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 1994 2043 Kellogg is running an ad campaign to convince customers that product is cheap, even though it costs more than many competitor brands. Kellogg has been increasing the prices of its brands by 6% or so a year, to maintain profit margins.
2 1993 2111 Philip Morris is advertising its price cuts with a major new campaign. Ads are direct: we're competing on price.
3 1990 2500 Craftmatic widely advertises $400 beds. Then salesmen sell $2,000+ beds (accused of "bait and switch," but say it's just upselling). Salesmen are carefully trained to give a specified pitch.
4 2005 3579 Canon, which put the finishing touches on its new $99 PIXMA iP3000 printer last year, decided to position the machine against a comparable $129 Hewlett-Packard product. Canon built features into the printer such as two-sided paper printing and a second paper input tray that H-P's product lacked. The machine was soon selling briskly.
5 1991 3711 Sterling is offering to buy a $2 million estate for any Sterling owner who finds a comparably priced car with more features.
6 1990 7389 Visa's new ad campaign is its first-ever directed to merchants, to convince them that American Express's higher fee to merchants is exorbitant. The ad campaign will be a direct-mail package to 250,000 merchants, asking them to remove all American Express.

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