1. *WHAT IS PREMIUM TO THE CONSUMER

2. WHAT IS PREMIUM?premium adj.1. Of superior quality or valuepremium n1. A prize or award2. Something offered free or at a reduced price as an inducement to buy something else3. A sum of money or bonus paid in addition to a regular price, salary, or other amount4. The amount paid, often in addition to the interest, to obtain a loan5. The amount paid or payable, often in installments, for an insurance policy6. The amount at which something is valued above its par or nominal value, as money or securities7. The amount at which a securities option is bought or sold8. Payment for training in a trade or profession9. An unusual or high value: Employers put a premium on honesty and hard work2

3. SUPERIOR TO ? The Ritz is premium to the Hyatt is premium to the Holiday Inn 3

4. IN A MARKETERS WORLD TANGIBLE INTANGIBLE4

5. WHAT DEFINES A PREMIUM SENSE OF WORTH5. Sensual 4. Enticing 1. Discerning 3. Genuine 2. Confident5

6. INTERPRETATIONS OF PREMIUM Are subjective; are culturally dependent (including sub-culture)6

7. CREATING A SENSE OF WORTH THROUGH CONSUMERPSYCHOLOGY 4. Assigned meaning 1. Symbols 2. Packaging 5. Rituals and Form 6. Essence 3. Scarcity 7. Endorsement7

8. 1. SYMBOLS Semiotics8

9. 2. PACKAGING Breaking the mould to create value, leadership, difference9

10. 3. SCARCITYPerceptions of limited supply can create the sense of premium and potentially drive uber-demand10

11. 4. ASSIGNED MEANING Meaning can come from marketing provenance or process11

12. 5. RITUALS AND FORM Creation of rituals or new forms12

13. 6. ESSENCE Premiumness through essence, science or less processing13

14. 7. ENDORSEMENT Perceived specialness can be created through product endorsement14

15. 15 HOW YOUR PRODUCT REPRESENTS WORTH SO WHAT? 5. Sensual 4. Enticing 3. Genuine 2. Confident 1. Discerning 1. Symbols 2. Packaging 3. Scarcity 4. Assigned meaning 5. Rituals and Form 6. Essence LEVERS TO PROMOTE PREMIUMNESS IN MARKET 7. Endorsement

16. Thank You16