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What Is Undifferentiated Marketing Strategy? (Pros, Cons & Examples) - YouTube
Channel: Brand Master Academy
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What's up brand builders Stephen Houraghan聽
here at BrandMasterAcademy.com and in this聽聽
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video you're going to learn what undifferentiated聽
marketing strategy is with pros cons and examples聽聽
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so you can understand how brands like coca-cola聽
appeal to broad markets with a single message聽聽
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now if you're new to the channel and you want聽
to build brands they go beyond the visuals using聽聽
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strategy psychology and creative thinking then聽
you're in the right place hit that subscribe聽聽
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button and the notification bell if you want to聽
fast track your results make sure you grab the聽聽
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pro brand strategy blueprint it's a free download聽
and the link is in the description now when it聽聽
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comes to marketing strategies there is no one size聽
fits all otherwise there would be no strategy now聽聽
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when it comes to market appeal different brands聽
quite simply do different things while some brands聽聽
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will aim to speak differently from one market聽
segment to the next others will aim to appeal聽聽
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to all market segments with the same message and聽
the latter is known as undifferentiated marketing聽聽
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and in this video I'm going to show you how it聽
works as well as the advantages and examples聽聽
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of how some of the biggest brands in the world聽
use it successfully so what is undifferentiated聽聽
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marketing well it's a marketing strategy used聽
when a brand decides to ignore all of the聽聽
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differences in the market segments and appeal to聽
the whole market with one message and one strategy聽聽
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now this strategy tends to use mass distribution聽
and mass media to expand the reach as far as聽聽
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possible and appeal to as many people as聽
possible with the same message so how does聽聽
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it differ to differentiated marketing well once聽
you understand undifferentiated marketing it's聽聽
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not going to take too much for you to work out聽
what differentiated marketing means quite simply聽聽
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it is the opposite while undifferentiated聽
marketing doesn't distinguish between聽聽
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market segments through the marketing messages聽
differentiated marketing does the exact opposite聽聽
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not only does it consider the differences between聽
the segments it aims to appeal more specifically聽聽
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to those differences in other words what makes聽
one segment unique from another is often what聽聽
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differentiated marketing aims to appeal to so聽
why would a brand use undifferentiated marketing聽聽
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well when it comes to branding and marketing聽
most texts will tell you that the more specific聽聽
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and relevant you are to a given market or聽
market segment the more likely it is that聽聽
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you will appeal to them and resonate with them聽
while this is very true that doesn't mean that聽聽
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differentiated marketing is always a viable聽
strategy quite often although many different聽聽
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market segments will have different wants needs聽
problems challenges or circumstances their聽聽
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decision-making factors don't really differ that聽
much at all so staples such as dish soap flour聽聽
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salt sugar etc these are just a few examples of聽
products whose brands don't differentiate in their聽聽
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marketing from one segment to the next everybody聽
buys these products regardless of market segments聽聽
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and most follow the same or a very similar buying聽
decision process making undifferentiated marketing聽聽
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a costly and unnecessary strategy now as always聽
when it comes to strategy there are considerations聽聽
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that need to be made some strategies work聽
better in some situations than strategies聽聽
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that work better in other situations but there聽
are certainly some advantages and disadvantages聽聽
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to undifferentiated marketing that need to be聽
considered so let's have a look at some of the聽聽
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advantages of undifferentiated marketing less聽
research so less research is required to segment聽聽
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markets and uncovered more specified insights聽
lower cost for media so the buying power nature of聽聽
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mass marketing reduces the cost of the media spend聽
lower cost in creative so again reduce costs in聽聽
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producing multiple creative campaigns for each聽
segment campaign longevity marketing campaigns聽聽
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speak to less specific wants or needs which聽
change less often and higher profit margins so聽聽
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reduce costs compared to differentiated marketing聽
increases overall profit margins for the brand so聽聽
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what about the disadvantages of undifferentiated聽
marketing well first up is wasted exposure聽聽
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undifferentiated marketing is more likely to reach聽
unrelated audiences who have no want or need for聽聽
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the product or service less relevance across聽
segments so campaigns and messages hold less聽聽
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relevancy across market segments making campaigns聽
less efficient to specific segments in comparison聽聽
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less flexibility to segment changes so segment聽
changes in tastes and behaviors are not acted upon聽聽
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and represent lost opportunity as well so let's聽
have a look at an example of undifferentiated聽聽
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marketing with coca-cola now coca-cola represents聽
a perfect example of undifferentiated marketing聽聽
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throughout their campaigns coca-cola speaks聽
to broad markets without differentiation聽聽
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they don't differentiate their campaigns or聽
their messaging from one audience to the next聽聽
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and they rarely change their distribution聽
channels for their mass-market approach from their聽聽
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christmas campaigns to their summer campaigns聽
and everywhere in between coke aims to reach as聽聽
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many people as possible with their overarching聽
position of happiness in order to stay top of聽聽
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mind and increase brand salience now in truth the聽
more relevant you are to a market segment the more聽聽
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likely you are to resonate that's just how it聽
works that said the less relevant you try to be聽聽
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the less costly and more affordable it is to gain聽
extensive reach as with any strategy weigh up the聽聽
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goals of your marketing campaigns and assess the聽
pros and cons do you want to achieve mass-market聽聽
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appeal or do you want to be more relevant to聽
segmented audiences the answer to these questions聽聽
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determine the strategies that you select if聽
you want to learn more about differentiated聽聽
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marketing and specifically how to create a聽
differentiated marketing strategy well then聽聽
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this video will help you out until next time brand聽
like a master and I'll see you in the next video
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