Final Customer Purchasing from the Producer of the Product
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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
Company Capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation
|1||2389||2004||The Merrell hiking boot maker's previous line accounted for 40% of parent company Wolverine World Wide's total sales in 2003. Merrell footwear maker has a reputation for its traditional hiking boots but has also branched out to fashion footwear for both men and women. The line's hiking shoes also have a more fashionable, sleek look versus their older boxier styles. Also, the traditional Merrell footwear customer has typically been older, but its new fashion-forward line has more ability to appeal to a younger crowd.|
|2||3571||2002||Consumers need help setting up, managing, and operating PCs and networks no less than corporations. Sony calls its PCs VAIO for video audio integrated operation. The VAIO prices were high, so after an initial burst of enthusiasm sales started falling. Then Sony introduced one of the first super thin laptops. Sony is now starting to tie its computers in with all things entertainment.|
|3||3711||1993||Volvo has chosen to emphasize safety over looks. It's known for both safety and good engineering. Its catchword is crash-worthiness. Commercials show displays of state-of-the-art safety technology and 20-year-old Volvos still on the road.|
|4||3751||2002||Harley Davidson, through selling a lifestyle instead of just a motorcycle, has become the most lucrative company in the market, with a 45% share of the U.S. market, compared to Honda's 25%. This is all despite the fact that Harley's bikes are not superior to those of its rivals. In fact, Harley Davidson has consistently struggled with quality. However, Harley has succeeded in constructing a better brand.|
|5||3999||1997||Until early 1990s, Century sold its car seats as functional items. Then it introduced a wide variety of brightly colored fabrics & designed a new seat that would move in a crash to absorb energy & protect the child sitting in it.|
|6||5812||2002||At Sonic, there aren't any indoor tables or counters. The customer drives into a covered carport, looks at the menu, and presses a button once he is ready to order.|
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