Market - Nicher Strategies: Calculon’s scientific instruments company,
Precision Instruments, is a master of niche marketing. Generally, the
products it develops have no use outside of the niche market but have
tremendous value within the niche market. For example, it has a number of
products designed to be used in specific kinds of surgical procedures.
Precision Instruments has been successful as a niche marketer because it
is always on the lookout for under-served or emerging niche markets. To this end,
its marketers have developed a network of contacts among its customers.
Precision Instruments keeps in constant communication with these customers,
asking them what their needs are, where they see room for improvement in
Precision Instruments’ products, and where they see their professions going in
the future. Precision Instruments succeeds not because it settles into a niche, but
because it anticipates the next niche market opportunity.
The Following Specialist Roles are Open to Nichers:
I. End-user Specialist : The firm specializes in serving one type of end-use
customer for example a reseller who plays a specialist role in the market in
providing services to a specific type of consumer by adding convenient
software.
II. Vertical level Specialist : In which the firm specializes in producing raw
materials / parts / finished products / distribution in Acquiring to
Distribution chain.
III. Customer Size Specialist : The firm can concentrates in selling products to
small, medium or large size customers.
IV. Specific Customer Specialist : The firm limits its selling to one or few
customers.
V. Geographic Specialist: The firm can sell its products to a certain locality,
region.
VI. Product/Product Line Specialist : The firm becomes specialize in producing
a specific product or product line.
VII. Product Feature Specialist : The company specializes in producing a special
type( feature/benefit ) of product.
VIII. Job-shop Specialist : The firm customizes its products for individual
customers.
IX. Quality-Price Specialist : The firm can operate at a high or low – quality or
price ends. i.e. high quality – high price or low quality – low price.
X. Service Specialist : The firm specializes in providing one or more unique
services.
XI. Channel Specialist : The firm specializes to reach to its consumers only
through a specific channel of distribution. For example: If a soft drink Co.
decides to sell the drinks only at the premises of the universities.
