Is mass marketing a viable way to grow a brand?
Mass marketing has long been a key way to grow a brand as it enables an organisation to reach a large potential market whilst still being low cost to both the organisation and to the consumer. It’s often seen as a less risky strategy for organisations as their target market is a lot larger whereas niche marketing means an organisation is reliant on sales from a much smaller more specific market. Although dependant on the product an organisation is offering mass marketing may not be the best way to grow their brand successfully. In this essay I will explore both the positives and negatives of using mass marketing to grow a brand.
Positives
There are many positives in relation to mass marketing …show more content…
Because of this negatives in mass marketing are becoming a lot more apparent. Although marketing to a large audience can be extremely beneficial it also leaves a lot of money spent on marketing to assumed potential customers that are in fact not at all interested. This could be for many reasons, often it is because the consumer doesn’t need the product you are offering or a they feel they already have a loyalty to another brand. A clear example of this brand loyalty comes from a study on the purchasing data of cigarettes. The study found that 51% of American youths that smoked are still loyal to the brand of their first cigarette and that they were unlikely to change their brand but however would change their type frequently throughout the year. This just shows that brand loyalty can create great profit in specific sectors of the market (Dawes, 2014). So to focus your brand on smaller group of consumers would allow greater loyalty as they feel the product is marketed specifically towards …show more content…
Although it might be initially costlier creating a niche marketing plan targeted towards a specific segment of a larger audience can create a larger profit especially for a growing brand, once developed mass marketing could quite well be a viable option to further market your brand to the wider community but it would be wiser to create a smaller group of already loyal customers which will act as a safety net if your mass marketing strategy doesn’t
Mass marketing has long been a key way to grow a brand as it enables an organisation to reach a large potential market whilst still being low cost to both the organisation and to the consumer. It’s often seen as a less risky strategy for organisations as their target market is a lot larger whereas niche marketing means an organisation is reliant on sales from a much smaller more specific market. Although dependant on the product an organisation is offering mass marketing may not be the best way to grow their brand successfully. In this essay I will explore both the positives and negatives of using mass marketing to grow a brand.
Positives
There are many positives in relation to mass marketing …show more content…
Because of this negatives in mass marketing are becoming a lot more apparent. Although marketing to a large audience can be extremely beneficial it also leaves a lot of money spent on marketing to assumed potential customers that are in fact not at all interested. This could be for many reasons, often it is because the consumer doesn’t need the product you are offering or a they feel they already have a loyalty to another brand. A clear example of this brand loyalty comes from a study on the purchasing data of cigarettes. The study found that 51% of American youths that smoked are still loyal to the brand of their first cigarette and that they were unlikely to change their brand but however would change their type frequently throughout the year. This just shows that brand loyalty can create great profit in specific sectors of the market (Dawes, 2014). So to focus your brand on smaller group of consumers would allow greater loyalty as they feel the product is marketed specifically towards …show more content…
Although it might be initially costlier creating a niche marketing plan targeted towards a specific segment of a larger audience can create a larger profit especially for a growing brand, once developed mass marketing could quite well be a viable option to further market your brand to the wider community but it would be wiser to create a smaller group of already loyal customers which will act as a safety net if your mass marketing strategy doesn’t