To create a successful brand, it helps to be able to target a large group of consumers who have a clear need for your product. But that large group is not essential. Too often marketers fear "niches" - yet niches of consumers can be premium-priced andvery profitable. And with the right marketing skills, these niches can be grown. The power of serving a niche in the right way is illustrated by the growing success of lactose-free brands. There are two opposite ends of the spectrum when it comes to markets for lactose-free dairy products: At one end are countries with low levels of medically-recognised lactose intolerance - as low as 3% - 5% of the general population in places such as the US and UK, although there may be certain ethnic groups with much higher levels of intolerance.
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