Discussion Question

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TOPIC 3: Mass-Marketed Products

If you have a market that is large and homogenous, then you can be a mass marketer and there will be no need to segment the market. One example discussed in our learning material for this week is salt. 

• Let's discuss the marketing of salt.  Salt was long marketed as one product for anyone who wants it for the need to season food, which is a universal need. Is this still true?  Do you consider salt to be a mass market product?  Why or why not?
• Can you think of another mass-marketed product? What is it and why do you think it is mass marketed? 

TOPIC 4: Repositioning

Mature products sometimes need to be repositioned. Finding a new need for an existing product is usually a reason for repositioning. Many years ago, Arm & Hammer baking soda found a new market by repositioning the product for those wanting a clean-smelling refrigerator. The company did a similar repositioning when offering the product as a teeth whitener. 

• Can you think of an existing product that has been repositioned by finding a new market with a different need than the original product? What is the product and how was it formerly targeted?  What is the new target market and strategy?
• Or, can you think of a mature product that is ripe for repositioning?  What ideas do you have for a new market for this product?