Differences between concentrated and mass marketing
Posted: Sat Feb 01, 2025 4:39 am
The first assumes that the company identifies narrow market segments that it considers as targets and organizes production in accordance with the demands of their audience. In this way, the company gains competitive advantages, since it begins to sell products of a narrow purpose. The release of a unique product or a reduction in price contributes to consolidation in a limited segment.
Concentrated marketing differs from dumping, which is typical for the mass market and can lead to a deterioration in the company's reputation. In one way or another, both methods are based on reducing costs. In concentrated marketing, interaction with consumers is built differently than when working with a large audience.
Concentrated and mass marketing
Source: shutterstock.com
Here, personalization comes to bahrain email list the fore, since in a narrow segment there is the opportunity to directly contact each client. This facilitates the process of bringing the consumer to the point of purchase and demonstrating the high quality of the products.
The implementation of such a marketing strategy contributes to the occupation of a more stable market position. First of all, service sector organizations are interested in this, requiring high-quality feedback from consumers.
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"USP examples to help you come up with your own that's even better"
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Examples of concentrated marketing
For clarity, here are some examples of companies using this type of strategy:
Justice
The company Justice, which offers products for girls, has a wide network of stores. The success was achieved by focusing on the target audience - girls aged 6-12.
For 10 years now, the brand's promotion has been consistently based on a concentrated marketing strategy. Since 2016, the company has been developing a mobile application, Live Justice, in which little girls can play and spend their free time. Thanks to this software, they unite in communities, exchange ideas and learn a lot of interesting things.
Munchkin
Munchkin uses a similar tactic. Since its products are intended for children under four, the target audience is parents. Munchkin's corporate blog is dedicated to baby care. Successful advertising settings allow it to be in the spotlight of parents who need specific baby products, with mobile advertising playing an important role.
By collaborating with influential people, the company demonstrates how its products can be useful to families. This includes a video with ready-made lunch options for babies.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience.
Concentrated marketing differs from dumping, which is typical for the mass market and can lead to a deterioration in the company's reputation. In one way or another, both methods are based on reducing costs. In concentrated marketing, interaction with consumers is built differently than when working with a large audience.
Concentrated and mass marketing
Source: shutterstock.com
Here, personalization comes to bahrain email list the fore, since in a narrow segment there is the opportunity to directly contact each client. This facilitates the process of bringing the consumer to the point of purchase and demonstrating the high quality of the products.
The implementation of such a marketing strategy contributes to the occupation of a more stable market position. First of all, service sector organizations are interested in this, requiring high-quality feedback from consumers.
Read also!
"USP examples to help you come up with your own that's even better"
Read more
Examples of concentrated marketing
For clarity, here are some examples of companies using this type of strategy:
Justice
The company Justice, which offers products for girls, has a wide network of stores. The success was achieved by focusing on the target audience - girls aged 6-12.
For 10 years now, the brand's promotion has been consistently based on a concentrated marketing strategy. Since 2016, the company has been developing a mobile application, Live Justice, in which little girls can play and spend their free time. Thanks to this software, they unite in communities, exchange ideas and learn a lot of interesting things.
Munchkin
Munchkin uses a similar tactic. Since its products are intended for children under four, the target audience is parents. Munchkin's corporate blog is dedicated to baby care. Successful advertising settings allow it to be in the spotlight of parents who need specific baby products, with mobile advertising playing an important role.
By collaborating with influential people, the company demonstrates how its products can be useful to families. This includes a video with ready-made lunch options for babies.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience.