Niche & Mass Marketing (Cambridge (CIE) IGCSE Business)

Niche & Mass Marketing

• In mass markets, products are aimed at broad  market segments

  • Mass marketing occurs when businesses sell their products to most of the available market 

  • Production usually happens on a large scale

  • Products are generally standardised with little differentiation

  • Kellogg's Corn Flakes is an example of a breakfast cereal brand aimed at the mass market

• In niche markets, products are aimed at a small subset of the larger market, e.g. gluten-free products

  • Niche marketing occurs when businesses identify and satisfy the demands of a small group of consumers within the wider market

  • Production usually happens on a small scale

  • Products may be made to order or produced with very specific customer needs in mind

  • Bob’s Red Mill is well known for producing a variety of high quality gluten-free foods, including a range of breakfast cereals

• Some niche markets become mass markets as large businesses start to realise the potential for growth

  • E.g.  Energy drinks started out as ‘niche products’ aimed at those engaging in fitness classes but as prices have fallen and more choice is available they have now become mass market products 

Evaluating Mass Markets & Niche Markets