Strategy to Conquer Superpremium Segment

January 28, 2010

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Business players generally avoided products with exorbitant prices. The reason is, they difficult to find opportunity for make profit. But that does not mean super-premium segment can not be conquered. In general, this class of products that do not have the high-quality. So is not harm if entrepreneurs running out this segment.

According to Agus W Suhadi, Chairman Prasetya Mulya Graduate Program that was launched by SWA magazine says ultraluxury products has its own market. The products are sometimes becomes a entry ticket into the community. This group also is no longer oriented toward prestige, but functional benefits.

The key to successfully conquer the superpremium segment is entrepreneurs must get into the community. How? By exploring consumer behavior. Marketing approach even more customized and personal.

One of the Hastens bed distributor company in Indonesia, Milestone Pacific Group (MPG) optimistic distribute bed with the best quality and most expensive in the world. How the bed is worth 800 million could provide benefits in the narrow market segment? Marketing efforts done by relying on a lot of networking.

Ruslan Julius, owner of Hastens license in Indonesia sometimes must lend his Hastens bed to his colleagues so they can feel comfortable these beds. This strategy is quite successful. Besides marketing strategy, which makes this product received the premium segment is the quality. Just so you know, all the materials used in these products are natural ingredients with no chemicals. The wood comes from northern Europe and the contents of the mattress is made from horse hair, while the fabric is made of quality wool. Thus these products can more easily enter into superpremium segment. Even before the show finished roomnya, Julius received more than 10 subscribers. So, Are you wanna trying to break the stigma that high-price products can not be profitable?. (WTD/MZ)