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

C. Deliver brand message to customers

Use traditional media
Emphasize unique benefit in message

Health improvement

No. Year SIC Note
1 1993 2000 Crystal Light had virtually no advertising or promotions for half the year (cold months). So General Foods began promoting Crystal Light as a diet drink in January.
2 1989 2000 Many companies have been successful as they emphasize the health benefits of their products. Ex: P&G tartar-control Crest a big hit. Ex: sun screens advertised with SPF levels. Ex: Lean Cuisine a big hit.
3 1998 2086 Triarc's new Diet RC cola is advertising that is has no aspartame and instead uses sucralose. The new claim is designed to help the smaller business compete against bigger giants like Coca-Cola and PepsiCo.
4 2005 2086 Gatorade will attempt to deepen overall penetration among people who work out or play sports frequently with the Gatorade Endurance Formula. This group drinks Gatorade only 20% of the time. New ads debuted during the Boston Marathon and the drink will be promoted during MLB games. While most Americans are cutting down on sodium, professional athletes need to ingest more to prevent cramping and exhaustion.

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