What is a mass market

The content of the article

• Mass marketing and its features
• Common elements of mass market products
• Product Development and Design
• Product Design
• Pricing
• Advertising and market promotion
• Advantages and disadvantages
• Top Mass Market Clothing Stores
• Mango
• Zara
• H&M
• United colors of benetton
• Topshop
• Oodji
• Asos
• Popular cosmetics brands mass market

Most people in the world have an average income, cannot afford top-class goods. Mass market category – products intended for such customers. It includes clothes and shoes, cosmetics, perfumes, food and drinks..

Mass marketing and its features

Mass market – a segment of the market that produces products for the general population, ignores individual niches. The clothes are designed by designers, household chemicals, cosmetics, food products are of good quality, average price. One vivid example of what a mass market is is Coca-Cola.

Features of mass marketing:

• Quick entry to the world trade market. Many brands supply their products to Europe, Asia, the CIS countries..
• Lack of market separation by type of activity, demographic situation.
• Production of the same product for all categories of customers.
• High costs to meet the needs of a large number of people.

Types of products, brands that the mass market offers:

• clothes (Gap, Uniqlo, Gloria Jeans);
• cosmetics (Garnier, NYX, Nivea);
• Appliances (LG, Samsung, Bosh);
• food, drinks (Burger King, McDonald’s, Pepsi).

Common elements of mass market products

This type of marketing is aimed at a large audience. Its main goal is to increase sales by reducing prices. For this, firms use less expensive materials, locate plants in regions with cheap labor, and spend little money on advertising. Unlike branded products, the mass market does not use unique products..

The production strategy for this class of products includes several stages:

• product development;
• product design;
• price regulation;
• advertising.

Product Development and Design

Mass marketing is aimed at the production of goods that attract an audience with a low income. Some firms are developing specific product lines. The mass market class, for example, includes shoes for professional athletes or a collection of clothes for students.

Product Design

Often, product developers copy the appearance of luxury products. This is very noticeable in the production of household appliances. Trademarks that produce clothing focus on global fashion trends. They produce basic (universal) wardrobe items.

Pricing

The cost of products is affected by the cost of production, advertising, transportation costs. To reduce prices, companies use inexpensive materials, transfer production of goods to third world countries. To reduce the cost of delivery, enterprises enter into partnership agreements with private transport companies.

Advertising and market promotion

It is important for manufacturers to build customer confidence. At this stage, it is important to create a brand. The main task of marketers is to make a recognizable corporate style of a brand. To do this, develop logos, corporate colors, catchy slogans. Advertising is carried out using radio, television.

Advantages and disadvantages

Pros of the mass market:

• Products are in line with modern fashion trends.. Buyers can use quality, beautiful products at a low price..
• Availability. A college student or civil servant will be able to purchase fashionable, stylish things..
• Lack of pronounced separation between social strata. There is a female and male mass market.

Cons of the mass market:

• Production of the same type of thing.
• The use of inexpensive fabrics. About 70% of clothing is made from synthetics..
• People buy clothes, cosmetics, even if they don’t need them.

Top Mass Market Clothing Stores

In Russia, there are companies that produce well-known brands of women’s, men’s items of this class. Trademarks of Spain, USA, Switzerland, other countries produce, sell high-quality mass-market clothes. It takes into account modern fashion trends, is inexpensive.

Mango

The Spanish brand has been producing clothes, accessories, shoes since 1984. The company offers customers high-quality items. Mango often sells old collections at up to 90% off.

Zara

A company from Spain launches clothes, shoes, and accessories for women and men on the market. Zara is known to customers for its good quality, low price of goods. The disadvantage of this store is long lines.

H&M

The Swiss brand has been manufacturing clothing since 1947. The company is distinguished by a large selection of products for women, men, children. The brand cares about the environment. Each H&M store has special boxes for sending things for recycling..

United colors of benetton

The Italo-American brand produces high-quality clothing. Unusual advertising campaigns brought fame to the brand. The company produces collections for youth, children.

Topshop

Employees of the company develop their own design, and do not copy the catwalk fashion. The company produces models of clothes for people of different physique, height or age. TopShop provides a 10% discount on the purchase of all goods to students. Minus the trademark – many models of clothing have a size smaller than specified.

Oodji

This is a Russian company that has been manufacturing clothes and accessories since 1998. The advantage of this brand is its low price for buyers in our country. You can purchase things on the official Oodji website.

Asos

The company creates collections based on the catwalk fashion, so it has a lot of fans. ASOS clothing and accessories can be ordered online. At the end of each season, the company arranges sales of products from past collections with discounts of up to 80%. In the online store you can buy products of other brands.

ASOS, in addition to the standard line of clothing, produces collections from the categories:

• petite – miniature women;
• tall – for customers with a height of 175 cm;
• curve – overweight women;
• maternity – for expectant mothers.

Popular cosmetics brands mass market

Products of this class, unlike premium products, contain many cheap synthetic components. They do not pose a health hazard, but rarely improve the condition of the skin. Firms produce cosmetics in mass demand – decorative and for care

Famous mass market brands:

• Garnier.
• Nyx.
• Nivea.
• L’Oreal.
• Clean line.
• Max factor.
• Black Pearl.
• Lumene.