About
So what is premium & premiumi(s)(z)ation?
Premium is primarily a mindset.
Premiumisation/Premiumization is the translation of this mindset into products and services.
We are a Premiumisation firm that not just designs & delivers Premium Products, which starts with creating the actual basic product, the material, the finish, the story, the point of origin, the ergonomics of usage…
We also execute Positioning & D2C sales, for consumer-focused companies.
We envisage, craft and design Premium Products combining our deep understanding of sustainable materials with premium aesthetics, usage-focused ergonomics, which is rooted in our client’s identity and culture.
We have designed and delivered premium products for global French luxury icons such as Focal, L’Oreal Maybelline and Italian legend Fila among others.
We follow a similar approach on branding and D2C+ sales execution. We don’t just define brand positioning and D2C strategies, we work with the client right through implementation process – be it in terms of planning and directing the brand campaign initiatives or setting up and running the D2C+ B2B2C & C2C plans.
Having run partnerships and businesses for premium brands ourselves, we have the ability to not just strategise but to deliver tangible products on the ground culminating into measurable bottom-line & top-line impact.
The FWC360 Process
The aim is to define the “Capital Truth” (for both the brand and the enterprise). As part of this process we:
a) identify the Company Truth (revolving around the enterprise’s values and core beliefs),
b) the Product Truth (positioning and properties, guiding us on the choice and sustainability of materials),
c) the Consumer Truth (persona, product usage, ergonomics etc.) and
d) unify all these truths into the Capital Truth of commercial viability and profitability.
If the product / brand fails to reflect the culture of its manufacturer, it will lack heart. If it fails to reflect the culture of its category, it will lack soul. If it fails to reflect the culture of its country of origin, it will lack relevance.
Our Approach
Over the next few decades, a booming upper-middle class (entry level luxury consumers) and the dynamically evolving aspirations of GenZ, Millennials & the oncoming new-age consumer generations, will dramatically change consumption paradigms. Most consumer-focused companies across categories are facing a real and present challenge: ‘Premiumise or Perish’.
Newer designs, products & positioning (which aren’t easy to begin with) is just the beginning. The pivotal factors essential to adapting, in order to survive the oncoming change, is knowing that a new way of thinking and a premium mindset is the need of the hour.
FWC360 is uniquely positioned to walk you through this entire Premiumisation journey.
By choosing to work together, the focus will be on augmenting your strengths while minimising the blind-spots through external insights, inputs and execution support.
We have, and presently work, as hands-on business partners with Indian & Global MNCs and family-owned enterprises, on their path to premiumisation.
Besides helping you create a premium range from the ground up, we can also help you re-structure, re-design, re-position & re-launch previously unsuccessful premium offerings.
To this end, we propose 3 models of engaging with us.
Execution Partners
As Execution Partners, we would not just define your strategies but roll up our sleeves to design the end-to-end products along with existing in-house teams, implement the D2C & Omni-channel GTM plans and design & run your branding roll outs, as the case may be.
In this model, it is a retainer fee along with milestone linked success-fees and/or equity stakes on mutually agreeable terms. This approach is best suited when you wish to set-up a new division, launch a new brand or revamp your existing Go-To-Market plans.
Advisory Partners
As Advisory Partners, we would guide you & your in-house team, in strategy formulation, defining the product design principles, reviewing and providing active feedback on your designs, defining your GTM strategy (including D2C). This also includes reviewing on-going progress and/or defining your positioning and brand strategy; along with reviewing your on-going progress as the case may be.
In this model it is a fixed and/or a retainer fee. This approach is best suited when you are looking at improving your existing designs, redefining your GTM and/or looking for new positioning & brand campaigns on existing verticals or brands; and where your existing in-house team is confident of its execution and GTM expertise.
Hybrid Partners
This model would be a combination of the Execution + Advisory partner approaches; and needs to be customised on a case-to-case basis. We are open to evaluating innovative pricing models for this approach.
This model would be best suited when you wish to run with certain elements of execution in-house and lean on our expertise on other aspects of execution beyond the strategy and design aspects. This could include training and supervising the in-house design and execution teams that are the relevant stakeholders to the vertical or project.