This document discusses product differentiation strategies. It explains that differentiation is a marketing strategy to distinguish a product from competitors. Products can be differentiated based on their form, features, customization options, quality, durability, reliability, reparability, and style. When differentiating a physical product is difficult, companies can focus on valued services like easy ordering, delivery, installation, training, consulting, maintenance, and returns policies. The document was created by Aditi Jain for a marketing internship under Professor Sameer Mathur.

1. SETTING PRODUCT STRATEGY
Submitted to
Professor Sameer Mathur

2. DIFFERENTIATION
Product and Services

3. Differentiation
It is a marketing
strategy to gain an
edge over competitors.

4. Product
Differentiation
Process of
distinguishing a
product from
competitor ones.

5. Products can be
differentiated in many
ways:
 Form
 Features
 Customization
 Performance Quality
 Conformance Quality
 Durability
 Reliability
 Repairability
 Style

6. FORM
Many products can
be differentiated in
form-
• Size
• Shape
• Physical structure

7. FEATURES
• A company can select new features
by surveying recent buyers
• Marketers should consider how
many people want each feature
• A company must prioritize features
and tell consumers how to benefit
from them.

8. CUSTOMIZATION
Customization is the ability to
individualize market offerings
,messages and media.

9. PERFORMANCE QUALITY
Companies adopt a value model and
provide higher quality for less money.

10. CONFORMANCE QUALITY
Buyers expect a high conformance
quality ,the degree to which all
produced units meet promised
specifications.

11. DURABILITY
• Durability ,a measure of product’s
expected operating life.
• Extra price must not be excessive.

12. RELIABILITY
• Reliability is a measure of the
probability that a product will not
fail.
• Buyers pay a premium for more
reliable products.

13. REPAIRABILITY
• Repairability measures the ease
of fixing a product when it
malfunctions.
• Customers prefer products with
low repairable cost.

14. STYLE
Style describes products look and feel
to the buyer.

15. DIFFERENTIATION
Services

16. When the physical product cannot be
differentiated
the key to competitive success lie in
adding valued services.

17. MAIN SERVICE DIFFERENTATORS:
• Ordering Ease
• Delivery
• Installation
• Customer Training
• Customer Consulting
• Maintenance and Repair
• Returns

18. 1) ORDERING EASE
It refers to how easy it is for the
customer to place order with
company.

19. 2) DELIVERY
Delivery refers to how well the
product is brought to the
customer.

20. 3) INSTALLATION
Ease of installation is a true
selling point for buyers of
complex products.

21. 4) CUSTOMER TRAINING AND CONSULTING
• It helps the buyers to use the
equipment properly and
efficiently.
• It includes information the
seller offers to the buyers.

22. 5) RETURNS
Product returns are an avoidable reality
of doing business, especially with
online purchases.

23. Created by
Aditi Jain ,LSR ,New Delhi
During marketing internship
under
Professor Sameer Mathur