You can now buy nothing for £6! Not making any sense? Well for about £6 plus shipping from the UK, you can now buy nothing in a box. What would it look like?
To gain a better understanding of the logic behind this product, let’s look at what the product page says –
“What better present for the person who has everything than a poignant reminder that they want for nothing? This lovingly crafted vial of emptiness is filled to the brim with unfettered nothingness. Free from the burden of possessions, the weight of responsibility.”
This product has received an average customer rating of nearly 5 stars (out of 5 stars) on I Want One of Those. What makes “nothing” so popular?!
In value-based marketing, consumers make explicit and/or implicit trade-offs between the perceived benefits of a product and its cost. Therefore, for “nothing” to be sold at a cost of £6, consumers must perceive that it possesses the same level of benefit. Clearly, there is no way that a box containing literally nothing would be worth £6; the company would have to increase its perceived value through marketing.
The marketing of “nothing” has been successful. It has done well in the Four Ps, especially Price and Promotion.
£6 is relatively cheap and is affordable by most people. This price is also about right for a gift for friends. Since there is a relatively big chance for this product to be perceived as an absurd idea to purchase for consumers, it is best for the company to set it as a price that most people can afford.
Promotion wise, the company has communicated the idea of this product very well. It has persuaded people that it is good to learn to have nothing when you already have everything.
Life is best kept simple!
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