The strategic role of premium pricing is to create the perception that the products is superior to other competing products.
Explanation:
A premium pricing sets the price of a product higher than competing products. This strategy will automatically make the product stand out.
The economic circumstances that would encourage this pricing strategy include high demand for this particular product as well as a larger addressable market for it.
Generally speaking, increasing the price will also create better customer service, PR and clout. That will create an emotional connection with potential customers.
Creating and maintaining a premium brand with a steady and increasing premium patronage is the goal as suggested by Mark Williams for Roast Coffee.
