Marketing Niche Strategy
A niche market is a group of potential customers who share characteristics
make them receptive to a particular product or service. marketing niche
strategy looks at this characteristic which maybe no more complicated than a
very simple need: for example refrigerator magnets, ties or wedding cakes.
Therefore marketing niche strategy is to convert a potential segment of the
market into a niche.
Launching a product into a niche market is far cheaper than launching a
mass-market product. Potential customers are easier to identify and to target.
Niche markets often develop as a subset of mass markets (the market for invalid
cars and left handed oven gloves), and mass marketed manufacturers choose to
launch niche products as well. Chrysler for example manufacturers the Dodge
Viper, a niche vehicle that sells in extremely limited quantities to hardcore
motor enthusiasts. Ford produces the Austin Martin, and Fiat the Ferrari.
Conversely, what are expected to be the niche markets
sometimes develop into mass markets. When Apple cam up with the PC in the early
1980s, it did not expect it to become a mass market product. Out of the mass
market for PC’s there ultimately emerged a number of niches such as
The trouble with niche markets that do not turn into
mass markets is that they soon reach their limit. A nice, which can be so
helpful in getting the product off the ground, can soon become a straight
jacket. Manufacturer has to find
another niche product or another market in which to sell their existing product.
The Internet has features that make it ideal for niche
marketing. Through its mailing lists and newsgroups it gathers electronically in
one place precisely those groups of customers with similar interests that are a
niche markers dream. Mailing list and newsgroups focus on specific topics. In
each discussion group there can be as many as 10,000 regular readers with
special interest in that topic. And there are discussion groups of coin/stamp
collecting, racing, cycling etc almost anything under the sun.
Theoretical aspect of the niche market
According to competitive advantage theory there are three
main types of business strategies they are: cost leadership, differentiation and
focus strategies. Of these three main types of strategy what concerns small
business most is the focus strategy. Marketing niche strategy is a special type
of focus strategy.
There are two types of focus strategies cost focus
and differentiation focus. It is most advisable to the small business owner to
concentrate on a differentiation focus strategy, since a cost focus strategy
might be difficult to maintain without achieving very large volume of
production. On what type of differentiation focus can the small business achieve
marketing niche strategy?
The following are a few examples:
niche strategy based on customer needs and wants are the most sustainable
– this usually arises when the mass-market product does not produce the
item required. For example some products may not be customized to the
individuals particular needs.
niche strategy can also be created if there are social and cultural
differences within a single community that may require that changes may be
required to be made to a product or service. This regularly gives rise to a
niche strategy is also created through exclusive rights – such as brands,
trademarks, patents etc For example under the main brand a niche brand can
be created to serve special customer needs e.g. milk high in calcium,
certain type of collectors items.
niche strategy is also achieved through adopting particular delivery
How to develop marketing niche strategy sustain niche
a segment of the market that has a
out market research to identify if the market size makes the idea feasible.
that exclusivity through branding, patents or trademarks can be obtained.
inventory and delivery channels.
plan to reach the particular market.
market continuously to ensure that ‘niche’ characteristics and market
continue to be feasible.
I recommend - the following e-book that has some
ideas for potential niche markets on the Internet - and how to discover more.
- Strike it niche!