This document summarizes a discussion on differentiation strategies in marketing. It defines differentiation as separating a product or service from its competitors to decrease customer overlap and increase loyalty. Common differentiation strategies mentioned include price, quality, services, and personnel. Specific examples are given for each strategy like offering lower prices, higher quality, better service, and more trained employees. The document also discusses differentiating through product design, customization, image and discusses fundamental aspects of differentiation with examples like Coca-Cola differentiating through its secret recipe.

1. SUBJECT - MARKETING
MANAGEMENT.
PROF: MS. ANKITA
GUPTA
TOPIC:-
DIFFERENTIATION
PARTICIPANTS –
 SIDHARTH CHAUHAN F-21-24-08.
 RAHUL MORE F-21-24-27.
 TANVI REDIJ. F-21-24-43.
 DEEPAK UPADHYAY F-21-24-57.
 SADHANA YADAV F-21-24-60.

2. WHAT IS
DIFFRENTIATION ?
Differentiation is a
marketing tool used
to distinguish a
product from others
in the same category.
It contrasts with
other marketing tools
such
as positioning and
Differentiation is separating a product or service from
that of its competitors. Companies commonly use
this marketing strategy to ensure their products do not
overlap with those of a competitor, leading to a decrease
in customer loyalty and sales.

3. DIFFERENTIATION
STRATEGIES
 PRICE - Price is one of the most common ways
businesses differentiate themselves from competitors.
Sometimes this differentiation comes from price wars
among competitors, but it comes from companies
offering low prices to attract more customers.
 QUALITY - Quality is another common way marketing differentiation occurs. While it's
not always possible to be the highest quality product on the market, some companies
can distinguish themselves with higher or unique quality.
 SERVICES - Service sets many companies apart from their competition, particularly in
industries where personal relationships are essential (such as real estate). Providing
excellent service is a crucial differentiator for many businesses because adding this
value proposition increases customer loyalty.

4. MOST IMPORTANT DIFFERENTIATION
VARIABLE OF PRODUCT
SERVICE
DIFFERENTIATION
PRODCUT
DIFFERENTIATION
PERSONNEL
DIFFERENTIATION
IMAGE
DIFFERENTIATION

5. Service Differentiation
Services may be offered individually to the customer or they may be
bundled with a product.
Way that differentiate your services :-
 Ordering ease
 Delivery
 Installation
 Customer training
 Customer consulting
 Maintenance and repair
 Returns
 Misc.

6. FUNDAMENTALS OF
DIFFERENTIATION IN MARKETING
WITH EXAMPLES
There are a lot of ways to differentiate in the marketing world. One
way is to find a market that hasn't been tapped yet. Another way is
to try and create a product for an existing market that is better than
anything else on the market. The last way is to find a current stage
and do them better than anyone else.
The first step towards doing this is understanding what makes your
product unique. What's your USP? Your unique selling proposition
is part of your marketing plan that differentiates you from the
competition and makes people want to buy from you rather than
someone else.
For example, coca-cola and Pepsi or Signatute and Tropicana is
differentiated through its secret recipe, which allows it to
compete with other soft drink / Juice companies.

7. Factors of Product Differentiation:
• Quality- How does your products quality, reliability compare to others in market?
• Pricing- How does your product's price differ from that to the competition?
• Design- How different are your designs? Is it simple and easy to navigate?
• Service- Do you offer faster service than anyone else in the market? How are your customer
interactions with your team different from those in competition?
• Customization- Can you customize parts of the product that competitors cannot?

8. What is personnel differentiation
Personnel differentiation refers that the corporation obtains differential
advantage through hiring and training staff better than competitors
Personnel differentiation requires that a company should select its
customer-contact people carefully and train them well. These personnel
must be competent -they must possess the required skills and knowledge.
They need to be courteous, friendly and respectful. They must serve
customers with consistency and accuracy. And they must make an effort to
understand customers, to communicate dearly with them, and to respond
quickly to customer requests and problems.

9. Personnel: Staff are the front line for businesses. Differentiating
through better trained employees can bring about a significant
advantage. Better trained people tend to be more competent,
and responsive.
Stand Out From the Competition
PERSONNEL DIFFRENTIATION

10. How the organization increase the efficiency of the perso
There are a number of ways you can support employee development: indivi
courses, seminars, shadowing or mentoring, or even just increasing th
Offering these opportunities will give employees additional skills that allow th
efficiency and productivity to change their personality and this will increase c

11. IMAGE DIFFERENTIATION
Although Buyers may regard competing products and their accompanying services as similar but the
images they portray may differs.
For an example, Many cigarettes taste the same and are also sold in a same way but the Brand Image
differs their taste in audience view.

12. IMAGE DIFFERENTIATION
Ideally an image fulfil various roles.
In the first instance, it must convey a single message in a distinctive way that
establishes a brand’s major characteristic and positioning.
A good image sets a brand or firm apart from competitors images.
An image must also deliver emotional power that appeals to both that hearts and minds
to the buyers.

13. IMAGE DIFFERENTIATION
• The impression and images that consumers have about the firm, whether true or false guide
and shape consumer behaviour.
• Therefore, an image has to be actively managed and continually adapted because markets
and consumers perceptions are not static, but change over time.
• The typical elements that a firms has in order to develop an build and image include as
follows.
• Symbols
• Written and audio or visual media
• Events
• Atmosphere

14. Symbols :- When a firm or brand
has strong well-known image, it is
immediately recognised.
Written and audio or visual
media:- All advertisement,
promotions and publications
including websites and business
cards must communicate the
personality of the firm or brand.
Events:- Sponsoring events can
results in a very positive image for
a firm.
Atmosphere:- The physical
facility in which the firm

15. THANK
YOU……