A study on Product Differentiation.<br />Dual Country Program<br />IMT, Ghaziabad.<br />Akash Jauhari                     ...
Product Differentiation<br />Process of distinguishing a product<br />from competitors. <br />Adding  New Utilities.<br />...
NDTV Good Times<br />Differentiation by Form.<br />Lifestyle television channel.<br />Area of Interest :<br />Travelling, ...
Pears soap<br />Differentiation by Form.<br />Glycerin contents.<br />Transparent soap.<br /> Stands for <br />     “gentl...
Scooty Pep<br />Differentiation by Form<br />Available in colors like pink, magenta etc<br />95Kg – easy to handle <br />G...
Bacardi Breezer<br />Differentiation by Form<br />A rum-based alcopop with 4% alcohol<br />Fruity taste<br />Light drink<b...
Pepsi MyCan<br />Differentiation by Form<br />Thinner than normal cans<br />Easy to handle<br />Stylish in appearance<br /...
Himalaya Herbals<br />Differentiation by Features.<br />Range of 100% natural <br />     with Natural Herbs.<br /> No chem...
Sony Bravia 3D TVs<br />Feature differentiation over competitors.<br />  3D technology.<br /> Internet TV .<br /> LED and ...
Bisleri<br />Differentiation by form.<br />Easy to carry kit.<br />Suitable for packages of <br />2 liter and more.<br />P...
Brooke Bond Red Label Natural<br />Differentiation by Feature.<br />Added herbals with tea.<br />Available in natural flav...
Apple iPhone<br /> Differentiation by Customization.<br />- Can be customized to<br /> 	users specifications<br /><ul><li>...
Revolution Clothing's<br />Differentiation by Customization.<br />Plus sized fashion<br />Rest of the market caters only t...
Durability<br />
Woodland Shoes<br />Differentiation by Durability.<br /> Stands for strength.<br />Rough and Tough use.<br /> Symbol of Ma...
Duracell<br />	Differentiation by Durability.<br />Best in battery life<br />Designed to supply longer life in digital cam...
Reliability<br />
Mercedes Benz<br />Differentiation by reliability<br />150000 miles without<br />	 trouble for sure<br />Service available...
Godrej Locks<br />Differentiation by reliability<br />Trusted product for locks<br />Synonymous with trust, protection and...
Quality<br />
SUBWAY<br />Differentiation by quality.<br />Slogan "Think Fresh. Eat Fresh."<br /> Focuses on Freshness and Fitness.<br /...
Apple Macbook<br />Differentiation by Quality.<br />Mac Book is aimed at the consumer <br />     and education markets.<br...
Google<br />Differentiation by Performance Quality<br />World’s most-preferred Search Engine.<br />Comprehensive data <br ...
Style<br />
Fastrack Watches<br />Differentiation by Style.<br />Stylish watches and sunglasses<br />Against the common belief that st...
Puma<br />Differentiation by Style.<br />Defines sport life styling.<br />Most stylish among <br />  sportswear.<br />Avai...
Rolex Watches<br />Differentiation by Status/Style.<br />Globally one of the <br />most valuable brand.<br />Regarded as s...
Price<br />
Tata Nano<br />Differentiation by Economy/Price. <br />Cheapest car in the world.<br /> Price 1.23 lakhs.<br /> Stands for...
Big Bazaar<br />Differentiation by Price.<br /> Tag line : <br />  “isse sasta aurachhakahinahi!”<br />Wednesday Bazaar. –...
Dominos<br />Differentiation by service.<br />Challenges for delivery in 30 min.<br />Large area covered in different citi...
Taj Hotels.<br />Differentiation by Service.<br />Worldwide chain of hotels and resorts.<br />Outstanding hospitality to i...
Conclusion<br /> Also involves factors like –Reparability, Service and more..<br /> Helps to dominate in the segment.<br /...
References.<br />Marketing Management by Philip Kotlar, Kevin Lane Keller.<br />Marketing Management by Arun Kumar and N N...
Giorgio Armani <br />Differentiation by Status. <br />International Italian fashion house.<br />High-fashion and couture w...
