POMA is an acronym that represents the terms "Positioning Over Mass Appeal". It refers to a marketing strategy or approach that prioritizes strategic positioning and targeted messaging over attempting to appeal to a broader, general audience or mass market.
In this context, "positioning" refers to the deliberate and careful crafting of a company or brand's image, messaging, and overall perception in the minds of consumers. It involves identifying and emphasizing unique selling propositions, competitive advantages, and the specific needs or desires of a select target market.
"Mass appeal," on the other hand, is an approach that aims to appeal to a broad, general audience by focusing on universally appealing features or benefits. This strategy may prioritize a wider reach and potentially higher sales volume, often at the expense of customizing or personalizing marketing efforts.
POMA, as a marketing strategy, recognizes that not all products or brands can satisfy everyone's needs or preferences. By focusing on positioning, companies can establish a strong market position that resonates specifically with their target audience. This approach allows for a more tailored and effective marketing message, building deeper connections and loyalty among a specific demographic or target market.
The POMA strategy can be particularly useful for niche markets, specialized products, or luxury brands that aim to differentiate themselves from competitors and appeal to a select group of consumers. By positioning a product or service based on unique and desirable attributes, companies employing POMA can forge a strong brand identity and gain a competitive advantage in their chosen market segment.
