A strategy that focuses on identifying and selling products or services that meet the needs, wants or preferences of a relatively small group of customers who share a common characteristic, eg customers in a particular geographical area, of a particular age group, with a particular hobby or interest, with a particular need eg food free from nuts. It involves tailoring everything from product features, price, promotional message, advertising medium, as well as how the product is accessed and purchased by customers, etc to that distinct group of customers.