Intermediary Customer Purchasing from the Product Producer

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

Experience: Enhance the experience the customer has with the product

3. Increase the customer's sense of security with the product

c. Your investment is safe

Use different brands for different price points

No. SIC Year Note
1 2000 2004 In order to minimize cannibalization, when new products cut into existing sales of a similar product, companies can create separate brand images. Kraft has succeeded at this by offering their own brand and the Bull's-Eye line at a different price points.
2 3711 2001 Other premium auto makers are looking to BMW's approach of having vehicles throughout the whole price range to attract drivers into their luxury brand even when they can't afford the most luxurious model.
3 3716 2002 Thor Industries makes RVs and motor homes under brand names such as Airstream, Four Winds, Keystone and Dutchmen.
4 3873 2002 Plastic Swatch watches became instantly popular upon their introduction in 1982, selling 2 million in just two years. Now the company is much more specialized; 45% of its sales and 60% of its operating profit come from watches that cost over $1,500. Swatch is opening Tourbillon stores for its most pricey brands as well as stand-alone boutiques for its luxurious Omega and Breguet. Swatch's company strategy is to apply the lessons of the luxury market to the low end. With several luxury brands under its name, Swatch has around 15% of the high end watch market, right behind Rolex and LVMH.
5 3949 2005 For Nike, the move to remove Nike products from Sears stores is part of an effort to segment the shoe and apparel markets with different brands it now controls, including Starter, Cole Haan, and Converse. Nike has made it clear it does not want the flagship brand sold in discount stores, but other brands may be targeted at those retailers.

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