Specific Demographic
If you try to be everything to everyone, you may not appeal to any group. For example, Secret deodorant markets itself as made specifically for women. This loses it sales among men; but it may increase its overall market share by getting more women to buy this deodorant than other brands, since they believe it is unique. Makers of athletic equipment offer different models of the same equipment for beginners and advanced players, making those products more attractive to specific consumers.