undifferentiated marketing

« Back to Glossary Index

Undifferentiated marketing is a  strategy in which market segments differences are ignored and one product or service is offered to the entire market.

Further discussion on undifferentiated marketing:

After a segmentation analysis is conducted and available market opportunities are revealed, the marketer enters the next phase of the marketing process, which involves the following two steps:

  1.  how many market segments should be entered
  2. which segments offer the most potential for the product or company

Undifferentiated marketing falls under the first step, “how many market segments should be entered.” There are three market coverage alternatives under this step, they include:

  1. undifferentiated marketing
  2. differentiated marketing
  3. concentrated marketing

Comparison of the three types of marketing segments:

undifferentiated marketing

Undifferentiated marketing ignores segment differences and offers its product(s) to the entire marketplace

differentiated marketing

Differentiated marketing entails marketing to different market segments, often crafting different marketing strategies for each segment.

concentrated marketing

Concentrated marketing focuses on one market segment and tries to capture a large share of that segment.

Examples of undifferentiated marketing:

When Henry Ford introduced the Ford Automobile, he offered one model to the market with one color option, black. As you now know, Ford has grown into a great brand with many types of vehicles and colors and they segment their cars and trucks to different markets, worldwide.

Another example of undifferentiated marketing involves Coke-Cola. When Coke was first introduced, there was one beverage flavor introduced into the general market. Now Coke-Cola has many different brands that they segment to different markets.


« Back to Glossary Index