Archives for: February 2012

Establishing a Premium Position in the Market

Premium Products

Today (February 2012) I had the opportunity to present at the American Marketing Association Austin luncheon lunch on the topic of how to establish a premium position in the marketplace.

The key points form the presentation:

  1. Building a premium product is about differentiating by focusing on a segment of customers who are willing to pay more for a product that serves them better. Premium products are created by value.
  2. People buy emotionally – then justify their decisions rationally
  3. People buy experiences
  4. Price communicates value
  5. Packaging communicates value
  6. Happy, empowered employees create value

Here are my slides:

Today (February 2012) I had the opportunity to present at the American Marketing Association Austin luncheon lunch on th...

Read More »