Mum&MeThe Mum & Me range from PZ Cussons
Niche markets have become the target zone for growing sales since the collapse of the mass market approach post 2008 economic meltdown.
And the German car manufacturer, Audi, was among the first to spot the potential of providing products which, on the surface at least, have a tailor-made feel. It achieved this by using just a few platforms to create a stable of different models of cars – 44 individual models at the last count, some of which boasting 110 distinct variations.
Simply put, this means the average Audi owner is very unlikely to meet another fans of the Quattro hoop badge with exactly the same car.
While this exclusivity, much admired by the British Royal family who seem to spend all their off-duty driving times in an Audi, works for the car manufacturer, can it be applied to other industries?
A variation on this can be seen in PZ Cussons’ recent launch of its new Mum & Me range of skin care products.
The launch, a first since Dove launched in the UK some 20 years ago, comes from the maker of skin products ranging from Imperial Leather to St Tropez and the company has invested a healthy £6M ($9.4M) in the new venture.
Women are ‘walked through’ the range from pregnancy to birth with products including stretch mark creams, shampoos and soaps.
Of course, to the cynical eye, these products already exist separately but the niche market approach lies in bringing them altogether for a focused audience likely to respond to the recognised three early stages of bumps, new mums and baby.
By making the target audience feel special, sales can be grown even in a recession and that attention to niche markets could point the way across a plethora of industries.