Repositioning “Niche Nutrition, Inc.”
This example demonstrates how positioning-based marketing can overcome major marketing—and organizational—challenges
Within the past few years, I began working with a team helping a vitamin and nutritional supplement manufacturer/distributor that I’ll call “Niche Nutrition, Inc.” That fictitious name is intended to be descriptive—while the company was well-established as a manufacturer of high-quality natural vitamins, it had been only serving a small slice of the market, a niche that was based on the ethnicity of the company’s management.
They had been successful connecting with that ethnic group, but any attempts to expand out of their niche had borne little fruit. And now ...
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