Undifferentiated marketing is market targeting where you pursue the entire market, rather than specific segments. You design products that have mass appeal. Likewise, you adopt the same strategy for various groups of consumers. We also call this approach to mass marketing.
In this strategy, you advertise and sell products in bulk. You ignore the different interests and tastes of consumers and treat the entire market as one.
Coca-Cola and Pepsi are good examples of this marketing strategy. Some products, such as soap and detergent, also use this approach.
The key advantage of this approach is the enormous market size. It allows you to obtain cost benefits through economies of scale. You save on advertising costs and resources because you can design the same message for all consumers, unlike differentiated marketing.
However, the main problem is that you have to make sure your product naturally appeals to a broad consumer. You will also find it difficult to develop customer loyalty because your product is homogeneous, so you cannot exploit differences in tastes and preferences among consumers. And, often, the price factor becomes your basis for competition.
