Aggregate Strategy:

A market aggregate strategy is called a mass-market or an undifferentiated-market strategy. Here a marketer treats his/her total market as a single segment. Market members are considered to be alike. The marketing programme mix is for one mass, undifferentiated market. Products such as salt and sugar are suitable for this strategy because they are undifferentiated.

Advantages:

• Cost minimisation. A firm produces distributes and promotes its products very efficiently
• One product is produced for the entire market. This leads to a longer production run at a lower cost
• Inventory cost is minimised because of lack of variety of colours and sizes of products
• Warehousing and transportation are efficient because one product goes to one market.