Differentiated marketing strategy

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Differentiated marketing strategy
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Differentiated marketing strategy - a strategy aimed at implementation of specific marketing tasks by company. It concerns, among other things, the production and sale of products but also generating profit through development and achieving a good position on the market. Each company has its own specific goals and concrete plan of action, but it always seeks to the most important goal - to maximize profits. The company may encounter various problems so it is important to make a good decision and stick to assumed plan.

Strategic options of the Ansoff matrix

Harry Ansoff has developed four strategies[1]:

  • Market penetration (concept related to the increase in sales of a specific product that is already available on the market)
  • Market development (it aims to offer current products in new market sectors)
  • Product development (it based on offering new products on the already operated market)
  • Diversification (it aims to introducing a new product to the new market sector. There are two diversifications: vertical when the seller begins to produce his products or when the seller opens another sales point or horizontal when the manufacturer begins to produce a different product than the previous product)

Marketing mix

The company could not exist without a marketing strategy. Marketing is a process of planning, creating and delivering products to meet the needs of customers. Marketing mix is a very popular 4P concept (product, price, place, promotion) and its extension to additional elements (people, physical evidence, process, pleasure).

  • Product (this concept is related not only to a specific product but also to the assortment, brand [2], quality, service or packaging. It must be focused on satisfying the needs of customers. The product's life cycle is also important- its appearance on the market, development, maturity and finally drop in which may cause the recall of the product from the market, therefore its price is very important)
  • Price (this concept is related to pricing policy, payment method, discounts and rebates. Creating a price by large companies will be different than by small companies. Large companies that have been in the market for a long time will create a price that will be affected by the quality and exclusiveness of the product. However, small companies will lower the price to attract as many customers, gain a good position in the market and be a competitor to other companies).
  • Place (this concept is related to the area of the company's activities, distribution and logistics. The main goal is to reach the customer with a specific product. It is important to have a good location or a prosperous online store).
  • Promotion (a very important concept in running a company, especially for new companies. We can understand the promotion through a series of ads aimed at promoting the brand [3] or public relations which creating a good image.
  • People (producers, customers, staff)
  • Process (service, provision of services, sale)
  • Physical evidence (brand logo, building, technical equipment)
  • Pleasure (the features of the products are not only to satisfy the needs of customers but also to give them pleasure, for example, a nice room decor, pleasant smell)

There is also a concept 4C (customer value, cost, convenience, communication). The concept of 4C compared to the concept of 4P is an idea seen by the customer.

  • Customer value (value and attractiveness of the product for the customer)
  • Cost (costs covered by the customer both financial and related to the waiting time for a given product)
  • Convenience (very important concept for the customer understood through the availability of the product, the universality of information about it and polite and qualified service)
  • Communication (relevant relationships with the customer, listening to his expectations)



  1. Tsatsoula E. (2018)
  2. Boonghee Y., Naveen D., Sungho L. (2000)
  3. Prasad A. N., Kalyan R., Russell S. W. (2005)

Author: Justyna Chłopek