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Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
Product Differentiation as Marketing Strategy
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Product Differentiation as Marketing Strategy

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  • 1. A study on Product Differentiation.
    Dual Country Program
    IMT, Ghaziabad.
    Akash Jauhari Manu Vijayakumar
  • 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. NDTV Good Times
    Differentiation by Form.
    Lifestyle television channel.
    Area of Interest :
    Travelling, Fashion, Fitness,
    Indian marriage and Leisure.
    Catering to young, urban Indians.
  • 4. Pears soap
    Differentiation by Form.
    Glycerin contents.
    Transparent soap.
    Stands for
    “gentleness and purity”.
    Generally focuses on women and children segment.
  • 5. Scooty Pep
    Differentiation by Form
    Available in colors like pink, magenta etc
    95Kg – easy to handle
    Gearless.
    Target Market-Young ,
    urban girls.
  • 6. Bacardi Breezer
    Differentiation by Form
    A rum-based alcopop with 4% alcohol
    Fruity taste
    Light drink
    More of ladies drink
  • 7. Pepsi MyCan
    Differentiation by Form
    Thinner than normal cans
    Easy to handle
    Stylish in appearance
    Targeting youth
    Digital Marketing Campaign.
  • 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. Sony Bravia 3D TVs
    Feature differentiation over competitors.
    3D technology.
    Internet TV .
    LED and Wi-Fi capable.
    Priced over one lakh.
    Targeting upper classes.
  • 10. Bisleri
    Differentiation by form.
    Easy to carry kit.
    Suitable for packages of
    2 liter and more.
    Packaging Adage over
    Competitors.
    Largest selling mineral Water in India.
  • 11. 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 .
  • 12.
  • 13. Apple iPhone
    Differentiation by Customization.
    - Can be customized to
    users specifications
    • Can download desired
    applications
    • 1000s of applications
    available online
    • Best pocket gadget.
  • 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.
  • 14. Revolution Clothing's
    Differentiation by Customization.
    Plus sized fashion
    Rest of the market caters only to perfect figured
    Covering a waist size 28” to 44”
  • 15. Durability
  • 16. Woodland Shoes
    Differentiation by Durability.
    Stands for strength.
    Rough and Tough use.
    Symbol of Masculinity.
    Targets Adventure loving consumers.
  • 17. 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
  • 18. Reliability
  • 19. 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
  • 20. Godrej Locks
    Differentiation by reliability
    Trusted product for locks
    Synonymous with trust, protection and integrity
    Implementation of latest technology and constant innovation
  • 21. Quality
  • 22. 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.
  • 23. 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.
  • 24. Google
    Differentiation by Performance Quality
    World’s most-preferred Search Engine.
    Comprehensive data
    search on web with real pace.
    Other Feature include :
    Images, News, Maps, Weather forecasts,
    Stock quotes, time zones and sports scores.
  • 25. Style
  • 26. 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
  • 27. Puma
    Differentiation by Style.
    Defines sport life styling.
    Most stylish among
    sportswear.
    Available even in
    different color combi.
  • 28. 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.
  • 29. Price
  • 30. 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.
  • 31. Big Bazaar
    Differentiation by Price.
    Tag line :
    “isse sasta aurachhakahinahi!”
    Wednesday Bazaar. –Weekly sale.
    SabseSaasta din- 26 Jan.- Yearly sale.
    Bulk Purchasing, Bulk Discounts.
    Largest retail chain in India.
    Targets Lower and Middle Classes.
  • 32. Dominos
    Differentiation by service.
    Challenges for delivery in 30 min.
    Large area covered in different cities.
    Fast and hot pizzas for sure.
    Capturing market because of
    its home delivery service.
    Targets Middle and upper Middle,
    urban consumer.
  • 33. 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.
  • 34. Conclusion
    Also involves factors like –Reparability, Service and more..
    Helps to dominate in the segment.
    Market Leaders.
    Thank you.
  • 35. References.
    Marketing Management by Philip Kotlar, Kevin Lane Keller.
    Marketing Management by Arun Kumar and N Neelakshi.
    www.ndtv.com ; www.apple.co.in; www.himalayahealthcare.com ; www.trajhotels.com ; www.wikipedia.com
  • 36. Giorgio Armani
    Differentiation by Status.
    International Italian fashion house.
    High-fashion and couture worldwide
    One of the most prestigious
    names in the fashion industry.
    Priced high to maintain exclusivity.
    Targets super rich, Affluent Consumers.

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