Undifferentiated marketing has helped many companies as well as brands to sustain and grow in the tough market space. There are many prominent brands that are successful with this marketing strategy and can be regarded as examples of undifferentiated marketing.
On a narrow basis, marketing strategies can be grouped into two, i.e. one is differentiated marketing and the other one is referred to as undifferentiated marketing. While further it can be classified into more types on a broader basis.
Imagine any brand or company for many years has been constantly growing and giving a tough competition to its competitors in the respective industry.
They are doing so by targeting various customer segments, irrespective of the considerations like age, preferences, etc. with their single marketing tactic. Those marketing tactics and technique are being referred to as undifferentiated marketing.
What is Undifferentiated Marketing?
This marketing technique is also being referred to as mass marketing. This marketing simply eases the entire process of marketing and promotion.
By employing this marketing strategy, a brand or a company aims to communicate and target all the customer segments with the same message and products.
This marketing strategy helps brands to reach a wider base of audience without applying different tactics for marketing their product.
This approach assumes that the audience with all segments has similar needs and preferences, thereby helping brands or companies to develop a product or service that is universally needed.
With this the brands cater their all customer segments with a uniform message. This often involves using different channels for broadcasting their message like T.V., radio, social media platforms, print mediums, etc.
Key Points of Undifferentiated Marketing
There are some key characteristics of undifferentiated marketing that helps brands to achieve their goals. Some of them are as follows –
- The single marketing mix strategy helps in targeting all customer segments with a single message.
- Helps is making broad appeal in the entire market.
- A simple and straightforward strategy offers brands to put less effort on research and data analysis.
- Provides reduction in costs, as it involves one marketing strategy.
Examples Of Undifferentiated Marketing By Brands
Many brands adopt undifferentiated marketing strategies which offer products that are of common use like soaps, grocery products, softdrinks, hygiene products, etc. The examples are-
1. Coca-Cola
The brand that has been serving us well since decades is being referred to as one of the most iconic as well as the classic brands all over the globe.
The brand with its tagline, “ Taste the Feeling” broadcasts its message of having a refreshment soft drink and unity across all customer segments.
Coca-Cola has hinged on to this marketing strategy for many years and has been growing its customer base and reach in the entire market.
The brand with this strategy presented a single product in the entire market, a carbonated soft drink. For this the brand has done a lot of promotion on various channels like TV, social platforms, radio, etc. and has been selling its product in huge numbers.
Coca-Cola through their different campaigns, advertisements, spread a single message by targeting all customer segments. Its campaigns mostly showcase that the soft drink is enjoyed by every customer segment. However, over the years, the product has undergone different changes like its bottle appearance, tagline, etc.
2. Colgate
Another most talked about examples of undifferentiated marketing is Colgate.
Colgate by employing this marketing strategy, directs towards every segment by delivering the common universal message. The advertisements, campaigns of Colgate features every age group and related issues of their dental hygiene, presented in a cool manner.
Colgate, for many years has been working according to undifferentiated marketing strategy and delivering the universal message of having strong teeth and dental hygiene. With their product Toothpaste, Colgate appeals to a broader market segment and majorly focuses on the dental problems or issues.
A toothpaste that is used by every age group generally doesn’t require markets to be diverse, therefore it results in having a broader customer base for the brand.
3. Cadbury
The chocolate brand which is spread all over the world and is one of the famous brands, with this marketing strategy presents its product to every segment of customers.
With their tagline, “Taste Like This Feels”, in the global market, and “Kuch Acha Hojaye, Kuch Meetha Ho Jaaye” in the Indian market, the brand has been offering their products well over the years.
Different campaigns, advertisements, of Cadbury represent that the chocolates and other sweet products are enjoyed by every age group and customer segments.
The brand targets every individual from each demographic segment and delivers the message that chocolate and other sweet products are enjoyed by each of us.
4. General Motors
One of the most famous and noteworthy examples of undifferentiated marketing is General Motors. The brand aims to provide reliable and safe vehicles for everyone.
It is one the multinational corporations that has been providing its services and products in the market for decades, it also has a vast global expansion.
The company makes use of the undifferentiated marketing strategy and delivers products that are suitable to all, is budget friendly, and also are reliable and long lasting.
The company offers its products for every customer segment and showcases how their products and services match everybody’s lifestyle and also are budget friendly. Their products included cars from various brands.
5. Telecommunication & Internet Provider – Airtel
Airtel, which is originally named as Bharti Airtel, is one the biggest Indian multinational telecommunication service providers company. Along with that it offers internet with great speed and networks.
The communication service and the internet is needed by almost every segment in the current world. Airtel, targets their customers while spreading their message on a broader basis that they aim to provide their best of the best services to their customers of every segment.
Also serves their users with the fast internet service. Airtel, for this uses an undifferentiated marketing strategy, which helps the brand to reach individuals of each segment and deliver a common message out in the market.
Pros & Cons of Undifferentiated Marketing
| PROS | CONS |
| Reduced costs for multiple marketing strategies. | Can reach an audience who might not want the product. |
| Wider reach . | Can lead to lack of personalization on products. |
| Mass marketing reduces the cost on media spends. | Less responsive to the market, as it may not be relevant to some part of the audience. |
| Less efforts for market research. | Segment preferences changes over time can result in less flexibility for the product in the market. |
Note: Check the articles McDonald’s Marketing Strategy & Oreo Marketing Strategy.
Summing Up: Best Examples of Undifferentiated Marketing
The world of marketing strategies is vast and ever-growing, as it offers a plethora of options for marketing strategies to choose from.
Among those many tactics, Undifferentiated marketing strategy emerges as a unique player, which offers brands to communicate and target every customer segment in the market as a homogenous entity.
As like other marketing strategies, undifferentiated marketing does offer brands and companies their best approach, however, it also has its own set of limitations.
