What Is Market Penetration? Basic Definition And How Does It Work?(2022)

Market Penetration

Market penetration is a marketing tactic that entails entering a new market with the same goods and services to establish a presence there. With no prior experience or education, marketers employ this strategy to join an existing market.

Additionally, it is employed by marketers who wish to market their goods in multiple nations simultaneously. This blog post will cover market penetration and how it functions.

What Is Market Penetration?

Market penetration is a quantifiable indicator of how much a product or service has sold about the size of its estimated market. It helps create plans to increase product market share by determining the potential market size. Said, the market penetration rate is an essential factor in the expansion of businesses.

Market Penetration for Companies

Market penetration is used by businesses to evaluate the market share of their products and measure the reach of products and services on a worldwide and industry-wide scale.

Market penetration is a metric that measures the proportion of potential customers who have chosen to buy a specific company’s product over one from a rival or no product at all. A firm’s product represents a particular percentage of the total market for similar items when market penetration is expressed as a percentage for that company.

The market penetration rate, the current sales volume of the good or service, is divided by the combined sales volume of all comparable goods, including those offered by rival companies. The decimal is moved to the right, and the result is multiplied by 100 to produce a percentage. A business is regarded as the market leader in its sector if its products have a significant market share.

Due to their well-known products and brands, market leaders have a marketing edge since they can reach more potential customers. For instance, because their products are so well-liked, a market leader and cereal manufacturer will have far more storage space and better positioning than rival companies.

Additionally, market leaders can bargain better terms with their suppliers due to their huge sales volume. Due to their large operations, market leaders can frequently produce a product at a lower cost than their rivals.

Increasing Market Penetration

Market Penetration

Market development focuses on the stages to obtain the gains in market share. In contrast, market penetration is a criterion to determine the level of market share achieved and the possibility for additional sales.

Market development is frequently a plan that outlines the precise information or procedures that must be taken to enlarge the pool of possible clients. Some techniques directly reach out to prospects in underserved market segments through sales outreach, social media campaigns, and advertising.

Gaining momentum in previously untouched markets can also be accomplished by lowering pricing and bundling product offers.

As an illustration, a well-known business may have a product with a significant female market share. The company, however, learns they only have a limited market share among male clients after conducting a market penetration analysis. As a result, businesses might create a particular product and launch a marketing initiative to attract more men as customers.

Following the various sales and marketing campaigns, market penetration as a measurement can be reassessed to gauge the amount of success—whether market share increased or decreased. Market penetration gives businesses a wealth of information about how their consumers and the whole market perceive their products. May then compare the data to particular competitors to determine how well the company does with its sales efforts and how its goods and services stack up against the competition.

Advantages and Disadvantages of Market Penetration

Market penetration has some benefits and drawbacks that marketers must be aware of, as with any marketing plan.

Market Penetration Benefits

Enhances Sales

Without a doubt, the main goal is to boost sales. Market penetration techniques can improve a company’s top line when implemented successfully.

Increasing product visibility

A product or service can become more visible through innovative market penetration techniques in untapped markets and regions. However, a business should only target those buyer categories where it can outperform its rivals and offer higher consumer value.

Building Brand Equity

Market penetration can improve a company’s brand equity. For instance, a watch company like Rolex can employ market penetration techniques to capitalize on the public perception of its accuracy, exclusivity, and robustness that is already well-known.

More effective product positioning

A business can provide higher consumer value by either charging less than competitors or offering more perks to support higher sale prices. So, distinguishing the company’s market offering to provide higher customer value is the first step in effective positioning.

Companies must deliver and communicate the differentiation that underpins the preferred positioning strategy.

Disadvantages of Market Penetration

Declining brand perception

When businesses lower a product’s price, they risk damaging the brand’s or product’s perception among consumers. Due to the product’s waning popularity, some buyers could believe the corporation has no choice but to lower the price or give it a discount.

The “Wrong” Audience Is Attracted

Not all of the target audience’s newer members who come into contact with a product due to market penetration strategy will be ideal consumers. There is a chance that the poor “product fit” will hurt the company’s reputation. Due to improper market segmentation occurs.

