Product-service strategy

Case study

Trading-up to a
premium positioning

  • Trading-up to a<br>premium positioning
  • Trading-up to a<br>premium positioning
  • Trading-up to a<br>premium positioning
  • Trading-up to a<br>premium positioning
  • Trading-up to a<br>premium positioning
  • Trading-up to a<br>premium positioning

A mass market technology brand asked us to help develop a strategy for premiumising part of its offer. However, there was little little agreement on: how to define premium; what the company could credibly offer in this tier; and the steps required to get there.

Our first job was to frame what premium meant in the particular product area. After a cross-category market analysis, we proposed a simple working definition of premium and  characterised it along seven business strategy dimensions. We also defined five internal change steps to an upmarket positioning. These were based on insights gleaned from case studies of mass market companies that had attempted to ‘trade up’. We then interviewed premium technology consumers in China, USA and UK, to identify opportunities across the product experience.

Our final deliverable was a target market positioning and an experience vision concept that spanned marketing, retail, packaging, product, accessories and service.

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Capabilities:

  • Consumer research
  • Market analysis
  • Experience vision
  • Portfolio planning
  • Value conception
  • Organisation and culture

Project type

Market definition

Carving out a distinctive position for your brand is based on a clear point-of-view on a market. Whether defining where to focus in an emerging market, or how to draw a distinction between premium and luxury tiers in a mature market, clarity within the project team is critical.

We begin with an assessment of internal business context and objectives. We then identify defining market dimensions and dynamics, before focusing in on key opportunity areas based on strength of customer needs, company capabilities, and key competition. The market opportunity is presented in simple, clear and precise framework.