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