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Differentiation and positioning strategies for online businesses

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David Liu
David Liu

The document discusses differentiation and positioning strategies for e-marketing. It defines differentiation as adding meaningful differences to distinguish a company's offering. Five dimensions of differentiation are discussed: product, service, personnel, channel, and image. Dell's use of websites like IdeaStorm, Direct2Dell, StudioDell and forums to differentiate its image online through user engagement and customized content is described. Effective differentiation strategies outlined include being first to market, owning a product attribute in customers' minds, demonstrating product leadership, and communicating differences clearly.

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Chapter 9 Differentiation and Positioning Strategies ,[object Object],[object Object],[object Object]
E-Marketing Strategy Complete E-Marketing Strategy Differentiation & Positioning Strategies Consumer Behavior Online E-Marketing Research Segmentation & Targeting Strategies
Agenda ,[object Object],[object Object],[object Object],[object Object],Based and Strategies for Positioning Summary
Differentiation
Differentiation ,[object Object],[object Object],[object Object]
Differentiation ,[object Object],[object Object]
Differentiation ,[object Object]
Differentiation ,[object Object]
Differentiation
Differentiation Product Services Personnel Channel Image Five Dimensions
Product Differentiation ,[object Object]
Product Differentiation ,[object Object],[object Object]
Let’s Get Technical – iTunes iPod
Let’s Get Technical – iTunes iPod 1 2 3 1 2 600MB 160GB (300 Albums)
Let’s Get Technical – iTunes iPod
Let’s Get Technical – iTunes iPod
Product Differentiation ,[object Object],[object Object]
Product Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Differentiation Product Services Personnel Channel Image Five Dimensions
Service Differentiation Ability to respond more rapidly to customer concerns. Ability to receive customer feedback through e-mail 24 hours a day. Customer Service
Service Differentiation Features offered and service consumption experience. Distribution of products ordered online. Other Customer Service
Differentiation Product Services Personnel Channel Image Five Dimensions
Personnel Differentiation In the past Internet Personalized service and one-to-one relationships required costly skilled personnel. Internet auto process leads to a cost leadership advantage over off-line companies. Higher levels of service & lower prices! Also for the end users.
Differentiation Product Services Personnel Channel Image Five Dimensions
Channel Differentiation ,[object Object],[object Object],[object Object]
Channel Differentiation Entire distribution channel For digital products$ Music & Software downloads Specialized personal services “ Do it yourself” － Conduct activities Transaction and distribution channel Commercial transactions online Communication channel Product & Service information on the Web 4 1 2 3 Online Channel Multiple levels
Differentiation Product Services Personnel Channel Image Five Dimensions
Image Differentiation ,[object Object],[object Object],[object Object],[object Object]
Image Differentiation ,[object Object]
Image Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Image Differentiation ,[object Object],[object Object]
Image Differentiation - Dell ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Image Differentiation - Dell ,[object Object],[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54 1 2 3 4
Image Differentiation - Dell ,[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Image Differentiation - Dell ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Image Differentiation - Dell ,[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Image Differentiation - Dell ,[object Object],[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Image Differentiation - Dell ,[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54 Home 提供給廣大的消費者一些較為平易近人的資訊，例如一些教學性的影片：什麼是 Direct 10 、如何設定雙螢幕、什麼是藍芽等。 Small Business 根據一些小型企業需求，來拍攝相關的教學影片如：如何線上備份資料、觸控式螢幕的技術、你是否準備好接受 Vista 、無線網路的各種選擇等。 IT Pro 比較專業的一些 IT 相關影片，如：戴爾的 Techknow 計畫、設定 DRAC （ Dell Remote Access Controller ）、設定 RAID （ Redundant Array of Independent Disks ）等。
Image Differentiation - Dell ,[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Image Differentiation - Dell ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://elearning.iiiedu.org.tw/blog/term/1/20080508/54
Differentiation Strategies
Differentiation Strategies (1/5) ,[object Object],1 Being the first to enter the market. 2 Owning a product attribute or quality in the consumer's mind. 3 Demonstrating product leadership. 4 Utilizing an impressive company history or heritage. 5 Supporting and demonstrating the differentiating idea. 6 Communicating the difference.
Differentiation Strategies (2/5) ,[object Object],[object Object]
Differentiation Strategies (3/5) ,[object Object],[object Object],[object Object],[object Object]
Differentiation Strategies (4/5) ,[object Object],[object Object],[object Object]
Differentiation Strategies (5/5) ,[object Object],resume posting job searches graduating students executives
Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
Site Environment / Atmospherics ,[object Object],[object Object],portrays accurate information clearly shows the products and services offered easily downloads easily navigated
Site Environment / Atmospherics ,[object Object],virtual tours 3-D images product image enlargements trial downloads customer reviews
Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
Build Trust (1/3) ,[object Object],[object Object],[object Object],Trust building should be an integral part of a web site's marketing strategy.
Build Trust (2/3) ,[object Object],encounter problems require personal assistance exchange or return a purchase
Build Trust (3/3) ,[object Object]
Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
Efficient and Timely Order Processing ,[object Object],[object Object],[object Object]
Efficient and Timely Order Processing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
Pricing (1/2) ,[object Object],[object Object],[object Object]
Pricing (2/2) ,[object Object],[object Object],[object Object]
Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
Customer Relationship Management ,[object Object]
Customer Relationship Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
User-generated Content (UGC) ,[object Object],[object Object]
Based and Strategies for Positioning
Based and Strategies for Positioning ,[object Object]
Based and Strategies for Positioning ,[object Object]
Based and Strategies for Positioning ,[object Object]
Based and Strategies for Positioning ,[object Object]
Based and Strategies for Positioning ,[object Object],Mediocrity deserves no praise.
Based and Strategies for Positioning ,[object Object],Marketing communication
Based and Strategies for Positioning ,[object Object]
Based and Strategies for Positioning ,[object Object],[object Object],[object Object]
Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
Product or Service Attribute ,[object Object],[object Object],[object Object]
Product or Service Attribute ,[object Object],[object Object],http://www.youtube.com/watch?v=l_I3br9m-68
Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
Technology Positioning ,[object Object],[object Object]
Technology Positioning ,[object Object]
Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
Benefit Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
User Category ,[object Object],[object Object],[object Object],[object Object]
Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
Competitor Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
Integrator Positioning (1/9) ,[object Object],[object Object],[object Object]
Integrator Positioning (2/9) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrator Positioning (3/9) ,[object Object],[object Object],[object Object]
Integrator Positioning (4/9) ,[object Object],[object Object],[object Object],[object Object]
Integrator Positioning (5/9) ,[object Object],[object Object],[object Object]
Integrator Positioning (6/9) ,[object Object],[object Object],[object Object],[object Object]
Integrator Positioning (7/9) ,[object Object],[object Object],[object Object]
Integrator Positioning (8/9) ,[object Object],[object Object],[object Object],[object Object]
Integrator Positioning (9/9) ,[object Object],Give web agents discounted rooms A hotel owner has two choices Let them sit empty
Repositioning Strategies (1/3) ,[object Object],[object Object],[object Object]
Repositioning Strategies (2/3) ,[object Object],[object Object],[object Object]
Repositioning Strategies (3/3) ,[object Object],Search Engine Life Engine ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal ,[object Object],[object Object],[object Object]
Summary
Differentiation ,[object Object]
E-Marketing Strategy Complete E-Marketing Strategy Differentiation & Positioning Strategies Consumer Behavior Online E-Marketing Research Segmentation & Targeting Strategies
 

