Limited Editions: Unlimited..

Limited editions of various products and brands are available in the market constantly at every period throughout the year. Companies mainly claim that these limited editions are a genuine tool to foster and launch new innovative products. But there is a flip side which argues that though this initiative might lead to a surge in short term sales, it finally results in dilution of the brand equity.

International Examples

• Coke Orange 2.5 m pounds (Jun 2007)

• Nestle' Kit Kat Blood Orange/Milkshale etc.

• Nokia X-Factor ranges (TV Show)

• Diet Coke with Lime

Reinvigorating brand interest Industry experts say Coca-Cola's limited edition flavoured variants are an attempt to reinvigorate interest in its flagship Coke brands. Coke Orange will be available for three months and follows the launch of similar limited editions, such as Diet Coke with Lime.

Nokia, Swatch and Nestlé, among others, have launched limited editions in recent years but the response from consumers has been mixed and some observers claim the products only serve to dilute the prestige of the main brands.

Indian examples

• HUL - Lux Chocolate Seduction, Lux Aromatic Glow, Lux Festive Glow, Lux Haute Pink

• PepsiCo India - Pepsi Blue, Pepsi Café Chino, Pepsi Gold, Mirinda Batman Blast Berry Fusion and Mirinda Sorbet

• Maruti Udyog Ltd

• Fastrack MTV Masala Collection of watches

• ITC's Classic cigarettes - Rock, Jazz

Advantages

The Limited editions sometimes tied with important events like examples listed below actually might lead to a positive association for the product and might lead to more than a short term sales surge.

• Fiat Palio - Sachin Tendulkar signed - World Cup

• Coca Cola - Aamir Khan - Range de Basanti - new 300ml variant

• LG Electronics - World Cup TVs - Yuvi Mobile Phones (Yuvraj Singh)

“We use limited editions to create a distinct space for the LG brand in consumer minds. The purpose is to attract customers at the shop level and to build brand awareness,” says Sandeep Tiwari, head – marketing.

Limited editions not only rejuvenate brands, they also serve the strategic purpose of testing the market for new long-term launches. In fact, Pepsi’s Pota is of the opinion that with the rise of modern trade — which enables better sampling and better targeting — special editions could move in as a permanent line or variant if they are successful.

In the luxury segment, limited editions acquire meaning in the form of collectibles. Louis Vuitton’s Mirroir range of limited edition ladies handbags, priced between Rs 26,000 and Rs 66,000, is an example.

Limited editions are not going to die anytime soon and its popularity among various companies across the world will make sure for its "long life span". Marketers would always justify the Limited editions as a justification for the improvement in the brand equity if any.