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How can companies differentiate products?

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Sameer mathur
Sameer mathur

Companies can differentiate their products in several ways: 1. Through physical attributes like size, shape, and features. This includes things like varying laptop screen sizes or unique packaging. 2. By allowing some level of customization. Mass customization allows for custom-made products at low unit costs. 3. By focusing on quality attributes like performance, consistency, durability, reliability, and aesthetic style. For example, Volvo differentiated based on reliability in automobiles. 4. Through enhanced service features across the customer lifecycle from ordering to returns. This includes ease of use, delivery speed, installation support, training, consulting, and maintenance/repairs. Differentiating the customer experience is key.

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Setting Product Strategy How can companies differentiate products? Presentation by Divyasree P K IIT Madras
DIFFERENTIATION N. Distinguish to make something more attractive to a target group
Product Differentiation Valid within the same companysame company as well as with the competitors
1 Form Size Physical Structure Shape
Physical structure Medicines come in tablet as well as liquid form
1 FormSize Sachet packaging is mainly aimedmainly aimed at the rural market
Shape Standee pouches contributed majorly to differentiate Paper Boat from other carton or bottle based fruit drinks
2 Feature Air 11’’ Pro 15’’ Air 13’’ Apple incorporated varying features in Macintosh laptops to develop Air and Pro product lines
3 Customisation Mass Customisation EQUALSEQUALS Custom made PLUS Low unit cost of mass production
Differentiation is delayed… …Till the lastest possible point in supply chain
Caters the customers dissatisfied with off-the rack garments
Hewlett–Packard Replaceddedicated power supply in LaserJet printers with universal power supply Tackled regional imbalances in supply demand effectively
Customized DeskJet printers at local distribution center and not at the factory Hewlett–Packard Drop in shipping and inventory costs
THIS .. translates to an improved and differentiated customer experience
4 Performance Quality Premium product PERFORMANCE Mid price product Popular product PRICE PERFORMANCE
5 Conformance Quality High consistency in expected performanceexpected performance across all the produced units
6 Durability Explains the dominance of Nokia in Indian market
7 Reliability INCREASED probability of NONOfailure
VOLVO = Reliability… .. is differentiated to be a premium product in automobile industry
8 Style Aesthetics is a KEYdifferentiator for luxury brands
Service Differentiation
1 Ordering Ease How easy is it to place an order? User friendliness of the mobile appmobile app Good customer service at the call center Availability of taxis
2 Delivery Speed & Quality are the riding factors offer 20% discount for 10 minutes late delivery of concrete
3 Installation N. Makes the product operational Ease of installation & Accompanying personnel are great differentiators
4 Customer Training To enable the customer use the equipment properly
5 Customer Consulting Encompasses the services seller offers to the buyer
6 Maintenance & Repair To ensure that the purchased goods remain in good working order
7 Returns A deterrant to online sales, mainly! Improve logistics to eliminate controllable returns Develop processes for handling uncontrollable returns

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