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: Demanding of exclusivity. Segment wants a look few others have:
In clothing and accessories

No. SIC Year Note
1 0 2003 The use of sub-brands and endorsed brands help handle situations where the corporate brand is stretched. However there are challenges that corporations still face. Corporate brands are trying to stay relevant, create value propositions, manage negative associations, adapt the corporate brand to different contexts and make the corporate brand identity happen. A brand's boundaries directly affect the relevance of the brand and its potential to extend into new product markets.
2 2084 2002 Ravenswood Winery has produced a Vintners Blend. The collection is fruitier and easier to drink and retails for about $7 a bottle. 400,000 cases are produced a year. There is a pricier line, the Vineyard Designated Series which sells for about $50 a bottle.
3 2200 2003 Springs Industries, the textile maker, uses the Wamsutta brand for its upper-price-point products.
4 2300 1997 Levis is waking up with a move to pump up its Silver Tab brand, the eight-year-old brand considered more stylish among young consumers.
5 2300 2004 Louis Vuitton owes its success and sense of exclusivity to an emphasis on quality, controlled distribution, prevention of counterfeit goods and increasing productivity. Innovative designs and classic quality attract younger buyers and inspire loyalty in older clients. Shoe and ready-to-wear lines by Marc Jacobs, although they account for less than 15% of total sales, attract younger customers. Their strategy is to move shoppers up from the classic tan-and-brown monogrammed bags to newer lines such as the Murakami and Suhali.
6 2330 2001 Under the control of Gucci, Yves Saint Laurent brand is having "terminator tours", which are large-scale elimination of brand availability to re-establish its designer elitism. Franchised YSL stores, duty-free outlets, and shops within department stores are all being closed to preserve the YSL brand's prestige.
7 2389 2002 Levi introduced a new sub-brand called "Type One". This new sub-brand is distinguishable from the "red tab" line in that in includes lower-slung fronts, narrower knees and extra-wide flares. This sub-brand will sell from $35 to $95.
8 2844 2003 To meet the demands of its customers for a cosmetics department, Kohl's discount department store recently made a deal with Estee Lauder cosmetics company. Estee Lauder, not wanting to jeopardize its upscale name or its relationship with high-end department stores, is creating a new company division called BeautyBank to develop products and brands exclusively for Kohl's.
9 2851 1992 Sherwin-Williams has aimed its individual brands at specific markets and priced them competitively–different within each market.
10 3100 2001 The Coach logo is a status symbol. Coach stores have never put their handbags on sale. And the handbags avoid extraneous details or accoutrements. Coach Corp.'s bestselling line is a Signature collection, which is covered in the "C" logo.
11 3531 1985 Cat is turning its attention to broad-scale marketing of smaller equipment that it already sells. It has grouped its smaller machines under a single marketing umbrella and is selling them as the Century Line.
12 3711 2000 BMW has announced a plan to build an entry-level compact under the BMW marquee. This is the very step that BMW tried to avoid by acquiring Rover. They wanted to protect the prestige of BMW by selling higher-volume, cheaper cars under the Rover brand.
13 3711 2001 Luxury car-makers hope to offset any tarnishing of their brands' prestige because of the introduction of their new cheaper models by also introducing even more expensive cars.
14 3949 1999 Brunswick Corp. entered the bicycle business in 1996 with the purchase of the low-priced Roadmaster brand from Roadmaster Industries for $109 million. Brunswick added the Mongoose line of bicycles in 1997, a moderate-to high-end bicycle sold by mass merchants.
15 7011 2001 Some large hotel chains including Starwood Hotels & Resorts Worldwide (which owns and operates hotels like Sheraton and Westin) have begun cashing in on the popularity of boutique properties. Starwood launched its W brand to compete in the boutique-hotel market.
16 7011 2005 Starwood Hotels & Resorts was the first major hotel firm to introduce a boutique brand for urban markets with the W Hotel. InterContinental launched the Indigo last year, and recently Choice Hotels came out with Cambria Suites.

<<Return to Use Steps