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5 Examples of Differentiated Marketing

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Differentiated marketing is any marketing strategy with more than one target market. The term implies that you do something different in terms of product, price, promotion, distribution or customer experience for each target market. The following are illustrative examples.


A running shoe company produces a model with a cushioned ride for runners who are worried about impact. They also produce performance models with less cushioning for those more concerned with speed. This is an example of segments based on customer need.


An organic coffee with a standard and premium version. The standard version offers a highly competitive price for consumers who are on a budget but prefer organic coffee. The premium version is sourced from regions known for their quality and unique taste. The premium version targets consumers who effectively have no budget constraint when it comes to coffee and will typically buy the best product on the shelves.


A ski hill creates two video ads. One features young people snowboarding and the other features families skiing. They place the snowboarding ads alongside local content that appeals to a young demographic. The skiing ads are run as commercials in the local news that has an older demographic.


A fashion company has two brands under the same brand family. One is a luxury brand and the other is an "affordable" luxury brand. They open the luxury brand shops in central locations and airports that are frequented by price insensitive consumers. They open the "affordable luxury" shops in suburban locations.

Customer Experience

A hotel targets families and pet owners. They offer different services that appeal to each target market. For example, they offer both pet-friendly and baby-friendly rooms.
Overview: Differentiated Marketing
Definition (1)
A marketing strategy with more than one target market.
Definition (2)
Offering different products, promotions, prices, places and/or customer experiences to different target markets.
Related Concepts


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