BY:

SONAM SHARMA 38
SANKET PATIL. 25
DINESH BORHADE 58
YOGESH PAGERE 52
SHRIKANT PANPALIYA 32
NICHE MARKETING
DEFINITION
 “A niche market is a subset of the on which a specific product is
focusing on : therefore the market niche defines the specific market
needs, as well as the price range, production , quality and the
demographics that is intended to impact.”

“A small market that is not served by competing product”_

Keegan Etal Use word “pocket” to define a niche _

Hooley and Saunders

WHY NICHE MARKETING??
Influence your Core Competence.
Focus your Resource to maximize your Returns
Easily identify opportunities for vendors and Alliance
Relationships.
Definitely target Clients Best suited to use your
service.
Differentiate the your firms with your clients
community and competitions.
Focus your firm’s messaging and marketing campaign.
The 5 P’s.
Positioning - how you’re going to define your
place in the market
Product or Service - what you’re going to offer
Price - how much you’re going to charge for your
services
Place - who you’re going to serve and where you’ll
find them
Promotion - the activities you’re going to
undertake to drive interest in these services
Niche Marketing
Segmentation Vs. Niche Marketing

Integrated marketing concepts.

Long term relationship with customers.

Know Your Competitors
What are your competitors doing in your niche?
 Do they have web pages, a brochure, other brand materials in this
area that can give you a sense of their positioning?
Focus first on “hard facts”
 Web site, brochures, associations, etc.
Then gather softer information from your network of
contacts
 Vendors, clients who chose you over them, former staff
Your intention is to gain information that will enable you
to create a differentiating positioning for your niche
SWOT Analysis
Strengths Weaknesses

Vu
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n t i li
i ty
ra
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Opportunities C
on Threats
SWOT Analysis
Strengths and Weaknesses
Leadership
Organization – management, culture,
image
Staff – skills/specializations
Financial performance
Infrastructure
Opportunities and Threats –The 3 C’s
Clients: What does your target market look like?
Are there any existing clients you can offer this
service to without conflict?
Community: What’s happening with your
vendors or alliance partners? Is anything
happening related to this service in your
geography?
Competition: How well do you know your
competition? What are their strengths and
weaknesses?
Defining Your
Niche Strategy
Define your ideal target client for the service by:
Size
Type of business
Driving need
Geography
Culture
Here’s Where Place Fits!
Determine where you will find and how you’ll reach
your ideal target clients :
Within existing clients.
Internet.
Niche Brand
Positioning Activities
Write your niche “story” and elevator pitch
Allow your clients to speak for you
Develop a section of your firm’s Web site that is
dedicated to your niche
This helps increase the credibility of your offering

Create a high-quality printable PDF that tells

your niche “story”
Include client testimonials and success stories
Niche Brand
Positioning Activities
Incorporate your niche story into your firm’s:
Newsletters and Web site
Brochures and advertisements
Proposals
PPT templates
Client and prospect letters and other templates
Employee handbooks
In addition, use certifications or logos in the
above and your letterhead and business cards
 Case Study
Hallmark
Estee Lauder
Johnson And johnson
IBM
Magzine
Conclusion.