Successful Niche Marketing Driven by Technology

Kellogg’s corn flakes, Kraft macaroni and cheese, Gerber baby food, Heinz ketchup, and McDonald’s hamburgers—these are a few of the venerable brands that perennially maintain a dominant market share in their respective categories. Look behind the sales figures, however, and each brand faces competition like it’s never seen before.

Despite their long history and market strength, these powerful brands are faced with challenges stemming from the fact that consumers today are highly diverse, as are t…