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 is one of several ways to capitalise on premiumisation.
  • A premium brand or offering needs to acquire new customers, so it needs to build mental and physical availability.
  • Buyers of premium brands are not necessarily different to buyers of mainstream brands, so avoid narrow targeting.
  • There is no evidence that broad distribution hurts a premium brand.
  • Price...

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