The usual rules of marketing do not work in the high-end goods market. Here, other strings are at work – the desire of people to rise in status above others, at least one step higher – the article states.
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A very interesting topic for research is marketing in the market of expensive goods or services. It is interesting because sometimes the markup set on a product can be 100 percent or more. The usual rules of marketing do not function in the market of expensive goods, and no one knows how the price is set and the markup is determined.
Goods for show
The first thing to mention regarding the question of the elitism of a product is the demonstration factor. There are some items of constant use that in one way or buy telemarketing data another present their owner to everyone around them. For example, take a lighter or a pen. Is it necessary to promote such products? Lighter – when you light a cigarette on the street, you show everyone an ultra-fashionable lighter of a famous expensive brand. Of course, someone will pay attention, and if your cigarettes are not cheap, then the person who sees you will have the impression of your solidity and wealth. Pen – having an expensive and high-quality pen is a must-have attribute of every business person, especially a manager. Even if it is a small thing, if you have a gold pen, it tells others something, first of all, that you are a wealthy person.
Summarizing all of the above, we can draw some conclusions:
1
If the object of use is in plain sight and cannot be hidden, then a person will be judged by it. Considering that a person always wants to show himself from the best side in everything, such goods just fall under the definition of “elite” – people are ready to pay big money for them, if only to make a favorable impression on people.
2
If an object can be hidden from the eyes of others, then it is necessary to make it one of the evaluation criteria, make it a status object, after which it will be demonstrated and become elite.
3
If the object is not demonstrated at all, then you need to come up with symbols of demonstration, which can then be supplied with the necessary associations.
Product for pleasure:
1
The demonstration factor is only one component that influences the price of a product and its becoming “elite”. There are also products whose consumption the concept of a marketing plan and its role in business development cannot be demonstrated, but nevertheless they are expensive and in great demand.
2
The next factor that determines the level of luxury of a product is the pleasure of owning it.
3
Expensive alcoholic drinks, antiques, and rare food products can also be elite.
What constitutes the “elite”?
These are people who do not belong to production work. As a result, we can say that these are people who live in wealth, luxury and pleasure. Therefore, the second alb directory factor that determines whether a thing will be elite is how much it is intended for pleasure. The more characteristics in favor of pleasure, the more chances to get into the elite category.
The fact that elite things are things of pleasure can be confirmed. By the fact that we can daily observe how people spend huge amounts of money. On things that they could do without. For example, works of art – you can do without them in everyday life. They do not have such a high level of significance for maintaining our life. But, nevertheless, paintings, sculptures and other works of art migrate to rich houses in large quantities.