Tag: premiumization
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Premium and Luxury: Who’s buying and why?
Premium and Luxury: Who’s buying and why? As a baby boomer, I sometimes forget about the buying power of Millennial consumers. That’s a big mistake because this cohort is gliding into their peak earning years, and like many cashed up baby boomers, they’re demanding higher quality, premium products. Millennials are the fastest growing segment in… Read more
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The Democratization of the Unreachable for the Aspirational: Part 1
The Democratization of the Unreachable for the Aspirational: Premiumization in Asian markets. Part 1 of 3 “Premiumization is persuading consumers to pay more, for a better experience on a given occasion.” Andy Fennell | Chief Marketing Officer: Diageo What is Premiumization? Premiumization is about leveraging key elements of top end products and high-end consumerism and… Read more
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Premiumization…Insight + Brand + Aspirationals = more
Premiumization…Insight + Brand + Aspirationals = more The term ‘premiumization’ was coined sometime in the noughties by the ever creative big booze marketing execs at the likes of Diageo, Pernod Ricard and other notables. In doing so they yanked open a prosperous new door in the massive global alcohol and beverage market. They cleverly redefined… Read more