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

•

1 like•859 views

The document discusses the concept of premium and how marketers can create a sense of premium worth for products and services. It defines premium as meaning superior quality or value. Marketers can use several techniques from consumer psychology to imbue their offerings with a premium perception, including using symbols, distinctive packaging, creating a sense of scarcity, assigning deeper meaning, establishing rituals around products, emphasizing essence or purity, and obtaining endorsements. Ultimately, interpretations of what constitutes a premium product or experience are subjective and culturally dependent.

WHAT IS PREMIUM?

pre·mi·um adj.
1. Of superior quality or value
pre·mi·um n
1. A prize or award
2. Something offered free or at a reduced price as an inducement to buy
something else
3. A sum of money or bonus paid in addition to a regular price, salary, or other
amount
4. The amount paid, often in addition to the interest, to obtain a loan
5. The amount paid or payable, often in installments, for an insurance policy
6. The amount at which something is valued above its par or nominal value, as
money or securities
7. The amount at which a securities option is bought or sold
8. Payment for training in a trade or profession
9. An unusual or high value: Employers put a premium on honesty and hard work

2

SUPERIOR TO … ?

The Ritz is
premium to
the Hyatt …
is premium
to the
Holiday Inn …

3

IN A MARKETERS WORLD

TANGIBLE

INTANGIBLE

4

WHAT DEFINES A PREMIUM SENSE OF WORTH
5. Sensual 4. Enticing

1. Discerning

3. Genuine 2. Confident

5

INTERPRETATIONS OF PREMIUM

Are
subjective;
are culturally
dependent
(including
sub-culture)

6

CREATING A SENSE OF WORTH THROUGH CONSUMER
PSYCHOLOGY

4. Assigned meaning
1. Symbols

2. Packaging
5. Rituals and Form

6. Essence

3. Scarcity 7. Endorsement

7

2. PACKAGING

Breaking the
mould to create
value, leadership,
difference

9

3. SCARCITY

Perceptions of limited supply can create the
sense of premium and potentially drive
uber-demand

10

4. ASSIGNED MEANING

Meaning can come from
marketing provenance
or process

11

5. RITUALS AND FORM

Creation of
rituals
or new forms

12

6. ESSENCE

Premiumness through ‘essence’,
science or less processing

13

7. ENDORSEMENT

Perceived specialness can be created
through product endorsement

14

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

This document provides a summary of key findings from a study about consumer perceptions of premium products and brands. It discusses verbal, visual, and emotional cues associated with premium, including words like quality, luxury, and uniqueness. Visual elements like nature images and colors are seen as premium cues. Emotionally, premium products provide feelings of safety, reward, and confidence. The document also outlines brand associations with premium in different markets and categories. It concludes with recommendations for how brands can communicate premium positioning through distinction, visuals, and emotional benefits.

How I learned to stop worrying and love research in emerging markets

MRS

This document discusses research methods for emerging markets like India. It recommends focusing on "Aspirers" rather than just the rich class. The author details 5 methodological shifts for using consumer communities more effectively: 1) Mass Observation to use consumers as eyes and ears, 2) Deprivation to understand what people truly value, 3) Accelerated Usage to develop new habits, 4) No questions asked for natural conversations, and 5) Confession groups for anonymity and trust. Challenges in India include social image, brand influence, and hierarchy, requiring inclusive research.

Hanabeth Luke and Kerrie Stimpson - Macadamia grower aspirations and challeng...

MacadamiaSociety

This study aimed to understand the needs of macadamia growers in order to inform the Australian Macadamia Society's strategic development. It found that while about a third of growers plan to sell their orchards within 5 years, most sales are driven by non-financial reasons. The study identified three main groups of growers: those selling soon, those who need support, and established satisfied farmers. It also found that most growers continue investing in maintaining and improving orchards. While the AMS is an important information source, growers want it to better integrate farmer-led research and strategies.

Dr Femi Akinsanmi - Application of tree shaker technology for husk spot contr...

MacadamiaSociety

This document summarizes research on using tree shaker technology to manage husk spot disease in macadamia trees. Husk spot is a fungal disease that causes premature nut drop and severe yield losses. The researcher aims to test if tree shakers can effectively remove sticktight husks from tree canopies, which harbor the fungal spores. Preliminary results show tree shakers can remove up to 100% of sticktight husks. Tests on two macadamia cultivars also found lower husk spot severity after sticktight removal compared to untreated trees. While tree shakers show potential for husk spot control, challenges remain to optimize removal rates and reduce tree damage.

