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HOW TO MAKE YOUR PRODUCTHOW TO MAKE YOUR PRODUCT

STAND OUTSTAND OUT


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DIFFERENTATIONDIFFERENTATION

ANDANDPOSITIONINGPOSITIONING


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TOOLS FOR DIFFERENTIATIONTOOLS FOR DIFFERENTIATIONProductProduct ServicesServices PersonnelPersonnel ChannelChannel ImageImage

FeaturesFeatures DeliveryDelivery CompetenceCompetence CoverageCoverage SymbolsSymbols

PerformancePerformance InstallationInstallation CourtesyCourtesy ExpertiseExpertise MediaMedia

Customer trainingCustomer training CredibilityCredibility PerformancePerformance atmosphereatmosphere

DurabilityDurability CustomerCustomer

consultingconsulting

ReliabilityReliability EventsEvents

ReliabilityReliability Maintenance andMaintenance and

repairrepair

ResponsivenessResponsiveness

StyleStyle CommunicationCommunication

DesignDesign


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PRODUCT DIFFERENTATIONPRODUCT DIFFERENTATION


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Features are characteristics that supplement the product,Features are characteristics that supplement the product,basic functioning.basic functioning.

Most product can be offered with varying featuresMost product can be offered with varying features

E.g.E.g. Automobile MfgAutomobile Mfg::

Can offer optional featuresCan offer optional features

Electric window,Automatic transmission, Air conditioningElectric window,Automatic transmission, Air conditioning

Key factor ofKey factor ofJapanese successJapanese success.. ENHANCEENHANCEFEATURESFEATURES

i.e. watches, cameras, automobiles e.t.ci.e. watches, cameras, automobiles e.t.c

FEATURESFEATURES


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How Can Company Identify AndHow Can Company Identify And

Select Appropriate New FeaturesSelect Appropriate New FeaturesContact recent buyers and ask SERIES of QUESTIONContact recent buyers and ask SERIES of QUESTION

11) How do you like the PRODUCT) How do you like the PRODUCT

2) Any bad features?2) Any bad features?

3) Good Features?3) Good Features?

4) Are there any Features that can improve your satisfaction? What are they?4) Are there any Features that can improve your satisfaction? What are they?

5) How much you would you pay for each features?5) How much you would you pay for each features?

Next decide which one are WORTH ADDINGNext decide which one are WORTH ADDING


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It Refers to the levels at which the productsIt Refers to the levels at which the products PrimaryPrimaryCharacteristicsCharacteristics operateoperate

Buyers of Expensive ProductsnormallycomparetheBuyers of Expensive Productsnormallycomparethecharacteristic ofcharacteristic ofDIFFERENT BRANDSDIFFERENT BRANDS

They will paymore for better performanceaslongasThey will paymore for better performanceaslongasHigher price Higher price Do NotDo Not exceed thehigher perceivedexceed thehigher perceivedvaluevalue

One of 4 performancelevels: LOWOne of 4 performancelevels: LOWAVERAGEAVERAGEHIGHHIGHSUPERIORSUPERIOR

Performance QualityPerformance Quality


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Doeshigher productperformanceDoeshigher productperformanceproducehigher profitability?producehigher profitability?

1.1. P&G isthemajor practitioner of productP&G isthemajor practitioner of productimprovementimprovement

Combined withhighinitial productCombined withhighinitial product

performanceperformance Helpsexplainitsleadership positionHelpsexplainitsleadership position

2.2. 22ndnd strategymaintain productqualitystrategymaintain productquality

Manycompaniesleavestheir qualityunalteredManycompaniesleavestheir qualityunalteredafteritsinitial formulationafteritsinitial formulation

3.3. 33rdrd strategyreduce productqualityattimestrategyreduce productqualityattime

Coscutthe qualityto offsetrisingcosts,Coscutthe qualityto offsetrisingcosts,

hoping buyers willnotnoticeany differenceshoping buyers willnotnoticeany differences


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Itisameasure ofthe productoperatingexpected lifeItisameasure ofthe productoperatingexpected life

Buyers paymore for Durable ProductsBuyers paymore for Durable Products

Thusadvertisingthata personalcomputer orvideoThusadvertisingthata personalcomputer orvideocamerahasthehighestdurabilitycamerahasthehighestdurability

ButhaveButhavelittle appeallittle appeal

Becausetheir features for performancelevelareBecausetheir features for performancelevelare

undergoing Rapid changes.undergoing Rapid changes.

