Range extension to deliver a double whammy: Penetration and premiumisation

Looks at driving premiumisation by smartly and strategically extending your core range.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Much has been written about the importance of penetration in driving growth, in particular in the book How Brands Grow by Byron Sharp. However, How Brands Grow actually addresses only one form of growth, which is driving volume share. And while volume growth is important, there is another way to grow, which is via premiumisation. Rather than selling more units of your product or service, you seek to generate more revenue, and ideally more profit, per unit sold.

One way...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands