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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