DURABILITYDURABILITY


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Itisa Measure ofthe probabilitythata productwillItisa Measure ofthe probabilitythata productwill

notmalfunction or failed withinaspecified timenotmalfunction or failed withinaspecified timeperiod.period.

E.g. MERCEDES hasmore Reliabilitythana JAGUARE.g. MERCEDES hasmore Reliabilitythana JAGUAR

Buyersare willingto pay PREMIUM forreliableBuyersare willingto pay PREMIUM forreliableproductproduct

E.g. Reebok, AdidasshoesE.g. Reebok, Adidasshoes

RELIABILITYRELIABILITY


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Itisameasure ofthe EASE of FIXING a productthatItisameasure ofthe EASE of FIXING a productthatmalfunction or failsmalfunction or fails

E.g. Automobilemade withstandard partsthatareE.g. Automobilemade withstandard partsthatareeasilyreplaced hashighrepairability.easilyreplaced hashighrepairability.

REPAIRABILITYREPAIRABILITY


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Itdescribeshow wellthe productlooksandItdescribeshow wellthe productlooksand

feelsto the buyerfeelsto the buyer

E.g. Car buyers pay premium for JaguarE.g. Car buyers pay premium for Jaguarautomobilesautomobiles

because oftheirextra ordinarylookbecause oftheirextra ordinarylook

EVEN THOUGHEVEN THOUGH

JAGUARsrecord ofreliabilityis poorJAGUARsrecord ofreliabilityis poor

STYLE has the advantage of creatingSTYLE has the advantage of creatingproduct distinctiveness that is difficult toproduct distinctiveness that is difficult to

copycopy

STYLESTYLE


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TheThedesignerhasto figure outdesignerhasto figure out.. How muchto INVEST in.. How muchto INVEST infeature development, performance,reliabilitystyle & so forthfeature development, performance,reliabilitystyle & so forth

FromFromcompanys pointcompanys point ofof view,a wellview,a well--designed productdesigned productwould beeasyto manufactureand distributewould beeasyto manufactureand distribute

FromFromCustomer's Point ofCustomer's Point of view,a wellview,a well--designed productdesigned productwould be PLEASANT to look,easyto open,install,learn,howwould be PLEASANT to look,easyto open,install,learn,howto use,repair.to use,repair.The designerhasto takeallthisinto accountThe designerhasto takeallthisinto accountAsAscompetitionintensifiescompetitionintensifies design will offer one ofthemostdesign will offer one ofthemost

potentwaysto differentiate & positionacos product&potentwaysto differentiate & positionacos product&servicesservicesE.g.trueinselling APPAREL, durableequipment,retailserviceE.g.trueinselling APPAREL, durableequipment,retailservice..

DESIGN:DESIGN: The INTEGRATING FORCEThe INTEGRATING FORCE


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Doesa designinvestmentpays offDoesa designinvestmentpays off

Eg:Eg:--

Braunagerman division ofgilletteBraunagerman division ofgillette

Haselevated designto ahighart& hasHaselevated designto ahighart& hasmajorsuccessmajorsuccess

ElectricrazorElectricrazor

Coffeemakeretc..Coffeemakeretc..


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SERVICE DIFFERENTIATIONSERVICE DIFFERENTIATION


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Itrefersto how wellthe productorservicesisItrefersto how wellthe productorservicesisdelivered to thecustomerdelivered to thecustomer

i.e. SPEED, ACCURACY, CAREi.e. SPEED, ACCURACY, CARE

Buyers will oftenchoosethesupplier who hasa betterBuyers will oftenchoosethesupplier who hasa betterReputation for ontime delivery.Reputation for ontime delivery.

Foreg Dominos PizzasForeg Dominos Pizzas

DELIVERYDELIVERY


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Itrefersto the work doneto makea productItrefersto the work doneto makea productoperationalinits planned location.operationalinits planned location.

