Recently, such a market strategy as differential marketing has become widespread. It assumes the focus of enterprises on several market segments. For this, the manager decides on the production of various types of goods.
Differentiated marketing is considered profitable, as it provides high competitiveness. In addition, integrated production can increase profitability. If we talk about the many risks associated with a constantly changing market environment, this strategy provides a high degree of reliability. And this is understandable, because when demand for one type of goods falls, it is possible to increase it for other products. And this means that the company will operate stably and profitably.
Young entrepreneurs should understand that differentiated marketing is quite an expensive pleasure, since it requires serious costs for the development of separate programs for the promotion and marketing of each product on the market. Therefore, it is used, as a rule, by large companies that have been working for a long time and want to improve.
And small and medium-sized organizations engaged in the production of goods, the provision of services or the performance of work, prefer undifferentiated marketing, since this strategy involves the introduction of one product on the market and its promotion. Of course, the concentration position on a certain product will not bring such a large-scale profit and has a high level of risk, but with the right approach, it works without fail.
Developed differentiated marketing has one main advantage, which is the large-scale satisfaction of the needs of the population. And this, in turn, gives the manufacturer reason to set high prices. The main task for any specialist is the definition of such a position that would ensure a rational ratio of the costs of such a complex strategic activity and the effect of the results of its work. The selection of specific market segments should be based on a thorough analysis; functioning on several, but very large segments is considered the best option.
Specialists should determine the specific direction of further activities, for example, well-known companies produce homogeneous goods at different price categories, which ensures them an increase in consumers of all segments of the population. The greatest benefit from such a strategy is for the manager if competing firms adhere to an undifferentiated strategy. Then a clear victory is guaranteed.
A striking example of a differentiated approach in the marketing activities of airline companies is the fact that when buying a ticket, several options are offered, divided into classes. Of course, the higher the level of service and the more services provided, the more expensive the ticket is priced, and the higher the class level. Currently, many airlines adhere to precisely differentiated marketing. In order to stand out in such a fierce competition, the organization should take specific measures. You need to identify your benefits and actively communicate them through advertising. As an option, you can expand the range of services provided to consumers of different classes, or find a way to ensure maximum passenger safety.
Thus, we can conclude that differentiated marketing is an excellent strategy in any market. At the same time, it prevents the company from regulating prices by lowering costs, since the costs of putting such a strategic plan into effect are quite high, but further profit pays for them several times.