This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management.

1. Product
And
Services
Differentiation

2. Product
Differentiation

3. FORM
Size, shape or
physical structure of
a product helps in
differentiating it
from others.

4. FEATURES
Most products can
be offered with
varying features that
supplement their
basic function.

5. CUSTOMIZATION
Companies have increased
their ability to individualize
market offerings, messages
and media.

6. PERFORMANCE
QUALITY
The level at which the
product’s primary
characteristics operate.

7. DURABILITY
A measure of the
product’s expected
operating life under
natural or stressful
conditions.

8. CONFORMANCE
QUALITY
The degree to which all the
produced units are
identical and meet
promised specifications.

9. RELIABILITY
Measure of the
probability that a product
will not malfunction or
fail within a specified
time period.

10. REPAIRABILITY
Measures the ease of
fixing a product when it
malfunctions or fails.

11. STYLE
Describes the product’s
look and feel to the
buyer. It creates
distinctiveness that is
hard to copy.

12. Services
Differentiation

13. ORDERING EASE
Refers to how easy it is for
the customer to place an
order with the company.

14. DELIVERY
Refers to how well
the product or
service is brought to
the customer.
Includes speed ,
accuracy and care
throughout the
process.

15. INSTALLATION
Refers to the work done to
make a product operational
in its planned location.

16. CUSTOMER
TRAINING
Helps the employee’s
customers use the
vendor’s equipment
properly and
efficiently.

17. CUSTOMER
CONSULTING
Includes data , information
systems and advice services
the seller offers to buyers in
firms like IBM .

18. RETURNS
It is an un-avoidable
reality of doing
business these
days, especially
with online
purchases.

19. MAINTENANCE
AND REPAIR
Help customers keep
purchased products in
the good working order.

20. Created by Niharika Gujela, Delhi Technological University, during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com