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.

Experience: Enhance the experience the customer has with the product

1. Add new appeal to the senses

Warnings and advice

No. SIC Year Note
1 2000 2004 Kraft Foods was initially apprehensive about the idea of marketing its line of DiGiorno frozen pizzas. In 1996 frozen pizza was a 50 cent to $2.50 proposition, and the brands at the top of that range were considered high end.
2 2043 2005 Indulgence cereals have helped insulate Kellogg from price competition. Private-label rivals are less likely to knock off the indulgence brands, either because they are too narrowly targeted or because they can't compete with Kellogg's hefty marketing budgets. The result is that the indulgence brands tend to have higher profit margins.
3 2084 1987 After Christian Brothers dominated US brandy business from mid-50s to early 80s, Gallo went to first with 47% share to CBs 30%. Early 80s consumers shifted from dessert wines to upscale table varieties. CBs aimed at an older crowd and lost ground.
4 2086 1998 In the 1980s, 7UP tried to gain on the giant Sprite by advertising that it had no caffeine. Sales went up temporarily but now 7UP is a distant second to Sprite as caffeine went in style.
5 3571 2000 Apple's 2000 crop of products is little more than eye candy. The PowerMac G4 Cube looks great, but consumers recoiled at the $2,300 compared to PCs that sell for less.
6 3711 1988 Both Oldsmobile and Buick are looking for identities, brand images. Oldsmobile is trying to appeal to younger buyers through advertising. G.M. was accused of producing a lot of cars essentially the same.
7 3711 2004 Automaker BMW proceeds cautiously with the introduction of the 1 Series in the U.S. From 1995 to 1999, the company sold a two-door hatchback which bore a strong family resemblance to the full-size 3 series. This vehicle competed with the 3 Series for customers and did not attract the new, younger buyers that the company had hoped for. Americans dislike hatchbacks on fancy cars. BMW will delay the introduction of a 1 Series until 2007; this car will have a proper trunk and a six-cylinder engine.

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