It is defined as a narrowly defined customer group seeking a distinctive mix of benefits. It can be called as micro-segment which is small, profitable, with less number of competitors where the consumer is willing to pay a premium for the offerings. Usually This type brands commands a premium since it satisfies some distinct set of consumer needs. All these descriptions fit the category in which Sensodyne operates. What is term to describe this Category ?
A-Niche (Niche Market,Niche Brand)
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