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1 - MASS MARKETING .pptx

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Siddharth Bipin Mishra
Siddharth Bipin Mishra

Mass marketing involves appealing to the entire market using the same marketing mix without differentiating based on customer needs or demographics. It aims to boost sales volume and return on investment. While cost-effective, mass marketing has disadvantages like limited success and inability to adapt to changing consumer trends. Modern approaches like adaptive marketing tailor activities based on customer data to meet interests and needs. Sustainable marketing seeks to differentiate brands based on social purpose and align with consumer values while achieving environmental, social and economic goals.

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MASS MARKETING UNDIFFERENTIATED MARKETING
4 Ps of strategic marketing Probing Partitioning Prioritizing Positioning
Level of Market Segmentation Mass Segment Micro markets Individual
MASS MARKETING Mass Marketing involves targeting all the buyers in the market using same marketing mix to influence buying Mass marketing is a process that involves appealing to as many potential customers as possible instead of focusing on customers requirements, niches, and demographic differences. It aims to get products and services to the entire market to boost sales volume and return on investment or ROI
MASS MARKETING The organisations believe that the buyers will exhibit same buying behaviour for their product and marketing program This strategy is more likely followed in new markets than in mature markets where competition exists. In these markets, the buyers have not developed any variation in needs and wants. Mass market strategy is cost effective
CONCEPTS Market Homogenization Line / Mass Production Product Development ease Low Price General Needs of customer met Brand Awareness Accessibility
1 - MASS MARKETING .pptx
Product Differentiated Marketing The organisations acknowledge different needs and produce variety of products for the customers to make a choice as needed Its features Variety of products made available in the market Emphasis not on tailor made product meeting the customers need Mass distribution and promotion activities followed Low cost on market research and product development activity Practised where competition is less and customer has
1 - MASS MARKETING .pptx
1 - MASS MARKETING .pptx
Advantages of Mass Marketing Cost-effective Brand Awareness - Appeal to a much wider audience Generate more sales by appealing to the largest portion of the market. Low Operations cost Low promotional costs Increased Revenue potential Higher profits.
Disadvantages of Mass Marketing Success limited Segmented Approach by competitors Entry Barrier Competitive Market Latest Consumer Trends Suitability
Mass Marketing Strategies Shotgun Approach Guerrilla Marketing Mass Customisation
Modern (BOL) Mass Marketing Approaches SMS Marketing Whatsapp Marketing Email Marketing Youtube/ Insta/ Facebook Marketing Direct Mail
END OF MASS MARKETING Adaptive Marketing is the new approach taken by marketers for strategizing marketing efforts by actively tracking and responding to consumers Adaptive marketing is an approach that enables marketers to tailor their activities in unparalleled ways to meet their customers interests and needs based on recorded data Flexible marketing is where you adjust to change in real time You may also know this concept as agile marketing
Adaptive Marketing Strategies 1. Optimize Your Clients Online Presence 2. Re evaluate the Target Audience 3. Offer Relevant Resources 4. Strengthen Clients Customer Communities 5. Evolve Your Clients SEO trends 6. Strategize Your Clients Competitive Edge 7. Iterate & Test
