Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

C. Project an image of the values of the firm

Interested in a particular age group

No. SIC Year Note
1 0 2003 A visible dimension of citizenship is a concern for the environment. The citizenship dimension can be enhanced if it is packaged and branded. General Mills "Box Tops for Education" campaign has a logo and a core program to give 10 cents for each redeemed box top coupon.
2 2711 2002 New newspapers RedEye and Red Streak are trying to ensnare the 18 to 34 year old crowd. Readers awoke to the RedEye teasing on its cover stories on Oprah Winfrey, the Bachelor and Iraq. The Red Streak featured on its cover the shoplifting trial of actress Winona Ryder, Sarah Jessica Parker and the latest on the sniper case. Both papers, which cost 25 cents are being offered free for a limited period.
3 3140 1997 The Naturalizer brand's target consumer is between 40 and 60 years old. Naturalizer, representing about $200 million in both wholesale and retail revenues, is committed to offering various sizes, widths and enhanced styling which carries a strong appeal to older generations.
4 3149 2001 Skechers is a shoe company that designs and markets for 12-25 year-olds. However, fashionable 30-40 year-olds have been wearing them as well as adolescents.
5 4813 2002 Virgin Mobile's total focus in on the youth market. That is their source of differentiation.
6 5632 2004 There is the Victoria's Secret intimate apparel chain which caters to women under 35. No retailer specializes in intimate apparel for women who've graduated from Victoria's Secret. Chico's plans to capitalize in the this untapped industry.
7 5812 1997 KFC is adding to its family-friendly offerings by ramping up its Kids Meal marketing efforts with a promotional tie-in to Columbia Tristar's Extreme Ghostbusters syndicated TV series.
8 7011 2001 Starwood's new W hotels wouldn't compete on price. They'd target hip, upscale business and leisure travelers with full-service hotels in big cities like Boston, New York and LA. "The opportunity for us was to build hotels with attitude." The chain would feature stylish bars and restaurants, comfy rooms with fast Net access and other goodies. W mostly rehabs old hotels and targets pricing at $30 or $40 more a night than Marriott.
9 7372 2004 Sony and its Play Station used a different strategy to challenge market leader Nintendo, the largest, and Sega, in the computer game industry. Sony decided to go after an entirely different segment of the market. It targeted an older generation of gamers.

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