Benefits of finding a niche market touted. (paint market)

Survey panel members

also see service,

quality as key strategies

St. Louis, July 30 - Paint and coatings manufacturers - Particularly small and mid-sized producers - are targeting specialized niches as a way to compete in the current era of consolidation.

There's room out there for the "little guy" who carves out a specialized niche - by geography or product type - as the industry giants concentrate on certain high-volume products, according to many respondents to American Paint & Coatings Journal's semi-annual survey of paint-industry executives.

But just as important as "niche marketing," said many survey respondents, is attention to quality and customer service.

"Niche marketing for small companies is very important and even for medium and larger companies it has merit," said an executive with one major company. "Larger companies are consolidating to become …