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Definition: Mainstream

Mainstream refers to anything that is commonly available in general or something that is available for the masses. In marketing concepts, anything which has been directed towards a large or broad group of target audience can be termed as mainstream.

Companies which have wider presence in different markets, catering to a wide array of customers are mainstream companies. These companies’ offerings are available to masses. Microsoft, Pepsi, Unilever, Amazon are good example of mainstream companies.

For an organisation to go mainstream is very difficult until and unless it has huge capital, expertise in that particular field or industry. Majority of the start-ups tends to serve a niche market. One of the reasons of not going mainstream is these companies do not have the resources and expertise to serve such a wide variety of customers. Moreover, a company goes into mainstream market when the company’s offerings has proved to add value in the niche market it has been serving so far. Success in the niche market implies that the company has been able to cater to the needs of that particular segment of customers and hence has a probability of success if it enters to serve the mainstream market.


Hence, this concludes the definition of Mainstream along with its overview.


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