Alignment of the consumer perception in the framework of the trading-up assortment strategy

Assortment changes are a common practice of anti-crisis management. Trading up into higher price segments, that are characterized by stability during crises, is one of attractive work directions. However, there are some technological barriers. The paper presented reflects results of a successful consulting project and describes solutions of some methodological problems on the way of trading up. They are related to the alignment of consumers' perception to premium positioning, price policy adaptation, and the usage of some tools of premium marketing. Interior, secondary and primary data have been used.