ppt on differentiation of products

1. PRODUCT DIFFERENTIATION
By : Satyam Singh
B.Tech (ME-D) 2nd year
110106247

2. PRODUCT DIFFERENTIATION
It is a business level strategy in which firms attempt to create and exploit
differences between their products and those offered by competitors by:
•Adding new utilities
•Meeting expectations of a particular target market segmentation
These differences may lead to competitive advantage if customers perceive
the difference and have a preference for the difference.

3. BASIS OF PRODUCT
DIFFERENTIATION
Form
Features
Customization
Performance Quality
Conformance Quality
Durability
Reliability
Reparability
Style

4. FORM
Many products can be differentiated in form ; i.e. the size, shape, or physical
structure of products.
BISLERI
 Easy to carry kit
 Suitable for packages of 2 liter and more
 Largest selling mineral water in India

5. Scooty Pep
Available in colors like pink, magenta, orange etc
95 Kg – easy to handle
Gearless
Target market – young, urban girls.

6. FEATURES
Most products can be offered with varying features that supplement their basic
function.
Brooke Bond Red Label Natural
 Added herbals with tea
 Available in natural flavors of ginger,
liquorices, cardamom and basil.
 Positioning tea as health drink
 Tag line “swasth rahe, mast rahe”
 Targeted at family consumers – young, mature
and old, seeking wellness.

7. Himalaya Herbals
Range of 100+ 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

8. CUSTOMIZATION
Marketers can differentiate products by making them customized to an
individual.
Apple iphone
Can be customized to users specifications
Can download desired applications
Best pocket gadget

9. PERFORMANCE QUALITY
It is the level at which the product's primary characteristics operate (as
most product are established at one of four performance levels : low,
average, high, or superior).
Google
World’s most-preferred search engine
Comprehensive data search on web with real pace
Other feature include :
Images,
News,
Maps,
Weather forecasts,
Mailing,
Social networking etc

10. DURABILITY
It is a measure of the product’s expected operating life under natural of
stressful conditions, and a valued attribute for certain products.
Woodland
 Stands for strength
 Rough and tough use
 Symbol of masculinity

11. RELIABILITY
It is a measure of the probability that a product will not malfunction or fail
with in a specified time period.
Godrej locks
Trusted product for locks
Synonymous with trust, protection, and integrity
Implementation of latest technology and constant innovation

12. REPARABILITY
It is measure of the ease of fixing a product when it malfunction or fails.
CONFORMANCE QUALITY
It is the degree to which all the produced units are identical and meet the
promised specifications.

13. STYLE
It describes the product`s look and feel to the buyer.
Fastrack Watches
Stylish watches and sunglasses
Against the common belief that style comes with price
Style without compromising quality
Varieties like- hip-hop, denim, biker, army, sports etc

14. Puma
Define sports life style
Most stylish among sportswear
Available even in different color combination

15. Thank You ……….