Vendorscan differinthe quality oftheirVendorscan differinthe quality oftheirInstallationservice Installationservice

e.g. WATER FILTER (aquaguard)e.g. WATER FILTER (aquaguard)

IBM deliveralltheequipmentto siteatthesameIBM deliveralltheequipmentto siteatthesametimetime

INSTALLATIONINSTALLATION


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Refersto trainingthecustomer'semployeesto usevendorRefersto trainingthecustomer'semployeesto usevendorequipmentproperlyand efficiently.equipmentproperlyand efficiently.

E.g. XE.g. X--RayequipmentinhospitalsRayequipmentinhospitals

E.g. MC Donald requiresitsnew FRANCHISEE to attendE.g. MC Donald requiresitsnew FRANCHISEE to attendHamburgeruniversity for2 weeksto learnhow to runHamburgeruniversity for2 weeksto learnhow to runfranchisee.franchisee.

CUSTOMER TRAININGCUSTOMER TRAINING


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Refersto data,informationsystem,andRefersto data,informationsystem,andadvisingservicesthattheseller offers free oradvisingservicesthattheseller offers free orfora priceto buyer.fora priceto buyer.

Fore.g. Milliken CompanyFore.g. Milliken Company

CONSULTING SERVICECONSULTING SERVICE


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REPAIRREPAIR

Describesthe quality ofrepairservice availabletoDescribesthe quality ofrepairservice availabletobuyers ofthecompany productbuyers ofthecompany product

E.g. CATERPILLAR claimsto offer betterand fasterE.g. CATERPILLAR claimsto offer betterand fasterrepairservice foritsheavyrepairservice foritsheavy--constructionequipmentconstructionequipmentanywhereinthe worldanywhereinthe world


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PERSONNEL DIFFERENTIATIONPERSONNEL DIFFERENTIATION

CompaniescangainastrongcompetitiveadvantagethruCompaniescangainastrongcompetitiveadvantagethruhiringand training peoplethantheircompetitors dohiringand training peoplethantheircompetitors do

E.g. WalE.g. Wal--marthas differentiated itssuperstores byassigningmarthas differentiated itssuperstores byassigningto eachstoreastoreemployeeto beaPEOPLE GREETERto eachstoreastoreemployeeto beaPEOPLE GREETERwho welcomeshopperwho welcomeshopper

Giveadvice on whereto find theirrespectiveitemsGiveadvice on whereto find theirrespectiveitems


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PERSONNEL DIFFERENTIATIONPERSONNEL DIFFERENTIATION

(contd.)(contd.)BETTER TRAINED PEOPLE EXHIBIT 6 CHARACTERISTICSBETTER TRAINED PEOPLE EXHIBIT 6 CHARACTERISTICS

1.1. COMPETENCECOMPETENCE:: Theemployees possesstherequired skillTheemployees possesstherequired skilland knowledgeand knowledge

2.2. Courtesy:Courtesy: Theemployeesare friendly,respectfulandTheemployeesare friendly,respectfulandconsiderateconsiderate

3.3. Credibility:Credibility: TheemployeesastrustworthyTheemployeesastrustworthy

4.4. Reliability:Reliability: Theemployees performtheservice withTheemployees performtheservice withconsistencyand accuracyconsistencyand accuracy

5.5. Communication:Communication: TheemployeesmakeanefforttoTheemployeesmakeanefforttounderstand thecustomsand communicationclearlyunderstand thecustomsand communicationclearly


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CHANNEL DIFFERENTIATIONCHANNEL DIFFERENTIATION


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ItsallaboutDISTRIBUTION CHANNELSItsallaboutDISTRIBUTION CHANNELS--

CoverageCoverage

ExpertiseExpertise

PerformancePerformance


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IMAGE DIFFERENTATIONIMAGE DIFFERENTATIONEven whencompeting offerslooksthesame, buyersmayEven whencompeting offerslooksthesame, buyersmay

respond differentlyrespond differently to thecompany orBRAND IMAGESto thecompany orBRAND IMAGES

E.g. Considersuccess of Marlboro cigarettesE.g. Considersuccess of Marlboro cigarettes

Marketshare30% worldMarketshare30% world--widewide

MarlborosMACHO COWBOYimage MarlborosMACHO COWBOYimage


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IDENTITYv/s IMAGEIDENTITYv/s IMAGEA successful brand personality does not came about itself. It isA successful brand personality does not came about itself. It isresult of conscious IDENTITY building programmeresult of conscious IDENTITY building programme

Identify buildingtoolsare Names, LOGOS, SYMBOL,Identify buildingtoolsare Names, LOGOS, SYMBOL,ATMOSPHERE, EVENTS.ATMOSPHERE, EVENTS.

