Differentiated marketing
Differentiated marketing is a segmentation strategy for target group selection. The strategy involves adapting marketing to different segments, based on the different products/services the company offers.
What is differentiated marketing?
Differentiated marketing is about adapting marketing to different segments, in order to reach them with different products/services. In other words, the company works to market to several different segments at once, and often has several different target groups based on these segments. Differentiated marketing is the most common type of segmentation strategy.
When should you use differentiated marketing?
Differentiated marketing should be used by companies that offer different products or services aimed at different segments. For example, if products are tailored to different ages and genders, then differentiated marketing should be used to customize the marketing towards the different segments and target groups.
What is the difference between differentiated marketing and undifferentiated marketing?
The difference between differentiated and undifferentiated marketing is about how you segment the market and which target groups you want to reach.
Companies that use differentiated marketing usually offer different products and services aimed at different segments. This means that they have to adapt their marketing to the different segments and therefore work towards several target groups.
When a company uses an undifferentiated marketing strategy, it is working to reach only one segment, which often encompasses an entire market. In other words, you could say that the company only has one target group they want to market to.
In summary
Differentiated marketing is about adapting your marketing to different segments, based on the different products on offer. You need differentiated marketing if you want to target several segments.
Frequently asked questions:
What is differentiated marketing?
Differentiated marketing is a strategy for target group selection. In short, it involves marketing to different segments the company wants to reach with its products or services.
What is a segmentation strategy?
A segmentation strategy is about how the market is divided up and which segments the company should market to. There are several different segmentation strategies.
