ABSTRACT

Niche marketing may be broadly described as the process of finding goods and services which absolutely delight specifically defined customers in markets that are increasingly fragmented. It is an outstanding growth strategy for media. The Coke Company expects that flavour demands may change with the seasons—creating a series of different niches. Radio stations, advertising agencies, and traditional mass marketers like Coca-Cola are beginning to see the incredible opportunities niche marketing offers. Radio companies and advertisers who understand and embrace niching will have a competitive edge in the twenty-first century. Only 8% of companies in the developed nations are actively engaged in niche marketing. Many ad agencies are becoming aware of niche marketing. Agency executives are now seeking new ways to learn about the smallest needs of consumers. They're also beginning to cater to the perceptions of their clients' customers.