Bait and Hook
Although the pattern is often credited to Gillette – the inventor of disposable razors – the bait and hook idea was introduced by its competitors. Only after Gillette’s patents expired they adapted this pattern.
Inkjet Printer: printer – inkjet cartridges
Nestlé – Nespresso: coffee machine – capsules
Cell phones: phone – air time
- Easy to attract customers with the “bait” product because it seems to them like they are getting a bargain.
- If the basic product is very cheap, or even free, the customer might be more likely to try something new because the changing costs are low (e.g. razor).