Scarcity

ARTIFICIAL SCARCITY

By HENRIETTA MARQUEZ

PhD in Economics

PRE-ORDER YOURS! ONLY 200 WILL BE PRINTED!

Research and development

Segmentation

Old shoe

"Pst! Pal!"

"Huh? Me?"

"Are you interested in buying this old shoe for all the money you're carrying?"

"Er... I don't think..."

"'They' don't want you to have the shoe."

"Oh, yeah? Give me that!"

Pepo Soap

"Unmatched cleaning! Incomparable fragrance! Buy Pepo soap now!"

"This soap is junk and nobody wants it."

"It's only a matter of finding the right marketing approach..."

"Do you wish to live in a big house with swimming pool? Drive a high-end car? Travel around the world? Become a Pepo reseller and afford everything you ever dreamt of!"

Product line

"... and this is for our new alternative line."

"I love it!"

100% marketing free!

Marketing

"Yes, the production costs will go down, but who will want to but watered-down juice?" "The marketing and advertising department is working on that as we speak." FLAVORED WATER

Selling point