When you go to doctor and doctor prescribe same paracetamol medicine for every type of fever than it is equivalent to undifferentiated marketing but if the same doctor prescribes different medicines according to the type of fever whether the fever is due to typhoid or whether the fever is due to malaria than it is equivalent to differentiated marketing. Marketing is a dynamic field implying that there is no one success formula using which company can market its products successfully and that is the reason why different products and markets require different marketing strategy on the part of the company. Differentiated marketing and undifferentiated marketing are two different types of the marketing strategy used by the companies to market their products, in order to understand about both terms one should look at various differences between differentiated marketing and undifferentiated marketing –
Differentiated Marketing Vs Undifferentiated Marketing
Meaning
Differentiated marketing as the name suggests refers to that marketing strategy in which company divides the market into small segments and then markets their products separately to small segments while undifferentiated marketing refers to that marketing in which company does not divide the market into small segments rather the strategy of company is simple that is to market their products in a uniform way across different market segments.
Example
Example of differentiated marketing is when suppose a mobile manufacturer manufactures different mobiles under one brand so while for the young consumer segment company will market those mobiles which are having good camera and design while for working-class segment company will market those mobiles which are having a good battery and are not expensive. Example of undifferentiated marketing is when the mobile manufacturer produces only one variant of mobile which is applicable to all market segments without differentiating between various market segments.
Cost of Marketing
In case of differentiated marketing since company has to make separate marketing strategy and marketing campaign it results in more costs as far as company is concerned but as far undifferentiated marketing is concerned since company has to make one marketing strategy as marketing campaign remains same for all consumer segments the cost of marketing is less as compared to differentiated marketing.
Scope of Marketing
The scope of marketing in case of differentiated marketing is wide because for each consumer segment the company can make different marketing strategy and hence can use its creativity for the success of its marketing campaign while as far as undifferentiated marketing is concerned since company has to market only one type of product to all types of customers the scope of marketing is not wide as company makes one or two marketing campaign which is applicable to the whole market.
Sales
In case of companies following differentiated marketing strategy the chances of company doing higher sales is good as company has products as well as marketing strategy for every segment of market which in turn will lead to higher sales for the company but in case of undifferentiated marketing the chances of company doing sales is less as compared to company following differentiated marketing strategy because in differentiated marketing strategy company cannot reach all customers as it is more general in nature.
As one can see from the above differences between differentiated marketing and undifferentiated marketing that if you have malaria but you take normal paracetamol medicine than it will not cure malaria in the same way when it comes to marketing of products companies should first analyze its products as well as target market and then only decide which strategy is best suited for the success of company’s marketing campaign.