Final Customer Purchasing 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.

B. Needs to avoid sources of anxiety

4. Health limitations: Find customer segments with health problems or concerns

Customer groups with health problems

General health and energy

No. SIC Year Note
1 0 1989 Geritol has been fortified with more vitamins to make it more appealing.
2 100 1987 University of Wisconsin developed a carrot that contains up to 5 times more carotene.
3 2000 1991 Jolly Time is offering American's Best popcorn, grown without pesticides. The kernels come in recyclable plastic jars.
4 2000 2005 Organic and natural foods, like Annie's Homegrown products, are gaining wider acceptance by mainstream stores and consumers. The company bought Consorzio and Fantastic Foods and combined them with Annie's Homegrown to create Homegrown Naturals. While the company has grown, it cannot compete with Kraft Foods, the largest food company in the country, with an 80% share of the U.S. Macaroni and Cheese sales. Annie's has 3% of the market.
5 2033 1986 Coca-Cola also coming out with a Minute Maid calcium juice which is all juice. Citrus Hill plus calcium is 60% juice.
6 2047 1987 Premium pet food products pack in more "higher-energy" ingredients such as vitamins and minerals in smaller servings.
7 2047 2991 Ralston Purina, Alpo, and Kal Kan are all introducing versions of more natural meals to focus on health-conscious pet owners.
8 2086 1987 Coca-Cola added calcium to its Tab drinks.
9 2086 2001 P&G launched its product, Nutristar, last month in Venezuela after years of research and development and clinical tests. A powdered drink that contains eight vitamins and five minerals, Nutristar is sold at most food stores in flavors like mango and passion fruit.
10 2086 2002 Throughout the last decade, consumers were increasingly reaching for bottled water brands-Perrier, Evian, and then Poland Spring-as a healthy alternative to soda.
11 2086 2004 Hansen Natural Corp. markets and distributes natural sodas, juices, sports drinks and other beverages. The company's focus on the past couple of years has been on energy drinks with splashy marketing and new products geared to various age groups.
12 2086 2005 People who drink energy soft drinks are looking for a big pick-me-up, like students in college.
13 2086 At $27 million in annual revenue, Jones is a small player in the nonalcoholic beverage industry, which posts about $100 billion in annual sales. Companies like Jones are tapping into the field's hottest area: energy drinks. It is a $1.9 billion-a-year market led by Red Bull and Monster by Corona.
14 2096 1990 Nabisco's Teddy Grahams are low in sodium and saturated fat, so they seem healthy to mothers.
15 2841 1999 Georgia-Pacific, hoping to capitalize on consumers' fear of bacteria, designed Pacific Garden, a soap featuring germ-killing agents.
16 3949 1998 Penn Racquets Sports has made their tennis balls dye-free for their new customers, dogs. The tennis balls have the Ralston Purina Co. logo, thanks to a licensing deal with the dog-food giant.
17 4512 1990 Delta has been conducting research to find out what amenities airline passengers want. As a result of this, it now plans to serve hot, well-brewed coffee.
18 4512 1994 On-flight catering companies are targeting international airlines (higher growth customers) because people need to eat meals on longer flights. In order to reduce meal costs for the airlines, many began downgrading to cold food from hot meals.

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