Update a blog about marketing, is a mean for business school student to inform other student concerning this topic, and to keep informed himself…

I have chosen "Rarity marketing", because I have though that this was an original topic, and that other people and students can be interested by this type of blog.

Concerning rarity marketing, the blog permit me to have a new point of view about this subject, and to know more about this marketing strategy, with the presentation of many example.

I would like to thank you, Jeffrey, for this type of school work, because it is the best mean to increase his skills in marketing and in English. In addition, to make and update a blog is a news for me…

 See you soon for new articles…

Good reading :

http://www.nofrag.com/2005/dec/02/19723/

http://www.jeuxvideo.fr/xbox-360-le-lancement-marathon-actu-29726.html

http://www.atelier.fr/article.php?artid=30916

The January 26th, Nike has launched its "Air Max 360". Nike uses an online advertising campaign, with a web site to place orders…

As the producers of video games, nike use the strategy of voluntary shortage of stock…

Click on the link for more informations about nike :

 http://amiel.typepad.com/marketing_relationnel/2006/01/nike_courir_eco.html

Good reading :

http://www.lesechos.fr/formations/marketing/articles/article_10_7.htm

http://www.lentreprise.com/article/4.2438.1.347.html

http://www.lentreprise.com/article/4.9205.1.561.html

http://www.educ21.com/markrare.asp#Articles

http://www.lexpansion.com/art/0.0.110382.0.html

To go to a chat about rarity marketing, click on :

http://www.cultureco.com/chat-bts/index.php/topic,5067.0.html?PHPSESSID=ebb4212ee63763499a867a09bb16e2ba

The aim of this strategy is that consumers accept to pay a higher price to get a product which is more difficult to find.

 A product which is difficult to find!!

The rarity effect justifies the higher price in consumer mind. Because a product which is difficult to find, is sold at a higher price.

This marketing strategy concerns the place, and depends on the number of point of sale where the product is available.

The purpose of this survey on rarity marketing is to know what the consumers think of this strategy. This study aims also to know how these consumers react in front of such a strategy. For this study, the age average of the respondents is 24 years, were male (and 50 % female). This survey is a questionnaire with 10 questions, which is administred to students and other adults.

This questionnaire on rarity marketing shows that the majority of the respondents are interested in marketing with 84 % of positive answers for this question.
Rarity marketing is a strategy known by more than half of the respondents (56 %). This result shows that this strategy is a "weapon" for companies, because many consumers do not realize that production in quantity limited and the weak availability of products, are a part of the strategy.
In rarity, one notices that the majority of the respondents (52 %) buy products in limited edition, but on the other hand, more half of them (56 %), do not like looking for a product in several shops before buying it.
These results show that even though people are interested in rare products, they appreciate finding them quickly. Nevertheless, for 64 % of the respondents, a product which is difficult to find is likened to a luxury, a product of strong value, being present in certain shops, in special distribution networks.
Rare products interest people, because these are ready to pay more for a product which is difficult to find (84 %). These persons would to pay more for clothes, car, or perfume.
Finally the respondents, mainly studying, and mixed, thinks that rarity marketing is a good strategy to arouse the desire for purchase in the consumer.
From a general point of view, the consumer is exposed to this strategy, but does not always realize it. Nevertheless, he accepts the games rules of rarity marketing , and associates rarity to a superior value.
To conclude, it is the exclusivity of the product which allows it to be sold more dearly to the consumer. The rarity of the product justifies the high price in the mind of consumer. The purpose of this strategy for a company, is to make known the product by the consumer, so that the latter desires to find it. Having made the effort look in several shops, the consumer will agree to pay a higher sum to acquire this very rare product.

http://www.surveymonkey.com/Users/52264897/Surveys/647641983495/A40D3C13-5F50-41A3-A24C-F0F081189A3D.asp?U=647641983495&DO_NOT_COPY_THIS_LINK

The survey results will publish on staturday, April 15th… 

   A survey? with "Surveymonkey", 

                                     off course!!

This example shows that marketing of the rarity is not only a strategy to sell more expensive but equally to increase the sales during a short time. To create the rarity is a solution to developp consumers interest about the product!!

For example the “AIR MAX 360″

   The price of rarity : 180 €

When Nike launched its eighth Air Max, the Air Max 360, it uses the same strategy than the others Air Max, the marketing of the rarity!

To sell more expensive, and create the exclusivity is very simple, especially when your name is Nike!

About place, Nike chooses up-market stores as “Courir”, and Internet (by order). The aim is to sell the product in Nike stores or in fashion place. Nike wishes that Courir has the exclusivity concerning the up-market products of the brand.

And concerning promotion, Nike uses Internet and billboards to communicate with consumers. It is more important that all consumers know the product, and wish to sell it. Nethertheless, it is possible to place an order in the Nike website (the arrival of this order is in Courir store).

With this strategy Nike wants that consumers know the product, and that they absolutely want to find it, and to sell it even if its price is very higher! (180 €)

This strategy is using in some different examples, as the sale of DVD. We can see that the DVD producer commercialize their products in limited edition, with a higher price. It is a good solution to show the exclusivity of the product, and to sell the DVD at a higher price than the other DVD which was not product in limited edition.

In example, we can speak about the DVD of "Ocean's eleven" which was sell in limited edition at the minimum price of 30 €, and which the success is very important. This example translate the character of consumers, who are agree to pay 30 € for a DVD which don't have any bonus. In addition, the marketin of the rarity is a solution to use the "strategy of ecremage", which is a price strategy, to sell more expensive. This strategy permit to increase the value of the product in the mind of consumers, because with a higher price, consumer think that the product has a high quality, or a particulary advantage. 

Rarity marketing is also uses by "Tod's", for bags or shoes, and equaly by "BHV", which sell mattress in limited edition.

We can see the difference between the two DVD offer (original DVD/edition limited DVD).

The example of TOD's with bags and shoes!!