Brainstorming Ideas: A Final Customer Purchasing from an Intermediary of the Product

A Final customer buying from an Intermediary of the product. The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

Emotional: Segment custoemrs according to the personal emotional needs of the segment.

  1. Needs for comfort and status

  2. Needs to avoid sources of anxiety

    1. Risks in relationship

    2. Limitations set by time

    3. ECONOMIC LIMITATIONS: Segment customers according to the limitations set by their economic interests and concerns

      1. Spending power of current or potential segments

        1. Below average Examples>>

        2. Above average Examples>>

      2. Segment's approaches to limit on spending

        1. Segments with preferences for periodic or one time payment Examples>>

        2. Segments who might face psychological spending limits

          1. Specific limits on spending Examples>>

          2. Preferences to include product in package of related products Examples>>

          3. Preferences for or against rebates, coupons and points Examples>>

          4. Sensitivity to the price of a component of the produt Examples>>

        3. Customer segments with preferences for price point alternatives to the present product

          1. Higher price point

            1. For more Function Examples>>

            2. For more Convenience Examples>>

            3. For more than one Performance benefit category improvement Examples>>

          2. Lower price point

            1. With less Function Examples>>

            2. With less Reliability Examples>>

            3. With less Convenience Examples>>

            4. With fewer benefits in more than one Performance category Examples>>

      3. Potential improvement in income of current customers

        1. Customer segments whose revenues could increase if the supplier offered segment access to new customer relationships controlled by the supplier. Examples>>

        2. Customer segments whose costs could decrease if the supplier:

          1. Created an organization of segment members to save costs Examples>>

          2. Taught the segment how to reduce costs Examples>>

      4. Savings of potential product vs. current solution

        1. Level of savings over the current product cost system

          1. Low – Product saves 10% or less of current solution cost, including user time Examples>>

          2. Medium – Product saves 25% or less of current solution cost, including user time Examples>>

          3. High – Product saves more than 25% of current solution cost, including user time Examples>>

        2. Savings on customer building block costs

          1. People costs Examples>>

          2. Purchases costs – Segment saves purchase costs:

            1. Inside the cost system of the product itself Examples>>

            2. Outside the cost system of the product Examples>>

          3. Capital costs – Segment saves capital costs Examples>>

          4. Multiple costs – Segment saves multiple costs Examples>>

        3. Savings from teh cration of economies of scale for customer segments who incur costs at levels above those of currently available through economies of scale. Examples>>

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