2020HB58552

Harshul Gupta

Answer 6:

Mass marketing refers to identifying a market for a particular product and marketing to the whole
market without making any further classi cations on any basis.

Such as a mobile phone manufacturing company if markets its phone to all mobile phone users
and potential mobile phone users then it is mass marketing.

Thus a seller gets engaged in producing, selling and marketing a single product for all buyers.

On the other hand identifying a market, then making various classi cations into the market on
basis of any variable like age, income, race, gender etc. and then marketing to a speci c segment
is known as segmentation.

Such as if the above mobile phone making company classi es the whole market on basis of
income and target and market only the segment which earns high income and belong to high
income group and designing marketing strategies accordingly is segmenting and targeting.

Nowadays we are witnessing many and huge numbers of suppliers in each industry doing
segmentation marketing thus we can say that mass marketing is dead.

Although there is still a small room for mass marketing but it is also loosing its grip. Various
reasons are arguments on the basis of which we can say that mass marketing is dead are as
follows:

• Increasingly sti cut throat competition: Every industry, be it batch processing like paints
industry or assembly line productions etc , every industry is now having severe competition.

• Consumers are unique, and have unique needs and desires. What drives one person to visit a
business is likely very di erent to what drives another person.

• Businesses now have access to vast amounts of data that they didn’t previously have – data
that is either provided directly by the consumer, or that is implied by behaviours such as past
purchases.

• Businesses have been collecting data on consumers for years in order to create personalised
shopping experiences, and research shows that there is a signi cant correlation between
personalisation and customer satisfaction.This has created an audience of consumers who
demand that same level of personalisation in other interactions with brands.  Segmenting
customers to create personalised communication is just scratching the surface of what is
possible, but many businesses struggle with how to use the data available to them to create
meaningful engagements with customers that drive more revenue.

Pros of Mass Marketing:

• Mass marketing revolves around a “one-size- ts-all” mindset. A major advantage for the
brands choosing to scale through mass marketing as a primary strategy is cost-e ciency.
When a company uses mass marketing, every advertisement the brand deploys is sent across
various advertising channels to reach millions of potential customers. By sending advertising
campaigns through di erent marketing channels, the business’s message is received in one
ad push and can save the company a signi cant amount of promotional costs. Like buying in
bulk, mass-marketed products can generate more revenue for businesses as advertising costs
are optimised.

• Another advantage of using mass marketing is skyrocketing growth of brand awareness. By

promoting a product or service to a broad audience, the brand gains more diverse visibility
than the businesses using targeted, narrow advertising. 

• Marketers do not have to come up with di erent strategies and campaigns for every market
segment. With a single ad through various advertising channels, they seek to cut time and
budget to persuade potential customers.

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 Cons of Mass Marketing:

• Although mass marketing is widely used and e ective for FMCG (fast-moving consumer goods)
and big-name brands, marketers working with smaller businesses should consider the
downsides before pushing out mass marketing campaigns. 

• Consumers are getting tired of generic “same mold” approaches and seek more personalised
marketing campaigns and shopping experiences. The e ectiveness of mass marketing
campaigns is questionable, as consumer behaviour is changing and traditional marketing
methods are getting outdated.

• Culture and location’s impact on how customers receive advertising messages is another
disadvantage of mass marketing. A mass marketing campaign may be successful in one region
while failing to impress consumers in another. A consumer base’s geographic location and
culture play an important role in how consumers might respond to a message. Consumers in
di erent regions will often require di erent services and products related to their locations. By
pushing out mass advertising in areas that may not need or are not interested in a brand’s
product or service, companies can waste their budget on marketing e orts that don’t attract
new sales.

• Because of the high cost of mass marketing campaigns, the strategy often generates a lower
ROI (return on investment) than other marketing e orts, despite its potential to generate a high
volume of tra c and sales. Production costs for advertising spots and the cost of placing those
ads on the radio, press, and television mean that this strategy often requires a large marketing
budget. While mass marketing can be successful for FMCG and is considered low risk, for small
or medium businesses can result in nothing more than a waste of the budget.
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