Identityisthe waythe public perceivesthecompanyIdentityisthe waythe public perceivesthecompany

Thecompany designitsidentityin orderto shapethe publicThecompany designitsidentityin orderto shapethe publicimageimage

Developingastrongimagecalls forcreativityand handworkDevelopingastrongimagecalls forcreativityand handwork

Theimagecannotbeimplanted in publicsmind overnightTheimagecannotbeimplanted in publicsmind overnight

Theimagemustbeconveyed thrueverymind availableTheimagemustbeconveyed thrueverymind availablecommunicationvehiclecommunicationvehicle


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SYMBOLSSYMBOLSA strongimageconsists of one ormoresymbolsthattriggersA strongimageconsists of one ormoresymbolsthattriggers

company or brand recognitioncompany or brand recognition

Companymightchoosesome objectsuchasCompanymightchoosesome objectsuchas

e.g. Apple (Applecomputer),e.g. Apple (Applecomputer),

To symbolize quality of organisationTo symbolize quality of organisation

New PerfumeNew Perfume SRK (Shahrukh khan)SRK (Shahrukh khan)


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WRITTENWRITTENANDAND

AUDIO/VISUAL MEDIAAUDIO/VISUAL MEDIA

EVENTSEVENTS::1) MUMBAI: Punecycle Race (Balsara)1) MUMBAI: Punecycle Race (Balsara)

2) Reliancecricketworld2) Reliancecricketworld--cupcup

ATMOSPHERE:ATMOSPHERE:The physicalspacein whichthe organisationThe physicalspacein whichthe organisation

produces or deliversits productimageproduces or deliversits productimagegeneratesgenerates


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Differentiatingand PositioningDifferentiatingand Positioningthemarketofferthemarketoffer

Can wecreateasustainable Differential AdvantageCan wecreateasustainable Differential Advantageover over

competition?competition?

Whatarethemajor differentiatingattributesavailableWhatarethemajor differentiatingattributesavailableto firms?to firms?

How canthe firmchoose oneffective positioninginHow canthe firmchoose oneffective positioningin

market?market?

How cana firmcommunicateits positioningtoHow cana firmcommunicateits positioningtomarket?market?


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Cr tmyCr tmy

he eltfactorThe elta factor Wantto move away from unaware priceWantto move away from unaware pricecompetition?competition?

Can I move away from price comparison?Can I move away from price comparison?

Can I a value tothem?Can I a value tothem?


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To create aTo create a

competitive Advantagecompetitive AdvantageYouneed to createa differentialadvantageto customers by offering benefitYouneed to createa differentialadvantageto customers by offering benefitwhichare perceptible (tangible). Eg. Flatt.v. performancewhichare perceptible (tangible). Eg. Flatt.v. performance

Createaunique position (intangible) foryour productinyourcustomersCreateaunique position (intangible) foryour productinyourcustomersmindmind

Hammercustomeragainand againHammercustomeragainand again

Repeated exposurerepetition.Repeated exposurerepetition.


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Product DifferentiationProduct Differentiation

Whichmarketsegmentorgroup ofcustomersusersisitWhichmarketsegmentorgroup ofcustomersusersisitprimarilyaimed at?primarilyaimed at?

How isitdesigned and offered to meetthespecificneeds ofHow isitdesigned and offered to meetthespecificneeds ofthetargetaudience?thetargetaudience?

Whatspecificreason or benefitare offered to justifyitsWhatspecificreason or benefitare offered to justifyits

purchases?purchases?


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TangibleTangible-------- Fundamental productfeaturesFundamental productfeatures---------- Cosmetics productfeaturesCosmetics productfeatures

Eg;refrigerator (compressor)Eg;refrigerator (compressor)Eg;computer (processor)Eg;computer (processor)

Intangible:Brand image, warranty,aftersalesservice.Intangible:Brand image, warranty,aftersalesservice.

