The undifferentiated marketing strategy is also known as mass marketing. This is when a company or business campaigns for its entire audience without differentiating in any terms or without targeting any specific market segment.
In this type of marketing, all segments see the same marketing message regardless of their gender, age, and location. It clearly means that the message is more common and general and it will attract a wide range of audiences.
Some of the most common examples of undifferentiated marketing use channels like TV advertisements, billboards, newspaper ads, etc.
Undifferentiated Marketing Explained
Is Undifferentiated Marketing (Mass Marketing) Dead?
The answer is no. Is it still as effective as it was 50 years ago? Also no.
The marketing world is constantly evolving and mass marketing alone could not be a great idea for advertising. There are many new advertising channels and tools that we could use today to better target and understand the buyer persona.
For example, Youtube ads have now better results than TV advertisements but this does not mean that we would not see TV ads anymore. It only means that we should diversify and adjust the marketing strategy as the industry progresses.
When should we use Undifferentiated marketing?
This marketing strategy is effective for companies that sell products that fall under the category of necessities (Pharmaceuticals, Oral care products, food, beverages) that are likely to be purchased by the big majority of consumers.
Companies that sell a big variety of products can also use this strategy but they should choose the right product or product category to advertise.
When Not to use Undifferentiated Marketing Strategy?
If you want to advertise a product designed for a specific market segment (for example cosmetics) it is a bad idea to use this kind of strategy.
Many people would think that it is a great way to build brand awareness, but actually is a strategy hard to master and could end up failing very easily.
Bottom Line
I would not advise this marketing strategy for small companies. It helps reach a big variety of consumers but also it is a big investment. Marketing strategy means planning on the long term and it is better to do good research and analysis before starting out.
Only after you establish your company in the market gaining a great market share using differentiated marketing or concentrated marketing strategies you can think about mass marketing.