The company produces and mass distributes the item in an attempt to maintain low production costs and to keep prices low. A mass marketing strategy males sense when it is economically impractically to produce variations in the marketing mix.
Companies that adopt mass marketing take an undifferentiated approach that assume that all customers in the market have similar need and wants that can be reasonably satisfied with a single marketing program.
Coca-Cola, for example was available in only one flavor and in one type of bottle. A another example of mass marketing was Henry Ford’s offer to consumers of only one car Model-T in just one color.
Mass marketing does still take place, especially with ‘undifferentiated’ products such as sugar, salt, and milk. Mass marketing works best when the needs of an entire market are relatively homogenous. This may hold true for water but certainly does not hold true for shoes, which satisfy numerous needs though a wide range of styles, prices, colors and sizes.
A mass marketing company can be characterized as being centrally led and bureaucratic, which may lead to inflexibility. Niche marketing organizations can be characterized as being decentralized, with several strategic business units of the company is large.
Mass marketing strategy
