Estrategia: El poder de los productos "edición limitada"

Las productos de edición limitada fueron creados históricamente por las grandes marcas para ofrecer a los clientes con un mayor poder adquisitivo un producto distinto y único para diferenciarlos y mantener su status.

Actualmente muchas compañías han decidido lanzar productos distintos y limitados con distintos fines  con el que seguir despertando el “Efecto Wow”.  Aquí os presentamos varias estrategias.

 

1. Para premiar la fidelidad de los «Lover Consumers».

Cuando tienes una marca consagrada con una base de clientes fieles, lanzar un producto de edición limitada hará que su “amor” se incremente y les mantenga activos ante las novedades, de esta manera se incrementan los valores emocionales más que los racionales.

 

2. Para realizar un test de mercado.

Es una opción fantástica de poner a prueba si un producto funciona o no durante un tiempo considerable. Estos lanzamientos funcionan estupendamente en sectores de bebidas y alimentación.

Nos vienen miles de ejemplos de ediciones de “Fanta de verano”, “productos de Mcdonalds como McRib” o ediciones especiales de bebidas alcohólicas.

mc rib

 

3. Para exhibir compromiso social como Branding.

Muchas empresas exhiben su compromiso social y con el medio ambiente lanzando ediciones especiales. Carolina Herrera tiene ediciones limitadas de sus fragancias donando parte de sus ventas a organizaciones mundiales como las del SIDA o también Apple con distintos modelos de sus dispositivos.

 

4. Para realizar Brand Collaborations.

El sector de la moda, es un sector que invita hacer colaboraciones, muchas de ella para poner a prueba estrategias de marca acercando moda de alta costura con marcas masivas de retail (las ya tradicionales colaboraciones de H&M) o para poner aprueba el know how de 2 marcas en un producto (Apple watch by Nike).

 

5. Para celebrar aniversarios o fechas memorables.

Si en tu portafolio tienes un “ producto insignia” que funcionó muy bien durante una época es una increíble oportunidad para relanzarlo celebrando su aniversario de lanzamiento por un tiempo limitado. Normalmente este tipo de ediciones limitadas, se relacionan con el poder de la nostalgia, como re-lanzamientos de discos, videoconsolas, películas o fragancias.

 

 Si necesitas estrategia para lanzar un nuevo producto o realizar una campaña especial por «producto limitado». Contacta con Detail Branding.

 

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