Adaptability: The New Competitive Advantage The Ability to Read and Act on Signals The Ability to Experiment The Ability to Manage Complex Multicompany Systems The Ability to Mobilize The Challenge for Big Business Look at the mavericks. Identify and address the uncertainties. Put an initiative on every risk. Examine multiple alternatives. Increase the clock speed.
How can we apply frameworks that are based on scale or position when we can go from market leader one year to follower the next? When its unclear where one industry ends and another begins, how do we even measure position? When the environment is so unpredictable, how can we apply the traditional forecasting and analysis that are at the heart of strategic planning? When were overwhelmed with changing information, how can our managers pick up the right signals to understand and harness change? When change is so rapid, how can a one-yearor, worse, five- yearplanning cycle stay relevant?
BUSINESS OBJECTIVES OF MARKETING 1.Increasing sales volume: the objective to sell more of a product or service. 2.Increasing sales value: where the business objective is to increase revenues. 3.Sales growth: where the business objective is to increase the size of the business through sales. 4.Increasing market share: the business's objective is to increase the percentage of the market they dominate. 5.Loyalty: where the business objective is to increase customer retention (to encourage customers to keep coming back). 6.Awareness: increase the number of customers who know about the brand.
SOCIAL OBJECTIVES OF MARKETING 1. Quality goods and services at a fair price: 2. Avoidance of Anti-social and unfair trade practices: 3. Generation of employment: 4. Fair Deal to Partners 5. Welfare of Employees 6. To Improve Industrial Relations 7. Social Security 8. Help to Solve Social Problems 9. Complementing Government 10. Community 11. Protection of Environment 12. Ensuring Employee Satisfaction 13. Provision of Work-Related Training 14. Avoidance of Profiteering and Anti-Social Practices 15. Paying Fair Return to Investors
SUSTAINABLE MARKETING Meeting the needs of present customers without compromising the ability of future generations to meet their own needs Sustainable marketing infuses purpose into socially conscious brands, products, and services. Marketing seeks to differentiate the brand based on mission. Sustainable brands define a purpose, orient to consumers' and related groups' values, align purpose with strategy, and reflect sustainability in marketing. This business strategy gives brands an edge with those who seek brands that align with their values.
Three Levels of Sustainable Marketing Strategy Doing Less Bad - focused on promoting sustainable products Doing More Good - focused on promoting sustainable lifestyles Doing Different - focused on promoting sustainable systems and institution The three pillars of sustainable marketing environmental sustainability social good economic return
The 4 Cs of the Sustainable Marketing Mix Consumer Solution products and services that delight customers while outperforming alternatives on human health, community performance Consumer Price pricing strategies that reflect full life cycle costs upstream (e.g. sourcing) and positive impact downstream (e.g. includes pricing and product strategies for remanufactured low-income communities (see Bottom of the Pyramid) Convenience features and benefits that lower the total customer cost for accessing the product or service, and for returning it in the programs (e.g. cell phones) Communication product claims are supported by sound research and made transparent to the customer. See US Federal Trade Guides to avoid misleading claims (i.e. greenwashing)

