What Is Undifferentiated Marketing? (Top Advantages & Examples) (2024)

Contents Show Contents

When it comes to marketing strategies there is no one size fits all… otherwise, there would be no strategy.

When it comes to market appeal,different brands, quite simply, do things differently.

While some brands aim to speak differently from one market segment to the next,others will aim to appeal to all with the same message.

The latter is known as undifferentiated marketing and in this article, I’ll show how it works as well as advantages and examples to show how brands use it successfully.

What Is Undifferentiated Marketing Strategy? (Pros, Cons & Examples)

[Video Breakdown]

One-click subscribe for video updates

What Is Undifferentiated Marketing? (Top Advantages & Examples) (1)

What is Undifferentiated Marketing?

What Is Undifferentiated Marketing? (Top Advantages & Examples) (2)

Undifferentiated marketing is a marketing strategy when a brand decides to ignore the differences in market segments andappeal to the whole market with one messageand one strategy.

Thisstrategy tends to use mass distribution and mass media to extend their reachas far as possible and appeal to as many people as possible with the same message.

Differentiated vs Undifferentiated Marketing

What Is Undifferentiated Marketing? (Top Advantages & Examples) (3)

Once you understand what undifferentiated marketing is, it’s not going to take too much for you to work out whatdifferenced marketingis.

Quite simply, it’s the opposite. While undifferenced marketing doesn’t distinguish between market segments throughmarketing messages, differentiated marketing does the exact opposite.

Not only does it consider the differences between segments,itaims to appeal more specifically to those differences. In other words, what makes one segment unique from another is often when differentiated marketing aims to appeal.

Why Use Undifferentiated Marketing?

What Is Undifferentiated Marketing? (Top Advantages & Examples) (4)

When it comes to branding and marketing, most texts will tell you that the more specificity and relevance you have to a given market or market segment, the more likely it is that you will appeal.

While this is very true, that doesn’t mean thatdifferentiated marketingis always a viable strategy.

Often, though many market segments may have different wants or needs, problems, challenges or circ*mstances,theirdecision makingfactors don’t differ much at allmaking.

What Is Undifferentiated Marketing? (Top Advantages & Examples) (5)

Staples such as dish soap, flour, salt, sugar are just a few examples of products whose brands don’t differentiate in their marketing from one segment to the next.

Everyone 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.

Show Me

Undifferentiated Marketing Pros and Cons

What Is Undifferentiated Marketing? (Top Advantages & Examples) (6)

When it comes to strategy, there are always considerationsthat 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.

What Is Undifferentiated Marketing? (Top Advantages & Examples) (7)

Advantages Of Undifferentiated Marketing

What Is Undifferentiated Marketing? (Top Advantages & Examples) (8)

Here are some of the most notable advantages of undifferentiated marketing

Less Research.
Less research is required to segment markets and uncover more specified insights.

Lower Cost (Media)
The buying power nature ofmass marketing reduces the cost of media spend.

Lower Cost (Creative)
Reduced cost in producing multiplecreative campaignsfor each segment.

Campaign Longevity
Marketing campaigns speak to less specific wants or needs which change less often.

Higher Profit Margins
Reduced cost compared to differentiated marketing increases overall profit margins.

Disadvantages of Undifferentiated Marketing

What Is Undifferentiated Marketing? (Top Advantages & Examples) (9)

Wasted Exposure
Undifferentiated marketing is more likely toreach unrelated audiences who have no want or need.
Less Relevance Across Segments
Campaigns and messagesholdless relevancy across market segments making campaigns less efficientto specific segments in comparison.
Less FlexibilityToSegment Changes
Segment changes in taste and behaviours are not acted upon and represent lost opportunity.

Want Actionable Brand Strategy Tips & Techniques?

100% PRIVACY. SPAM FREE

Undifferentiated Marketing Example (Coca-Cola)

What Is Undifferentiated Marketing? (Top Advantages & Examples) (10)

TheCoca-Colabrand 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 messaging from one augment to the next and rarely chances their distribution channels for their mass market approach.

From their Christmas campaigns to their summer campaigns and everywhere in-between, co*ke aims toreach as many people as possible with their overarching position of happiness.

Over To You

In truth, the more relevant you are to a market segment, the more likely you are to resonate.

That said, the less relevant you are they less costly and the more affordable it is to gain extensive reach.

As with any strategy, weight up the goals of your marketing campaigns, assess the pros and cons and choose between specificity, or mass appeal.

On-Demand Digital Program

Brand Master Secrets

Make the transition from hired-gun to highly valued brand strategist in less than 30 days. The systems, frameworks and tools inside this comprehensive program are all you need to level up.

Learn More

What Is Undifferentiated Marketing? (Top Advantages & Examples) (11)

What Is Undifferentiated Marketing? (Top Advantages & Examples) (2024)
Top Articles
Latest Posts
Article information

Author: Corie Satterfield

Last Updated:

Views: 6438

Rating: 4.1 / 5 (62 voted)

Reviews: 85% of readers found this page helpful

Author information

Name: Corie Satterfield

Birthday: 1992-08-19

Address: 850 Benjamin Bridge, Dickinsonchester, CO 68572-0542

Phone: +26813599986666

Job: Sales Manager

Hobby: Table tennis, Soapmaking, Flower arranging, amateur radio, Rock climbing, scrapbook, Horseback riding

Introduction: My name is Corie Satterfield, I am a fancy, perfect, spotless, quaint, fantastic, funny, lucky person who loves writing and wants to share my knowledge and understanding with you.