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

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Product Differentiation

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