What is Mass Marketing?
Basically, mass marketing is a strategy which is directed towards attracting a huge portion of the audience. It aims to address the highest number of potential customers while ignoring niche demographic differences. The strategy involved in this type of marketing strategy focuses on a higher volume of sales at lower prices so as to obtain maximum exposure for the product.
Mass marketing is very effective in advertising products that are rendered as necessities and are guaranteed that people will shop for it anyway. Mass marketing products have some common elements which include:
- Product Development: Usually mass marketing is associated with general purpose products that have an appeal to a broad base of customers.
- Designing: Designs in mass marketing strategy intends to be highly accessible.
- Pricing: Pricing element involves affordable options for a very broad customer base.
- Promotion: Broadcasting media is usually associated with mass marketing as it can reach a wider range of audience.
Some core features of mass marketing are:
- It generally focuses upon a big portion of the audience.
- The objective includes the scattergun approach. Companies need to hit as many people as possible to get some return.
- Mass media is used to spread the undifferentiated message of the product.
- Majority of companies use this strategy to create a brand image and branding recall efforts or to introduce new products in the market.
Definition of Mass Marketing
Mass marketing is an undifferentiated marketing strategy in which the organization decides to ignore niche marketing, market segments and attempts to appeal to the entire market with one strategy or one offer.
Examples of Mass Marketing
Telecom operators make use of mass marketing campaigns because telecommunication services are being used by a huge number of people. Additionally, several FMCG products like soaps and detergents use mass marketing. Body deodorants, as well as many personal hygiene products, use this marketing strategy as they are used by a big market segment.
Coca-Cola is another good example of mass marketing. Its television advertisements can be seen in winter holidays as well which has been designed to appeal simply to everyone. Since Coca Cola is a product which spans various niches in terms of popularity; its mass marketing campaign has proved to be very effective and successful over time.
Marketing products to masses are very common in sectors like consumer durable good, FMCG along with some types of services. However, products that need to cater the demands of customers’ need to implement differentiated marketing strategy.
Medium of Mass Marketing
For a successful mass marketing campaign, the advertisement must be focused on “set of product needs that are common to most consumers in a target market.” (Bennett & Strydom, 2001). Traditionally it focusses on
- Social Media
- Television / Radio
- Email Marketing
Advantages of Mass Marketing
A major advantage of advertising and selling to mass market is the scope as well as the cost efficiency of operating on a larger scale. All advertising messages that are spread through mass media such as broadcasting and print media has the potential to reach millions of viewers in a single show. Additionally, gaining the economies of scale can make the mass distribution of products cheaper as compared to serving and delivering products on the basis of the specific target market.
As the message is very definite and the branding effort is much focused, the image of the brand is reinforced in the mind of people. This conjunction of strong brand image and cost leadership has the ability to create a barrier to entry in the market which can discourage both competitors and competition.
Disadvantages of Mass Marketing
Despite having many advantages to it, mass marketing also holds some weaknesses for businesses. Undifferentiated marketing strategy allows putting all eggs in one basket. This makes them inherently vulnerable to the changes that occur in the marketing environment.
Alongside this customers are unable to develop loyalty to brands that are spread through mass marketing. This leads to margins as the cost needs to be maintained at a lower level so as to prevent customers from switching brands.
Another disadvantage may be that companies that aim at satisfying everyone in the market with a single product can be easily challenged by competitors which have their focus on serving a smaller market segment.
Mass marketing strategy can be very effective for new products or to create a brand image. The demand for the product should be determined so as to get the maximum returns by marketing to the masses. Along with being a cost-effective way to market products, this strategy also holds back some disadvantages which have an impact on the returns.