This PPT is about mass marketing

1. MASS MARKETING
UNDIFFERENTIATED MARKETING

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 it’s 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 we’re 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-year—or, worse, five-
year—planning 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 C’s 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”)