Differentiated Marketing

Recently, such a market strategy as differentiated marketing has become widespread. It assumes the focus of enterprises on several segments of the market. To do this, the head takes a decision on the production of various types of goods.

Differentiated marketing is considered beneficial, as it provides high competitiveness. In addition, integrated production allows to increase the level of profitability. If we talk about the numerous risks associated with the constantly changing market conditions, then this strategy provides a high degree of reliability. And this is understandable, because when the demand for one type of goods falls, it is possible to raise it for other products. And this means that the enterprise will function stably and profitably.

Young entrepreneurs should understand that differentiated marketing is quite expensive, as it requires serious expenses for the development of separate programs for the promotion and marketing of each product on the market. Therefore, it is used, as a rule, by large companies that have been working for a long time and want to improve.

And small and medium-sized organizations engaged in the production of goods, the provision of services or the performance of work, prefer undifferentiated marketing, since this strategy involves the introduction of a single product and its promotion to the market. Of course, the position of concentration on a certain product will not bring such a large profit and has a high level of risk, but with the right approach it operates smoothly.

Developed differentiated marketing has one major advantage, which lies in the large-scale satisfaction of the needs of the population. And this, in turn, gives the producer a reason for setting high prices. The main task for any specialist is to define a position that would ensure a rational correlation of costs for such a complex strategic activity and the effect of its results. The choice of specific market segments should be based on careful analysis, the best option is to function on several, but very large segments.

Specialists should determine a specific direction for further activities, for example, well-known companies produce homogeneous goods at different price levels, which provides them with an increase in consumers of all segments of the population. The greatest benefit from such a strategy is the head, if competing firms adhere to an undifferentiated strategy. Then an unequivocal victory is guaranteed.

A striking example of a differentiated approach in the marketing activities of companies selling air tickets can be the fact that when buying a ticket, several options are offered, divided into classes. Of course, the higher the level of service and the more services provided, the more expensive the ticket is priced, and the higher the class level. Currently, many airlines adhere to precisely differentiated marketing. In order to stand out in such a tough competitive struggle, the organization should take concrete measures. You need to determine your advantages and actively communicate about them through advertising. As an option, it is possible to expand the range of services provided to consumers of different classes, or to find a way to ensure maximum passenger safety.

Thus, it can be concluded that differentiated marketing is an excellent strategy in any market. At the same time, it overlaps the enterprise with the opportunity to regulate prices by reducing the level of costs, since the cost of commissioning such a strategic plan is large enough, but further profit pays them several times.