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Differentiation and positioning strategies for online businesses

  • 1.
  • 2. E-Marketing Strategy Complete E-Marketing Strategy Differentiation & Positioning Strategies Consumer Behavior Online E-Marketing Research Segmentation & Targeting Strategies
  • 3.
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  • 6.
  • 7.
  • 8.
  • 10. Differentiation Product Services Personnel Channel Image Five Dimensions
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  • 13. Let’s Get Technical – iTunes iPod
  • 14. Let’s Get Technical – iTunes iPod 1 2 3 1 2 600MB 160GB (300 Albums)
  • 15. Let’s Get Technical – iTunes iPod
  • 16. Let’s Get Technical – iTunes iPod
  • 17.
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  • 19.
  • 20. Differentiation Product Services Personnel Channel Image Five Dimensions
  • 21. Service Differentiation Ability to respond more rapidly to customer concerns. Ability to receive customer feedback through e-mail 24 hours a day. Customer Service
  • 22. Service Differentiation Features offered and service consumption experience. Distribution of products ordered online. Other Customer Service
  • 23. Differentiation Product Services Personnel Channel Image Five Dimensions
  • 24. Personnel Differentiation In the past Internet Personalized service and one-to-one relationships required costly skilled personnel. Internet auto process leads to a cost leadership advantage over off-line companies. Higher levels of service & lower prices! Also for the end users.
  • 25. Differentiation Product Services Personnel Channel Image Five Dimensions
  • 26.
  • 27. Channel Differentiation Entire distribution channel For digital products$ Music & Software downloads Specialized personal services “ Do it yourself” － Conduct activities Transaction and distribution channel Commercial transactions online Communication channel Product & Service information on the Web 4 1 2 3 Online Channel Multiple levels
  • 28. Differentiation Product Services Personnel Channel Image Five Dimensions
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  • 48. Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
  • 49.
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  • 51. Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
  • 52.
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  • 54.
  • 55. Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
  • 56.
  • 57.
  • 58. Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
  • 59.
  • 60.
  • 61. Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
  • 62.
  • 63.
  • 64. Site Environment/ Atmospherics Invite User-generated Content Build Trust Efficient and Timely Order Processing Customer Relationship Management (CRM) Pricing
  • 65.
  • 66. Based and Strategies for Positioning
  • 67.
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  • 75. Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
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  • 78. Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
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  • 81. Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
  • 82.
  • 83. Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
  • 84.
  • 85. Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
  • 86.
  • 87. Based and Strategies for Positioning Product or Service Attribute Technology Positioning Benefit Positioning User Category Competitor Positioning Five Positioning Bases
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  • 97.
  • 98.
  • 99.
  • 101.
  • 102. E-Marketing Strategy Complete E-Marketing Strategy Differentiation & Positioning Strategies Consumer Behavior Online E-Marketing Research Segmentation & Targeting Strategies
  • 103.