More Related Content

1 - MASS MARKETING .pptx

  • 2. 4 Ps of strategic marketing Probing Partitioning Prioritizing Positioning
  • 3. Level of Market Segmentation Mass Segment Micro markets Individual
  • 4. MASS MARKETING Mass Marketing involves targeting all the buyers in the market using same marketing mix to influence buying Mass marketing is a process that involves appealing to as many potential customers as possible instead of focusing on customers requirements, niches, and demographic differences. It aims to get products and services to the entire market to boost sales volume and return on investment or ROI
  • 5. MASS MARKETING The organisations believe that the buyers will exhibit same buying behaviour for their product and marketing program This strategy is more likely followed in new markets than in mature markets where competition exists. In these markets, the buyers have not developed any variation in needs and wants. Mass market strategy is cost effective
  • 6. CONCEPTS Market Homogenization Line / Mass Production Product Development ease Low Price General Needs of customer met Brand Awareness Accessibility
  • 8. Product Differentiated Marketing The organisations acknowledge different needs and produce variety of products for the customers to make a choice as needed Its features Variety of products made available in the market Emphasis not on tailor made product meeting the customers need Mass distribution and promotion activities followed Low cost on market research and product development activity Practised where competition is less and customer has
  • 11. Advantages of Mass Marketing Cost-effective Brand Awareness - Appeal to a much wider audience Generate more sales by appealing to the largest portion of the market. Low Operations cost Low promotional costs Increased Revenue potential Higher profits.
  • 12. Disadvantages of Mass Marketing Success limited Segmented Approach by competitors Entry Barrier Competitive Market Latest Consumer Trends Suitability
  • 13. Mass Marketing Strategies Shotgun Approach Guerrilla Marketing Mass Customisation
  • 14. Modern (BOL) Mass Marketing Approaches SMS Marketing Whatsapp Marketing Email Marketing Youtube/ Insta/ Facebook Marketing Direct Mail
  • 15. END OF MASS MARKETING Adaptive Marketing is the new approach taken by marketers for strategizing marketing efforts by actively tracking and responding to consumers Adaptive marketing is an approach that enables marketers to tailor their activities in unparalleled ways to meet their customers interests and needs based on recorded data Flexible marketing is where you adjust to change in real time You may also know this concept as agile marketing
  • 16. Adaptive Marketing Strategies 1. Optimize Your Clients Online Presence 2. Re evaluate the Target Audience 3. Offer Relevant Resources 4. Strengthen Clients Customer Communities 5. Evolve Your Clients SEO trends 6. Strategize Your Clients Competitive Edge 7. Iterate & Test
  • 17. Adaptability: The New Competitive Advantage The Ability to Read and Act on Signals The Ability to Experiment The Ability to Manage Complex Multicompany Systems The Ability to Mobilize The Challenge for Big Business Look at the mavericks. Identify and address the uncertainties. Put an initiative on every risk. Examine multiple alternatives. Increase the clock speed.
  • 18. How can we apply frameworks that are based on scale or position when we can go from market leader one year to follower the next? When its unclear where one industry ends and another begins, how do we even measure position? When the environment is so unpredictable, how can we apply the traditional forecasting and analysis that are at the heart of strategic planning? When were overwhelmed with changing information, how can our managers pick up the right signals to understand and harness change? When change is so rapid, how can a one-yearor, worse, five- yearplanning cycle stay relevant?
  • 19. BUSINESS OBJECTIVES OF MARKETING 1.Increasing sales volume: the objective to sell more of a product or service. 2.Increasing sales value: where the business objective is to increase revenues. 3.Sales growth: where the business objective is to increase the size of the business through sales. 4.Increasing market share: the business's objective is to increase the percentage of the market they dominate. 5.Loyalty: where the business objective is to increase customer retention (to encourage customers to keep coming back). 6.Awareness: increase the number of customers who know about the brand.
  • 20. SOCIAL OBJECTIVES OF MARKETING 1. Quality goods and services at a fair price: 2. Avoidance of Anti-social and unfair trade practices: 3. Generation of employment: 4. Fair Deal to Partners 5. Welfare of Employees 6. To Improve Industrial Relations 7. Social Security 8. Help to Solve Social Problems 9. Complementing Government 10. Community 11. Protection of Environment 12. Ensuring Employee Satisfaction 13. Provision of Work-Related Training 14. Avoidance of Profiteering and Anti-Social Practices 15. Paying Fair Return to Investors
  • 21. SUSTAINABLE MARKETING Meeting the needs of present customers without compromising the ability of future generations to meet their own needs Sustainable marketing infuses purpose into socially conscious brands, products, and services. Marketing seeks to differentiate the brand based on mission. Sustainable brands define a purpose, orient to consumers' and related groups' values, align purpose with strategy, and reflect sustainability in marketing. This business strategy gives brands an edge with those who seek brands that align with their values.
  • 22. Three Levels of Sustainable Marketing Strategy Doing Less Bad - focused on promoting sustainable products Doing More Good - focused on promoting sustainable lifestyles Doing Different - focused on promoting sustainable systems and institution The three pillars of sustainable marketing environmental sustainability social good economic return
  • 23. The 4 Cs of the Sustainable Marketing Mix Consumer Solution products and services that delight customers while outperforming alternatives on human health, community performance Consumer Price pricing strategies that reflect full life cycle costs upstream (e.g. sourcing) and positive impact downstream (e.g. includes pricing and product strategies for remanufactured low-income communities (see Bottom of the Pyramid) Convenience features and benefits that lower the total customer cost for accessing the product or service, and for returning it in the programs (e.g. cell phones) Communication product claims are supported by sound research and made transparent to the customer. See US Federal Trade Guides to avoid misleading claims (i.e. greenwashing)