Niche Marketing: Praise™ Soft-Sticks

With the worldwide ad campaign for Praise^™, the “New Food Substitute,” in full swing, the Orville Corporation is utilising niche marketing in addition to its usual mass market media onslaught in product and service promotion.
  Praise^™ Soft-Sticks, a variety popular and preferred as meal replacement by older, thrift-conscious single female consumers, is one such segment focus. Frugality aside, this demographic outspends the average household in every category, and they are expected to fuel spending growth in sectors including “meals for one,” alcohol, and other lifestyle needs. An added plus is that Praise^™ Soft-Sticks easily double as a convenient pet nutrient provender, appending the Cat Lady demographic to this segment.
  Getting single women to accept the Praise^™ brand is not a single step. There is no magic bullet. It’s a systematic rethinking of how Orville presents their plan to them, consisting of dozens of subtle shifts and alterations. Single women want you to speak to their heads and their hearts, as well as their palates. And, if the message is conveyed successfully, women will swallow Praise^™ through being loyal and making more referrals.