Recently, I saw the advertisement of L’Men Milk product in television with the positioning: Milk for Adult Men (Susunya Pria Dewasa). The television advertisement itself appear the handsome model from L’Men contest with a beautiful girl beside him in the car compare to a childish ‘adult’ man who drink milk from a small milk box riding the fake car among the children in the playground. That’s funny… and maybe if you see the end of the story, you will have negative thinking to the slogan itself (LOL)…
Ok… let’s talk in smart ways hehehehe…
Before 1990, what do we know about milk products?
We know that milk is a healthy drink for children and also for us.
Some other people are refused to drink milk because it seems that the milk itself is a childish drink. And most of the packaging of milk product also involved child attraction, so maybe adult can’t drink milk freely to show that he/she is not a child. But… according to the doctors, the health consultants, milk is very important for our health…
And since 1990, starting the revolution of milk products, because we can see until now many milks categories :
• Growing children milk (the children milks it self consists of many age level, for 1-3 years old, 3-5 years old, etc)
• Diet milk (non fat milk)
• Energy milk
• Milk to making you fat (for the thin people)
• Diabetes milk
• Healthy bone milk, for adult
* Pregnant milk, feeding milk
So… nowadays maybe you even can’t remember how many milk brands right now, and each brands has their categories and target markets.
Before we talk further about the L’Men is one example of niche market (what’s niche market? I will tell you step by step below), let’s see the process how the milk products can become so many right now (in fact I think the taste are almost the same).
In marketing core concept (please refer my blog topic : The Core of Marketing Concept for details) I’ve already mention the first point is : Target Market and Segmentation.
Nowadays, manufacture or business man can not only produce one mass product in this world. Because now people in the world become more complex, the need also refer to the self esteem (need versus self esteem just like you selling an ordinary functional bag to the billionaire who doesn’t need a ‘bag’ but need a ‘classy executive bag’).
Customer can think although milk is important for the health, but to drink baby milk is not solving the health problems for the customer, and seems humiliate her/himself if she/he drink a children’s milk.
So… in order to fulfill the customer needs in this modern lifestyle, it’s important to make a differentiation products base on the target market and segmentations right now. If you just produce and sell the general products, maybe you can’t reach more customers who suppose also need that products but not suitable with their lifestyle, their age, or other factors.
Segmentations usually create a target market, so it’s become easier to offer the products in specific customers. The variables for considering and make segmentation strategies are mention below:
• Geographic variables (region, the total citizen, climate, density)
• Demographic variables (age, family size, gender, income, occupation, education, religion, race, social class, etc)
• Psychographics variables (lifestyle, personality)
• Behavioral variables (occasion, benefits, user status, usage rate, attitude, etc)
So if we mention about Healthy bone milk, maybe we can see that this kind of milk considering target market for:
• Certain age segmented which means demographic variables (teenager, adult, old)
• Lifestyle (psychographics variables) because bone milk identically with health issues, so who want to live longer, more enjoying life with good health will consider to drink milk.
And now… what’s niche market refer to the segmentation products?
Niche market is more narrowly / more specific target market segmented business. Usually is become sub segmentations and serving small groups which is not served well before. Usually after you categorized your segmentation or target market you will find the niche market inside which you can develop.
L’Men Milk actually is one of healthy milk categorized, but become more specific function and target. The target market is for adult men who really care for the body health and body builder. I don’t know if a woman drink this, the body also can become like man or not, but because it’s already segmented for the adult man, automatically the consumers only man. The target is narrow but specific, and usually the customer willing to pay more for the product, and more loyal than the other general target market.
In business, if you can’t become a market leader now, you can use and find the niche market for your products or services. Maybe it can help you easier to make profits, because you shoot on the right target which people seldom to reach. You can make segmentation and target market studies first, after that you can see which market you still can involve in it (of course it also depends to your capabilities) and make the premium product which for certain people are difficult to refuse to buy the product.
These are some niche products, who knows can make you inspired and try to find one:
• Trijaya FM, business talk radio
• Rokofren, smoker nicotine filter
• Sensodine, toothpaste for sensitive teeth
• Gulaku, premium sugar
Sometimes the innovation of niche market is followed by the competitors and become more general products, but usually the innovator is become the market leader of the niche market, these are those examples:
• A Mild, the light nicotine cigarette, but follow by the others, and still number one.
• Rejoice 2 in 1 shampoo
• Selular Magazine (still leading in the exemplars than other follower)
• EF English course (courses with native speaker segmented)
• And you still can name it one by one
And remember, maybe you are not the leader, but there are still a chance to find the niche inside which make your product or services is special. We must believe that every product supposed can be made different from the others, even if you sell rice, there is plain rice, pandan rice, fry rice, egg fry rice, red fry rice, Javanese fry rice, salted fish fry rice, crazy fry rice (in Jakarta famous fry rice, I don’t know the taste actually LOL), and you can make new name for new taste or maybe new categories of rice (I also know rice with less carbohydrate).
