Niche Marketing Example – “Just Japanese”

Just JapaneseA few times recently whilst driving, I have noticed a brightly coloured branded vehicle advertising “Just Japenese – the Japanese parts specialists.” It keeps catching my eye for two reasons:

  1. You can’t fail to notice the bright orange colouring!
  2. This is a great example of niche marketing.

Just Japanese (a sub-brand of a motor parts company) only supplies car parts for Japanese manufactured makes of car. Its niche target markets are presumably the owners of Japanese manufactured cars and the mechanics that service them.

What are the benefits of niche marketing?

With its niche market approach, Just Japanese will potentially benefit from:

  • A clear, distinct offering which is easily recognised and understood by its target audience
  • More focused and cost effective marketing efforts as the target market is specific and more clearly defined
  • The opportunity to build a reputation and position itself as an expert in that field
  • The potential to charge a premium price as its reputation and specialism grows
  • The opportunity to develop great customer relationships and build loyalty
  • Higher profitability – fewer product lines and greater purchasing power
  • Less competition

Examples of niche companies

The following well-known, successful companies/brands cater for niche markets:

  • Bravissimo – lingerie, swimwear and nightwear exclusively for D-L cup women
  • Coutts  (the private banking arm of RBOS) –  prospective clients need to have investable assets of £1m plus
  • Saga – products and services for the over 50’s
  • Toyota Prius – a hybrid car aimed at people concerned about the environment

Clearly, there is potential for me to be seeing more ‘Just Japanese’ vehicles on the road in the future!

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