What is a differentiated marketing strategy?

Differentiated marketing strategy, also known as differentiated marketing, refers to the fact that in the face of the market segmentation, enterprises choose two or more sub-markets as market targets, and provide targeted products and services and corresponding sales measures for each sub-market. According to the characteristics of the sub-market, the company formulates product strategy, first-class strategy, channel strategy and first-class strategy and implements them. Differentiation is not an end, but a means, and its ultimate goal is to form a difference in the hearts of customers, occupy the minds of customers, and occupy the market.

The core idea of differentiated marketing is "market segmentation, positioning for target consumer groups, introducing brands, and establishing images". On the basis of market segmentation, according to the personalized needs of the target market, through brand positioning and communication, give the brand unique value, establish a distinctive image, and establish the core competitive advantage of brand differentiation and personalization. The key to differentiated flower marketing is to actively find blank spots in the market, select target markets, tap the unmet personalized needs of consumers, develop new functions of products, and give new value to the brand.

The basis of differentiated marketing is the diversified characteristics of market consumer demand. Different consumers have different hobbies, different personalities, different value orientations, different income levels and different consumption concepts, etc., which determines that they have different demand focuses on product brands, which is why differentiated marketing is needed. Differentiated marketing is not the innovation of a certain marketing level and a certain marketing means, but a multi-faceted and systematic marketing innovation of products, concepts, values, images, promotion methods, and methods, and on the basis of innovation, the brand can achieve the target focus in the market segment and achieve a strategic leading advantage.

A differentiated marketing strategy is to divide the whole into parts, and then develop a separate marketing plan for each segment. For example, garment manufacturers launch different brands and different products for consumers of different genders and income levels, and use different advertising themes to promote these products, which is a differentiated marketing strategy. The advantages of a differentiated marketing strategy are:

Small batch, multi-variety, flexible and targeted production, so that consumer needs can be better met, thereby promoting product sales. In addition, because the enterprise is operating in multiple market segments, it can reduce the operational risk to a certain extent; Once a company is successful in several market segments, it helps to improve the company's image and increase market share. The shortcomings of differentiated marketing strategies are mainly reflected in two aspects:

One is to increase marketing costs. Due to the variety of products, the cost of management and inventory will increase; Because the company must develop independent marketing plans for different market segments, it will increase the marketing costs of enterprises in market research, channel management and other aspects. Second, it may make the resource allocation of enterprises unable to be effectively concentrated, take care of one and lose the other, and even compete for resources within the enterprise, making it difficult for fist products to form an advantage.

1. It can better meet the different needs of customers, and also maximize the sales potential of each sub-market, which is conducive to expanding the market share of enterprises.

2. The business risk is greatly reduced, and the failure of a sub-market will not lead to the whole enterprise in trouble.

3. Greatly improve consumers' trust and purchase rate of enterprise products.

Differentiation Marketing Strategy Cons:

1. Increased marketing costs.

2. The differentiated ruler has its own limitations and is not economical.

Examples of differentiated marketing strategies are as follows:

Take Mengniu, for example. Although Mengniu is an industry leader, the development scale, market opportunities, and brand effect are beyond our reach, but it is also step by step. As a business, don't narrow down the definition of scope.

For example, if Coca-Cola can't be the owner of the drink first, can you try the owner of the juice drink? Can you be the boss of a 100% natural juice drink? The scientific brand positioning strategy does not allow us to reach the sky, but requires us to have the ambition of being a category leader.

In the process of brand positioning marketing, you can't look down on sketches. From the perspective of the enterprise, the richness of the product line reflects the strength of the enterprise and the brand. Therefore, enterprises do everything possible to package themselves in brand promotion and communication, but what is the truth and laughter?

Consumer needs are far more detailed than you might think. Create the core value of the brand.

Successful brand positioning can fully reflect the unique personality and differentiation of the brand, which is the core value of the brand. The core value of a brand is the soul of a brand, and it is the main force for consumers to like or even fall in love with a brand. The core value of the brand is the most important part of the brand positioning, which, together with the brand identity system, constitutes the unique positioning of the brand.

The product differentiations are as follows:

The essence of marketing spine lies in the transfer of value, and the product is the carrier of value. When it comes to product differentiation, the easiest thing that comes to mind is the creation of a new product from Sakura. However, some data show that more than 90% of new product development is a failure.

Creating new products requires strong technical support, a certain time cycle, and a large amount of capital investment, which not every enterprise can do. Obviously, product differentiation cannot be achieved by relying solely on new product development.

In April 2007, the self-study exam "Marketing" real questions and noun explanation question 2.

Proofreading Answer:Differentiated marketing: The company decides to serve several sub-markets at the same time, designs different products, and changes the channels, ** and pricing accordingly to meet the needs of each sub-market.

Answers]: a, d, e

This question examines the merits of a differentiated marketing strategy. The differentiated marketing strategy can better meet the needs of different consumers and increase the adaptability and adaptability of enterprises to the market. Reduced operational risk. However, the cost of production and publicity expenses have increased significantly, and the brigade branch is limited by corporate resources.