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:
Unusual capability or achievement: Emotional:
Considerate of others' needs relative to: Charity

No. SIC Year Note
1 0 2003 A visible dimension of citizenship is a concern for the environment. The citizenship dimension can be enhanced if it is packaged and branded. General Mills "Box Tops for Education" campaign has a logo and a core program to give 10 cents for each redeemed box top coupon.
2 0000 2004 Nike and Starbucks use sponsorships and community programs to link their brands with specific groups of customers. Starbucks enjoys increased sales on event days and Nike's Live Strong bracelets generate good will for the company which targets 3% of its annual pretax earnings for philanthropic giving.
3 2000 1987 Actor Paul Newman who markets spaghetti sauce, popcorn and salad dressings expects to top $30 million in sales this year. This success may be due to celebrity status, or fact that profits from the brands go to charity.
4 2000 2001 Green Mountain Coffee Roasters preserves its charitable image by donating 5% of its pretax profits to "socially responsible" causes. For example, the company funded the startup of 100 small-scale farmers in a cooperative in Sumatra, Indonesia. This contribution increased the farm's production nearly six times and the 18% of its Arabica beans produced go to Green Mountain. Arabica beans are pricier and higher quality than the more common Robusta beans.
5 2000 2001 Every morning for 8 weeks last spring, local nurses in Botswana have been making Coca-Cola powder drinks that are fortified with vitamins and minerals chronically lacking in the diets of people in developing countries. The ritual, a clinical test, was a research-and-development effort aimed at creating a drink that could help combat afflictions common to the poorest parts of the world. The Project's Mission put it bluntly: the new drink is meant to help the company establish relationships with governments and schools that will "serve as a positive platform for Coca-Cola."
6 2000 2004 Clif Bar, the manufacturer of energy and nutrition bars, sponsors charitable events to raise money for various causes. In addition to the results for charities involved, the exposure of Clif Bar as a socially responsible company helps the bottom-line. The company donates 1% of annual sales to charity, a significant amount for the $100 million a year company. The Luna bar, aimed at women and bearing the Breast Cancer Fund logo, did extremely well and the company had feedback from consumers happy to support a cause. 75% of the firm's marketing budget goes into grass roots efforts, small weekend events which cost less than large advertising campaigns but pay off in good will.
7 2800 1990 Body Shop only uses natural ingredients in its products, doesn't use animals for lab testing, and publicly supports causes such as saving whales.
8 3021 2004 Nike Inc. gave $1 million to the Lance Armstrong Foundation for cancer research and produced bracelets in the same color as the biker's Tour de France jersey to sell on the foundation's website for $1 each. They hoped the Wear Yellow Live Strong campaign would raise $5 million, and it has pulled in four times that amount in online sales alone.
9 3711 1994 Campbell and Chrysler are the first corporate sponsors of Make a Difference Day, paying a total of $2.5m to become associated with the event. Make a Difference Day was meant to encourage community residents to devote one day a year to volunteer activities.

<<Return to Use Steps