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How can companies differentiate products

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How can companies differentiate products

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How can companies differentiate products

  1. 1. STRATEGY Setting Chapter 11
  2. 2. HOW can companies differentiate products ?
  3. 3. PRODUCT Differentiation
  4. 4. 1. Form: Products can be differentiated in form- size, shape or physical structure o the product
  5. 5. HEAD AND SHOULDERS products come in different sizes and dosage. Sachet Bottle
  6. 6. 2. Feature: Different products can come with different features. Company should identify and select new features.
  7. 7. Mercedes Benz GL450 designed for off-roading. Mercedes Benz AMG SLS designed for racing.
  8. 8. 3. Customization: Companies should design the product according to the needs and wants of the individual by surveying them.
  9. 9. provides many personalized products online.
  10. 10. 4. Performance Quality: Firms should design a performance level which can withstand the competition and satisfy consumer with its performance.
  11. 11. Lamborghini is best known for its world class performance.
  12. 12. 5. Conformance Quality: The designed product should meet the promised specifications to the customers
  13. 13. Always meets the promised specifications.
  14. 14. 6. Durability: Measure of product’s expected operating life under natural and stressful conditions. Consumers prefer products with high durability.
  15. 15. Woodland provide the most durable shoes ever made
  16. 16. 7. Reliability: Measure of the probability that the product will not malfunction or fail within a specified time period.
  17. 17. CATERPILLAR innovation, quality and reliability is unmatched.
  18. 18. 8. Repairability: It is the ease of fixing the product when it is malfunctioned or failed. Ideal repairability would be when customers will fix their products themselves.
  19. 19. 9. Style: It is products look and feel to the buyers. Its creates distinctiveness that cannot be copied.
  20. 20. HEWLWTT PACKARD PC’s and laptop’s are more stylish.
  21. 21. These slides were created by Ankit Kumar, IIT Delhi, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow

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