Mass marketing refers to a way of advertising or promoting a product to reach an extended range of people with the expectation of appealing them. However, I believe Coca-cola is a product that is mass marketed reaching as many individuals as possible in the world. Coca-Cola adverts are mostly presented in the market through the mass media, billboards and other commercial advertisements that sparkle a consumers desire to purchase the product. Coca-Cola Company sells their product to all buyers without selecting a discrete segment of customers hence uses mass marketing strategy.
Mass marketing has got lots of benefits to a company implementing the plan. A company can make profits fast and easily based on the fact that many customers are purchasing the product. Besides, mass marketing makes the business to go global, reaching a huge number of consumers. It means that the clients can watch or listen to adverts online and through the websites with the help of modern technology. However, mass marketing makes it easy for a company to deal with customers within a nation and even other countries around the world (Suen, 2013).
According to Bruce (2007), in the 21st century, there has been rapid evolution of the marketing strategy due to the introduction of technology that allows quick access to products from different companies. Mass marketing is faced with high competition in 21 century due to the diversification of products in the market aimed at fulfilling consumers’ needs. The primary purpose of the company is to conduct business in a way that is uniquely advantageous to the enterprise and its stakeholders. Most of the companies nowadays prefer targeted marketing where they target a particular audience. For example, a company selling clothes (college wears) targeting college students.
Marketers and the company are putting efforts to rectify the disadvantages of mass marketing by reconstructing marketing segments. It will help in providing products that suit consumers’ needs and preferences hence reaching to the targeted consumer segments (Stan, n.d).
References
Bruce D.Keillor (2007) Marketing in the 21st Century 8th Ed, vol 1, Westport, Connecticut London.
Stan.M. (n.d) Differences between Mass Marketing and Differentiated Marketing 2nd Ed, Houston the USA
Suen (2013) “What are the benefits of Mass Marketing” Retrieved on 8th February 2016 http://aboutmarketingmix.com/benefits-mass-marketing/
