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#97 Enzo Ferrari (Ferrari vs Ford)
Founders
Creating Desire through Scarcity in Marketing
The individual discussed in the snip was considered a marketing master by those who knew him well. Despite facing financial difficulties and excess inventory, he strategically hid the inventory to create a sense of exclusivity and desire among customers. By making customers wait for their Ferrari, he understood that scarcity increases desirability and value. This tactic aimed to ensure that Ferrari remained a highly coveted brand, even in the face of challenges. The focus on investing in racing campaigns to maintain the brand's reputation among wealthy consumers was highlighted as a key strategy in the marketing approach.
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