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Your overall marketing plan probably strives to create an image of your store, including the
objectives for your business and the programs designed to reach those goals. This broad plan should
also include an assessment of your efforts which, in turn, should lead to a reevaluation of your target market.
While marketing is sweeping in its coverage, niche marketing is about being small.
Its aim is to dominate a more narrowly defined market. A niche marketing approach is one where the marketer
defines a narrow market segment in which he is best equipped to compete. Oftentimes, items or services are created
especially with that niche market in mind.
Describing the mass-market potential for tea is easy - it includes everyone.
But can you describe your target market, let alone define a niche market potential? The key to niche marketing
is to be narrowly focused. Think small, opting to outthink rather than outspend your competition. Find out what it
is that really delights the members of your niche market.
Understand your customer base and the importance of specialty tea to those consumers.
By understanding not only your consumers but also key consumer trends, tea can become a more successful part of
your product mix.
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