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


No. Year SIC Note
1 1997 2300 Levi Strauss & Co. is launching one of its most expensive campaigns ever to maintain market share in the increasingly cutthroat jeans market. The brand-building efforts will include the most expensive advertising campaign ever, focusing on image.
2 2005 2800 Crest's new formula of mouthwash boasts killing 99% of germs and cuts plaque by 42% compared with brushing alone.
3 2003 3571 IBM says the models it will roll out today are more reliable, perform better on complicated computing tasks and allow greater use of Linux. IBM also has an advantage in that in has a near-monopoly on mainframes, having driven makers of IBM clones out of the market.
4 1993 3651 Sony promoted a quality product sold at a "premium price." It captured seven percent of the TV market between 1970 and 1975.
5 1996 3711 Mercedes mailed a questionnaire to prospective buyers asking about preferences. Prospects concerned about safety, for instance, then get a letter back from Mercedes extolling the side airbags and crumple zones on the new car.
6 1997 5812 McDonald's, anticipating a raid by BK, with what the fast food industry calls a "stealth" french fry, is launching a marketing barrage to protect its own fries.

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