Micro Niches


Wikipedia definition of Niche

A niche market is the subset of the market on which a specific product is focusing on; Therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.

A micro niche is a much more focused and a smaller component. For example if you take people who listen to Techno music in the Indian market, thats a niche … people who listen to Tiesto only (and he is GOD :) ), then that’s a micro-niche.

I gave the music example specifically because I was talking to a good friend of mine about airing Techno. Niharika works for Red FM, and handles their marketing activities and although I am not a listener, I would have been one. Had they played Techno :-), then I would have been an ardent follower. Then it simply became an MBA-to-MBA talk, and the final answer came out as simply as this – I am not their target segment.

That’s why I have a Worldspaceradio at my home. Thats why I listen to the System channel. They cater to my needs, however small a business I represent.

I actually am willing to pay a premium for that service. What normally was free for Red FM or other channel users, I have to pay something like Rs. 3000 a year. But I get what I want at the end of the day. I think businesses should cater to more and more micro-niches, especially businesses which are planning to enter a red ocean. They need that small group of ardent followers. What say?

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