What is a total market strategy, and why do marketers use this approach?
A total marketing strategy believes that a successful marketing strategy should over index
and address all diverse groups by integrating them into their marketing rather than just viewing
the market as one. it aims to serve the vast spectrum of the market. Diversity segments make up
an important part of the total market population and especially with the modern times, it is
pivotal in a company’s success to build an image of an inclusive brand. Marketers are aware of
the fact that their behavior towards various segments of society can affect their market.
Nowadays consumers are aware of the issues related to age, gender, and ethnicity therefore no
marketer can neglect the importance of using different cultures in their advertising campaigns.
Marketers use this approach with the goal of value enhancement and effective growth and reach
and the promise to cover the entire market and to make a meaningful connection with their
consumers. Companies like Toyota have gained their success by developing successful
marketing strategies that address all their diverse consumers from the beginning of their
marketing planning which has led to an almost 50 percent demand of their vehicles formulated
from these ethnically diverse and multicultural consumers. This shows why marketers apply this
strategy beyond just keeping with the times as targeting a total market can result in appreciation
and recognition by not only these types of consumers but the public trying to reduce the
indifference.
Surf Excel recently integrated ethnic and cultural themes into one of its ads which
was aired last year in the month of Ramadan in Pakistan. They effectively gathered culturally
related insights from diverse segments in Pakistan and through incorporating it with their
mainstream marketing strategy which is “Daagh to achey hote hain.” or that one should not be
afraid of a little dirt or stain while doing something good, they made it come to life. In the
subcontinent’s culture, it is often seen that two or more brothers are not in harmony in one
another and don’t talk with another over petty and small differences. Also, in the holy month of
Ramadan, which is a blessed month in Islamic religion, people tend to forgive one another and
make strong bonds with each other and also invite families over Aftaris. The company
successfully marketed their product while using insights from this diverse culture and produced
but if these ads are used properly in coalition with mainstream ads, this might do wonders.