ROADMAP TO SUCCESS: NICHE VS SIZE Quennielyn Cua

Invincible Invisible Predictable Dynamic Confident Competitive

Invincible Invisible

Predictable Dynamic

Confident Competitive

SIZE NICHE

Everything started small

Then it GREW… SM Group of Companies today

RETAIL PROPERTY LEISURE BANKING

3 main elements of Niche Marketing - Know your target market’s unique needs

- Speak their language

- Understand the competitive landscape

Case Study: Niche vs Size

VS

Case Study: Niche grows to Size

Case Study: Where Size Matters

VS

PROs and CONs of a NICHE PLAYER

Less Competition

Higher Brand Loyalty

More Innovative, Resonating Products

Less Marketing Spend

Limited Market Potential

Overcoming Growth Challenges

source: Richard Jaffe, Credit Suisse

5 lessons from David & Goliath

1. Be BIGGER than your Fears

2. SIZE doesn’t MATTER.

3. Make use of WHAT YOU ALREADY HAVE.

4. BELIEVE it’s POSSIBLE.

5. DON’T UNDERESTIMATE Yourself.