Elling's iDeas

After last weeks blog post I decided to do a little bit more research into what causes consumer’s to buy the more expensive alternative between two products. The term can be called “masstige”, which have the following characteristics “(1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium.” I guess we can think about these type of products not only as items you would buy at the grocery store, but almost any product available. Think about the jeans you are wearing, the food you eat etc.

Here’s some more info about it from another blog:

“Why is this trend important to senior marketers?

Democratization of brands is strongly associated with higher market share and margins. It drives value and makes brands more resilient. Plotting your brand in the continuum of Masstige hierarchies can reveal new insights on how to optimize brand value and strengthen pricing strategies.”