Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

C.
Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

C. Project an image of the values of the firm

Caring or committed to community

Sponsor a charitable event

No.	SIC	Year	Note
1	0000	2004	Nike and Starbucks use sponsorships and community programs to link their brands with specific groups of customers. Starbucks enjoys increased sales on event days and Nike's Live Strong bracelets generate good will for the company which targets 3% of its annual pretax earnings for philanthropic giving.
2	2000	2004	Clif Bar, the manufacturer of energy and nutrition bars, sponsors charitable events to raise money for various causes. In addition to the results for charities involved, the exposure of Clif Bar as a socially responsible company helps the bottom-line. The company donates 1% of annual sales to charity, a significant amount for the $100 million a year company. The Luna bar, aimed at women and bearing the Breast Cancer Fund logo, did extremely well and the company had feedback from consumers happy to support a cause. 75% of the firm's marketing budget goes into grass roots efforts, small weekend events which cost less than large advertising campaigns but pay off in good will.
3	3711	1994	Campbell and Chrysler are the first corporate sponsors of Make a Difference Day, paying a total of $2.5m to become associated with the event. Make a Difference Day was meant to encourage community residents to devote one day a year to volunteer activities.

<< Return to Use Steps