Differentiation Strategies

 


Marketing strategies come in different forms, and this depends on the business's objectives. So, it's crucial to identify a strategy that most suits your company's needs and objectives.


The most common ones are the following:

  • Undifferentiated Marketing (Mass Marketing): This is where a company targets a large number of people with a single product and a single message in promoting the product. The company chooses this strategy when the product fulfills the needs of the majority of the population.
  • Differentiated Marketing: This is where a company segments its target market into different segments, within each segment the company aims to provide a product that satisfies the segment's needs.
  • Concentrated Marketing (Niche Marketing): A company here focuses on a specific group of individuals to better serve them, and mostly companies with a better command of their niche market aim to offer even premium prices.

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