A strategy of exclusivity can be crucial to successful brand marketing

By: Geoff Ficke

Most inventors and contractors we deal with our consumer product marketing for Business approach us with dreams the sale of products for the masses. This may be lucrative and a good launch strategy in cases where all the stars in the galaxy the line correctly. How many times is it?

successful mass marketing is subject to economies of scale, the benefits of production and large budgets for entering a noisy advertising environment. , For the established large companies, said Procter & Gamble, Unilever, Rubbermaid, have all the tools to launch products in this maelstrom. Most small entities and individuals are not.

Our strategy is often preferred to create a brand strategy based on exclusivity. When a product is sold in a distribution base limited, available in some stores, generally at a higher price than similar products, consumers tend to attach more perceived value of these items.

There are many examples of exclusivity that can be used as a model when considering the strategy to use to launch a new consumer product. Retailers that sell high-end limited distribution are very profitable and enjoy extremely high profiles. Bloomingdale's, Tourneau, Neiman Marcus, Harvery Nichols, Harrod's, and Ralph Lauren do a few shops that involve trade "transport". These stores seek goods of high quality, which may be priced at a premium, and that are not available from competitive outlets. This creates a loyal customer for the types of goods that can be found in these doors.

Cars, jewelry, ready-to-wear, cosmetics, watches and home decor are only a few product categories where the exclusive is validated as a marketing and branding.

Ferrara, Mercedes-Benz, Porsche and Jaguar cars are famous franchises. Ferrara has created a thirst in the world for these stylish, super fast, super sports car prices with the horse "wheelie" on the hood. There are only a handful of distributors Ferrara allowed the United States. The production is kept very small and all cars are generally sold two years before they occur. It assurance that the value for vehicles remains high. Indeed, many former Ferrara to take the value, something that can be said great automotive brands.

Rolex, Baume Mercier, Audemars Piguet, Chopard and Patek Philippe are a handful of very expensive brands of watches that are considered as highly prized for their exclusivity, beauty, craftsmanship and perceived value. They are sold in very few retail stores. The very fact that they are difficult to find, expensive to buy and limited production makes each one of these watches highly desirable.

Cosmetics houses at the highest end of the market to differentiate themselves by limiting the distribution of a few select stores in any given catchment area. Clarins, La Prairie, Guerlain, Cream Sea, and Estee Lauder are very discerning about where their products are placed. This ensures that consumers recognize that their lack of availability these products are very special and, therefore, justify higher retail price points.

We're looking at hundreds of new products each year. A select few offer unique blend of consumer characteristics and performance of new ones that ensure success. A strategy we often use to launch such products is built on exclusivity, at least initially. It is very easy to "drop you" and reproduce successful high-end versions with less expensive mass market your product. If you do not secure this space, certainly competitors.

Alfred Sloan, business and engineering organization that General Motors has created in the 1920s, designed the multi-price point of supply for all tastes. Cadillac was exclusively for the rich. Buick and Oldsmobile were placed for the middle class, more customers, looking for a discreet style and gentle walks. Pontiac and Chevrolet was sporting was the mass market, the brand of entry level. Sloan acknowledged that today's Chevrolet driver, as they have flourished and matured, moving up the food chain GM.

Charles Revson adapted this strategy of multi-level distribution distribution of Revlon cosmetics. Ether was very exclusive brand the carrying trade. Ultima II has been for the luxury department stores. For wider distribution in department stores and general stores sold the Revlon Revson. These business lines Revlon were differentiated by each level pricing, packaging, and performance claims. He offered something for every range of consumers.

There are a number of advantages of strategy of exclusivity. Typically initial inventory build-out is reduced, freeing up capital for the promotion of sales. Distribution Limited means that the contractor may be more attentive to each door carrying their items. Fewer gates may mean that the product features and benefits can be shown that individual consumers. It creates word of mouth and recommendations. It minimizes the need for publicity expensive media. in-store merchandising is easier to manage when the distribution is limited. The ability of organic growth approaching the tortoise often allows the new company to establish a more stable base from which to develop.

One type of strategy of exclusivity can be built for products in virtually all categories. Alcohol, beer, rolling, this foodstuff, lingerie, products for pets, the list is growing constantly, there are opportunities to succeed in marketing ideas and their success in using techniques limited. This proven methodology is underused, but often the best penetrate through a very difficult market.

About the Author

Geoff Ficke has been a serial entrepreneur for almost 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the value of selling himself, offering service and value for money.

After putting himself through the University of Kentucky (B.A. Broadcast Journalism, 1969) and serving in the United States Marine Corp, Mr. Ficke commenced a career in the cosmetic industry. After rising to National Sales Manager for Vidal Sassoon Hair Care at age 28, he then launched a number of ventures, including Rubigo Cosmetics, Parfums Pierre Wulff Paris, Le Bain Couture and Fashion Fragrance.

Geoff Ficke and his consulting firm, Duquesa Marketing, Inc. (www.duquesamarketing.com) has assisted businesses large and small, domestic and international, entrepreneurs, inventors and students in new product development, capital formation, licensing, marketing, sales and business plans and successful implementation of his customized strategies. He is a Senior Fellow at the Page Center for Entrepreneurial Studies, Business School, Miami University, Oxford, Ohio.

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