Niche Marketing

Niche Marketing is the method of reaching out to customers who still need to be identified. The focus is on a small and specific part of the entire market using specialized strategies. Price range, type of product, and quality, all aim towards satisfying niche consumers.

Organizations adopt such strategies to make profits and gain brand loyalty because competition is extremely low. Therefore, it is crucial to understand the target market, their preference, buying power, environmental consciousness, and needs and design products accordingly. Companies focusing on such areas may be startups or established businesses.

• Niche marketing management refers to strategically catering to consumers yet to be explored.
• Such a specialized marketing method is designed after analyzing the market’s needs, preferences, buying power, environmental consciousness, etc.
• Companies that explore such markets may be established businesses or startups aiming to earn profit and gain loyal customers by supplying products and services not yet available.
• The competition is extremely low, which makes it easy for organizations to establish their credibility within a minimal time.

Niche Marketing targets a specific part of the market whose needs still need to be explored. Niche marketing benefits companies and helps them capture loyal customers and earn profit due to significantly low competition.

Companies conduct a complex analysis and market study to understand and identify the demand and look for specialized suppliers who can cater to such needs. Niche marketing products are designed to meet limited market demand. Companies target particular demographics, income levels, social statuses, tastes, and preferences which helps the business to focus and identify unique opportunities to grow.

Let us look at the various characteristics niche marketing group will have.

1. Low competition – A firm that aims to serve a niche faces less competition because such a niche has a demand since any other firm did not yet explore it.
2. Less number of customers – Niche itself means a limited or small group. Thus, the number of customers is less.
3. Better market operation – The firm can operate smoothly due to the heavy focus on a small group.
4. Customers’ faith and loyalty- Due to fewer players, customers remain loyal to the firm that is meeting their demand. As a result, there is little tendency to switch to competitors.
5. Higher profits – A more consistent customer base leads to higher sales and profits.
6. Less cost – The cost of establishing a market among niche customers and retaining them is far less than mass marketing since products of different market sizes are less.
7. Better quality – A small market allows the firm to analyze demand, changing preferences, etc., which helps improve product and customer management.
8. Extensive research – It is needed to identify areas for niche marketing because they usually remain unexplored by most firms.

Companies can identify niches through proper market research, considering the taste, preferences, needs, income, social status, etc. Then, it is necessary to identify the right opportunity and design goods according to it. A niche can come under any sector, whether healthcare, fashion, travel, entertainment, sports, or household.

Niche marketing products are identified through the following ways.

1. Market research – Immense market research is required to identify a niche. Therefore, every firm must study the market closely, as this first step is crucial to success.
2. Checking for competitors – A new niche usually has few or no competitors. But if there are other players, it is necessary to study their strategy too.
3. Attract customers – The next step is to attract customers by understanding them and what differentiates their requirements from what is already available in the market.
4. Campaigning and advertising – Campaigning and advertising play a significant role in reaching the target audience. If it is successfully done, the niche market will know that products are available to cater to their needs.
5. Identifying platforms for launching – This is similar to advertising but refers to what method firms adopt to advertise. For example, it might be through digital form through social media and search engines, event arrangement, billboards, TV commercials, or any other platform that suits the firm and the product type.
6. Create brand loyalty – The next step is to create brand loyalty through good quality products and services and continuous innovation through research. Customers remain loyal if they consistently get what is required, along with the best standards.  
7. Capture and retain the market – The final step in niche marketing is to capture and retain the market, which is essential to the firm since it will ensure that it continues to grow and earn profit.

Some examples of niche marketing as given below:

Example #1

Cuisine Show is a television channel that has done an extensive market study and identified an absence of channels featuring recipes for foods made without using fire or heat. Such recipes are good because even children or people who cannot go near the fire due to some health-related issues can make them.

Thus, Cuisine Show contacted famous chefs who participated in cookery shows and convinced them to showcase such recipes useful to the audience the channel targeted. Before launching the program, they did a lot of campaigning and advertising to let people know about the new and valuable program that would be aired.

The channel gained a vast audience and became immensely famous due to its unique idea, which served the purpose of people who had to depend on someone else whenever they wanted something to eat.

From the above example, we saw how niche marketing benefits a business, targets customers equally and helps the company grow rapidly.

Example #2

Financial advisors often need help identifying suitable business opportunities because they try to serve a vast market at once without focusing on the niche market that needs specialized financial help regarding investment.

Such markets will drive them towards using and building expertise in other interesting financial fields, increasing profits, and gaining loyal clients so they have the edge over their competitors.

Example #3

The COVID-19 pandemic has led to a massive spike in the business of companies that targeted niche markets through online sales. In addition, the shopping preference of consumers has drastically shifted from offline to online due to movement restrictions. Thus, small online business, which would never have anticipated such growth, is growing by leaps and bounds.

The niche marketing management process has certain advantages and disadvantages, as follows:

#1 - Advantages

1. Brand loyalty is an essential advantage that a niche marketing group gains. It is because the is significantly less or sometimes the total absence of businesses serving such consumers, even though there is demand.
2. Such markets are less expensive to manage and retain because competition is less, and customers easily remain loyal to brands. Thus, there is less spending on advertising.
3. Gaining expertise is another advantage. Companies focus on a particular product or service and its improvement or innovation, making them experts in the field.
4. The profit margin is higher due to less competition and less cost.

#2 - Disadvantages

1. Competitors are bound to enter the niche market after a specific period. Therefore, competition in small markets has a huge negative impact on businesses.
2. A niche business has limited growth potential because demand will stagnate or reduce once the market has fulfilled its need. Therefore, there has to be continuous innovation to create demand.
3. Initial identification of a niche audience is not only challenging but also expensive. Investment is required in detailed study and research.

Niche marketing refers to identifying and serving a small group of consumers, whereas mass marketing refers to identifying and serving a broad market. However, some differences between them are as follows.

This has been a guide to Niche Marketing & its meaning. We explain its characteristics, examples, advantages, and comparison with mass marketing. You can learn more about financing from the following articles –

• Micromarketing
• Affiliate Marketer
• Branding