Premiumisation strategy as a way to grow

Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.

How to grow via premiumisation

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

Need to know

  • Premiumisation is a way to grow, particularly in mature categories where growth from penetration is constrained.
  • Launching a premium brand...
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