Transcript marketing

Marketing Strategy
Aim of Today’s Lecture
The Aim of this session is to assess the
concept of the varied marketing
strategies and their influences upon the
organisation and their customers.
Recap
Marketing Process / orientation
Target Market
After the process of segmentation the next
step is for the organisation to decide how it
is going to target these particular group(s).
There are three targeting options an
organisation can adopt.
Option 1
Undifferentiated marketing:
Sometimes referred to as mass marketing.
The company may decide to aim its
resources at the entire market with one
particular product.
Coca Cola’s original marketing strategy was
based on this form.
Option 2
Differentiated marketing strategy:
Where the company decides to target
several segments and develops
distinct products / or services with
separate marketing mix strategies
aimed at the varying groups.
Differentiated marketing strategy
Example
An example of this would be airline
companies offering first, business
class (segment 1) or
Economy class tickets (segment 2),
with separate marketing programmes
to attract the different groups.
Option 3
Concentrated Marketing:
Where the organisation concentrates
its marketing effort on one particular
segment. The organisation will
develop a product that caters for the
needs of that particular group.
Concentrated Marketing
Example
Rolls Royce cars aim its vehicles at
the premium segment, same as
Harrods within the UK.
12