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.

2.
Emotional: Segment customers 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: The customer segment needs reassurance it can trust

      1. An individual: A specific person, apart from the company or process Examples>>

      2. A piece of equipment or product: A specific product apart from the company or process

         1. Segment's recognition of third party endorsements Examples>>

         2. Segment that will experiment with product Examples>>

         3. Segment that will accept a guarantee Examples>>

      3. A process or procedure: A specific process apart from the company or product

         1. Segment's recognition of third party endorsements Examples>>

         2. Segment that will accept a guarantee Examples>>

         3. Segment that would prefer a specific limit to its risk Examples>>

      4. Company Capability: Company capability that crosses all products

         1. Function Leader: The company can be counted on to lead the industry in Function innovation

            1. Style Examples>>

            2. Ambiance/physical surroundings Examples>>

            3. Choice of products Examples>>

            4. Information and knowledge Examples>>

         2. Reliabiilty Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:

            1. Product will work Examples>>

            2. Product will be fixed promptly Examples>>

            3. Product will be available and delivered as promised Examples>>

            4. Company will maintain consistent presence in market Examples>>

            5. Company will respond promptly Examples>>

         3. Convenience Leader: The company can be counted on to be the industry leader in Convenience innovations – Segment interested in company with leading:

            1. Location of product for segment Examples>>

            2. Service to find, choose and pay for product Examples>>

            3. Installation capabilities Examples>>

         4. Price Leader: The company can be counted on to lead the industry in price related innovation. Examples>>

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