Documente Academic
Documente Profesional
Documente Cultură
Project on
Differentiation Strategy
Done by:
wdp420059@gmail.com
Differentiation Strategy
• The company or business unit may then charge a premium for its
product.
3. Better service.
4. Better price.
5. Better value.
• Targeting is the exact focusing of the product on test units, i.e., for
whom the product is more suitable.
• Positioning is all about a customers’ perception about the brand as
being different from other brands of specific dimensions including
product attributes.
• It being a customer driven strategy, it is related to consumers’
perception, where as product differentiation is related to the way the
marketer differentiates the offer based on certain product attributes.
Therefore product differentiation is an attribution based differentiated
strategy, while positioning is a customer led perceived differentiation
created by the marketer through its marketing program.
• It is all about how the marketer persuades the prospective customer to
perceive the greatest possible differentiation. So the marketer must be
smart enough in differentiating his product on various attributes so as
to reach the customer in time.
• Non price competition is one among the few differentiating strategies
which has tapped customers’ acceptance in a larger way. In this
strategy price is kept constant and differentiation can be created
through various novel promotional ways like ‘buy one get one/two,
25% extra for the same price, free samples etc… The launching of
some of the FMCG products like tooth Pastes, Talcum powders,
Shampoos, Beverages, Soft drinks, Toilet soaps will stand testimony
to this strategy.
• Various examples of differentiation is listed under:
o Differentiation by packaging:
Frooti in tetra-pack.
Brylcreem in handy tube.
Hit for cockroaches with sleek nozzle for hidden areas.
o Differentiation by design:
o Differentiation by positioning:
Dominos Pizza with their ‘30 minutes home delivery or
free’ concept.
Maggi with their ‘2 mins noodles’
Dove is positioned as moisturizing beauty bar which is
neutral i.e. neither too acidic nor too alkaline.
Bibiliography:
1. Informations through various presentations in scribd.
I’m grateful to all those whose project I have referred to make this topic
more interesting in a simplified manner and straight forward manner. If I
have left out any names for giving credit, please pardon me.