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

Relative benefits – Help customers understand the unique benefits of your product

B. Establish reputation for brand

Associate product with particular values to imply relative benefits
Personal values

Fashion or style

No. Year SIC Note
1 1991 2000 Campbell is pushing specific soups to particular audiences. The Campbell kids can be seen singing a rap song for a new line of kid's soups.
2 2003 2067 Wrigley recently innovated by replacing executives with outsiders, working more closely with retailers, and revamping core brands. Juicy Fruit, Spearmint, Doublemint, and WinterFree were given edgier ad campaigns and cooler labels. New sugar-free brands were invented.
3 2001 2330 Upon acquisition of the Yves Saint Laurent designer brand, the Gucci Group terminated five of its ten long-time and loyal Japanese retailers. This action was taken to cut down on such wide distribution, which supposedly damaged the brand's exclusive luxury appeal.
4 1990 3021 LA Gear stresses shoes for fashion, rather than for athletic performance. Uses Michael Jackson for ads, rather than Michael Jordan.
5 2003 3571 Some customers who are looking for computers want a computer that not only has technology innovations, but a cool and sleek design. "If you look at PCs from 10 years ago, there hasn't been much advancement in the cool factor."
6 2003 3571 The Palm Tungsten E is aimed at current owners of the Palm Vex, which became a hit after its introduction in 1999. The 4.6 ounce device has brushed metal case, a color screen, 32 MB of memory and an expansion slot for memory or add on such as a digital camera.
7 2004 3630 GE, Whirlpool, and Frigidaire sell most of their appliances for $400 to $600 on average. Sub-Zero refrigerators sell for $1,600 to several thousand dollars each. More than half of Viking's products sell for more than $1,600.
8 2004 3663 Fashion is also a big part of Samsung's strategy. The company has showcased its products in upscale venues including the Guggenheim Museum in New York and Versailles palace outside Paris. Samsung plans to role out more than 130 models this year.
9 2002 3711 Volkswagen has been losing market share in the European market. The company is launching the Audi brand into a sportier image that will compete with BMW AG. The Volkswagen chairman says that the company will try to distinguish Audi from VW to help boost sales and profits. Audi has experienced recent success in the American market as it recovers from its downfall in the early 1990s. The car had allegations of safety problems and tough competition that drove the sales below 13,000 vehicles a year.
10 2002 3711 GM aims to create a new distinct look for Cadillac and to return the brand to its previous top-of-the-line, All-American glory. The result is the new "Art & Science" look of Cadillac with sheer, angular lines and technological prowess. This edgy new look was not only to differentiate Cadillac from other luxury brands like BMW and Mercedes but also from other GM brands, specifically Buick. Buick owns the trademark of elegance while Cadillac is now scientific and bold.
11 2002 3711 The success of the new Art & Science theme of Cadillac's next generation of models depends on whether it will catch on with the baby boomers, many of whom have never purchased an American car.
12 2001 3827 Oakley's model of heavy silver-framed glasses which wrap around the top of the head with orange bubble-shaped lenses were worn at the Olympics, a perfect example of the futuristic look of Oakley brand eyewear.
13 2004 3900 Helen of Troy licenses the right to use other brand names on the products it sells. In 2003, it signed a 30-year deal with Vidal Sassoon to use its name on hair clippers, dryers, etc.
14 2003 4813 As part of Richard Branson's assault on the fastest-growing segment of the wireless business, prepaid phone plans, he is targeting young phone users with features such as piped-in music and news from MTV Networks or, for $2.95, an outgoing voice greeting from William Shatner. Virgin also offers bailout options from dates with "rescue ring" – an "emergency" call you can arrange to receive so you have a reason to bolt.

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