Adds Unnecessary Pressure

Market penetration may put unwelcome pressure on other divisions, including production, sales, and manufacturing. Producers may not be able to increase the efficiency of their processes, and manufacturers may not be able to reduce their costs as quickly as anticipated.

Sales representatives might not be able to distribute goods and services as effectively as they had hoped.

Market Penetration Strategies

Market Penetration

Let us now look at popular market penetration strategies that companies leverage.

Reducing the cost

Reducing the cost of an established product line is a tried-and-true strategy for expanding market penetration. Companies lower the sale price to make it more appealing and accessible to more customers who previously couldn’t buy it.


Some businesses use the word “discount” and frequently make it enticing with emotional hooks that push buyers to buy it. Emotional themes include phrases like “Hurry, supplies running out quickly,” “offer valid while supplies last,” and “offer valid through December 31 only.”

Adversarial Marketing

To reach a larger target audience, businesses use aggressive advertising as a market penetration technique. Aggressive advertising can take many forms, including television, print media, billboards, hoardings, banners, street corners, etc.

Growing Usage

This market penetration is employed to expand a product’s usage among the clientele. A SaaS solution, for instance, might have 50 users in an enterprise customer’s business. As current users benefit from the SaaS company, it can add more users. With this tactic, profits from a single current client are increased.

Competitive Marketing

Businesses employ aggressive advertising as a market penetration strategy to reach a broader target population. Aggressive advertising can appear on television, in print, on billboards, hoardings, banners, on street corners, and in various other places.

Increasing usage

This market penetration aims to increase consumer utilization of a product. For instance, an enterprise customer’s company might have 50 customers for a SaaS solution. Cam adds more consumers as the SaaS company’s present users begin to reap its benefits. Profits from a single current client are increased using this strategy.

Marketing Innovation

Marketers frequently employ cutting-edge marketing strategies to increase the market penetration of their goods and services. Audi encourages customers to make alternative selections on real-life-sized screens to see how it appears.

Retailers have long used virtual reality to let customers “virtually” try on and sample clothing before making a purchase. Similarly, marketers expand market penetration through cutting-edge strategies like 360-degree videos, chatbots, and user-generated content.

Partnerships & Dealerships

Forming new relationships illustrates a market penetration approach to reach a larger target audience. Partners and dealers might attract new customers for an established product because of their broad geographic reach. An excellent illustration is how merchants and distributors help consumer electronics makers sell their goods.


To profit from the transaction, resellers buy goods from manufacturers at a lower cost and resell them for a higher price. They even offer post-purchase support (such as product demos and onboarding) to ensure more excellent customer retention. Although they may have a specific customer base in mind, they often work to attract new clients.

Introducing Newer Geographies

A tried-and-true market penetration strategy to boost product adoption is to enter untapped markets. Companies that have succeeded in one region might introduce their products in the other areas since the use cases are frequently comparable.

Using influencers

When promoting their products, businesses like to work with influencers. Famous people with large followings on social media sites like Instagram, Facebook, Twitter, and LinkedIn might affect a product’s sales.

Marketing Integrated

Integrated marketing allows customers to interact with a brand or business cohesively and consistently. Integrating all separate marketing efforts is possible in the complicated and fragmented marketing world.

For instance, one can advertise a product through various media (YouTube, television, mobile, etc.) to spread the same message.

Outdoor Advertising

Field marketing is done by highly skilled marketers who support a client’s or company’s efforts to create a brand, manage customer relationships, and generate leads. Merchandising, auditing, sample, demonstration, experiential marketing, planning roadshows and events. It also includes targeted direct sales promotions.

Field marketers can facilitate quicker user acclimatization to a product and increase market penetration.

Thwart Competition

Building challenging characteristics for rivals to imitate helps businesses increase their market penetration by designing effective procedures that produce cost reductions that other competitors cannot duplicate.

Developing dependable client relationships is a solid strategy for fending the competition and expanding market penetration.


We hope this post has been helpful, whether you’re aiming to grow your company or need a refresher on the fundamentals of market penetration. We’ll be back soon with more articles on how to boost sales and expand your business.

Feel free to peruse our other blog posts in the interim for even more information on how marketing can improve your bottom line.

All the best to you!


Leave a Reply