2. Exclusivity
1. The practice of excluding or not admitting other things.
2. Restriction to a particular person, group or area.
Exclusivity is form of social currency
3. Exclusivity By Association
People choose, share and consume what makes them look and feel
good.
Being part of an exclusive group is an inherently desirable quality
because it evaluates one’s perceived status compared to outsiders
How?
Companies exploit people’s desire to be “allowed” to partake in
something to increase their market shares and/or to increase their sales.
4. Case Study
Petroleum in mass media.
◦ Specifically about petrol and other
product used in the car industries.
5. 3 Times World Champions
November 23rd 2014
November 29th 2015
November 27th 2016
7. Comparison with other players in
Malaysian market (source: http://www.intellecpoint.com/)
8. References
Neidlinger, J. (2017, January 26). 3 Unusual Ways To Create Exclusive Content That Attracts
A Crowd. Retrieved October 10, 2017, from https://coschedule.com/blog/exclusive-content/
PAYING HARD TO GET: EXCLUSIVITY IN MARKETING. (2016, February 25).
Retrieved October 10, 2017, from http://skaibluemedia.com/blog-exclusivity-in-marketing/
N. (2017, October 02). PETRONAS' winning formula. Retrieved October 10, 2017, from
https://www.nst.com.my/news/nation/2017/10/286462/petronas-winning-formula
PETRONAS Primax - Formula One™ engineering, for everyone. (n.d.). Retrieved October
10, 2017, from http://www.primax.my/
F. (1970, January 01). SERIOUS Investing. Retrieved October 10, 2017, from
http://www.intellecpoint.com/
9. References
Petronas Dagangan Registers Profit Of Rm709.3 Million For 2014. (n.d.). Retrieved
October 10, 2017, from https://www.mymesra.com.my/PDB_Announcements-@-
Petronas_Dagangan_Registers_Profit_Of_Rm709.3_Million_For_2014_.aspx
PETRONAS Dagangan Berhad registers improved profit for Q1 FY2016. (n.d.).
Retrieved October 10, 2017, from https://www.mymesra.com.my/Press_Release-@-
PETRONAS_Dagangan_Berhad_registers_improved_profit_for_Q1_FY2016.aspx
Petronas Dagangan registers record profit in 34 years. (2017, April 19). Retrieved
October 10, 2017, from http://www.themalaymailonline.com/money/article/petronas-
dagangan-registers-record-profit-in-34-years
Editor's Notes
You look at your surroundings, what attracts people’s attention? Everyone has a different view a different opinions. Some people say colours, fonts, etc. How I see it? I say exclusivity.
It is not the main attraction. It is not measurable.
How do exclusivity in ads attracts customers?
How do you make people want something?
Use exclusivity. People like things that are exclusive. They want what they can’t have. They want what others covet. They want things that signal to the world that they are one of a select few. It’s in our nature as consumers.
Exclusivity makes people want something, and it works in two ways:
Not everyone gets in. This requires a product that is so good, so clever, so desirable, such a status symbol, that people are frantic to get in on it.
Everyone gets in, but only through our channels. This requires a product that is excellent, people have to be able to find it easily enough, and you have to have a method for keeping control of how it spreads (think DRM).
Appeal: “I want this.”
Powerful Only Factor: “I really want this, and I can only get it from you.”
Exclusivity: “I can only get this from you.”
For examples: driving a Bentley
Why? I give you an example. cars. I love cars. If you’re driving on a highway that’s full of traffics, you see all kind of cars, different colours, models. But what grabs my attention, a car, that you never seen it before it in your daily routine. Now, think. If you can get the exclusive car, you will feel and look good.
Petronus is a petroleum company. So how did this company use exclusivity to
I work in Twin Tower, KLCC
You work in Majlis Bandaraya
It’s exclusivity because
Even though I only work as secretary
You work as the Head of Majlis Bandaraya
Mecedes-Benz
Formula One
To illustrate comparisons with other players in Malaysia market in terms of market size.
Profit before tax