Product Differentiation as Marketing Strategy
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Product Differentiation as Marketing Strategy

  1. 1. A study on Product Differentiation.<br />Dual Country Program<br />IMT, Ghaziabad.<br />Akash Jauhari Manu Vijayakumar<br />
  2. 2. Product Differentiation<br />Process of distinguishing a product<br />from competitors. <br />Adding New Utilities.<br />Meeting Expectations of a <br /> particular target market- <br /> Segmentation.<br />Competitive advantage.-Adage.<br />Dominating in the segment.<br />
  3. 3. NDTV Good Times<br />Differentiation by Form.<br />Lifestyle television channel.<br />Area of Interest :<br />Travelling, Fashion, Fitness, <br />Indian marriage and Leisure.<br />Catering to young, urban Indians.<br />
  4. 4. Pears soap<br />Differentiation by Form.<br />Glycerin contents.<br />Transparent soap.<br /> Stands for <br /> “gentleness and purity”.<br />Generally focuses on women and children segment.<br />
  5. 5. Scooty Pep<br />Differentiation by Form<br />Available in colors like pink, magenta etc<br />95Kg – easy to handle <br />Gearless.<br />Target Market-Young ,<br /> urban girls.<br />
  6. 6. Bacardi Breezer<br />Differentiation by Form<br />A rum-based alcopop with 4% alcohol<br />Fruity taste<br />Light drink<br />More of ladies drink<br />
  7. 7. Pepsi MyCan<br />Differentiation by Form<br />Thinner than normal cans<br />Easy to handle<br />Stylish in appearance<br />Targeting youth <br />Digital Marketing Campaign.<br />
  8. 8. Himalaya Herbals<br />Differentiation by Features.<br />Range of 100% natural <br /> with Natural Herbs.<br /> No chemical base used.<br />Punch line -purity and safety.<br />Promotes “Indian values”.<br />Priced higher than competitors.<br /> Targets high classes – both youth and mature.<br />
  9. 9. Sony Bravia 3D TVs<br />Feature differentiation over competitors.<br /> 3D technology.<br /> Internet TV .<br /> LED and Wi-Fi capable.<br /> Priced over one lakh.<br /> Targeting upper classes.<br />
  10. 10. Bisleri<br />Differentiation by form.<br />Easy to carry kit.<br />Suitable for packages of <br />2 liter and more.<br />Packaging Adage over <br /> Competitors.<br />Largest selling mineral Water in India.<br />
  11. 11. Brooke Bond Red Label Natural<br />Differentiation by Feature.<br />Added herbals with tea.<br />Available in natural flavors <br /> of ginger, Indian ginseng, liquorices, <br /> cardamom and basil. <br /> Positioning tea as health drink.<br /> Tag line “Pyaar ka Pyaala sehatwaala”.<br />Targeted at family consumers – young, mature and old,<br /> seeking wellness .<br />
  12. 12.
  13. 13. Apple iPhone<br /> Differentiation by Customization.<br />- Can be customized to<br /> users specifications<br /><ul><li>Can download desired</li></ul> applications<br /><ul><li>1000s of applications </li></ul> available online<br /><ul><li>Best pocket gadget.</li></li></ul><li>Linux Operating System<br /> Differentiation by Customization.<br />Free and open source software.<br />Source code can be <br />modified, and redistributed.<br />Installed on a wide variety<br /> of hardware like tablet computers,<br />video game consoles, mainframes <br /> and supercomputers.<br /> Generally used by computer professionals<br /> involved in advanced applications.<br />
  14. 14. Revolution Clothing's<br />Differentiation by Customization.<br />Plus sized fashion<br />Rest of the market caters only to perfect figured <br />Covering a waist size 28” to 44”<br />
  15. 15. Durability<br />
  16. 16. Woodland Shoes<br />Differentiation by Durability.<br /> Stands for strength.<br />Rough and Tough use.<br /> Symbol of Masculinity.<br />Targets Adventure loving consumers.<br />
  17. 17. Duracell<br /> Differentiation by Durability.<br />Best in battery life<br />Designed to supply longer life in digital cameras <br />Twice the number of photos typically achievable with alkaline batteries<br />
  18. 18. Reliability<br />