Ok… let’s talk in smart ways hehehehe…
Before 1990, what do we know about milk products?
We know that milk is a healthy drink for children and also for us.
Some other people are refused to drink milk because it seems that the milk itself is a childish drink. And most of the packaging of milk product also involved child attraction, so maybe adult can’t drink milk freely to show that he/she is not a child. But… according to the doctors, the health consultants, milk is very important for our health…
And since 1990, starting the revolution of milk products, because we can see until now many milks categories :
• Growing children milk (the children milks it self consists of many age level, for 1-3 years old, 3-5 years old, etc)
• Diet milk (non fat milk)
• Energy milk
• Milk to making you fat (for the thin people)
• Diabetes milk
• Healthy bone milk, for adult
* Pregnant milk, feeding milk
So… nowadays maybe you even can’t remember how many milk brands right now, and each brands has their categories and target markets.
Before we talk further about the L’Men is one example of niche market (what’s niche market? I will tell you step by step below), let’s see the process how the milk products can become so many right now (in fact I think the taste are almost the same).
In marketing core concept (please refer my blog topic : The Core of Marketing Concept for details) I’ve already mention the first point is : Target Market and Segmentation.
Nowadays, manufacture or business man can not only produce one mass product in this world. Because now people in the world become more complex, the need also refer to the self esteem (need versus self esteem just like you selling an ordinary functional bag to the billionaire who doesn’t need a ‘bag’ but need a ‘classy executive bag’).
Customer can think although milk is important for the health, but to drink baby milk is not solving the health problems for the customer, and seems humiliate her/himself if she/he drink a children’s milk.
So… in order to fulfill the customer needs in this modern lifestyle, it’s important to make a differentiation products base on the target market and segmentations right now. If you just produce and sell the general products, maybe you can’t reach more customers who suppose also need that products but not suitable with their lifestyle, their age, or other factors.
Segmentations usually create a target market, so it’s become easier to offer the products in specific customers. The variables for considering and make segmentation strategies are mention below:
• Geographic variables (region, the total citizen, climate, density)
• Demographic variables (age, family size, gender, income, occupation, education, religion, race, social class, etc)
• Psychographics variables (lifestyle, personality)
• Behavioral variables (occasion, benefits, user status, usage rate, attitude, etc)
So if we mention about Healthy bone milk, maybe we can see that this kind of milk considering target market for:
• Certain age segmented which means demographic variables (teenager, adult, old)
• Lifestyle (psychographics variables) because bone milk identically with health issues, so who want to live longer, more enjoying life with good health will consider to drink milk.
And now… what’s niche market refer to the segmentation products?
Niche market is more narrowly / more specific target market segmented business. Usually is become sub segmentations and serving small groups which is not served well before. Usually after you categorized your segmentation or target market you will find the niche market inside which you can develop.
L’Men Milk actually is one of healthy milk categorized, but become more specific function and target. The target market is for adult men who really care for the body health and body builder. I don’t know if a woman drink this, the body also can become like man or not, but because it’s already segmented for the adult man, automatically the consumers only man. The target is narrow but specific, and usually the customer willing to pay more for the product, and more loyal than the other general target market.
In business, if you can’t become a market leader now, you can use and find the niche market for your products or services. Maybe it can help you easier to make profits, because you shoot on the right target which people seldom to reach. You can make segmentation and target market studies first, after that you can see which market you still can involve in it (of course it also depends to your capabilities) and make the premium product which for certain people are difficult to refuse to buy the product.
These are some niche products, who knows can make you inspired and try to find one:
• Trijaya FM, business talk radio
• Rokofren, smoker nicotine filter
• Sensodine, toothpaste for sensitive teeth
• Gulaku, premium sugar
Sometimes the innovation of niche market is followed by the competitors and become more general products, but usually the innovator is become the market leader of the niche market, these are those examples:
• A Mild, the light nicotine cigarette, but follow by the others, and still number one.
• Rejoice 2 in 1 shampoo
• Selular Magazine (still leading in the exemplars than other follower)
• EF English course (courses with native speaker segmented)
• And you still can name it one by one
And remember, maybe you are not the leader, but there are still a chance to find the niche inside which make your product or services is special. We must believe that every product supposed can be made different from the others, even if you sell rice, there is plain rice, pandan rice, fry rice, egg fry rice, red fry rice, Javanese fry rice, salted fish fry rice, crazy fry rice (in Jakarta famous fry rice, I don’t know the taste actually LOL), and you can make new name for new taste or maybe new categories of rice (I also know rice with less carbohydrate).
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