Marketing Strategy

Mass marketing. ONE product / message aimed at the WHOLE market.

• Examples: bottled water, basic clothing, smartphones.
• Pros: economies of scale; broad reach.
• Cons: lower margins; intense competition; hard to differentiate.

Segmented (differentiated) marketing. DIFFERENT products / messages for DIFFERENT segments.

• Examples: car manufacturers offering economy, family, and luxury models.
• Pros: better fit per segment; multiple revenue streams.
• Cons: more expensive (multiple production lines, multiple campaigns).

Niche marketing. Focus on ONE small specialised segment.

• Examples: handmade artisan goods, specialist sports equipment, luxury jewellery.
• Pros: premium prices; loyal customers; less direct competition.
• Cons: small ceiling; vulnerable to taste shifts.

Cambridge tip. Mark scheme expects students to NAME and CONTRAST the three strategies.

A marketing strategy works when ALL FOUR Ps reinforce each other.

Premium brand example.

• Product: high quality, distinctive design, premium materials.
• Price: premium / skimming.
• Place: selective high-end retailers and own boutiques.
• Promotion: lifestyle / aspirational; influencer; PR.

Mass-market brand example.

• Product: standard quality, broad appeal.
• Price: competitive / value pricing.
• Place: wide distribution (supermarkets, big-box retailers, online platforms).
• Promotion: mass advertising; sales promotions; visibility.

The wrong mix. A premium product at a low price, sold in budget stores, with discount-style advertising → confused customer perception, no premium signal, no margin, brand damaged.

Cambridge tip. Top-band candidates explicitly note that mix elements MUST be consistent. 'Each P should support the brand positioning' is a high-mark phrase.

Expanding into a new country requires adapting:

Cultural differences. Language, humour, religious sensitivities, social norms. A campaign that works in one country may offend or fall flat in another. Famous failures: brand names that mean something rude in another language; ads that violate local sensibilities.

Legal and regulatory differences.

• Advertising laws (some claims allowed in one country are banned in another).
• Consumer protection (cooling-off periods, refund rights).
• Packaging rules (labelling in local language, ingredient lists).
• Tax rates and VAT.
• Allowed product ingredients (some chemicals legal in one country are banned in another).

Economic conditions.

• Income levels and purchasing power.
• Inflation and exchange rates.
• Cost of distribution.
• Local competition's prices.

Distribution infrastructure. Roads, ports, logistics networks, e-commerce penetration vary widely.

Translation isn't enough. Many global firms run different campaigns per country; some products are completely re-engineered for local tastes.

Cambridge tip. Mark scheme rewards multiple specific issues with examples — not just 'languages differ'.