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Product Differentiation as Marketing Strategy

Product Differentiation as Marketing Strategy






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    Product Differentiation as Marketing Strategy Product Differentiation as Marketing Strategy Presentation Transcript

    • A study on Product Differentiation.
      Dual Country Program
      IMT, Ghaziabad.
      Akash Jauhari Manu Vijayakumar
    • Product Differentiation
      Process of distinguishing a product
      from competitors.
      Adding New Utilities.
      Meeting Expectations of a
      particular target market-
      Competitive advantage.-Adage.
      Dominating in the segment.
    • NDTV Good Times
      Differentiation by Form.
      Lifestyle television channel.
      Area of Interest :
      Travelling, Fashion, Fitness,
      Indian marriage and Leisure.
      Catering to young, urban Indians.
    • Pears soap
      Differentiation by Form.
      Glycerin contents.
      Transparent soap.
      Stands for
      “gentleness and purity”.
      Generally focuses on women and children segment.
    • Scooty Pep
      Differentiation by Form
      Available in colors like pink, magenta etc
      95Kg – easy to handle
      Target Market-Young ,
      urban girls.
    • Bacardi Breezer
      Differentiation by Form
      A rum-based alcopop with 4% alcohol
      Fruity taste
      Light drink
      More of ladies drink
    • Pepsi MyCan
      Differentiation by Form
      Thinner than normal cans
      Easy to handle
      Stylish in appearance
      Targeting youth
      Digital Marketing Campaign.
    • 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.
    • Sony Bravia 3D TVs
      Feature differentiation over competitors.
      3D technology.
      Internet TV .
      LED and Wi-Fi capable.
      Priced over one lakh.
      Targeting upper classes.
    • Bisleri
      Differentiation by form.
      Easy to carry kit.
      Suitable for packages of
      2 liter and more.
      Packaging Adage over
      Largest selling mineral Water in India.
    • 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 .
    • Apple iPhone
      Differentiation by Customization.
      - Can be customized to
      users specifications
      • Can download desired
      • 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.
    • 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”
    • Durability
    • Woodland Shoes
      Differentiation by Durability.
      Stands for strength.
      Rough and Tough use.
      Symbol of Masculinity.
      Targets Adventure loving consumers.
    • 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
    • Reliability
    • 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
    • Godrej Locks
      Differentiation by reliability
      Trusted product for locks
      Synonymous with trust, protection and integrity
      Implementation of latest technology and constant innovation
    • Quality
    • 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.
    • 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.
    • 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.
    • Style
    • 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
    • Puma
      Differentiation by Style.
      Defines sport life styling.
      Most stylish among
      Available even in
      different color combi.
    • 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.
    • Price
    • 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.
    • 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.
    • 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.
    • 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.
    • Conclusion
      Also involves factors like –Reparability, Service and more..
      Helps to dominate in the segment.
      Market Leaders.
      Thank you.
    • 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
    • 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.