Darren Burton - Innovative use of information systems in our industry

MacadamiaSociety

The document discusses two innovative information systems used in the Australian macadamia industry: 1) The AMHA data collection program which collects monthly market data from processors on crop production, sales, contracts, and inventory levels, providing valuable industry-wide insights; and 2) Market research conducted in key markets like Japan to better understand consumers and inform targeted promotional campaigns. The systems have improved industry decision-making, profitability, and market development through increased access to accurate and timely information.

Lynne Ziehlke - Innovation - Collaboration

MacadamiaSociety

This document appears to be from a 2014 conference on innovation and collaboration in the macadamia nut industry. It includes sections on what makes collaboration innovative, what collaboration looks like, marketing KPIs, international macadamia production and sales data, the health benefits of nuts including macadamias, proposed research on the effects of macadamia consumption, and pledges of funding for the proposed research from various macadamia producing countries and organizations.

Jacqui Price - Innovation - new product launches

MacadamiaSociety

This document discusses new product launches featuring macadamias. It describes several new food products containing macadamias that have been well-received, including macadamia meal as a cooking ingredient, macadamia pots from Uncle Toby's, and matcha chocolate macadamias in Japan. It also discusses the successful launch of a macadamia lip balm featuring positive consumer feedback praising its hydrating properties and vanilla-macadamia scent.

Andrew Waddell - Consumption around the globe today and predictions for the f...

MacadamiaSociety

This document summarizes nut consumption trends in Australia from 2003-2014 and projections to 2020. It shows that Australian nut consumption and the nut trade have grown substantially over the past decade. Macadamia kernel sales have remained stable based on supply, while ingredient usage is increasing. The document identifies opportunities to encourage innovation, teach consumers new uses of macadamias, and promote the Australian nut story. Projections suggest ingredient usage will continue growing and macadamia production will increase to meet demand, with stable supply being a critical factor.

The document discusses macadamia consumption trends in Europe from 2010-2014. It notes that imports of macadamias into Europe have increased over this period, with Australia and South Africa previously being the main suppliers but now facing more competition from other origins. Germany represents a major market for macadamia snacks in Europe, with most major grocery retailers offering macadamia products. The future of the European macadamia market is predicted to see increased consumption in other countries and market segments beyond snacks, though reliable supply will need to increase to meet future demand.

Richard Sampson Genest - Consumption around the globe today and predictions f...

MacadamiaSociety

1) Asia, led by China and Japan, is driving increased global consumption of macadamias. 2) In Japan, macadamias are most popular as part of chocolate treats, and health benefits are a key driver of interest. Volume growth is expected to be modest. 3) China is currently focused on inshell macadamia imports for entertainment purposes, but the kernel market is growing and younger consumers may prefer it for convenience.

Jeff Lippold - Japan market research - beauty, taste and innovation our new i...

MacadamiaSociety

This document summarizes market research findings about consumption trends of macadamia nuts in Japan. It finds that macadamia consumption frequency is rising, with a 300% increase in weekly consumption. Chocolates, snacks and sweets are still the most popular forms of macadamia. However, eating raw kernels and incorporating macadamias into foods like cakes and bread is increasing. The research also shows that macadamias have strengthened their image as the most premium nut in Japan. Focusing on beauty and skin benefits has expanded the narrative around macadamias. Going forward, the document recommends continuing to promote macadamias' health and beauty qualities, innovating new ways to consume them, and integrating the Australian story into marketing

Lynne Ziehlke - Consumer research project - China

MacadamiaSociety

This document summarizes the findings of a consumer research project on the macadamia market in China. It found that while awareness of macadamias in China is moderate, consumption is lower and occurs less frequently than other nuts. The hard shell was seen as inconvenient. Taste was the main driver of nut choice. The research also examined retail dynamics, health perceptions, and origin perceptions. It provided recommendations to differentiate Australian macadamias, introduce new uses, and increase messaging around health and quality to expand the market in China.

Brent Wallace - Project Forrest - Understanding the macadamia consumer from a...

MacadamiaSociety

This document summarizes insights from a study on consumer perceptions of macadamias in Australia. It finds that consumers see macadamias as a symbol of quality, luxury, and premiumness. They associate macadamias with signs of naturalness and perceive products containing macadamias to have a higher quality feel. However, the availability of macadamia products is limited compared to consumer demand. Consumers expressed interest in seeing macadamias incorporated into more product categories beyond chocolate, biscuits, and ice cream. This represents an opportunity for growth in new macadamia-containing products.

