'Premiumization' is not a real work, nor is it even desirable. It's a new 'buzz' word, a new fashionable concept. 'Premiumization' seems to mean to create a premium service or product, i.e. one of exceptional value or quality - or at least one that is believed to be of exceptional value. There are all too many products which have 'premium' on their label just to raise the price.