Product differentiation

1. A study on
Product Differentiation.

2. Product Differentiation
• Process of distinguishing a product
from competitors.
• Adding New Utilities.
• Meeting Expectations of a
particular target market-
Segmentation.
• Competitive advantage.-Adage.
• Dominating in the segment.

3. Differentiation Types
• Form
• Features
• Customization
• Durability
• Style
• Price
• Reliability
• Quality

4. Form

5. Pears soap
Differentiation by Form.
• Glycerin contents.
• Transparent soap.
• Stands for
“gentleness and purity”.
• Generally focuses on women and children
segment.

6. Bacardi Breezer
Differentiation by Form
• A rum-based alcopop with 4% alcohol
• Fruity taste
• Light drink
• More of ladies drink

7. Features

8. Himalaya Herbals
Differentiation by Features.
• Range of 100% natural
with Natural Herbs.
• No chemical base used.
• Punch line -purity and safety.
• Promotes “Indian values”.
• Priced higher than competitors.
• Targets high classes – both youth and mature.

9. Brooke Bond Red Label Natural
Differentiation by Feature.
• Added herbals with tea.
• Available in natural flavors
of ginger, Indian ginseng, liquorices,
cardamom and basil.
• Positioning tea as health drink.
• Tag line “Pyaar ka Pyaala sehatwaala”.
• Targeted at family consumers – young, mature and old,
seeking wellness .

10. Customization

11. Apple iPhone
Differentiation by Customization.
- Can be customized to
users specifications
- Can download desired
applications
- 1000s of applications
available online
- Best pocket gadget.

12. Linux Operating System
Differentiation by Customization.
• Free and open source software.
• Source code can be
modified, and redistributed.
• Installed on a wide variety
of hardware like tablet computers,
video game consoles, mainframes
and supercomputers.
• Generally used by computer professionals
involved in advanced applications.

13. Durability

14. Woodland Shoes
Differentiation by Durability.
• Stands for strength.
• Rough and Tough use.
• Symbol of Masculinity.
• Targets Adventure loving consumers.

15. Duracell
Differentiation by Durability.
• Best in battery life
• Designed to supply longer life in digital
cameras
• Twice the number of photos typically
achievable with alkaline batteries

16. Style

17. Fastrack Watches
Differentiation by Style.
• Stylish watches and sunglasses
• Against the common belief that style comes
with price
• Style without compromising quality
• Varieties like – hiphop, denim, biker, army,
sports etc

18. Rolex Watches
Differentiation by Status/Style.
• Globally one of the
most valuable brand.
• Regarded as status symbols.
• Luxury Product.
• Priced high to maintain exclusivity.
• Catering to Upper classes, Affluent Consumers.

19. Price

20. Tata Nano
Differentiation by Economy/Price.
• Cheapest car in the world.
• Price 1.23 lakhs.
• Stands for Economy
and Affordability.
• Targets families shifting
from two wheeler to four wheeler.

21. Big Bazaar
Differentiation by Price.
• Tag line :
“isse sasta aur achha kahi nahi!”
• Wednesday Bazaar. –Weekly sale.
• Sabse Saasta din- 26 Jan.- Yearly sale.
• Bulk Purchasing, Bulk Discounts.
• Largest retail chain in India.
• Targets Lower and Middle Classes.

22. Reliability

23. Mercedes Benz
Differentiation by reliability
• 150000 miles without
trouble for sure
• Service available 24x7
• Road side assistance program – 3 years
• Turn a Merc upside down and get money back

24. Godrej Locks
Differentiation by reliability
• Trusted product for locks
• Synonymous with trust,
protection and integrity
• Implementation of latest
technology and constant
innovation

25. Quality

26. SUBWAY
Differentiation by quality.
• Slogan "Think Fresh. Eat Fresh."
• Focuses on Freshness and Fitness.
• Includes a variety of vegetables
and non vegetarian options.
• In India priced on the higher side.
• Generally targets – Health Conscious,
Middle to Higher Class, Urban consumers.

27. Apple Macbook
Differentiation by Quality.
• Mac Book is aimed at the consumer
and education markets.
• Single best-selling laptop of any brand
in U.S. retail stores for the preceding
five months.
• Uses a unibody polycarbonate
• combination of polycarbonate and fiber glass casing that was
modeled after the iBook G4.

28. Taj Hotels.
Differentiation by Service.
• Worldwide chain of hotels and resorts.
• Outstanding hospitality to its guests.
• Well known for its level of
customization for customers.
• Popular among international tourists,
especially from Europe and US.

29. Conclusion
• Also involves factors like – Reparability,
Service and more..
• Helps to dominate in the segment.
• Market Leaders.

30. Positioning

31.  What is Positioning?
 Objectives of Positioning
 Tasks in Positioning

32. What is positioning?
It is the act of finding a place in the minds of
consumers and locating the brand therein.
Positioning is not what you do to the product.
Positioning is what you do to the mind of the
prospect.
Customer does the Positioning.

33. Objectives of positioning
 Create a distinctive place.
 Development and redesign.
 Appropriate action.
 Reason of buying.

34. Tasks in Positioning
It involves 3 tasks-
1.Identify differences.
2.Selecting the right differences.
3.Communicating.

35. Identify differences
Product differentiation
People
Image

36. Selecting the right differences
Attractiveness
Distinctive
Pre-emptive
Affordable
Communicable

37. communicating
An effective communication is one that
clarifies the target market, states the value
proposition and identifies the supporting
product differentiation.

38. BY
Suryaveer Singh Rathore
Vishal Sharma
Shekhar Marothia
Ranit Banerjee
Sheetal Sharma