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How can companies differentiate products?

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Sameer Mathur
Sameer Mathur

This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management.

Marketing
1 of 20
Product And Services Differentiation
Product Differentiation
FORM Size, shape or physical structure of a product helps in differentiating it from others.
FEATURES Most products can be offered with varying features that supplement their basic function.
CUSTOMIZATION Companies have increased their ability to individualize market offerings, messages and media.
PERFORMANCE QUALITY The level at which the product’s primary characteristics operate.
DURABILITY A measure of the product’s expected operating life under natural or stressful conditions.
CONFORMANCE QUALITY The degree to which all the produced units are identical and meet promised specifications.
RELIABILITY Measure of the probability that a product will not malfunction or fail within a specified time period.
REPAIRABILITY Measures the ease of fixing a product when it malfunctions or fails.
STYLE Describes the product’s look and feel to the buyer. It creates distinctiveness that is hard to copy.
Services Differentiation
ORDERING EASE Refers to how easy it is for the customer to place an order with the company.
DELIVERY Refers to how well the product or service is brought to the customer. Includes speed , accuracy and care throughout the process.
INSTALLATION Refers to the work done to make a product operational in its planned location.
CUSTOMER TRAINING Helps the employee’s customers use the vendor’s equipment properly and efficiently.
CUSTOMER CONSULTING Includes data , information systems and advice services the seller offers to buyers in firms like IBM .
RETURNS It is an un-avoidable reality of doing business these days, especially with online purchases.
MAINTENANCE AND REPAIR Help customers keep purchased products in the good working order.
Created by Niharika Gujela, Delhi Technological University, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com

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