Session details
Tuesday, April 2nd, 2024 | Available to Watch Now On Demand - Virtual
In this session the panel discuss how premiumisation has become a key theme for many mass market businesses in the last year - but how can you be premium and mass at the same time? And if premiumisation is about baking in extra perceived value, where & how should brands be imparting this value?
Join us for an eye-opening discussion on Mass Market Premiumisation and its implications for businesses, as we delve into the evolving definition of 'premium' and explore effective strategies for standing out in a saturated market.
Don't miss the opportunity to gain valuable insights from our expert panellists and discover the role of marketing in unlocking the potential of premiumisation. Register now to watch the webinar on-demand.
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What you can expect to take away from the session
Key Takeaways:
- Understand the importance of premiumisation for mass-market brands and learn how to identify opportunities for adding perceived value to products or services.
- Discover the key factors for successful premiumisation, including customer needs analysis and delivering value that justifies premium pricing.
- Explore strategies for maintaining a strong core brand while expanding into premium offerings, ensuring your brand remains competitive and differentiated.
- Gain insights into the role of customer service in creating a premium experience and building brand equity, focusing on holistic customer propositions and elevating the experience beyond product features.
- Learn about the significance of customer experience, personalization, and moments of truth in the premiumisation process.
- Recognize the essential role of marketing in driving premiumisation success and the importance of understanding cultural nuances and generational preferences when developing premium strategies.
Speakers
Dan Gibson
Managing Director at BeenThereDoneThat
Having been a grad at BBH, former global lead on adidas and on Dove Digital, as well as MD at Ogilvy and Havas in Singapore - Dan became convinced that clients needed a different kind of agency model – one that delivered truly world class thinking in the client’s specific problem.
Dan has been partnering with BeenThereDoneThat clients across category since 2018.
Lara Purcell
Panelist
Marketing Director / Brand Director
Lara is a versatile and solution focused Marketing Director/ Brand Director with over 20 years’ in-depth experience working in fast paced, complex and rapidly evolving organisations in Retail, Brand Marketing and Innovation Development Leadership.
Throughout her career she has demonstrated an unrelenting commitment to delivering profitable retail and brand growth, launching differentiated customer propositions and market leading innovation, and delivering significant ROI from marketing communications across multiple channels, over career with WBA (Walgreens Boots Alliance, formerly Boots UK), Holland & Barrett and Bensons for Beds.
Her time as Global Brand Director for No 7 (Boots) - a market leading masstige Beauty brand - created the opportunity to orchestrate some world class product launches such as No 7 Protect and Perfect Advanced Serum, building up best practice of cross-functional leadership, effectively building and managing teams to achieve business objectives, drive forward efficiencies, maximise performance, streamline processes and execute with excellence.
Craig Jackson
Panelist
Global Brand Director at Maker's Mark, Beam Suntory
Craig Jackson is an accomplished marketing professional with a diverse background in the spirits and retail industries. Currently serving as the Global Brand Director for Maker's Mark at Beam Suntory, Craig is responsible for overseeing the strategic direction and growth of this iconic bourbon brand.
His career spans multiple roles, including Digital Brand Director and Brand Specialist at Nike, where he led brand creative, experiences, and commerce for Nike Basketball having previously worked on global football initiatives. Prior to that, Craig served as the Global Brand Merchandising - Digital Customization lead at Converse and worked in Brand Marketing at Seated.
Abigail Comber
Panelist
VP Marketing and Patient Experience at HCA Healthcare UK
Abi Comber is an experienced Chief Marketing Officer with a diverse background in marketing, customer experience, and brand management. Currently serving as the VP Marketing and Patient Experience at HCA Healthcare UK, Abi is responsible for driving commercial success and enhancing the patient experience.
Throughout her career, Abi has held various senior marketing roles, including Chief Marketing Officer at Cignpost Diagnostics, where she created the success of the consumer brand ExpressTest, and Director of Customer, Brand & Marketing (CMO Equivalent) at British Airways. In these roles, Abi has demonstrated a strong ability to drive efficiency, commercial returns and improved brand equity through redefining customer the experience, and leading brand initiatives
Abi is also known for her work on high-profile projects such as the Tier 1 Olympic and Paralympic programme for British Airways and the "Don't Fly" campaign, which received multiple awards and involved athlete sponsorships and an internal volunteer initiative for 300 colleagues.