Product Differentiation as Marketing StrategyPresentation 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- Segmentation. 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 Gearless. 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 Competitors. 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
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”
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
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
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.
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 sportswear. 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.
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.