Final Customer Buying 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.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

A. Needs for comfort and status

2. Status in the community

Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Distinctive style or appearance: Quality conscious:
About food and meals

No. SIC Year Note
1 2000 1996 Kraft added water to powdered Crystal Light and packaged it in fancy plastic bottles that look like Evian water. Sales are passing those of competitors.
2 2085 2004 Scotch distillers are trying to redesign the public image of scotch by updating the labeling, launching print ads, and wooing bartenders into serving it more. The packaging for Remy Martin's Macallan Fine Oak uses more modern fonts, a contrast to its old classic style. Remy is also pushing the new whiskey in magazines such as Playboy, Food & Wine, and Men's Journal, with ads that aim to convey that Macallan Fine Oak is a less complex whiskey.
3 3711 2000 Cadillac is coming out with a new $75,000 convertible roadster, which will be available in the next few years. This represents a high-stakes move by General Motors' Cadillac division to reposition itself in the luxury-car market after a quarter-century.
4 3711 2000 Strong futuristic lines have been applied to everything from concept vehicles to a new ad campaign and streamlined logo. Although this change may appeal to a younger crowd, it goes against most of what a typical Cadillac buyer wants, oversized comfort and security.
5 3711 2003 General Motors Corp. has taken a defeated luxury brand two decades past its peak and turned it into a new product. Cadillac has created new models such as the Escalade SUVs and CTS sedans. The brand is coming out with three new models over the next year. General Motors launched a $4.3 billion campaign to resurrect the fading Cadillac brand by remodeling the car with stealth-fighter angles and aggressive looking grills that appear on the Escalade and CTS sedan. GM has engineered its Cadillacs to drive more like sports cars than cruisers and marketed them to younger baby boomers.
6 3711 2004 BMW is revered by millions of owners and fans for engineering cars that put the driver first. For many, buying a BMW is like joining a semi-exclusive club. Owners exhibit strong brand loyalty and identity.
7 3751 2003 Harley-Davidson Inc. worries about creating new machines every year without losing the long-standing image for stylish, powerful motorcycles. The company has turned to attracting more women, more younger buyers, and the guys who need lower seats.
8 3999 1990 Alessi's kitchen utensils sell on image and design more than function. Form beats function. They're designed by artists, and are now found in museums.
9 5800 2003 Caribou Coffee, a rapidly expanding 207-branch chain mostly in the Midwest and the South, designs its stores to look like ski lodges, complete with fireplace.
10 5812 2003 Panera Bread is a bakery café chain that offers freshly made sandwiches with seasonal ingredients. Panera customers line up to spend around $6 for a chicken panini and share a meal with friends in pleasant and comfortable surroundings.

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