De Mar's Product Strategy
De Mar, a plumbing, heating, and air- conditioning company located in Fresno, California, has a simple but powerful product strategy: Solve the customer's problem no matter what, solve the problem when the customer needs it solved, and make sure the customer feels good when you leave. De Mar offers guaranteed, same- day service for customers requiring it. The company provides 24- hour- a- day, 7- day- a- week service at no extra charge for customers whose air conditioning dies on a hot summer Sunday or whose toilet over-flows at 2: 30 A. M. As assistant service coordinator Janie Walter puts it: "We will be there to fix your A/ C on the fourth of July, and it's not a penny extra. When our competitors won't get out of bed, we'll be there!"