Niche marketing
Niche marketing is the strategy of directing an offer and its communication at a specific market niche rather than at the general public
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
A niche is a small, well-defined group with specific needs that mainstream offerings do not fully serve. By focusing on it, a brand can specialise, speak that audience’s language and compete on expertise and closeness rather than on price or volume.
The key is balance: the niche must be large, accessible and stable enough for serving it to be viable, and specialisation should not prevent later growth. For example, a footwear brand might focus on long-distance trail runners before widening its range. It differs from general segmentation, which divides the whole market into groups, in that niche marketing deliberately chooses a small one.
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