Men are the targets of this strategy, executing the strategy through advertisements directed to males cracks into the niche of the male audience. "Using a concentrated marketing of niche marketing strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches." Creating change in the traditional detergent market is key. This new way of forming trust with the products consumers prevents uncertainty of any kind. "Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. For example, people undergoing cosmetic surgery cannot see the result before the purchase. Airline passengers have nothing but a ticket and the promise that they and their luggage will arrive safely at the intended destination, hopefully at the same time. To reduce uncertainty, buyers look for “signals” of service quality. They draw conclusions about quality from the place, people, price, equipment, and communications that they can see."
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