Demarketing
The fact of marketing a product or service less, or of making a product or service seem less worth buying [Cambridge Dictionary].
A clear demarketing strategy should revolve around the company’s value proposition, communicating to consumers what it stands for, how it operates, and why it deserves its business. This provides marketing teams with a template that should inform their initiatives across all the company’s products and services [Investopedia].
Marketers sometimes practice selective demarketing, which attempts to lower the demand for a product in a particular market, usually where one market is less profitable than others. This is often done where the cost to manufacture, advertise, or promote the product is more excellent in one market than in other markets. A term coined “Demarketing” was “that aspect of marketing that deals with discouraging customers in general or a certain type of customers in particular on a temporary or permanent basis.” “Demarketing” is the science of limiting demand for something, such as the demand for water when there is a lack of supply.” It refers to any attempt to deter people from purchasing a specific product. Companies can use it to regulate product use, pricing, or demand in some conditions [Barrons Dictionary].
Demarketing. Barrons Dictionary. Retrieved from: https://www.allbusiness.com/barrons_dictionary/dictionary-demarketing-4966214-1.html
Baron, A. Marketing Strategy: What It Is, How It Works, How To Create One. Investopedia. Retrieved from: https://www.investopedia.com/terms/m/marketing-strategy.asp
Demarketing. (2022). Cambridge Dictionary. Retrieved from: https://dictionary.cambridge.org/dictionary/english/demarketing