Jolyon Burnett - Innovation and investment summary

MacadamiaSociety

The document summarizes the key themes from the 2014 AMS 40th Anniversary Industry Conference. The three big themes discussed were: 1) looking to other industries to increase productivity, 2) thinking globally and acting locally, and 3) challenging everything done and seeking continuous improvement. Specific topics covered under each theme included canopy management, pests/diseases, global nut supply, and setting ambitious productivity goals. The conference encouraged participants to pursue improvement with passion and to make progress each day.

Liz Gould - Macadamia Conservation Trust

MacadamiaSociety

Over 80% of wild macadamia trees in Australia have been lost since 1788 due to threats like habitat clearing, fragmentation, and altered fire regimes. The four wild macadamia species that are endemic to Australia are now all threatened and listed as such in the IUCN Red List. In response, the Macadamia Conservation Trust was established in 2007 to help conserve and recover wild macadamia populations through activities like surveys, germplasm collection, and a recovery plan. The Trust's vision is to ensure healthy wild macadamia populations by working with partners, raising public awareness, and contributions from the Australian macadamia industry.

Robbie Commens - Share farming and orchard leasing in the macadamia industry

MacadamiaSociety

The document discusses share farming and orchard leasing arrangements in the Australian macadamia industry. It finds that around 525 hectares of orchards are currently being leased, a dramatic recent increase. Benefits are described for both owners and managers, with owners retaining ownership while managers gain scale and expertise. A sliding scale for splitting revenues is presented as production increases to incentivize both parties. A macadamia-specific lease agreement template has also been developed to aid communication and prevent issues.

Bill Johnstone - Using ethrel for 10 consecutive years - grower experiences

MacadamiaSociety

1. The document discusses the use of Ethrel to break the macadamia cropping cycle on a farm in Northern Rivers, Australia. 2. Using Ethrel allows the farm to harvest their macadamia crop over 3 months rather than 6 months, reducing harvesting costs significantly. 3. Breaking the continuous cropping cycle also helps reduce pest pressure on the farm as it breaks the food source cycle for insects. The farm has not had to apply insecticides since starting the use of Ethrel in 2008.

Bob Howard - Know your farm - detailed property mapping using LIDAR

MacadamiaSociety

The document discusses how light detection and ranging (LIDAR) technology can be used to map farm properties and gain insights into variations in slope, elevation, soil types, drainage, tree locations and heights. LIDAR provides detailed 3D maps that show spatial differences across farms and can be used to analyze impacts on crop yields from factors like elevation and slope. While LIDAR data tiles can be purchased from state government departments, the costs for mapping a single farm typically start at $600.

Warren Elvery - Latest machinery for tree removal

MacadamiaSociety

The document discusses the latest machinery for tree removal presented at the 2014 AMS 40th Anniversary Industry Conference. It details plans to remove whole rows of trees using a machine that can chip trees up to 15 years old and deposit the organic matter back into the orchard, providing benefits such as a source of organic matter, value, economies of scale, and return on investment from chipping rather than mulching. The specific removal process involves taking every second tree in the second row, leaving the stump, and repeating the process across 330 hectares of orchard.

David Anderson - Planning for the future and improving capital value through ...

MacadamiaSociety

David Anderson of Rosebank Farm prepared this document to outline their plan for improving their property's capital value through a tree removal program over the next 10 years. They purchased the property in 2003 for retirement with 2,777 trees across 7.2 hectares. Their objectives are to maintain productivity, reduce soil erosion and costs, and sell the farm by 2021. To achieve this, they will remove every other row of trees over 5 years to open the canopy, incrementally increasing yields as the orchard recovers from the program. They have modeled the cash flows to determine the economic viability and transition period for the tree removal.

Ben Zietsman - Tapping into the potential of

MacadamiaSociety

The document discusses tapping into the potential of coastal cane flats for macadamia nut farming. It notes that industry expansion requires new growing areas, and that the cane flats offer marginal but reasonably priced land that is flat and suited for small trees with high production. Developing orchards on the cane flats would provide new opportunities for growth while also presenting new challenges to overcome.

Kim Wilson - New orchard investment

MacadamiaSociety

The document discusses expansion in the Australian macadamia industry in recent years, with more trees being planted annually and in new growing regions. It notes that industry expansion is good because it helps Australia produce more macadamias to better compete globally and stabilize supply issues. Recent investors are attracted to macadamias as a long-term crop that requires less labor than some alternatives and has a positive health and environmental image. However, concerns include the large capital needed and need to establish processing and sharing of equipment and information in new areas.

