A study on

Product Differentiation.
Dual Country Program
IMT, 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 MyCan
Differentiation 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

Worlds 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
 Puma
Differentiation by Style.

Defines sport life styling.

Most stylish among
sportswear.
Available even in
different color combi.
 Rolex Watches
Differentiation 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.