Typology for Limited Edition Products: A Study of Select Limited Edition Products Launched in India

Abstract

Limited edition (LE) products are launched by the marketers for varied reasons such as to bring out create excitement and buzz in the market, to bring in freshness and to address product fatigue. LE product series is created to maintain a sense of exclusivity, as it allows few selected customers to take pride and pleasure in product ownership. The hedonistic and utilitarian motives drive the customers to purchase LE products. In a way scarcity, in terms of limited quantity and availability for limited time period is used as marketing ploy. Careful and special promotion efforts are required for the success of the LE products. The article attempts to explore dimensions of (LE) products and also develop typology based on several (LE) products launched in India in the past two decades. The article also discusses the way forward for the marketers of LE products in the Indian market.