Mass Market Premiumisation Webinar - Oxymoron or the Way Forward?

No.190: 2nd April 2024

Hi, it’s David here.

Last week we recorded our latest webinar on Mass Market Premiumisation, featuring a panel of experts that included Lara Purcell, Craig Jackson, and Abigail Comber, joined by moderator Dan Gibson, Managing Director here at BeenThereDoneThat. Together they discussed the growing trend of premiumisation in the mass market.

The discussion spanned various industries, including healthcare, spirits, and personal care, providing a comprehensive look at the challenges and opportunities that come with premiumisation. You can access the recording below in the featured articles section.

Meet?the Webinar?Panelists

1. Lara Purcell - Marketing Director / Brand Director with experience at WBA (Walgreens Boots Alliance, formerly Boots UK), Holland & Barrett, and Bensons for Beds.
2. Craig Jackson - Global Brand Director at Maker's Mark, Beam Suntory, and former Digital Brand Director at Nike.
3. Abigail Comber - VP Marketing and Patient Experience at HCA Healthcare UK, with a background as Chief Marketing Officer at Cignpost Diagnostics and Director of Customer, Brand & Marketing (CMO Equivalent) at British Airways.

Webinar?Highlights

Throughout the webinar, the panelists discussed the importance of understanding customer needs and delivering value that justifies premium pricing. They shared their experiences and strategies for maintaining a strong core brand while expanding into premium offerings, emphasizing the role of brand equity in premiumisation. The conversation also touched on the significance of customer service, marketing, and cultural considerations in creating a successful premium experience.

Key?Takeaways

1. Understand customer needs and deliver value that justifies premium pricing.
2. Maintain a strong core brand while expanding into premium offerings.
3. Prioritize customer service and create a holistic customer proposition.
4. Leverage marketing to unlock premiumisation opportunities and amplify the customer voice.
5. Consider cultural nuances and generational preferences in developing premium strategies.

Bonus?Content

In addition to the webinar, each panelist has shared an article that provides further insights into their areas of expertise. You can read about these in the featured highlights below.

We hope you enjoy it and as always, we are curious to hear what you think!

David Alberts

Co-Founder and Chief Vision Officer at BeenThereDoneThat

Featured Articles

1. Mass Market Premiumisation Webinar - Oxymoron or the Way Forward?

2. How the world’s best hotels deliver exceptional customer experience

3. Premiumisation: What Is It? What Isn’t It? When to Do It, and When Not To

4. Gen Z broke the marketing funnel

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