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Difference Between Niche Marketing and Mass Marketing

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  • Difficulty Level : Hard
  • Last Updated : 30 Sep, 2022
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Niche Marketing: Niche marketing is defined as a marketing strategy that is proposed to catch moderately numbered buyers in the market. This type of marketing includes the strategy to target a specified market which means that the marketer is aware of the group in which he has to target for its product. The word niche can be defined as a special area of demand for a product or a service. For example, Wholefoods is a food store that specifically targets organic food customers. So it is clear that they want to target the customers who want organic food. A specific part of consumers is targeted in this type. 

Mass Marketing: Mass marketing is defined as a marketing strategy in which the company tries to capture a large audience for its services. They don’t restrict themselves while marketing the product and focus on capturing the whole customer base. the main objective behind this type of marketing is to find the supreme number of potential customers for their needs. For example, Coca-Cola is a brand that supports mass marketing, the goal of marketing is to capture a large number of users. All the consumers are targeted for this marketing irrespective of the marketing factors. 

Below is a table of differences between Niche Marketing and Mass Marketing: 

S. No.Based onNiche MarketingMass Marketing
1.DefinitionA marketing strategy that targets a specific market.A marketing strategy that targets whole market.
2.ObjectiveDevelop the value proportion.Increase the value share with customers.
3.Consumer TypeHomogeneous Buyers, who are intended to buy the products for a long time.Heterogeneous Buyers, who keep on changing.
4.Marketing TypeIntensive marketing by Internet and magazines.Extensive marketing by Television media.
5.Advertising byThey use easy medium such as attractive websites, informative and relevant content and through emails.They use heavy mediums by spending a huge amount such as TV and media advertising.
6.Product varietyThere is usually a single product with a specific group.There is a group of different products which groups in society.
7.Revenue generationNiche marketing strategies make lower revenue generation due to their small economies of scale in short term.Mass marketing strategies have higher revenue generation due to their large economies of scale compared to the niche marketing.
8.CompetitionIt is relatively low as the company has a value for its product.High because there are several other competitors.
9.ExampleCreating and marketing the WordPress plugin globally.Brands like Crest and Colgate follow mass marketing by airing TV commercials, publishing magazine ads, and make promotion using other channels including social media and outdoor billboards. 
10.Advantages
  • Suitable approach for small business
  • Targeting specific customers
  • Less competition
  • Easy to reach customers
  • Market expertise as special skill is needed for the making of product or operating the services.
  • Premium price and higher profit margins.
  • Large economies of scale
  • Lower production unit costs
  • Higher production output and capacity
  • Tremendous earning potential
11.Disadvantages
  • High production unit cost
  • Limited demand
  • Lower revenue generation
  • Low scale production
  • Responsive to market shifts
  • Long term inefficiency due to dependence on a single product
  • More competition
  • Limited brand loyalty
  • Consumer segments need to be tackled very closely because similar products are widely available in the market.
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