One this episode of the Rethink Marketing Podcast, Colin Jeffries and Paul Frodge discuss the tension between exclusivity and accessibility. Are we better off growing our customer base or simply seeking higher margins from a small niche? Should exclusive brands care about market share? They explore the concept of exclusivity and how it can be achieved through limited availability, specific pricing strategies, or unique offerings. They also discuss the challenges of transitioning between exclusive and mass market strategies. It starts with organization-wide alignment and permeates market perception. How will our target audience react?
Chapters:
00:00 - Introduction
01:16 - Defining Exclusivity
03:01 - Exclusivity vs. Market Share
03:58 - Differentiating Between Exclusive and Mass Market Brands
04:44 - The Role of Service in Exclusivity
06:03 - Considering Revenue Goals and Pricing Strategies
07:42 - Creating Exclusivity through Limited Supply
09:11 - Involving the Entire Organization in the Decision
11:21 - Understanding Audience Preferences
13:24 - Conclusion
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