Kerry Scanlan - Investing in irrigation - selecting an efficient and cost eff...

MacadamiaSociety

This document discusses selecting an efficient and cost-effective irrigation solution for orchards. It notes that new irrigation technologies can improve efficiency, simplicity, capability and affordability. It provides examples of new technologies like improved irrigation controls and micro sprinklers. The document also estimates the costs and returns of investing in irrigation systems, advising orchard owners to seek assistance from industry professionals to select the best system.

Robbie Commens - Innovation and investment introduction

MacadamiaSociety

Steve McLean - Crop protection session summary

MacadamiaSociety

Chris Searle - Grower success story - Geoff Chivers

MacadamiaSociety

Geoff Chivers manages a 43 hectare macadamia orchard by himself through an integrated system balancing multiple components. He uses soil and leaf testing, a mix of early and late varieties, precision irrigation and nutrition, and monitoring of pests and diseases. Harvesting is matched to the drying capacity in his basic shed to maximize quality. Through openness to new ideas, professional advice, and balancing all parts of the system, he averages over 1.2 tons of kernel per hectare while keeping costs around $1 per kilogram.

John Pretorius - Engaging the unknown neighbourhood

MacadamiaSociety

The document discusses John Pretorius' experience managing insect damage at his property, Zulumac. Over recent years, Zulumac experienced increasing insect damage from various pests like spotting bugs, thrips, mites, and lace bugs. This led John to engage with neighbors, the department of entomology, and reevaluate his pest management practices and tree pruning methods to better control pests and protect his crops.

Craig Maddox - Lace bug research and the future of lace bug management

MacadamiaSociety

This document summarizes research on lace bugs affecting macadamia crops. It discusses the history of lace bug problems, reasons for increased issues in recent years, current management practices, and future directions. Key points include improved monitoring allowing earlier detection, developing spray thresholds before 10% flower damage, testing new chemicals for integration with other pest control, and continuing searches for biological control agents. The future aims to balance lace bug control with sustainable management of other pests through integrated approaches.

Essentials of Automations: The Art of Triggers and Actions in FME

Safe Software

In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation. We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios. Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!

How to use Firebase Data Connect For Flutter

Daiki Mogmet Ito

Recently uploaded

Essentials of Automations: The Art of Triggers and Actions in FME

Safe Software

How to use Firebase Data Connect For Flutter

Daiki Mogmet Ito

“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...

Edge AI and Vision Alliance

For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/building-and-scaling-ai-applications-with-the-nx-ai-manager-a-presentation-from-network-optix/ Robin van Emden, Senior Director of Data Science at Network Optix, presents the “Building and Scaling AI Applications with the Nx AI Manager,” tutorial at the May 2024 Embedded Vision Summit. In this presentation, van Emden covers the basics of scaling edge AI solutions using the Nx tool kit. He emphasizes the process of developing AI models and deploying them globally. He also showcases the conversion of AI models and the creation of effective edge AI pipelines, with a focus on pre-processing, model conversion, selecting the appropriate inference engine for the target hardware and post-processing. van Emden shows how Nx can simplify the developer’s life and facilitate a rapid transition from concept to production-ready applications.He provides valuable insights into developing scalable and efficient edge AI solutions, with a strong focus on practical implementation.

GraphSummit Singapore | Graphing Success: Revolutionising Organisational Stru...

Neo4j

Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.

Large Language Model (LLM) and it’s Geospatial Applications

Rohit Gautam

Mind map of terminologies used in context of Generative AI

Kumud Singh

Microsoft - Power Platform_G.Aspiotis.pdf

Uni Systems S.M.S.A.

UiPath Test Automation using UiPath Test Suite series, part 5

DianaGray10

Removing Uninteresting Bytes in Software Fuzzing

Aftab Hussain

Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process. In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds. - These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.

How to Get CNIC Information System with Paksim Ga.pptx

danishmna97

Climate Impact of Software Testing at Nordic Testing Days

Kari Kakkonen

My slides at Nordic Testing Days 6.6.2024 Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.

GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024

Neo4j

20240609 QFM020 Irresponsible AI Reading List May 2024

Matthew Sinclair

UiPath Test Automation using UiPath Test Suite series, part 6

DianaGray10

Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI. UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities. Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes. What will you get from this session? 1. Insights into integrating generative AI. 2. Understanding how this integration enhances test automation within the UiPath platform 3. Practical demonstrations 4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath Topics covered: What is generative AI Test Automation with generative AI and Open AI. UiPath integration with generative AI Speaker: Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP

Pushing the limits of ePRTC: 100ns holdover for 100 days

Adtran

Artificial Intelligence for XMLDevelopment

Octavian Nadolu

In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject. We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup. Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved. The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring. The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise. By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.

