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Niche Markets VII: Product Positioning

Executives discuss benefits of niche marketing by condition, demographic, science and lifestyle. Diabetes, heart health and children top niches in 2004.

Successful positioning entails seeking a place in the market that not only differentiates your product from the competition but also creates a unique image in consumers’ minds. In a market as crowded, commoditized, sliced and diced as supplements, this is clearly one of the biggest challenges faced by manufacturers and marketers.

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