A premium strategy

Our task involved developing a premium strategy for a business division with the aim of optimizing the brand image for a sustainable increase in revenues.

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Our task here involved developing a premium strategy for a business division with the aim of optimizing the brand image for a sustainable increase in revenues.

It began with a careful analysis of the competition and other relevant industries in order to redefine the key term "premium" and derive implementation potentials from it. At the same time, our team prepared a framework for assessing the premium factor within the automotive industry that can be used for similar issues.

The solution we developed was based on the core premise that a customer can only have a genuine premium experience if absolutely every stage of the customer journey is perceived as a premium experience - from the initial contact with the product, through interactions with the dealer, to the purchasing decision, as well as after-sales support.

Finally, as well as concrete recommendations for action, the end product also contains implementation plans for Top Management. These were organized within six core areas of action, such as optimizing brand communication for premium products.

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