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Various Types of Target Marketing Strategies

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  • 0:00 Marketing
  • 0:39 Undifferentiated
  • 1:26 Concentrated
  • 2:14 Differentiated
  • 3:05 Micro
  • 3:50 Lesson Summary
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Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

Watch this video lesson, and you will learn about the ways in which businesses can market themselves. You will see that different products and services require different form of marketing to be successful.

Marketing

Watch television for any length of time, and you will see commercials. Walk around or drive around in the city, and you will see billboards or some other form of advertising. All businesses need to advertise in order to stay in business. When businesses advertise, it is called marketing. It is a way of letting people know about their products or services. In this lesson, we'll talk about the various methods of marketing that businesses can use.

To help us out, we'll look at what Candies Corporation is doing. Candies Corporation is a company that sells all kinds of candy. They have a candy for everyone.

Undifferentiated

The first type of marketing strategy that Candies Corporation uses is undifferentiated marketing. In this type of marketing, the company sends the same marketing message to everyone. Candies Corporation is able to use undifferentiated marketing because they have one candy that is very popular with almost everybody. For this candy, Candies Corporation creates one commercial that is shown to everybody.

Very large companies and companies with products that everyone uses, such as soap, can use this strategy. Smaller companies and companies with more specialized products will lose money doing this type of marketing strategy because they are advertising not only to those people that may be interested in their product but also to hundreds of other people that won't be interested.

Concentrated

After running the promotion for the candy that everyone loves, Candies Corporation now wants to advertise its candies for kids. The company has made these really cool candy dispensers that come loaded with little candies. Kids love these candies because they can load these dispensers with all kinds of flavors and the dispensers show popular kids' television show characters on them.

To advertise this candy though, the company won't want to run an undifferentiated marketing campaign. Instead, it runs a concentrated marketing campaign. This type of marketing advertises to a one specific group. For this campaign, Candies Corporation is advertising only to kids ages 6 to 13. To do this, the company places its commercial on TV when the kids are watching their afternoon television programs.

Differentiated

After running these two campaigns, the company sees that each increases the sale of the candies that are advertised. The company decides to increase its candy sales all around, so it decides to run a differentiated marketing campaign. In this type of marketing campaign, the company advertises several different messages to several different specific groups. For Candies Corporation, the company decides to run the previous two campaigns at the same time along with a special chocolate campaign for women of all ages.

After these three campaigns have run for a couple of weeks, the company sees a surge in its sales of these candies and chocolates. The company is making more sales than ever. Candies Corporation wants to expand its marketing efforts, so it continues to look at what products to promote next.

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