Title: Adapting premium FMCG strategies to luxury brands

Authors: Jean Noel Dollet; Angel Díaz; María Eugenia Fernández-Moya; Luis Solís

Addresses: Cognac Bisquit, Cognac, France ' IE Business School, Madrid, Spain ' CUNEF, Madrid, Spain ' IE Business School, Madrid, Spain

Abstract: Fast moving consumer goods (FMCG) producers develop and adapt marketing and supply chain strategies to move to a more bespoke but high volume market that results in higher revenues and profits, a trend known as premiumisation. This paper analyses this trend, trying to understand how luxury groups can benefit from premium FMCG experiences. We use multiple cases of premium FMCG and luxury companies, and a survey, built from the insights of the cases and answered by 23 luxury experts. Among the conclusions of the analysis is that, while the experts do not perceive premium FMCG as a threat to luxury brands, the latter can profit from the adoption of marketing and supply chain practices of premium FMCG to increase volume and reach new global markets. The marketing practices identified as more promising are channel separation and servitisation; while those of supply chain are network orchestration, multi-level global organisation, visibility and cooperation.

Keywords: premiumisation; luxury brands; fast moving consumer goods; premium FMCG; marketing; supply chain strategies; supply chain management; SCM; luxury goods; channel separation; servitisation; network orchestration; multi-level global organisation; visibility; cooperation.

DOI: 10.1504/IJBEX.2017.083334

International Journal of Business Excellence, 2017 Vol.12 No.1, pp.46 - 65

Received: 27 Jun 2015
Accepted: 03 Oct 2015
Published online: 24 Mar 2017 *

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