Final Customer Buying 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.
A. Needs for comfort and status
Comfort through the five senses:
|In the past six years several deals have reshaped the global liquor industry leaving it dominated by international companies such as Diageo, France's Pernod-Ricard SA and London-based Allied Domecq. Marketing for these companies has meant putting large amounts of money into nationwide product launches and ad campaigns. The companies are having problems launching new products. If they don't catch on quickly they are pulled out from the market.
|Bacardi continues to look for rum concoctions. It is considering a joint venture with Ocean Spray to promote rum and cranberry juice. Bacardi spent $2 million to push rum and orange juice this year.
|The scotch industry is pushing lighter and alternative flavors of Scotch whiskey in order to pull in younger drinkers it lost to the popularity of vodka. Since it is most definitely an acquired taste due to its strong flavor, distillers are trying to make it easier to swallow with citrus and vanilla versions.
|Taco Bell recently turned to consumers to help create a new burrito, aiming for a "truly healthy" product. The participants chose from different fixings and combinations. The result was not a low-cal item, but a three-cheese 'indulgent' burrito priced at $2, an expensive product for the chain.
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