11.2 how can companies differentiate product by_vishnupriya aryabhumi

1. Setting
Product
Strategy
How can companies
differentiate product?

2. Why differentiate at all??
To be branded

3. Scope for differentiation??
Low(Chicken, aspirin, steel)
Medium (PnG products)
High (automobiles)

4. How to differentiate??

5. Product differentiation
• Form
• Features
• Customization
• Performance quality
• Conformance quality
• Durability
• Reliability
• Repairability
• Style

6. Services’ Differentiation
• Ordering ease
• Delivery
• Installation
• Customer training
• Consumer consulting
• Maintenance and repair
• Returns

7. Let’s take examples
• Ease of order-
online/app
• Delivery- express
delivery in one day
• Returns- Speedy
pickup and door pickup
• Installation- personnel
helps with the
installation of
electronics
• Customer training-
online
• Maintenance and repair
– online and service

8. Thank you!
By
Vishnupriya Aryabhumi
IITMadras

9. Credits
Backgroun
d
www.flickr.com
7 www.nextbigwhat.com
www.forbes.com
Based on Chapter 12 of Marketing Management by Kotler Keller Koshy Jha
14th edition
Disclaimer
"Created by Vishnupriya Aryabhumi, IITMadras, during an internship by
Prof. Sameer Mathur, IIMLucknow.
www.IIMInternship.com"