  19. 19. Mercedes Benz<br />Differentiation by reliability<br />150000 miles without<br /> trouble for sure<br />Service available 24x7<br />Road side assistance program – 3 years<br />Turn a Merc upside down and get money back<br />
  20. 20. Godrej Locks<br />Differentiation by reliability<br />Trusted product for locks<br />Synonymous with trust, protection and integrity<br />Implementation of latest technology and constant innovation<br />
  21. 21. Quality<br />
  22. 22. SUBWAY<br />Differentiation by quality.<br />Slogan "Think Fresh. Eat Fresh."<br /> Focuses on Freshness and Fitness.<br /> Includes a variety of vegetables <br /> and non vegetarian options.<br /> In India priced on the higher side.<br /> Generally targets – Health Conscious,<br />Middle to Higher Class, Urban consumers. <br />
  23. 23. Apple Macbook<br />Differentiation by Quality.<br />Mac Book is aimed at the consumer <br /> and education markets.<br />Single best-selling laptop of any brand<br />in U.S. retail stores for the preceding<br />five months.<br />Uses a unibody polycarbonate<br />combination of polycarbonate and fiber glass casing that was modeled after the iBook G4.<br />
  24. 24. Google<br />Differentiation by Performance Quality<br />World’s most-preferred Search Engine.<br />Comprehensive data <br /> search on web with real pace.<br />Other Feature include :<br /> Images, News, Maps, Weather forecasts,<br />Stock quotes, time zones and sports scores.<br />
  25. 25. Style<br />
  26. 26. Fastrack Watches<br />Differentiation by Style.<br />Stylish watches and sunglasses<br />Against the common belief that style comes with price<br />Style without compromising quality<br />Varieties like – hiphop, denim, biker, army, sports etc<br />
  27. 27. Puma<br />Differentiation by Style.<br />Defines sport life styling.<br />Most stylish among <br /> sportswear.<br />Available even in <br /> different color combi.<br />
  28. 28. Rolex Watches<br />Differentiation by Status/Style.<br />Globally one of the <br />most valuable brand.<br />Regarded as status symbols.<br />Luxury Product.<br />Priced high to maintain exclusivity.<br /> Catering to Upper classes, Affluent Consumers. <br />
  29. 29. Price<br />
  30. 30. Tata Nano<br />Differentiation by Economy/Price. <br />Cheapest car in the world.<br /> Price 1.23 lakhs.<br /> Stands for Economy <br /> and Affordability.<br /> Targets families shifting <br /> from two wheeler to four wheeler.<br />
  31. 31. Big Bazaar<br />Differentiation by Price.<br /> Tag line : <br /> “isse sasta aurachhakahinahi!”<br />Wednesday Bazaar. –Weekly sale.<br />SabseSaasta din- 26 Jan.- Yearly sale.<br />Bulk Purchasing, Bulk Discounts. <br />Largest retail chain in India. <br />Targets Lower and Middle Classes.<br />
  32. 32. Dominos<br />Differentiation by service.<br />Challenges for delivery in 30 min.<br />Large area covered in different cities.<br />Fast and hot pizzas for sure.<br />Capturing market because of <br /> its home delivery service.<br />Targets Middle and upper Middle, <br />urban consumer.<br />
  33. 33. Taj Hotels.<br />Differentiation by Service.<br />Worldwide chain of hotels and resorts.<br />Outstanding hospitality to its guests.<br />Well known for its level of <br />customization for customers.<br />Popular among international tourists, <br /> especially from Europe and US.<br />
  34. 34. Conclusion<br /> Also involves factors like –Reparability, Service and more..<br /> Helps to dominate in the segment.<br />Market Leaders.<br /> Thank you. <br />
  35. 35. References.<br />Marketing Management by Philip Kotlar, Kevin Lane Keller.<br />Marketing Management by Arun Kumar and N Neelakshi.<br />www.ndtv.com ; www.apple.co.in; www.himalayahealthcare.com ; www.trajhotels.com ; www.wikipedia.com<br />
  36. 36. Giorgio Armani <br />Differentiation by Status. <br />International Italian fashion house.<br />High-fashion and couture worldwide<br />One of the most prestigious <br /> names in the fashion industry.<br />Priced high to maintain exclusivity.<br />Targets super rich, Affluent Consumers.<br />
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