Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

Resources: Reduce resources required for the use of the product

Money: Reduce the money the customer uses with the product. For more ideas on using pricing, please see the Improve/Pricing section of StrategyStreet.

A. Reduce the level of payment for use of the product

Reduce Performance benefits
Reduce both Function and Convenience benefits

Produce inexpensive products with little known brand name

No. Year SIC Note
1 2001 4724 Expedia Inc. is offering package deals that combine cheap hotel rooms and other services with discount air tickets. Packaged online vacations typically have fixed prices and are supplied by third-party firms.
2 1999 5411 Save-A-Lot and other discounters target the customers of Wal-Mart that earn $30,000 or less and make up 34% of the supercenter's shoppers. These kind of shoppers will always go for the lower price and don't mind a limited selection.
3 2005 5621 Retailer Forever 21 thrives by spotting and reproducing fads. Each week the privately held retailer adds as many as 200 new micro-mini skirts, T shirts and such to stores, often upstaging competitors. Each item boasts a holy-cow price-its average is $15.

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