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What Is Mass Marketing

Mass marketing is an undifferentiated marketing strategy that aims to appeal to the entire market with one strategy or offer by ignoring niche markets and demographic differences. It focuses on high volume and lower prices to maximize exposure. Mass marketing is effective for necessities that most people will buy anyway. It uses broad appeals in product design, affordable pricing, and widespread promotion through mass media. While it benefits from economies of scale and strong branding, it also risks losing customers to more differentiated competitors and lacks customer loyalty.

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388 views5 pages

What Is Mass Marketing

Mass marketing is an undifferentiated marketing strategy that aims to appeal to the entire market with one strategy or offer by ignoring niche markets and demographic differences. It focuses on high volume and lower prices to maximize exposure. Mass marketing is effective for necessities that most people will buy anyway. It uses broad appeals in product design, affordable pricing, and widespread promotion through mass media. While it benefits from economies of scale and strong branding, it also risks losing customers to more differentiated competitors and lacks customer loyalty.

Uploaded by

swati joshi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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What is Mass Marketing?

Basically, mass marketing is a strategy which is directed towards attracting a


huge portion of the audience. It aims to address the highest number of
potential customers while ignoring niche demographic differences. The
strategy involved in this type of marketing strategy focuses on a higher
volume of sales at lower prices so as to obtain maximum exposure for the
product.

Mass marketing is very effective in advertising products that are rendered as


necessities and are guaranteed that people will shop for it anyway. Mass
marketing products have some common elements which include:
 Product Development: Usually mass marketing is associated with
general purpose products that have an appeal to a broad base of
customers.
 Designing: Designs in mass marketing strategy intends to be highly
accessible.
 Pricing: Pricing element involves affordable options for a very broad
customer base.
 Promotion: Broadcasting media is usually associated with mass
marketing as it can reach a wider range of audience.
Some core features of mass marketing are:

 It generally focuses upon a big portion of the audience.


 The objective includes the scattergun approach. Companies need to hit
as many people as possible to get some return.
 Mass media is used to spread the undifferentiated message of the
product.
 Majority of companies use this strategy to create a brand image and
branding recall efforts or to introduce new products in the market.
Definition of Mass Marketing
Mass marketing is an undifferentiated marketing strategy in which the
organization decides to ignore niche marketing, market segments and
attempts to appeal to the entire market with one strategy or one offer.
Examples of Mass Marketing
Telecom operators make use of mass marketing campaigns because
telecommunication services are being used by a huge number of people.
Additionally, several FMCG products like soaps and detergents use mass
marketing. 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. Since Coca Cola is a product which
spans various niches in terms of popularity; its mass marketing campaign has
proved to be very effective and successful over time.

Marketing products to masses are very common in sectors like consumer


durable good, FMCG along with some types of services. However, products
that need to cater the demands of customers’ need to implement
differentiated marketing strategy.

Medium of Mass Marketing


For a successful mass marketing campaign, the advertisement must be
focused on “set of product needs that are common to most consumers in a
target market.” (Bennett & Strydom, 2001). Traditionally it focusses on

 Social Media
 Television / Radio
 Newspapers
 Magazines
 Email Marketing
Advantages and Disadvantages of Mass
Marketing
Advantages
A major advantage of advertising and selling to mass market is the scope as
well as the cost efficiency of operating on a larger scale. All advertising
messages that are spread through mass media such as broadcasting and
print media has the potential to reach millions of viewers in a single show.
Additionally, gaining the economies of scale can make the mass distribution
of products cheaper as compared to serving and delivering products on the
basis of the specific target market.

As the message is very definite and the branding effort is much focused, the
image of the brand is reinforced in the mind of people. This conjunction of
strong brand image and cost leadership has the ability to create a barrier to
entry in the market which can discourage both competitors and competition.

Disadvantages
Despite having many advantages to it, mass marketing also holds some
weaknesses for businesses. Undifferentiated marketing strategy allows
putting all eggs in one basket. This makes them inherently vulnerable to the
changes that occur in the marketing environment.
Alongside this customers are unable to develop loyalty to brands that are
spread through mass marketing. This leads to margins as the cost needs to
be maintained at a lower level so as to prevent customers from switching
brands.

Another disadvantage may be that companies that aim at satisfying everyone


in the market with a single product can be easily challenged by competitors
which have their focus on serving a smaller market segment.

Conclusion
Mass marketing strategy can be very effective for new products or to create a
brand image. The demand for the product should be determined so as to get
the maximum returns by marketing to the masses. Along with being a cost-
effective way to market products, this strategy also holds back some
disadvantages which have an impact on the returns.

Mass marketing definition and explanation with examples


Mass Marketing was common in an era when differentiated marketing or targeted
marketing was NOT needed. Today, with so many brands that surround us,
the brand needs to connect with us on our level, so that we end up buying the brand.

Even a small thing such as a Pen is branded (Parker, Mont Blanc) and it is now being
used as a gifting item or as an item which is bought when one rises socially in their
own life. This branding is possible only through differentiated marketing and
hence Mass marketing is seldom being used. However, even in the above example of
Pens such as Parker and Mont Blanc (which are sold on the basis of their branding and
heritage) there are many pens which are mass marketed. This is because ultimately
these pens complete a need – A need to write. And that’s all a pen is – something to
write with. When the product completes the need of the customer, it uses Mass
marketing. There are many products out there which are need based products, and
they do not meet the “demands” or the “wants” of a customer.

Mass marketing definition


Mass marketing is a market coverage strategy in which a firm decides to
ignore market segment differences and appeal the whole market with one offer or
one strategy.

Note: Mass marketing is not a drain of money. The objective of mass marketing is to
optimize sales and reach the customer or make the customer aware about the brand. A
new company which has just started will generally use mass marketing so as to
increase awareness in the market. Once the company is established, it will start using
differentiated marketing.

Why Use of Mass Marketing campaigns has reduced?


1. Growth of Competition – There is so much noise out there that the competition
is left with no alternative but to differentiate to attract customers. Naturally, in
an industry of 10 players, if 5 differentiate, the other 5 have to differentiate as
well.
2. Targeted segments give more profits – Over the years, it has been found that
targeted segments connect with the brand strongly and stay brand loyal. In
contrast, if you use mass marketing and a competitor uses targeted marketing,
the competitor might get a niche but he will be the King of that niche. You will
be like the Jack of all trades and king of none with the mass marketing approach.
3. Better ROI with market research – Market research has become really simple
over the years. A form on your website, or an e-mailer to your existing clients
with the CRM that you have, and half your market research is done with low
investment. Thus, you know what your customers want in the future and what
they are looking for in your brand currently. The ROI right now with good
market research is fantastic.
4. Reduction in cost – As said before, Mass marketing is a scattergun approach,
only a few targets are hit. Naturally this involves a high cost and expenditure in
terms of buying media and executing the marketing plan. Cost might not be
necessarily low with a differentiated marketing effort, but the conversions are
high, therefore giving higher ROI in the end and reducing the cost
of advertising and marketing.

Most commonly, nowadays businesses use mass marketing when all their outlets or
their service centres are offering the same services (which can be consumed by
anyone). Alternatively, by considering long term as well as short term profits, a firm
can decide entering into mass marketing so as to gain market share.

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