A study on

Product Differentiation.

Dual Country ProgramIMT, Ghaziabad.

Akash Jauhari Manu Vijayakumar

Product Differentiation

• Process of distinguishing a product from competitors. • Adding New Utilities.• Meeting Expectations of a particular target market- Segmentation.• Competitive advantage.-Adage.• Dominating in the segment.

NDTV Good Times

Differentiation by Form.

• Lifestyle television channel.• Area of Interest : Travelling, Fashion, Fitness, Indian marriage and Leisure.

• Catering to young, urban Indians.

Pears soap

Differentiation by Form.

• Glycerin contents.• Transparent soap.• Stands for “gentleness and purity”.• Generally focuses on women and

children segment.

Scooty Pep

Differentiation by Form

• Available in colors like pink, magenta etc

• 95Kg – easy to handle • Gearless.• Target Market-Young , urban girls.

Bacardi Breezer

Differentiation by Form

• A rum-based alcopop with 4% alcohol

• Fruity taste• Light drink• More of ladies drink

Pepsi MyCanDifferentiation by Form

• Thinner than normal cans• Easy to handle• Stylish in appearance• Targeting youth • Digital Marketing Campaign.

Himalaya Herbals

Differentiation 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.

Sony Bravia 3D TVs

Feature differentiation over competitors.

• 3D technology.• Internet TV .• LED and Wi-Fi capable.• Priced over one lakh.• Targeting upper classes.

Bisleri

Differentiation by form.

• Easy to carry kit.• Suitable for packages of 2 liter and more.• Packaging Adage over Competitors.• Largest selling mineral Water in

India.

Brooke Bond Red Label Natural

Differentiation 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 .

Apple iPhone Differentiation by Customization.

- Can be customized to users specifications- Can download desired

applications- 1000s of applications

available online- Best 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.

Revolution Clothing's

Differentiation by Customization.

• Plus sized fashion• Rest of the market caters only to

perfect figured • Covering a waist size 28” to 44”

Durability

Woodland Shoes

Differentiation by Durability.

• Stands for strength.• Rough and Tough use.• Symbol of Masculinity.

• Targets Adventure loving consumers.

Duracell

Differentiation by Durability.

• Best in battery life• Designed to supply longer life in

digital cameras • Twice the number of photos

typically achievable with alkaline batteries

Reliability

Mercedes Benz

Differentiation by reliability

• 150000 miles without trouble for sure

• Service available 24x7

• Road side assistance program – 3 years• Turn a Merc upside down and get money

back

Godrej Locks

Differentiation by reliability

• Trusted product for locks• Synonymous with trust,

protection and integrity• Implementation of latest

technology and constant innovation

Quality

SUBWAY Differentiation 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.

Apple Macbook

Differentiation by Quality.

• Mac Book is aimed at the consumer and education markets.• Single best-selling laptop of any brand in U.S. retail stores for the preceding five months.• Uses a unibody polycarbonate• combination of polycarbonate and fiber glass casing

that was modeled after the iBook G4.

Google Differentiation by Performance

Quality

• World’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.

Style

Fastrack Watches

Differentiation by Style.

• Stylish watches and sunglasses• Against the common belief that

style comes with price• Style without compromising

quality• Varieties like – hiphop, denim,

biker, army, sports etc

PumaDifferentiation by Style.

• Defines sport life styling.• Most stylish among sportswear.• Available even in different color combi.

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.

Price

Tata Nano

Differentiation 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.

Big Bazaar Differentiation by Price.

• Tag line : “isse sasta aur achha kahi nahi!”• Wednesday Bazaar. –Weekly sale.• Sabse Saasta din- 26 Jan.- Yearly sale.• Bulk Purchasing, Bulk Discounts. • Largest retail chain in India.

• Targets Lower and Middle Classes.

Dominos Differentiation 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.

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.

Conclusion

• Also involves factors like – Reparability, Service and more..

• Helps to dominate in the segment.• Market Leaders.

Thank you.

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

Giorgio Armani

Differentiation by Status.

• International Italian fashion house.• High-fashion and couture worldwide• One of the most prestigious names in the fashion industry.• Priced high to maintain exclusivity.

• Targets super rich, Affluent Consumers.