The Old Marketing Strategy...

Our company had originally wanted only teens and college students who lived independently and and wanted to learn to cook for themselves. This was example of niche marketing. However, we later realized how useful our product could be to other groups of people as well.

"Concentrated (niche) marketinng: A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches." (Kotler, Marketing: An Introduction, Ch.6 pg. 178)

The eCook has an Undifferentiated Market

Our company will use a mass-marketing strategy to reach our consumers. The reason why is because almost everyone today owns some sort of electronic device such as a cell phone, portable media player, or a laptop among plenty of others. People own these things regardless of their age, gender, or demographic.

"Using an undifferentiated marketing strategy, a firm might decide to ignore market segment differences and target the whole market with one offer. This mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different. The company designs a product and a marketing program that will appeal to the largest number of buyers." (Kotler, Marketing: An Introduction, Ch. 6 pg.177)