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What are niche markets?
There is an old saying that says “find a niche and get rich”, from English”Find a Niche and Get Rich”.
A niche is a market space that has not yet been explored.
If you find one, you'll have that space to profit.
The great mystery of niches is to understand how no one has yet noticed that same opportunity.
After all, the larger it is, the more evident it will also be, just as if it is very small, it will be uninteresting.
Hence the general perception that a niche must be small enough not to have been noticed, but large enough to be a good opportunity.
Big brands like Coca-Cola, Nestle, Unilever are the opposite of niches, they aim at mass consumption, their consumer market is the vast majority of people.
From then on, strategies with a focus on specific consumer groups begin to emerge.
Depending on the size of these groups, even the major brands operate in these categories, As stated by Alan Jope from Unilever:
“The consumer products sector is Close to a revolution in which it will leave aside the generalist market approach and apply more targeted marketing to reach increasingly fragmented audiences”.
Niche 1 + Niche 2 = Large market
Niche clusters are another way in which it is possible to compose with the best of both worlds, adding unexplored spaces and market size.
The line Cafuné “pampering and crazy things for pets” by Unilever explores the combination of Pet, Sustainability and Affective Bond niches.
The market space represented by the growing importance of Affective Tie She took the ZeeDog brand with the pets From niche to masses.
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