Targeting Strategies in Marketing: An Overview of Mass-Marketing, Differentiated, and Niche Marketing

In today’s highly competitive market, it’s essential for businesses to have a clear and effective targeting strategy in order to reach and attract their desired audience. Targeting involves segmenting the market, choosing the right segments, and determining the products that will be offered to each segment. This article will cover three common targeting Strategies in marketing that businesses can choose from- Mass-marketing, Differentiated, and Niche marketing.

What is Mass-marketing strategy with examples?

The aim of a mass marketing strategy in marketing is to reach out to a large section of people by treating the entire population as one single market. The product or service is the same throughout, and the marketing campaign is often reliant on mass media such as TV commercials and newspaper advertisements. The advantage of this strategy is that it helps lower marketing costs compared to reaching out to every single segment separately.

What are examples of mass marketing?

Coca-Cola – With its well-known “Open Happiness” campaign, Coca-Cola uses mass-marketing to reach a large audience with the same product.

Nike – The sportswear giant uses mass-marketing to promote its line of athletic shoes, clothing, and accessories to a wide range of consumers.

Note: Companies can change their strategies over time.

What is Differentiated strategy in marketing with examples?

A differentiated marketing strategy is a targeting strategy in marketing that targets different segments with different products or services. The aim is to tailor the product to the specific needs and preferences of each segment. The advantage of this strategy is that it allows businesses to effectively cater to the unique needs of each segment.

What are examples of differentiated marketing?

Apple – Apple uses a differentiated strategy by offering different products for different segments, such as the iPhone for consumers, MacBook for professionals, and iPad for tablet users.

Mercedes-Benz – Mercedes-Benz targets different segments with its various lines of luxury vehicles, such as the C-Class for the entry-level market, the S-Class for executives, and the AMG line for high-performance enthusiasts.

Note: Companies can change their strategies over time.

What is a Niche marketing strategy with examples?

A niche strategy in marketing is a targeting strategy in marketing focuses on targeting only one of many segments that exist in the market. The aim is to serve a specific and well-defined target market with specialized products or services. The advantage of this strategy is that it allows businesses to build a strong reputation and customer loyalty within the niche segment. A successful niche marketing strategy relies on several key factors, including identifying a specific target audience with unique needs and preferences, developing products or services that cater to those needs, positioning the offering effectively in the market, and implementing effective promotional and distribution strategies.

What are examples of niche marketing?

Bose – Bose is a well-known brand that focuses on high-end audio equipment, using a niche marketing strategy to target audiophiles and music enthusiasts.

Patagonia – The outdoor clothing brand uses niche marketing to target environmentally conscious consumers and outdoor enthusiasts.

Note: Companies can change their strategies over time.


In conclusion, the most effective targeting strategy will depend on the business, its products, and the target audience. It’s essential for businesses to understand their target market and choose the strategy that best fits their needs. Whether it’s mass-marketing, differentiated, or niche marketing, each strategy has its advantages and disadvantages, and the right one will ultimately depend on the specific goals and objectives of the business.

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