Market Differentiation Strategy

7/31/2019 Market Differentiation Strategy

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GROUP 31 TO 35SEEMA PALEKAR, Ref - 31

SHAUNAK SONTAKKE , Ref - 32

SHRIPRASAD JOSHI , Ref - 33SNEHA KHANDELWAL , Ref - 34SUDARSHAN PHATAK , Ref - 35


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Approach under which a firm aims to develop andmarket unique products for different customer segments.

Usually employed where a firm has clear competitive

advantages, and can sustain an expensive advertisingcampaign.

It is one of three generic marketing strategies (focusstrategy and low cost strategy for the other two) that can

be adopted by any firm.

Definition


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Every brand faces the dual challenge of positivelyinfluencing growth (by capturing new customers)and doing it in a way that promotes loyalty to thebrand.

Every brand seeks to differentiate. Strategic differentiation is the key. The struggle for differentiation may take many

different forms. The brands differentiation strategy should change

and evolve as the market matures and competitionintensifies.

Overview


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Form

Durability

Reliability

Features

Customisation

Performance / Quality

Style / Status

Price

Service

Themes of Differentiation


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Pears Soap Glycerin contents. Transparent soap. Stands for gentleness and purity. Generally focuses on women and children segment.


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Bacardi Breezer A rum-based alcopop with 4% alcohol. Fruity taste.

Light drink.

More ofladies drink.


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Pepsi MyCan Thinner than normal cans. Easy to handle.

Stylish in appearance. Targeting youth. Digital Marketing Campaign.


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Woodland Shoes Stands for strength. Rough and Tough use. Symbol ofMasculinity. Targets Adventure loving consumers.


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Duracell Best in battery life. Designed to supply longer life in digital cameras. Twice the number of photos typically achievable with

alkaline batteries.


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Mercedes Benz 150000 miles without trouble for sure.

Service available 24x7.

Road side assistance program3 years.

Turn a Merc upside down and get money back.


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Godrej Locks Trusted product for locks Synonymous with trust, protection

and integrity

Implementation oflatest technologyand constant innovation


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Himalaya Herbals Range of100% natural with Natural Herbs. No chemical base used.

Punch line -purity and safety. Promotes Indian values. Priced higher than competitors. Targets high classesboth youth and mature.


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Sony Bravia 3D TVs 3D technology. Internet TV. LED and WiFi capable. Priced over one lakh.

Targeting upper classes.


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Brooke Bond Red Label Natural Added herbals with tea. Available in natural flavors of ginger, Indian ginseng,

cardamom and basil.

Positioning tea as health drink. Tag line Pyaar ka Pyaala sehatwaala. Targeted at family consumersyoung, mature and old,

seekingwellness

.


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Apple iPhone Can be customized to users specifications. Can download desired applications. 1000s ofapplications. Available online. Best pocket gadget.


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Linux Operating System 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 andsupercomputers. Generally used bycomputer professionals involved inadvanced applications

. Can be customized as per requirements.


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Revolution Clothing's Plus sized fashion. Rest of the market caters only to perfect figured.

Covering a waist size 28 to 44.


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Subway Slogan Think Fresh. Eat Fresh. Focuses on Freshness and Fitness. Includes a variety ofvegetables and non vegetarian

options. Generally targetsHealth Conscious, Middle to HigherClass, Urban consumers.


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Apple Macbook Mac Book is aimed at the consumer and education markets.

Single best-selling laptop of any brand in U.S. retail stores for thepreceding five months.

Uses a unibody polycarbonate. Combination of polycarbonate and fiber glass covering that was

modeled after the iBook G4.


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Google Worlds most-preferred Search Engine. Comprehensive data search on web with real pace. Other Features include : Image Search, News Search,

University Search, Books Search, Product SearchAllhas one strong USP - Performance


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Fastrack Watches Stylish watches and sunglasses Against the common belief that style comes with price

Style without compromising quality Varieties likehiphop, denim, biker, army, sports etc


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Puma Defines sport life styling. Most stylish among sportswear. Available even in different color combination.


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Rolex Watches Globally one of the most valuable brand. Regarded as status symbols. Luxury Product. Priced high to maintain exclusivity. Catering to Upper classes, Affluent Consumers.


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Giorgio Armani 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.


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Tata Nano Cheapest car in the world. Price 1.65 lakhs. Stands for Economy and Affordability. Targets families shifting from two wheeler to four wheeler.


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Big Bazaar 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.


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Dominos Challenges for delivery in 30 mins. 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.


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Taj Hotels Worldwide chain of hotels and resorts. Outstanding hospitality to its guests. Well known for its level ofcustomization for customers. Popular among international tourists, especially fromEurope and US.


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Documents

Market Differentiation Strategy