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
C. Attract attention of customers to brand name
Create an unusual "theme"
Use a particular color
|1||1987||2000||Pet Inc: all of its Old El Paso products – can, jar or box – are a distinctive bright yellow and red. Pet tries to make sure supermarkets group them together to create a yellow wall. Same formula for Progresso Italian entree line. Blue labels on all.|
|2||2003||2834||In launching their rival impotency drug, Levitra, Bayer and GlaxoSmithKline studied consumer response to Viagra. They found that consumers didn't "resonate with the imagery of Viagra. They find the blue (pill) color too cool. They equate it with being sick." So, the co-marketers decided upon a vibrant orange color for the Levitra pills and an orange and purple flame as the logo.|
|3||2005||4513||DHL trucks are all painted bright yellow. UPS trucks are brown and the company uses "brown" as its nick name in advertising.|
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