20 Comprehensive Checklist of Designing and Developing a Website

Pixlogix Infotech

Dive into the world of Website Designing and Developing with Pixlogix! Looking to create a stunning online presence? Look no further! Our comprehensive checklist covers everything you need to know to craft a website that stands out. From user-friendly design to seamless functionality, we've got you covered. Don't miss out on this invaluable resource! Check out our checklist now at Pixlogix and start your journey towards a captivating online presence today.

Monitoring Java Application Security with JDK Tools and JFR Events

Ana-Maria Mihalceanu

Building RAG with self-deployed Milvus vector database and Snowpark Container...

Zilliz

Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf

Malak Abu Hammad

Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers: * What is Vector Search? * Importance and benefits of vector search * Practical use cases across various industries * Step-by-step implementation guide * Live demos with code snippets * Enhancing LLM capabilities with vector search * Best practices and optimization strategies Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications. #MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology

Recently uploaded (20)

Essentials of Automations: The Art of Triggers and Actions in FME

How to use Firebase Data Connect For Flutter

“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...

GraphSummit Singapore | Graphing Success: Revolutionising Organisational Stru...

Large Language Model (LLM) and it’s Geospatial Applications

Mind map of terminologies used in context of Generative AI

Microsoft - Power Platform_G.Aspiotis.pdf

UiPath Test Automation using UiPath Test Suite series, part 5

Removing Uninteresting Bytes in Software Fuzzing

How to Get CNIC Information System with Paksim Ga.pptx

Climate Impact of Software Testing at Nordic Testing Days

GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024

20240609 QFM020 Irresponsible AI Reading List May 2024

UiPath Test Automation using UiPath Test Suite series, part 6

Pushing the limits of ePRTC: 100ns holdover for 100 days

Artificial Intelligence for XMLDevelopment

20 Comprehensive Checklist of Designing and Developing a Website

Monitoring Java Application Security with JDK Tools and JFR Events

Building RAG with self-deployed Milvus vector database and Snowpark Container...

Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf

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

1. * WHAT IS PREMIUM TO THE CONSUMER

2. WHAT IS PREMIUM? pre·mi·um adj. 1. Of superior quality or value pre·mi·um n 1. A prize or award 2. Something offered free or at a reduced price as an inducement to buy something else 3. A sum of money or bonus paid in addition to a regular price, salary, or other amount 4. The amount paid, often in addition to the interest, to obtain a loan 5. The amount paid or payable, often in installments, for an insurance policy 6. The amount at which something is valued above its par or nominal value, as money or securities 7. The amount at which a securities option is bought or sold 8. Payment for training in a trade or profession 9. An unusual or high value: Employers put a premium on honesty and hard work 2

3. SUPERIOR TO … ? The Ritz is premium to the Hyatt … is premium to the Holiday Inn … 3

4. IN A MARKETERS WORLD TANGIBLE INTANGIBLE 4

5. WHAT DEFINES A PREMIUM SENSE OF WORTH 5. Sensual 4. Enticing 1. Discerning 3. Genuine 2. Confident 5

6. INTERPRETATIONS OF PREMIUM Are subjective; are culturally dependent (including sub-culture) 6

7. CREATING A SENSE OF WORTH THROUGH CONSUMER PSYCHOLOGY 4. Assigned meaning 1. Symbols 2. Packaging 5. Rituals and Form 6. Essence 3. Scarcity 7. Endorsement 7

8. 1. SYMBOLS Semiotics 8

9. 2. PACKAGING Breaking the mould to create value, leadership, difference 9

10. 3. SCARCITY Perceptions of limited supply can create the sense of premium and potentially drive uber-demand 10

11. 4. ASSIGNED MEANING Meaning can come from marketing provenance or process 11

12. 5. RITUALS AND FORM Creation of rituals or new forms 12

13. 6. ESSENCE Premiumness through ‘essence’, science or less processing 13

14. 7. ENDORSEMENT Perceived specialness can be created through product endorsement 14

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. Thank You 16

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

Recommended

Recommended

More Related Content

More from MacadamiaSociety

More from MacadamiaSociety (20)

Recently uploaded

Recently uploaded (20)

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