
60 Principles of Marketing
Table 3.4 User’s Status and Corresponding Marketing Strategy
User Status Marketing Strategy
Ex-user Remind about the comparative advantages
First-time user Give assurance of the desired advantage
Regular user Appreciate them and assure the present quality for the future also
Potential user Persuade by focusing on the comparative advantages
Non-user Encourage for a trial purchase
■ Usage rate: The quantity of a product used varies from customer to customer. On the basis of the
quantity consumed, we can get different segments such as heavy users, moderate users, light users
and occasional users. The promotional strategies ...