Limited edition was a term closely associated with the publishing industry. Select number of copies of popular classics were printed in glossy, high quality paper, exquisitely bound and then sold at a premium. This strategy has now spilled over to many other items like consumer durables, automobiles and even to FMCG products such as toilet soaps. This article aims to highlight the logic behind using limited editions as a marketing strategy.

To celebrate the launch of the latest James Bond movie The Quantum of Solace, Sony Corporation has launched a series of limited editions for its brands—Vaio and Cybershot. The company launched a limited edition series of the Vaio brand of notebook computers which comes with an embedded 007 logo and a harmonizing leather protection case. Luxury watch brand Omega has also launched a limited edition series of its Seamaster watches to celebrate the latest film of its brand ambassador—James Bond.

Limited editions have always been the favourite strategy of marketers of luxury products. These products come in limited numbers loaded with features and attributes. Customers scramble to get hold of these exclusive products and are willing to pay premium prices for these special editions. Now, this strategy has been extended to a variety of product categories irrespective of their luxury status. From automobiles to soaps, limited editions have moved into the mainstay of marketing strategy.According to Wikipedia, an online encyclopaedia, the term `Special Edition', when used in marketing, intends to give the product something new and previously unseen in the regular edition. Limited edition carries a sense of immediacy and exclusivity as the products would only be available for a short time and/or in limited numbers.

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