Specific differential StrategiesSpecific differential Strategies

Higher quality.Higher quality. Higherstatusand image.Higherstatusand image. Brand name.Brand name. ConvenienceConvenience Changing distributionchannel.Changing distributionchannel.


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What is the difference betweenWhat is the difference between

FeaturesFeatures andand BenefitBenefit??

Commonlymixed upCommonlymixed up

FeaturesareFeaturesare-------- Whatyou offer WhatthecustomerWhatyou offer Whatthecustomergets.gets.

BenefitsareBenefitsare-------- Whatthecustomerreallyneeds.Whatthecustomerreallyneeds.


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A product is its benefitA product is its benefit

Ifyouask yourcustomer whatthey want:Ifyouask yourcustomer whatthey want:

Theyrespond:Theyrespond:eg; We dontwantsandpapaer, we wantsmoothsurfaceeg; We dontwantsandpapaer, we wantsmoothsurface

Eg: We dontwant drill, we wanthole.Eg: We dontwant drill, we wanthole.

So tellus whatyour productcan do forusSo tellus whatyour productcan do forus------ thethebenefits.benefits.


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Key question to ponderKey question to ponder

Distinguish between Segmentationand DifferentialDistinguish between Segmentationand Differential

Do theymeanthesamething.Do theymeanthesamething.

Cancompanyuse one or both.Cancompanyuse one or both.

Whatfollows What?Whatfollows What?

Whatisrelationship between SegmentationandWhatisrelationship between SegmentationandDifferential.Differential.


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DifferentiationDifferentiation SegmentationSegmentation

Is alwaysIs alwaysmanmademanmade , use different, use different

product by designproduct by design

Segment occurs naturally in market.Segment occurs naturally in market.

Marketer has to discoversegments.Marketer has to discoversegments.

Focuses on Competition:Focuses on Competition: we alwayswe always

difference to move away fromdifference to move away from

competition.competition.

Focuses on consumer :Focuses on consumer :

always takes into account change,always takes into account change,

preference and desire of consumer .preference and desire of consumer .

eg: Maruti 800eg: Maruti 800

Focuses on ManufacturingFocuses on Manufacturing

-- Easy passage in marketEasy passage in market

--

Create niche market for mys

elfCreate niche market for mys

elf

Focuses on demand: it identifiesFocuses on demand: it identifies

emerging opportunity to capitalizeemerging opportunity to capitalize

by the firm.by the firm.

Differentiated may or may not needDifferentiated may or may not need

the segmentation. eg Pepsithe segmentation. eg Pepsi

Segmentation always needsSegmentation always needs

differentiation after, identifying thedifferentiation after, identifying the

segment. We still need tosegment. We still need to

differentiate against competition.differentiate against competition.


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POSITI

ONINGPOS

ITION

ING

DEFINITION:DEFINITION:

Itisanactof designingthecompanyItisanactof designingthecompany

offeringand imageto occupyaofferingand imageto occupyadistinctive placeinthedistinctive placeinthe

mind ofthetargetmarket.mind ofthetargetmarket.


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WHYWHY

Positioning???Positioning???


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Alltheelements of Marketing planAlltheelements of Marketing planpotentiallyaffectthe Position.potentiallyaffectthe Position.

U can know urtarget(customers),U can know urtarget(customers),competitors, Pricingetc..competitors, Pricingetc..

Helpsto solvemarketingmix problem.Helpsto solvemarketingmix problem.


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PositioningisimportantonlyPositioningisimportantonlyforconsumer productforconsumer product


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Positioningisnotwhatu do toPositioningisnotwhatu do tothe Productitis whatu do tothe Productitis whatu do tothecustomersminds.thecustomersminds.


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Fora productto succeed withinachosenFora productto succeed withinachosentargetmarkettargetmarket ::

How wellitis Positioned withintheHow wellitis Positioned withinthemarket?market?

How wellitis perceived to performHow wellitis perceived to perform

relativeto competitive offerings &relativeto competitive offerings &customersneedsintargetsegment?customersneedsintargetsegment?


