*WHAT IS PREMIUM TO THE CONSUMER
WHAT IS PREMIUM?pre·mi·um adj.1. Of superior quality or valuepre·mi·um n1. A prize or award2. Something offered free or at...
SUPERIOR TO … ?                    The Ritz is                   premium to                   the Hyatt …                 ...
IN A MARKETERS WORLD     TANGIBLE                       INTANGIBLE4
WHAT DEFINES A PREMIUM SENSE OF WORTH5. Sensual      4. Enticing             1. Discerning                              3....
INTERPRETATIONS OF PREMIUM                            Are                        subjective;                       are cul...
CREATING A SENSE OF WORTH THROUGH CONSUMERPSYCHOLOGY                           4. Assigned meaning      1. Symbols        ...
1. SYMBOLS      Semiotics8
2. PACKAGING                 Breaking the                mould to create               value, leadership,                 ...
3. SCARCITYPerceptions of limited supply can create the  sense of premium and potentially drive               uber-demand10
4. ASSIGNED MEANING                      Meaning can come from                      marketing provenance                  ...
5. RITUALS AND FORM                       Creation of                          rituals                      or new forms12
6. ESSENCE Premiumness through ‘essence’,    science or less processing13
7. ENDORSEMENT                 Perceived specialness can be created                    through product endorsement14
15        HOW YOUR PRODUCT REPRESENTS                   WORTH                                                             ...
Thank      You16
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Quantifying premium positioning who is and what does a premium consumer want - ben white and ruby cha cha

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Quantifying premium positioning who is and what does a premium consumer want - ben white and ruby cha cha

  1. 1. *WHAT IS PREMIUM TO THE CONSUMER
  2. 2. WHAT IS PREMIUM?pre·mi·um adj.1. Of superior quality or valuepre·mi·um n1. A prize or award2. Something offered free or at a reduced price as an inducement to buy something else3. A sum of money or bonus paid in addition to a regular price, salary, or other amount4. The amount paid, often in addition to the interest, to obtain a loan5. The amount paid or payable, often in installments, for an insurance policy6. The amount at which something is valued above its par or nominal value, as money or securities7. The amount at which a securities option is bought or sold8. Payment for training in a trade or profession9. An unusual or high value: Employers put a premium on honesty and hard work2
  3. 3. SUPERIOR TO … ? The Ritz is premium to the Hyatt … is premium to the Holiday Inn …3
  4. 4. IN A MARKETERS WORLD TANGIBLE INTANGIBLE4
  5. 5. WHAT DEFINES A PREMIUM SENSE OF WORTH5. Sensual 4. Enticing 1. Discerning 3. Genuine 2. Confident5
  6. 6. INTERPRETATIONS OF PREMIUM Are subjective; are culturally dependent (including sub-culture)6
  7. 7. CREATING A SENSE OF WORTH THROUGH CONSUMERPSYCHOLOGY 4. Assigned meaning 1. Symbols 2. Packaging 5. Rituals and Form 6. Essence 3. Scarcity 7. Endorsement7
  8. 8. 1. SYMBOLS Semiotics8
  9. 9. 2. PACKAGING Breaking the mould to create value, leadership, difference9
  10. 10. 3. SCARCITYPerceptions of limited supply can create the sense of premium and potentially drive uber-demand10
  11. 11. 4. ASSIGNED MEANING Meaning can come from marketing provenance or process11
  12. 12. 5. RITUALS AND FORM Creation of rituals or new forms12
  13. 13. 6. ESSENCE Premiumness through ‘essence’, science or less processing13
  14. 14. 7. ENDORSEMENT Perceived specialness can be created through product endorsement14
  15. 15. 15 HOW YOUR PRODUCT REPRESENTS WORTH SO WHAT? 5. Sensual 4. Enticing 3. Genuine 2. Confident 1. Discerning 1. Symbols 2. Packaging 3. Scarcity 4. Assigned meaning 5. Rituals and Form 6. Essence LEVERS TO PROMOTE PREMIUMNESS IN MARKET 7. Endorsement
  16. 16. Thank You16

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