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Going All In on Exclusivity or Accessibility
Manage episode 407749646 series 2864318
Colin Jeffries & Paul Frodge, Colin Jeffries, and Paul Frodge에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Colin Jeffries & Paul Frodge, Colin Jeffries, and Paul Frodge 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.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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