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


No. SIC Year Note
1 2000 1991 Kraft made the first fat-free foods like cheese, salad dressings, mayonnaise, and baked goodies.
2 2020 1986 Tootje has a successful product: though rich tasting, it is lower in calories than fruit yogurt.
3 2021 1991 Almost 40% of the new dairy products introduced in 1989 were "light." Pollio recently introduced in five states non-fat ricotta and mozzarella cheeses.
4 2024 1989 Kraft has produced the first national brand of ice cream that is virtually free of fat and cholesterol.
5 2024 1990 Dreyer's was one of the first to come out with "light" ice cream and offers a low-fat frozen yogurt and a new fat-and cholesterol-free dairy dessert.
6 2043 2004 In 2004 Kellogg came out with versions of children's classics such as Froot Loops and Frosted Flakes with one-third less sugar. General Mills began selling a version of Cocoa Puffs and other brands with 75% less sugar.
7 2082 1988 In 1975, Miller successfully introduced the first light beer. Anheuser later introduced its Michelob Light; Coors later introduced Coors Light.
8 2621 1999 Under an advertising campaign dubbed Health Smart, Georgia-Pacific argues that it is more hygienic to dry hands with paper towels than with cloth towels. With paper, "you throw away the germs."
9 5812 1991 McDonald's McLean Deluxe, a beef and water burger, keeps its percentage of fat under the 30% level recommended by the American Heart Association.
10 5812 1991 To cater to the nutrition-conscious, McDonald's introduced a 91%-fat-free McLean Deluxe burger.
11 5812 2003 Salads are hardly new to fast food. In 1979, Wendy's installed its salad bars, which have since been yanked, and McDonald's more recently began serving salads in a cup. But not until the Wendy's introduction last year did a fast-food salad succeed at drawing customers who normally avoid burger joints. The Dublin, Ohio, chain's research indicates that 30% of its current salad eaters would have gone elsewhere. Especially encouraging is that the salads are appealing to women. With men making up the majority of fast-food sales, women are crucial to building market share.
12 5812 2003 In an effort to cater to an increasingly carb and calorie conscious clientele, Ruby Tuesdays rolled out more than 30 new low-carb menu items and will add low-carb and low-fat selections. The new selections will allow the restaurant to cater to all segments of the market and retain customers who are dieting. Replacing soybean oil with canola oil lowers saturated fat intake.
13 5812 2004 Since the nation's obesity rates have shot up, fast food chains have come under attack from lawyers, the media and the government for fomenting the problem. At the same time, the low carb craze has caused restaurants such as Kentucky Fried Chicken to shorten its name to KFC to de-emphasize the "fried." Wendy's International started experimenting with wraps and salad bars. Last month McDonald's rolled out "balanced lifestyles" campaign which offered expanded menu options, greater nutritional information and encouragement to exercise.
14 5812 2004 McDonald's began offering the first ever Happy Meal for grownups: an entrée, salad, a bottle of Dasani water, and a "pedometer" to combat its unhealthy image. The salads are attracting moms and young women alienated during the 90's. All-white meat nuggets, apple slices and low-fat "milk-jugs" are added as Happy Meal options while Super Size fries and soft drinks have been dropped. McDonald's began experimenting with higher-quality ingredients and introduced Newman's Own dressings, linking the entree to actor Paul Newman. McDonalds managed to sell 150 million salads in 2003 and the average check for someone buying a premium salad is more than $8, nearly double of the typical bill, adding extra incentive to promote the products.
15 5812 2004 Dunkin' Donuts has been revived thanks in part to better execution and a strategy that stresses beverages rather than carb-laden doughnuts.
16 5812 2005 Panera recently innovated by putting Bell & Evans antibiotic-free, hormone-free chicken in its sandwiches and salads. "The biggest boost for Panera is (tied to) the trends we see in the food industry toward convenience, freshness, and healthy foods." Another plus for Panera is that only half as many people are on low-carb diets this year vs. last year which means new customer penetration.

<< Return to Use Steps