decides it would like to increase traffic across its entire customer base, it could run an undifferentiated marketing strategy that unifies its brand voice. 8. Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists. Such an ad would be placed on billboards in major cities all over the country to reach the most people possible. The combination of extra airtime and a general ad campaign often results in a marriage of convenience that accomplishes the goals of both parties. Let’s say the shop has already been running for two years, and has already seen the benefits of both its concentrated and differentiated marketing strategies. Magazines, flyers and coupon campaigns can be differentiated or undifferentiated. Billboards reach large groups of people. MBA Skool is a Knowledge Resource for Management Students & Professionals. 3. For example, customers who buy whatever brands of eggs are on sale might not feel strongly enough to become loyal to a specific brand of egg. Undifferentiated. Humor Stands Out You must be memorable in order to stand out from the rest of the undifferentiated products that are within your industry. For five years, she served as a site editor for a large online information portal. Explore all our Types of Marketing Strategies, Watch referrals roll in automatically instead of hoping they magically appear, Guide to the Types of Marketing Strategies, What Is Conversion Marketing? By targeting multiple well-defined customer profiles, a brand can build its customer base, master its niche, and begin to organically build brand awareness. The company’s tagline is short and sweet: “With Allstate, you’re in good hands.” There’s no need for the brand to segment its audience. Just Be Straightforward You don’t have to be fancy in order to be effective. Some products like sugar, salt, tooth paste etc. By offering a more affordable line of products for a limited time and at more locations, Lilly Pulitzer was able to drive demand, and acquire new loyal customers at a lower cost per lead than ever before. It does really matter who they are, when they see it or how. Undifferentiated advertising treats all consumers the same way. To get a better idea of how concentrated marketing works, let’s review another example: Justice is a tween girl’s apparel company with over 800 storefronts in the US and Canada. Known as the dating app where women make the first move, Bumble realized that their app was more about creating connections than just dating, and rolled out its BFF mode back in 2016. To provide value, you must provide specificity. Back in 2015, the brand teamed up with Target and launched a more affordable line of accessories, clothing, cosmetics, and home goods. Keep that in mind as you take a look at these strategies. Henry Ford famously used to tell automobile customers they could have their Model T painted any color they wanted, as long as it was black, summarizing the ethos of undifferentiated marketing. RESOURCES Growth MarketingReputation ManagementReferral ProgramsB2B Sales and MarketingAffiliate MarketingBrand Strategy, BE A CONTRIBUTORContribute to a roundupSubmit a guest post. Even then, firms that try to satisfy everyone in the market with one standard product may be challenged by competitors focused on delighting a smaller segment of the population. Niche marketing and mass customization have resulted in a very fragmented marketplace in which customers expect to be accommodated on their every preference. Your customers already love your business – help them tell more friends, more often. It announces the presence of your small business and products to the general public and attracts as many eyes to the brand as possible. Now that the shop is generating steady revenue, the owner decides to expand its reach into new market segments as a way to fill the slower sales hours between the morning and afternoon rush. By doing so, it allows you to gauge which segments of the market are most interested in your brand and adjust your marketing to target them more specifically. Undifferentiated marketing also saves the expense of market research and targeted campaigns by allowing you to reach the market as a whole and fine tune your efforts later on once revenue is comfortably consistent. The content on MBA Skool has been created for educational & academic purpose only. For certain types of widely consumed items (e.g., gasoline, soft drinks, white bread), the undifferentiated market approach makes the most sense. The shop decides to run a $1.99 special for the following month and segment its campaign by budget-conscious and quality-focused prospects. Follow the Golden Rule Every interaction with your business must be a positive one in an undifferentiated marketing strategy because you never know where your next referral will arrive. Say a local coffee shop has been in business for six months, and things are going great. You can only give minds information that can help them make their own decisions. On the other side, Microsoft and Hyundai tend to appeal to two or more segments, but not every segment. The following are illustrative examples of undifferentiated marketing. 5 Examples of Undifferentiated Marketing » Market Segment The definition of market segment with examples. Another example of mass marketing is a billboard ad. The results were enough to crash Target’s site the day the collection launched. Undifferentiated marketing is sometimes called as mass marketing. Browse the definition and meaning of more similar terms. Your product needs to stand out in some way. Undifferentiated marketing is a marketing strategy that works as if all consumers have similar tastes and motivations.