Demanding of Exclusivity. Segment Wants a Look Few Others Have
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.
A. Needs for comfort and status
2. Status in the community
a. 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:
1. Distinctive style or appearance
c. Demanding of exclusivity. Segment wants a look few others have.
|1||5699||2002||Swatch is opening Tourbillion stores for its most pricey brands as well as stand-alone boutiques for its luxurious Omega and Breguet.|
|2||5621||2004||Bebe sees the Bebe Sport concept as a growth vehicle. The chain carries casual gear such as sweat pants, cotton T-shirts and track suits. Its clothes are looser fitting than Bebe clothes and are priced around 20% less.|
|3||7363||2005||Temporary day-labor firm Labor Ready will open 30 to 35 offices this year, 11 of which will be under a separate brand name called Spartan, catering to workers a notch up from its unskilled labor base.|
|4||5600||2005||Retailer Abercrombie and Fitch is improving the quality of merchandise, increasing staffing levels in stores, and introducing a new and higher price brand, Ezra Fitch which includes cashmere sweaters, woven shirts and denims priced well over $100. The "casual luxury" line has prices up to 30% higher than the main line. The new styles appear to be more in sync with current fashions than before, when the preppy styles did not match up with current trends|
|5||5600||2001||Since Gucci bought Yves Saint Laurent, it has cut down drastically on YSL's licensing and begun focusing on marketing, real estate, and brand-only stores.|
|6||5941||1996||Sports Authority's sales are being energized further by newly added image-conscious brands like Nike and Starter that had wanted no part of a Kmart operation.|
|7||6211||2000||Schwab's acquisition of U.S. Trust addressed the problem that customers who hit about 5 million in assets left Schwab. Now they have a high touch service to high net worth investors.|