Marketing Models

“Experience Selling”: Let your customers share their experiences with your services. Benefit from the knowledge gained and offer your customers this experience together with your products.

Examples include Starbucks, Harley-Davidson and Swatch.

“Customer Loyalty”: Sell your customers an attitude towards life and a sense of belonging, instead of “just” products.

Examples include Harley-Davidson and Louis Vuitton.

“Ingredient Branding”: Use components of strong brands in your products and benefit from their traction.

Examples include integrated components from Intel in computers, Shimano in bicycles, and Bosch in e-bikes.

“User Designed”: Equip your customers with software applications and production equipment, such as 3D printers, so customers can make and market their own products. Give value creation, but also the feeling of creating something of your own, to your customers and benefit from low unit costs and services.

Examples include Lego Factory, iPhone with the AppStore, and 3D printer providers.

“Lock-in”: If necessary, you can bind customers to your application and thus to your company. Switching to other systems and suppliers would be costly for your customers.

Examples include Gillette, Microsoft and SAP.

“White Label”: Allow retail chains to sell your products under their trade name. This way you reach many buyer segments with the same product and benefit from economies-of-scale.

One example is REWE’s “Ja” grocery brand.


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