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

D. Suggest personal characteristics of the user of the product

Hip, cool, trend leader

Rebellious or insurgent

No. SIC Year Note
1 2086 2005 Coke has marketed Powerade as the "insurgent" brand and uses bold colors and flashy graphics. Gatorade has 80% of the market share while Powerade has 17%.
2 2389 2004 Quiksilver designs and produces more than a dozen apparel and sporting good lines in addition to operating a retail operation. The $1 billion lifestyle brand has expanded beyond the original board shorts to casual apparel and accessories and recently acquired DC shoes.
3 3143 2004 Red Wing boots are typically worn by blue collar workers such as utility linesmen and farmers. Trendy customers have discovered the label in recent years. They've become cult objects among European youth who see them as iconic American clothing like Levi jeans. Customers including members of Red Wing's working class demographic are flocking to large discount stores to buy cheaper imports from the boot maker's competitors. A steady decline of U.S. manufacturing jobs is shriveling a big slice of Red Wing's customer base. Other big names such as Timberland Co. and Wolverine World Wide Inc.'s label and U.K. based R Griggs Group's Doc Martens have pushed to become fashion brands.
4 3661 2002 Virgin Mobile U.S.A. has a youth focused wireless plan. It is available only through two phones made by Kyocera and the phones are named Party Animal and Super Model costing $99 and $129 respectively.
5 3751 2002 The average salary of a Harley Davidson customer is $78,000-a-year. The typical cost of a Harley Davidson motorcycle is $16,000. Despite its niche market, Harley Davidson motorcycles continually rank among America's top ten most recognizable brands.
6 3827 2004 Oakley released two new models in 2004, the "Dartboard" and "Why 8," thin-lensed glasses more in sync with today's eyewear trends.
7 4832 1986 In 1986, two years after acquiring KPWR-FM (Power 106), Los Angeles, the company reprogrammed Power 106 with a new Dance/Contemporary Hit format, targeting the young white, Hispanic and African American audience. The station quickly went from worst to first.

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