It is associated with the implementation of marketing activities in several segments. This type of marketing is used if the manufactured product is intended for the entire market, but the difference between the parts is so noticeable that it cannot be ignored.
With this approach, the company seeks to expand the product line and, accordingly, use various promotion methods. For this reason, the implementation of the product-differentiated marketing strategy requires more significant investments. This policy is associated with the greatest difficulties for the company: the process is costly and very labor-intensive. In addition, the company is forced to confront competitors in each individual segment.
An example of product-differentiated marketing is the sale of Samsung smartphones.
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Concentrated (niche) marketing
This is a strategy in which a company promotes its products within a single selected segment. The advantage of this approach is that the company directs its resources to a single market segment. As a result, it occupies a stable position in this segment. The strategy of concentrated marketing is useful if the company cannot establish production on a large scale or the market is oversaturated.
Concentrated marketing is characterized by the production of goods for a certain category of people (managers, pregnant women, etc.).
Concentrated Marketing
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A typical example of this strategy is demonstrated by Apple, whose products are intended for experienced and demanding users interested in modern technologies. Concentrated marketing consists of segmenting the market according to many criteria, the most important of which are listed in the following table:
Segmentation criteria Characteristics
Psychographic criteria
Belonging to a social status.
Personal factors.
Lifestyle.
Behavioral principles.
The benefits sought.
User status.
Demographic criteria
Age.
Floor.
Stage of the family life cycle.
Level of education.
Income.
Occupation.
Nationality.
Geographical criteria
Country.
Region.
Regional transport network.
Structure of commercial activity in the region.
Level of competition in the region.
Population density and size.