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.
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.
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.
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.