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.