Marketing With 4C

Hype  is defined as "extravagant or intensive publicity or promotion". Research has shown for some products, consumers have an overwhelming preference for products with limited supply. Now we know what supply and demand is right? So, what a regular brand does is if there is more demand then they reciprocate with more supply but in this case, you do the opposite. Less supply results in more demand and that builds the hype, as long as you don’t lose customers.  Now I would like to introduce you to the term “ conspicuous consumption”. The dictionary defines the above term as expenditure on or consumption of luxuries on a lavish scale in an attempt to enhance one's prestige or in other words, buy costly stuff to rub it on your friend’s face. This term was coined by Thorstein Veblen and products that follow this theory (Veblen theory) are called Veblen goods. Now usually a less supply results in losing your loyal customers to other brands but this doesn’t apply to Veblen goo