![]() ![]() While a mass marketer may make a standard product for everyone in the market, a niche marketer would make a highly customized product for a small group of customers within the same market. When compared to other core strategies, such as mass marketing and differentiated marketing, this strategy drives organizations to focus on a very selective target market and offer them unmatched value. This strategy is also known as a niche marketing strategy. The focus remains solely on providing value to customers within this niche market. With the help of different focus strategy examples, we’ll also come to see its relevance.įocus strategy is essentially a core marketing strategy that allows organizations to identify the specific needs of a niche market and develop products aligned with these needs. To meet the needs of customers like Rashmi, organizations need to first understand the market niche and then develop a focus strategy to capture this market.īut, what exactly is this strategy and how do you tell if it’s suitable for your business? In this piece, we will discuss the meaning of focus strategy, its types and the advantages of focus strategy. These customers are looking for specific solutions and are no longer interested in the products offered by mass producers. Rashmi is one of the many who comprise a niche market segment in the hair-care industry. These are three times as expensive as her current shampoo, but Rashmi is convinced to make the change. Ultimately, she sees an ad on Instagram about customized, organic shampoos. Every time she visits the supermarket, she looks for new options. Rashmi is bored of using the same old anti-dandruff shampoo.
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