3.1.5—Mass marketing and niche marketing

Mass marketing targets a broad market with a largely standardised offer; niche marketing focuses on a narrow group with distinct needs. The choice affects scale, differentiation, risk and marketing cost.

Mass reach can spread fixed costs but intensify competition. A niche can support loyalty and premium value but may be vulnerable if the segment is too small or changes.

A supermarket private label may use mass marketing, while a firm selling adaptive climbing equipment targets a niche with specialised requirements.

A niche is not simply a small product or a luxury product; it is a defined customer group with particular needs.