Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

Company and products – Help customers recognize and recall name of company and its products

B. Create brand for company or product

Build entirely new brand

Brand a product ingredient

No. Year SIC Note
1 2005 2000 Coke management is hoping that Diet Coke with Splenda will bring new customers to the brand as well as gently push existing customers toward Splenda. The new Diet Coke product will feature a special yellow band on the front label with Splenda printed on it. This kind of information is usually hidden. PepsiCo is making a similar move, replacing the aspartame in its one-calorie Pepsi One with Splenda while leaving aspartame in its regular Diet Pepsi. Sales of Splenda (sucralose) are sky-rocketing while aspartame seems to be fading out. "It's made from sugar so it tastes like sugar."
2 2003 2026 Dean Foods Co., the nation's biggest dairy processor and distributor is pulling a profit by finding variations on boring old milk. Its Morningstar line – which includes Hershey's flavored milk products, International Delight coffee latte – is growing.
3 1998 2800 Nutrasweet was a pioneer of Monsanto's "ingredient-marketing" which is a strategy of getting customers to pay more for special ingredients. Nutrasweet has paid $1 billion to advertise.
4 1991 3674 Intel has magazine ads that promote the Intel brand name to end users, even though Intel product only comes through channels .
5 2001 3674 AMD sold 7.3 million PC processors, worth $661 million, in the first quarter. About half of those were its Duron brand chips for inexpensive PCs, and most of the rest were its flagship higher-performance Athlon processors.
6 2005 5812 Panera also recently innovated by putting Bell & Evans antibiotic-free, hormone-free chicken in its sandwiches and salads.

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