Sep 15
Premiumization- Branding Towards Better Value Creation & Delivery
14 Sep - 16 Sep
Tata Management Training Centre, 1, Mangaldas Road, Pune 411001
Indian consumers are more than ready for premium brands that
provide better value; but are we, the marketers, ready with the right
This unique new program at TMTC has been conceived by us to help
Tata group companies understand 'how to premiumize' their brands,
both in products and services. The program will offer insights to
marketers about how to understand the opportunities for creating
premium products and services; how to develop strong brands by
proving better customer value and move up in the value chain by
charging a premium; and how to price premium offerings.The
program is designed to impart learning inputs related to the value
chain of premium products, pricing decisions, and managing the
profit potential of premium brands.
Programme Director
Dr. Richa Vyas
Programme Co-ordinator
Ms. Sonali Ogale
A shift towards premiumization needs fresh thinking and a
methodical approach towards branding because traditional
approaches may not deliver the value creation that both business
and customers seek today. Marketers thus need to find new ways to
provide better customer value that justifies a premium.
The program aims to provide an understanding of –
 What does the customer value?'
 What are the differentiators that will fetch a better price?
 Understanding different pathways to premiumization and selecting the one that is most suitable for a category.
 The program will not only stimulate thinking about premiumization but also enhance the ability of participants to develop ideas for their own brands.
Premiumization- Branding Towards Better Value Creation & Delivery
The program will be delivered through a combination of engaging
methodologies – lectures; case discussions; exercises; and sessions
by executive speakers that will help understand how to put theory
into practice.
Faculty for this program includes academicians who will help our participants understand relevant tools and frameworks, as well as industry stalwarts who have created premium brands, thereby providing an excellent exposure to and learning from both worlds.
Some of the faculty and industry experts collaborating with us on this program are:
Prof YLR Moorthi (IIM Bangalore) -Experienced faculty with 20-plus years of experience in teaching PGDM courses as well as executive education programs in branding.
Mr Prantosh Banerjee- (IIM Calcutta-PGDM & IIM Ahmedabad FPM) - Faculty with a superb record of delivering very well-received learning modules at TMTC in the area of Marketing Analytics, Branding, Pricing and Strategic Marketing.

Garth Viegas (Global Consumer Insight Director, TGBL) - Garth heads the Premiumization sub-committee of the Tata group's Customer Centricity initiative under the aegis of Mr. Harish Bhat(GEC, Tata Sons). He has rich experience of working with international brands across geographies such as ABMiller, MastercardsWorldwide, and Kraft foods.
Lulu Raghvan (MD, Landor Associates) - Landor is a design consulting firm that helps its clients create agile brands. Lulu is an expert in branding and on design packaging. (Lulu's clients at
Landor include Café Coffee Day, Delhi International Airport, ICICI Bank, Mahindra, Taj, Tata Global Beverages, The Park Hotels, Titan, and Usha Martin.) 

Pankaj Jhunjha (Head of Studio, Tata Motors Design) - Pankaj is a passionate design professional with experience of working with brands such as Renault, Dilip Chabaria Design (DC) & Thermax. 
This program is designed for professionals who are passionate about creating premium brands that deliver superior value. This includes those engaged in product management, branding, marketing, sales, retail, manufacturing and design. Manufacturing and design professionals are encouraged to attend as this will help them, and in turn all the functions involved in branding, to have the same understanding of end customer value in order to make a premium brand successful. The program will be beneficial for experienced professionals who have already spent eight-plus years in any of these functions. The program director will be happy to guide individual companies on the suitability of participants for this program.

Rs. 65000 plus applicable taxes per
participant. The fee includes the program kit,
reading material, stay (dual occupancy basis)
and all meals.