PreMiumization,
as strategy
business growth
PreMiumization,
as strategy
business growth
We build a business through value, price, and product perception, creating a premium customer experience
Premiumization
A strategic approach where a business increases its margin by growing perceived value of the product, leading to sustained improvement in financial metrics.
Directions
[1]
Master class
«Anatomy of the Premium Segment»
Master class
«Anatomy of the Premium Segment»
FORMAT:
Online / Offline / Corporate
DURATION:
1.5 - 3 hours
FOR:
Managers, directors of development, marketing, products, and service
WHAT WILL BE COVERED:
- Modern paradigm of the premium segment
- Aesthetics and seamless customer journeys
- Economics of premium products and services
- Behavior of premium customers
- The Russian market of premium brands
- Secrets of sales and service
RESULT
A clear understanding of segmentation approaches, a framework for working with the segment, competitors’ mistakes, and transformation results.
[2]
Strategic workshops
«Transformation of the premium segment»
Strategic workshops
«Transformation of the premium segment»
FORMAT:
Online / Offline / Corporate
DURATION:
5–7 sessions, timeframe — 2–3 months
FOR:
Companies ready for a systematic transformation of the premium segment
WHAT WILL BE COVERED:
- Analysis of the current state of the product
- Building a digital customer journey
- Creating a unique storytelling
- Optimizing employee training
- Developing sales and service standards
RESULT:
Transformation plan, Product and service matrix, Detailed customer journey, Economic model and KPIs
[3]
Consulting
“Premium at full scale”
Consulting
“Premium at full scale”
FORMAT:
Full audit, implementation, training and control
DURATION:
From 6 months
FOR:
Companies seeking deep transformation of their premium segment
SUPPORT FORMATS:
- Development of a premium segment strategy
- Resolution of current product/service issues
- Comprehensive market analysis and competitive environment assessment
- Formulation and testing of development hypotheses
- Consultations on complex cases and situations
- Monitoring the implementation of changes
- Team training and development
STAGES:
- Diagnostics
- Development of a roadmap
- Implementation of changes
- Monitoring and adjustment
Guarantee system
Stage-by-stage payment, KPI, and transparent results
Founder
Lyudmila
Astafyeva
A premiumization expert with over 15 years of experience in leading financial organizations in Russia.
Worked with leading banks and consulting teams, creating products for clients with high expectations and high trust.
Worked with leading banks and consulting teams, creating products for clients with high expectations and high trust.
Many projects have received market recognition and nominations from Frank Research Group as the best premium solutions in their categories.
Citigold Private Client
Launched a value proposition for ultra-high-net-worth clients.
Orange Premium Club
Created a fundamentally new format of premium service.
DOM.rf
Built the premium segment of DOM.RF from scratch
Alfa Only & Gazprombank Premium
Relaunched and elevated Alfa Only and Gazprombank Premium to a new level
Metrics
Results of implementing a systemic architecture
Implementing a systemic architecture enables the establishment of transparent processes, reduction of losses, and controlled business scaling.
Implementing a systemic architecture enables the establishment of transparent processes, reduction of losses, and controlled business scaling.
Process
Indicator
Before implementation
Average check
Average check
+70%
35,000 RUB
59,500 RUB
Number of products per client
+139%
1.8
4.3
Customer churn
-64%
22% per year
8% per year
Acquisition cost
-31%
18,000 RUB
12,400 RUB
ROI of premium-segment investments
+211%
90%
280%
Our
approach
- [01]
Articles and materials
Research of premium segment markets.
- [02]
Launch and management
Training of sales and service teams, customer experience control.
- [03]
Premium segment architecture
Product, service, communication, customer journey.
- [04]
Brand differentiation
Creating a unique value proposition for premium, not just “expensive”.
Performances
