Demassification Marketing Analysis: A Case Study of Another Half

Abstract

As promotion channels becoming more and more fragmented and information technology developing more and more effective, demassification marketing in a niche market instead of traditional mass marketing becomes a necessary choice for marketing practitioners. The essay will analyze the challenges of demassification marketing, list influencing factors towards its practice, and propose specific public relations strategies that could be applied in demassified marketing process by doing case study on Another Half Gin’s demassification marketing practice and applying the research method of literature review. The study shows that demassification marketing should focus on clear targeted markets, exclusive marketing position, precisely locating targeted audience, and demassified sales channels. The article also articulates the influencing factors towards demassification marketing key points, and divided those into external factors, internal factors, and dyadic factors which focus on the consumers side, the organization side, and the interaction between the two sides separately. The article also highlights the importance of internet platforms such as social media in modern public relations practice since it can provide closer and stronger bonds between the organization and its audience in a more individual level. The article proposes that it is necessary for organizations to apply demassification marketing in selling campaign, which requires the practitioners to treat the audiences as individuals rather than as a mass group. Another Half case also inspires alcohol industry to adapt to consumers’ rising health consciousness in post-epidemic era.