Designing GTM for Premium and Mass Portfolios in the Same Category
How to run differentiated channel, pricing, and execution models when premium and mass brands coexist in one portfolio.
TL;DR
Do not force one GTM system across premium and mass brands. Separate channel roles, pricing logic, and KPIs while sharing core execution infrastructure.
Key Takeaways
- Portfolio role clarity prevents channel conflict.
- Premium and mass need different promotion guardrails.
- Shared data and governance can still align both models.
Definitions
- Portfolio Role: strategic job each brand plays in growth, profitability, and channel coverage.
- Channel Conflict: overlap that undermines partner economics or brand positioning.
Checklist/Framework
- Define brand roles: margin engine, growth engine, or penetration engine.
- Assign channel priorities by brand tier.
- Create separate promo and discount guardrails for premium vs mass.
- Build differentiated execution scorecards by channel.
- Align distributor incentives to brand-specific objectives.
- Run one monthly portfolio governance forum.
Examples
A beverage company separated premium and mainstream customer plans in modern trade. Premium SKUs focused on visibility and premium merchandising, while mainstream SKUs focused on shelf breadth and promo conversion. The split reduced internal trade-off conflicts and improved total category performance.
Tools for this topic
View shopFMCG Growth Systems (Hardcover)
A tactical leadership guide for building scalable FMCG growth engines.
Related content
Go-to-Market Playbook for Premium Beverage Brands
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Go-to-Market Playbook for Mass-Market Snack Brands
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