Intermediary Purchasing from the Producer of the Product

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

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

A. Needs for comfort and status

2. Status in the community
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:
Distinctive style or appearance:
Trendy

No.	SIC	Year	Note
1	2082	2000	U.S. and foreign brewers are pushing newer Latin imports and some U.S. brewed look a likes in hopes of repeating the kind of rocketing growth Corona made. Anheuser-Busch came out with a new tequila-and-lime beer called Tequiza.
2	2300	2001	Since Gucci's new CEO took over in 1994, Gucci and its subsidiary, Yves Saint Laurent, produce 13 women's collections each year, up from 6 before the CEO change.
3	2337	2002	The maker of Seven Jeans is the hottest upscale denim company on the market and among the priciest, at more than $100 a pair. Yet the company does no advertising. The jeans have been on the market for 18 months and no trendy boutique can keep them in stock.
4	2337	2002	Seven Jean's timing was perfect for the market. After the designer jeans craze of the 1980s, jeans receded to casual wear during the 1990s. But a few years ago they swung back into high fashion when brands like Earl, Diesel and Levi's came out with jeans priced over $100. Versace and other high end designers have always sold jeans at $250 or more but these new brands are aimed at ordinary folk who used to wear Gap or Lee. Juicy, Miss Sixty, Paper Denim, and Cloth and Joe's Jean brands are joining the fad of only selling the brands in boutiques and not advertising. Seven's time honored high fashion technique is that it limits its production so shoppers have to wait months before they can actually purchase. The company can only turn out 100,000 pairs a month and has 300 retail accounts. They are not looking to take on any new customers because they don't want to flood the market.
5	3021	2004	The first shipment of Adidas 1 shoes, which will number in the few thousands, will only be carried in some Adidas stores and in specialty running shops around the world. The new Adidas shoe contains a microprocessor placed under the arch of the foot to measure the compression of a runner's stride.
6	3711	2001	BMW is marketing its new under-$20,000 Mini Cooper by having the car appear in rap videos to distinguish it from traditional luxury vehicles.
7	3751	2002	Harley-Davidson has engaged in brand merchandising. The company puts its logo on sweaters, jerseys and women's clothing since 1911.
8	3999	1997	Sport Obermeyer is a major supplier of fashion skiwear. Each year, 95% of its products are completely new designs.
9	5632	1999	Unlike most rivals, which rely on a year's lead time to bring a line to market, Steven Madden Ltd. tests and launches new styles year-round. The company's flagship Steve Madden brand is for women ages 16 to 25, and sells for $50 to $75 a pair. When it wants to test a design, the company makes limited quantities at a plant near its New York headquarters. It then tests the new design at its stores prior to the season the item would sell. If a style catches on, Madden sends the design to be mass produced in countries like China and Mexico. It then ships it to retail customers for sale within six to 12 weeks. The company annually tests 1,000 patterns, of which 450 go into production. Seventy to 80 are mass produced for sale across all venues. The rest are sold only in its own stores.

<<Return to Sell Steps