Differentiated marketing combines the best attributes of undifferentiated marketing and concentrated marketing. It appeals to two or more distinct market segments, with a different marketing plan for each. Typically differentiated marketing creates more total sales than undifferentiated marketing, but it also increases the costs of doing business.
Differentiated Marketing
September 3rd, 2010 — MARKETING BASICS
Concentrated Marketing
September 2nd, 2010 — MARKETING BASICS
Concentrated Marketing is a strategy whereby a product is developed and marketed for a very well defined and specific segment of the consumer population. Concentrated marketing is particularly effective for small companies with limited resources because it enables the company to achieve a strong market position in the specific market segment it serves without mass production, mass distribution, or mass advertising.
Mass Marketing
September 1st, 2010 — MARKETING BASICS
A mass marketing approach aims at a large, broad consumer market through one basic marketing plan. Use of this approach has declined in recent years due to the following:
1. Growth of competition.
2. Stimulated demand by appealing to specific segments.
3. Improved marketing research that pinpoints desires of different segments.
4. A reduction in total production and marketing costs because of segmentation.
A major objective of mass marketing is to maximize sales. For successful pure mass marketing, a large group of consumers must have a desire for the same product attributes or consumer demand must be so diffused that it would not be worthwhile for a firm to aim marketing plans at specific segments.
1. A firm sells items through all possible outlets.
2. Both total and long run profits should be considered.
Positioning
August 31st, 2010 — MARKETING BASICS
Positioning is defined as the act of designing the company’s offering and image to occupy distinctive place in the target market’s mind. A simple example of positioning would be If I say An expensive TV, what comes first to your mind probably will be A Sony or A Samsung TV whereas if i say a cheaper or VFM TV (value for money TV) you might think of an Onida or a Videocon. Thats positioning. Why is it that you have called out these respective names only? That is because how the brands are positioned in your mind in terms of awareness.
Positioning Strategy
August 30th, 2010 — MARKETING BASICS
Positioning strategies can be conceived and developed in a variety of ways. It can be derived from the object attributes, competition, application, the types of consumers involved, or the characteristics of the product class. All these attributes represent a different approach in developing positioning strategies, even though all of them have the common objective of projecting a favorable image in the minds of the consumers or audience. There are seven approaches to positioning strategies:
Marketing Mix Big Bazaar
August 29th, 2010 — MARKETING MIX'S
Product:
Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc.
Big Bazaar also promotes a number of in house brands like:
- DJ & C
- Tasty Treat
- Clean Mate
- Sensei
- Care Mate
- Koryo and 44 other brands.
Marketing Mix Ferrari
August 26th, 2010 — MARKETING MIX'S
Product
High Performance super cars. Though the company is also heavily into 3rd party merchandising.
Pricing
Priced at a premium, they start at prices upwardly of 175,000 $US. Vintage Ferrari cars are also a great investment as Vintage Ferraris appreciate in value & are known to cost millions of US Dollars.
