Mass marketing is marketing with the intention of selling something to as many people as possible. There’s no requirement for building relationships or bespoke messaging; the focus is on volume sales. Some companies are able to execute marketing strategies that are relevant to a wide audience.
Body deodorants, as well as many personal hygiene products, use this marketing strategy as they are used by a big market segment. Coca-Cola is another good example of mass marketing . Its television advertisements can be seen in winter holidays as well which has been designed to appeal simply to everyone.
The advantages of mass marketing One of the biggest advantages mass marketing has is the scope and cost -efficiency of advertising on a much larger scale than smaller business marketing strategies.
Mass marketing is creating a product which appeals to all types of consumer. Niche marketing is aiming a product at a specific type of consumer. A niche market is usually a smaller segment of a larger market .
Most organizations utilise the mass media to persuade and reach a wide audience who have different needs but will buy the same product. When Coca Cola treats the overall population market as one large market , it will create a large pool of potential customers who are willing to buy the product.
A niche market is a segment of a larger market that can be defined by its own unique needs, preferences, or identity that makes it different from the market at large. For example, within the market for women’s shoes are many different segments or niches .
Apple products are mass -produced, mass -distributed and price-sensitive – the very definition of a mass product. Apple products are premium products that are the top of the mass market . The value/cost of the components in an Apple Watch are only about $80. Their competitors make a similar product.
What are the four types of behavioral segmentation ? The four main types of behavioral segmentation are based around purchase behavior , occasion-based purchases, benefits sought, and customer loyalty.
Small businesses often target customers by gender or age. For example , a women’s clothing retailer directs its promotional efforts at women. Similarly, some small companies market to specific age groups. Companies selling life insurance for people close to retirement age may target people 50 and over.
The mass market is the group of end consumers of common household products who are perceived as “average”. This group encompasses such a wide variety of people that their need, uses, and price point for market offerings may vary greatly.
Mass marketing is most effective when used to advertise products that are considered necessities, products that a large number of people are already guaranteed to be shopping for anyway.
The simple explanation to define the difference between targeted and mass marketing is that mass marketing tries to reach as many people as possible, while targeted marketing attempts to reach a specifically defined and profiled audience .
A niche market is a segment of a larger market that can be defined by its own unique needs, preferences, or identity that makes it different from the market at large. Shoes for vegan women would be a niche market , as would shoes for plus-sized women, shoes for nurses, and shoes for transgendered people.
Targeting a product or service at a niche segment has several advantages for a business (particularly a small business): Less competition – the firm is a “big fish in a small pond” Clear focus – target particular customers (often easier to find and reach too) Builds up specialist skill and knowledge = market expertise.
For example, the four types of segmentation are Demographic , Psychographic Geographic , and Behavioral. These are common examples of how businesses can segment their market by gender, age , lifestyle etc.