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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