This document outlines 9 ways that companies can differentiate their products: 1) Form, 2) Features, 3) Customization, 4) Performance Quality, 5) Conformance Quality, 6) Durability, 7) Reliability, 8) Repairability, and 9) Style. It provides examples for each type of product differentiation, such as different sizes and dosages for Head & Shoulders products, customized products from Nike, and world-class performance from Lamborghini. The overall strategies discussed are how companies can identify unique product attributes in order to distinguish their offerings from competitors in the market.

1. STRATEGY
Setting
Chapter 11

2. HOW
can companies
differentiate products ?

3. PRODUCT
Differentiation

4. 1. Form:
Products can be differentiated in
form- size, shape or physical
structure o the product

5. HEAD AND SHOULDERS products
come in different sizes and
dosage.
Sachet
Bottle

6. 2. Feature:
Different products can come with
different features. Company
should identify and select new
features.

7. Mercedes Benz GL450
designed for off-roading.
Mercedes Benz AMG
SLS designed for
racing.

8. 3. Customization:
Companies should design the
product according to the needs
and wants of the individual by
surveying them.

9. provides many personalized
products online.

10. 4. Performance
Quality:
Firms should design a performance
level which can withstand the
competition and satisfy consumer
with its performance.

11. Lamborghini is best known for
its world class performance.

12. 5. Conformance
Quality:
The designed product should meet
the promised specifications to the
customers

13. Always meets the promised
specifications.

14. 6. Durability:
Measure of product’s expected
operating life under natural and
stressful conditions. Consumers
prefer products with high
durability.

15. Woodland provide the most
durable shoes ever made

16. 7. Reliability:
Measure of the probability that
the product will not malfunction
or fail within a specified time
period.

17. CATERPILLAR innovation, quality and reliability is
unmatched.

18. 8. Repairability:
It is the ease of fixing the product
when it is malfunctioned or failed.
Ideal repairability would be when
customers will fix their products
themselves.

19. 9. Style:
It is products look and feel to the
buyers. Its creates distinctiveness
that cannot be copied.

20. HEWLWTT PACKARD PC’s and
laptop’s are more stylish.

21. These slides were created by Ankit Kumar, IIT
Delhi, during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow