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.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

A. Knowledge of company and company product

1. Familiarity with company and brand, crossing all products

Customer knows brand, not company

No. SIC Year Note
1 0 1986 Kemper avoids tying its name to its regional brokerage houses. Brokers have their own names and regional identities.
2 2000 1987 Pet's line extensions have added products to labels already familiar to the customer. Progresso is best known for soup, but Pet put the name on new frozen Italian dinners.
3 2000 1987 Pet Inc: all of its Old El Paso products – can, jar or box – are a distinctive bright yellow and red. Pet tries to make sure supermarkets group them together to create a yellow wall. The same formula is employed for the blue-labeled Progresso Italian entree line.
4 2000 1991 ConAgra has one brand name (Healthy Choice) that extends to a variety of products. The company is making the most out of its name.
5 2000 1991 Many corporations are changing their names (back) to their main product's name. Examples include United Brands which was renamed Chiquita Brands, Consolidated Foods Corporation has renamed itself Sara Lee and Castle & Cooke was reborn as Dole.
6 2015 1989 Due to increased demand, chicken processors are trying to promote brand names and having success: Tyson earnings per share up 43% annually for past 5 years. Holly Farms has strongest brand name franchise, with an 18% share of supermarket sales.
7 2026 2003 Dean Foods Co., the nation's biggest dairy processor and distributor is pulling a profit by finding variations on boring old milk. Its Morningstar line – which includes Hershey's flavored milk products, International Delight coffee latte – is growing.
8 2200 2005 Renfro Corp. socks are sold under brand names including Fruit of the Loom and Odor-Eaters.
9 2300 2001 One of OshKosh B'Gosh's most lucrative licensing partnerships is with Evenflo Co., a baby care manufacturer that uses the OshKosh name for strollers, baby carriers, bouncers, and more. In addition, OshKosh has also made a deal with Toys R Us for a plush toy line.
10 2389 1995 Authentic Fitness Corp.'s Speedo stores sport mannequins that appear to be diving from swimming-pool-tiled ceilings. The 48 stores are the best advertising for the company.
11 2389 2004 Oxford Industries has acquired Tommy Bahama and Ben Sherman as part of a plan to morph into a hip, multiple-brand lifestyle company. Oxford will license Tommy Bahama, in fragrances, handbags, eyewear, ceiling fans and sailing yachts, in addition to its footwear, swimwear, accessories and home furnishings. Oxford holds the exclusive licenses to produce and sell certain products for Tommy Hilfiger, Nautica, Geoffrey Beene, Slates, Dockers and Oscar de la Renta.
12 2834 2002 Europe is particularly attractive as a market for generics because changes in some European countries are encouraging pharmacists to buy generics there. So Teva has been buying European firms to grab the new market.
13 3140 1993 Genesco purchased the exclusive worldwide license to market Nautica footwear for men, women and children which is expected to benefit from the growing popularity of the Nautica apparel and accessories lines.
14 3140 2000 Timberland is hoping to build a lifestyle brand, and differentiate it from the rest of the pack. They will also add a third merchandising category, called outdoor recreation, to a lineup that now includes its Trek Travel and rugged casual categories.
15 3634 1997 House wares vendors, hoping to add excitement to their offerings, are increasingly using licensed properties to gain awareness with both retailers and consumers.
16 3651 2004 LG sells some of its TV products under the Zenith brand, a long-time U.S. nameplate it now controls. This seems to help portray the company as a manufacturer of high-tech consumer electronics, from advanced cell phones to flat-screen TVs. Such an image allows LG to appeal to a customer base interested in innovation and technology.
17 3711 1989 Acquiring the Saab stake gives GM an additional luxury-car brand name it desperately needs in Europe.
18 3949 1997 GT Bicycles recently issued a limited-edition series of bikes developed in conjunction with Harley-Davidson motorcycles. GT Bicycles sold 1,000 of these models, with trademark Harley-Davidson flamed fenders and a faux gas tank with detailed insignia.
19 5812 2001 Jack in the Box buys local/regional television spots while other top competitors use national advertising campaigns. It is a more pricey strategy but the ad dollars go further. "Jack" is the character in the television ads. "

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