The document discusses various strategies companies use for product differentiation, including differentiation by form, features, customization, durability, reliability, quality, style, price, and service. It provides examples of companies that use each strategy, such as NDTV Good Times differentiating by targeting young urban Indians, Apple differentiating iPhones through customization, and Taj Hotels differentiating through outstanding hospitality and service. In conclusion, it states that differentiation helps companies dominate market segments and that market leaders use these strategies.

1. A study on Product Differentiation.Dual Country ProgramIMT, Ghaziabad.Akash Jauhari Manu Vijayakumar

2. Product DifferentiationProcess of distinguishing a productfrom competitors. Adding New Utilities.Meeting Expectations of a particular target market- Segmentation.Competitive advantage.-Adage.Dominating in the segment.

3. NDTV Good TimesDifferentiation by Form.Lifestyle television channel.Area of Interest :Travelling, Fashion, Fitness, Indian marriage and Leisure.Catering to young, urban Indians.

4. Pears soapDifferentiation by Form.Glycerin contents.Transparent soap. Stands for “gentleness and purity”.Generally focuses on women and children segment.

5. Scooty PepDifferentiation by FormAvailable in colors like pink, magenta etc95Kg – easy to handle Gearless.Target Market-Young , urban girls.

6. Bacardi BreezerDifferentiation by FormA rum-based alcopop with 4% alcoholFruity tasteLight drinkMore of ladies drink

7. Pepsi MyCanDifferentiation by FormThinner than normal cansEasy to handleStylish in appearanceTargeting youth Digital Marketing Campaign.

8. Himalaya HerbalsDifferentiation by Features.Range of 100% natural with 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.

9. Sony Bravia 3D TVsFeature differentiation over competitors. 3D technology. Internet TV . LED and Wi-Fi capable. Priced over one lakh. Targeting upper classes.

10. BisleriDifferentiation by form.Easy to carry kit.Suitable for packages of 2 liter and more.Packaging Adage over Competitors.Largest selling mineral Water in India.

11. Brooke Bond Red Label NaturalDifferentiation by Feature.Added herbals with tea.Available in natural flavors of ginger, Indian ginseng, liquorices, cardamom and basil. Positioning tea as health drink. Tag line “Pyaar ka Pyaala sehatwaala”.Targeted at family consumers – young, mature and old, seeking wellness .

13. Apple iPhone Differentiation by Customization.- Can be customized to users specificationsCan download desired applications1000s of applications available onlineBest pocket gadget.Linux Operating System Differentiation by Customization.Free and open source software.Source code can be modified, and redistributed.Installed on a wide variety of hardware like tablet computers,video game consoles, mainframes and supercomputers. Generally used by computer professionals involved in advanced applications.

14. Revolution Clothing'sDifferentiation by Customization.Plus sized fashionRest of the market caters only to perfect figured Covering a waist size 28” to 44”

15. Durability

16. Woodland ShoesDifferentiation by Durability. Stands for strength.Rough and Tough use. Symbol of Masculinity.Targets Adventure loving consumers.

17. Duracell Differentiation by Durability.Best in battery lifeDesigned to supply longer life in digital cameras Twice the number of photos typically achievable with alkaline batteries

18. Reliability

19. Mercedes BenzDifferentiation by reliability150000 miles without trouble for sureService available 24x7Road side assistance program – 3 yearsTurn a Merc upside down and get money back

20. Godrej LocksDifferentiation by reliabilityTrusted product for locksSynonymous with trust, protection and integrityImplementation of latest technology and constant innovation

21. Quality

22. SUBWAYDifferentiation by quality.Slogan "Think Fresh. Eat Fresh." Focuses on Freshness and Fitness. Includes a variety of vegetables and non vegetarian options. In India priced on the higher side. Generally targets – Health Conscious,Middle to Higher Class, Urban consumers.

23. Apple MacbookDifferentiation by Quality.Mac Book is aimed at the consumer and education markets.Single best-selling laptop of any brandin U.S. retail stores for the precedingfive months.Uses a unibody polycarbonatecombination of polycarbonate and fiber glass casing that was modeled after the iBook G4.

24. GoogleDifferentiation by Performance QualityWorld’s most-preferred Search Engine.Comprehensive data search on web with real pace.Other Feature include : Images, News, Maps, Weather forecasts,Stock quotes, time zones and sports scores.

25. Style

26. Fastrack WatchesDifferentiation by Style.Stylish watches and sunglassesAgainst the common belief that style comes with priceStyle without compromising qualityVarieties like – hiphop, denim, biker, army, sports etc

27. PumaDifferentiation by Style.Defines sport life styling.Most stylish among sportswear.Available even in different color combi.

28. Rolex WatchesDifferentiation by Status/Style.Globally one of the most valuable brand.Regarded as status symbols.Luxury Product.Priced high to maintain exclusivity. Catering to Upper classes, Affluent Consumers.

29. Price

30. Tata NanoDifferentiation by Economy/Price. Cheapest car in the world. Price 1.23 lakhs. Stands for Economy and Affordability. Targets families shifting from two wheeler to four wheeler.

31. Big BazaarDifferentiation by Price. Tag line : “isse sasta aurachhakahinahi!”Wednesday Bazaar. –Weekly sale.SabseSaasta din- 26 Jan.- Yearly sale.Bulk Purchasing, Bulk Discounts. Largest retail chain in India. Targets Lower and Middle Classes.

32. DominosDifferentiation by service.Challenges for delivery in 30 min.Large area covered in different cities.Fast and hot pizzas for sure.Capturing market because of its home delivery service.Targets Middle and upper Middle, urban consumer.

33. Taj Hotels.Differentiation by Service.Worldwide chain of hotels and resorts.Outstanding hospitality to its guests.Well known for its level of customization for customers.Popular among international tourists, especially from Europe and US.

34. Conclusion Also involves factors like –Reparability, Service and more.. Helps to dominate in the segment.Market Leaders. Thank you.

35. References.Marketing Management by Philip Kotlar, Kevin Lane Keller.Marketing Management by Arun Kumar and N Neelakshi.www.ndtv.com ; www.apple.co.in; www.himalayahealthcare.com ; www.trajhotels.com ; www.wikipedia.com

36. Giorgio Armani Differentiation by Status. International Italian fashion house.High-fashion and couture worldwideOne of the most prestigious names in the fashion industry.Priced high to maintain exclusivity.Targets super rich, Affluent Consumers.