Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

A.
Knowledge: Add knowledge

1.
Company and products – Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name

Create an unusual "theme"

Adopt a clever name

No.	Year	SIC	Note
1	1996	2000	Hain repackaged its rice cakes in brightly colored, resealable cardboard canisters. He launched bite-size rice cakes in such flavors as "peanut butter crunch" and "strawberry cheesecake," & rice cake snack bars.
2	1998	2052	Keebler has made sales gains on Nabisco by focusing on advertising to children. Nabisco, however, was focused on selling its low-fat Snackwells to adults.
3	1995	2082	Excellent brand awareness — the "Pete's Wicked" brand umbrella evokes an irreverent image that is particularly appealing to younger age (21 to 35) drinkers who traditionally have higher per capita consumption levels.
4	1990	2096	Nabisco's Graham Bites (new product) were initially packaged similarly to old graham crackers. They didn't sell. So they brightened the box to yellow, changed the name. Sales are increasing and strong.
5	1987	2844	Eclipse has gone so far as to name its new sun block Skin Cancer Guard. Advertisements include a warning by the Skin Cancer Foundation about the dangers of too much sun.
6	1995	2844	P&G launched Crest Gum Care, with a reformulated version of stannous fluoride. P&G claims that Gum Care can reduce gingivitis
7	2002	3861	Kodak tried to stem the threat by immediately launching the Instamatic, a small camera using traditional film that was instant in nothing but name. Still, it was easy to use and gave amateur photographers the feeling that Kodak was trying to simplify the process.
8	1997	3999	In the traditionally functional category of food, companies such as Ben & Jerry's, Mrs. Fields, & Starbucks have tried to gain an edge with designer flavors & innovative concepts, and clever product names.
9	2004	4512	The no-frills airline EasyJet has successfully expanded into car rentals and Internet cafes and is considering launching EasyCruise.com, EasyBus.co.uk, and EasyDorm.com.
10	1996	4813	Bell venture's new "Talk Along" plan cuts the customer segment between boroughs. Only $14.99 a month, plus 49 cents a minute during peak hours, when all the calls are made from one designated borough. Outside the borough, the rate jumps to 99 cents a minute. AT&T followed with a "me-too" that doesn't differentiate between designated areas.
11	2002	4832	Internet radio is free and commercially supported. Country-music fans can tune into KPIG.com, the online companion to a lower-power station near Santa Cruz, Calif., and electronic-music fans can visit Dublab.com.

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