Forum Business & Sales

positive premium vs mass market, how do you choose and consistently over there?

satu minggu yang lalu

again at the confused point of positioning. First, I tried to position premium: nice packaging, green bean choice, prices above average. The brandy came out with a premium but the sales volume was slow and difficult to get into the market mass channel.

If you lower the price and approach to the market mass, fearing exissing the customer who's been trust with premium image is confused.

Someone has repositioned brand and can tell us how it went? Or is that from the beginning clear on one and consistent there?

414 7 0

satu minggu yang lalu

the premium isn't just about prices and packaging. premium means all touchpoints are consistent: the way the DM revenues, the way the packaging, the way cupping notes, to the way the handle complaints. If there's one off, the whole image can collapse.

satu minggu yang lalu

if you want to go to two markets at once, make a subbrand or product line different. not a mix in a brand. the main brand for specialty premium, products "everyday" with different names for mass.

satu minggu yang lalu

this approach has never occurred to me. the sub-brand is an additional effort but perhaps more clean than mixing in one brand. has anyone run this model?

satu minggu yang lalu

there's some roastry that worked with this model. key: target audience must be completely different and his communication is not overlap.

satu minggu yang lalu

the Indonesian coffee market was highly committed and dominated by a player with a much larger manufacturing scale. Unless there's a unique genuine, it's hard to compete there.

satu minggu yang lalu

premium is more protective long term because it doesn't compete as well as eye at price. when you have a loyal base who believes in the value, it's harder to get a competitor to bite.

satu minggu yang lalu

don't get me wrong: premium means nothing to the rich. there's a posthumous roasion. an acreactive premium, an accessible price but a quality of genuine. that's a sweet spot.

positive premium vs mass market, how do you choose and consistently over there?

Write a Reply

Report Thread

Create New Post

Unsaved Writing

Member Info

Sign In to Clorofile Forum