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?

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