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Going All In on Exclusivity or Accessibility
Manage episode 407749646 series 2864318
Contenido proporcionado por Colin Jeffries & Paul Frodge, Colin Jeffries, and Paul Frodge. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Colin Jeffries & Paul Frodge, Colin Jeffries, and Paul Frodge o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
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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