What Is Undifferentiated Marketing? (Top Advantages & Examples) 

When it comes to marketing strategies there is no one size fits all… otherwise, there would be no strategy. 

When it comes to market appeal, different brands, quite simply, do things differently
 
While some brands aim to speak differently from one market segment to the next, others will aim to appeal to all with the same message
 
The latter is known as undifferentiated marketing and in this article, I’ll show how it works as well as advantages and examples to show how brands use it successfully. 

When it comes to marketing strategies there is no one size fits all… otherwise, there would be no strategy. 

When it comes to market appeal, different brands, quite simply, do things differently
 
While some brands aim to speak differently from one market segment to the next, others will aim to appeal to all with the same message
 
The latter is known as undifferentiated marketing and in this article, I’ll show how it works as well as advantages and examples to show how brands use it successfully. 

What Is Undifferentiated Marketing Strategy? (Pros, Cons & Examples)

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What is Undifferentiated Marketing?

Undifferentiated marketing is a marketing strategy when a brand decides to ignore the differences in market segments and appeal to the whole market with one message and one strategy. 

This strategy tends to use mass distribution and mass media to extend their reach as far as possible and appeal to as many people as possible with the same message. 

Differentiated vs Undifferentiated Marketing

Once you understand what undifferentiated marketing is, it’s not going to take too much for you to work out what differenced marketing is.

Quite simply, it’s the opposite. While undifferenced marketing doesn’t distinguish between market segments through marketing messages, differentiated marketing does the exact opposite. 

Not only does it consider the differences between segments, it aims to appeal more specifically to those differences. In other words, what makes one segment unique from another is often when differentiated marketing aims to appeal. 

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Why Use Undifferentiated Marketing?

When it comes to branding and marketing, most texts will tell you that the more specificity and relevance you have to a given market or market segment, the more likely it is that you will appeal.

While this is very true, that doesn’t mean that differentiated marketing is always a viable strategy.

Often, though many market segments may have different wants or needs, problems, challenges or circumstances, their decision making factors don’t differ much at all making.

Staples such as dish soap, flour, salt, sugar are just a few examples of products whose brands don’t differentiate in their marketing from one segment to the next.

Everyone buys these products regardless of market segments and most follow the same or a very similar buying decision process making undifferentiated marketing a costly and unnecessary strategy.