9609 · 3.1.5
Mass marketing and niche marketing — FAQ
Frequently asked questions for 9609 Mass marketing and niche marketing. Direct answers first, then deeper explanation — then practise with marking.
Is niche marketing only for small businesses?
Not exclusively. While it is a common and effective strategy for small businesses due to lower resource requirements, large companies also use niche marketing. For example, a large car manufacturer like Toyota (mass market) also owns Lexus, which targets a luxury niche market. This is often part of a multi-brand strategy to capture different market segments.
Does mass marketing always mean the product is low-priced?
No. Mass marketing refers to the strategy of targeting a broad audience with a standardised product, not its price point. While economies of scale can enable lower prices (e.g., a supermarket's own-brand baked beans), many mass-marketed products are premium, like the Apple iPhone or a Samsung flagship television. The key is the undifferentiated approach, not the price.
Can a business move from a niche to a mass market strategy?
Yes, this is a common growth path. A business may start by successfully serving a niche, building a strong brand reputation and generating profits. It can then use these resources and brand equity to expand, either by targeting adjacent niches or by developing a more standardised product for the mass market. The Body Shop is a classic example of a business that started in a niche (ethically sourced cosmetics) and grew into a mass-market presence.