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When PositioningWhen Positioning

Considerthese points.Considerthese points.


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Whichmarketsegmentorgroup ofWhichmarketsegmentorgroup ofcustomersisitprimarilyaimed at?customersisitprimarilyaimed at?

How isitDesigned & offered to meettheHow isitDesigned & offered to meetthespecificneeds ofthetargetaudience?specificneeds ofthetargetaudience?

Whatspecificreason or benefitareWhatspecificreason or benefitareoffered to justifyits purchases?offered to justifyits purchases?


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Positioning ApproachPositioning Approach

Positioning PossibilitesPositioning Possibilites

OROR


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AttributeAttribute

Use or Application positioningUse or Application positioning

User positioningUser positioning

Competitor positioningCompetitor positioning

Productcategory positioningProductcategory positioning

Quality or price positioningQuality or price positioning

BenefitpositioningBenefitpositioning


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Attribute positioningAttribute positioning::

A company positionsitself onanattributeA company positionsitself onanattribute

Suchassize ornumber ofyearsinSuchassize ornumber ofyearsinexistence.existence.

e.g.Disneyland canadvertiseitselfasthee.g.Disneyland canadvertiseitselfasthe

largesttheme park inthe world.largesttheme park inthe world.


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Use or Application positioningUse or Application positioning::

Positioningthe productas bestforsomePositioningthe productas bestforsomeuser orapplication.user orapplication.

e.g.Japanese DEER PARKcan positionitselfe.g.Japanese DEER PARKcan positionitself

forthetouristwho hasanhourto catchforthetouristwho hasanhourto catchsome quick entertainment.some quick entertainment.


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User positioningUser positioning::

Positioning of productas bestforsomePositioning of productas bestforsomeusergroup.usergroup.

Magicmountaincanadvertiseitselfas bestMagicmountaincanadvertiseitselfas bestforthrillseekers.forthrillseekers.


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Competitor positioningCompetitor positioning::

The productclaimsto be betterinsomeThe productclaimsto be betterinsomewaythananamed competitor.waythananamed competitor.

A TV.companycancompareits TV. withA TV.companycancompareits TV. with

itscompetitors productnshow thattheiritscompetitors productnshow thattheirproductissuperior.productissuperior.


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Productcategory positioningProductcategory positioning::

The productis positioned asaleaderinaThe productis positioned asaleaderinacertaincategory.certaincategory.

e.g.carcompanye.g.carcompany


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Quality or price positioningQuality or price positioning::

The productis positioned as offeringtheThe productis positioned as offeringthebestvaluemoney.bestvaluemoney.

e.g. Tataindicae.g. Tataindica


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BenefitpositioningBenefitpositioning ::

The productis positioned asaleaderinThe productis positioned asaleaderincertain benefit.certain benefit.

KnottsBerry farmmaytryto positionitselfKnottsBerry farmmaytryto positionitself

astheleaderinatheme park thatdeliversastheleaderinatheme park thatdeliversa fantasyexperiencesuchaslivinginthea fantasyexperiencesuchaslivingintheold west.old west.


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BEWAREBEWARE

A companymustavoid the followingA companymustavoid the followingfour positioningerrors.four positioningerrors.


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Under positioningUnder positioning::

Somecompanies discoverthatbuyershaveSomecompanies discoverthatbuyershave

onlyavagueidea ofthe brand.onlyavagueidea ofthe brand.

Buyers dontreallysenseanythingspecialBuyers dontreallysenseanythingspecialaboutit.aboutit.


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Over PositioningOver Positioning::

Buyersmayhavetoo narrow image ofaBuyersmayhavetoo narrow image ofa

brand.brand.

Thusaconsumermightthink acompanysThusaconsumermightthink acompanysproductstartsatRs. 5000/productstartsatRs. 5000/-- wheninfactitwheninfactit

now offeraffordable productsatRs.now offeraffordable productsatRs.1000/1000/--


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Confused positioningConfused positioning::

Buyersmighthaveaconfused image ofaBuyersmighthaveaconfused image ofabrand resulting from..brand resulting from..

-- Too manyclaimsToo manyclaims

-- Frequentchanging of brands positioningFrequentchanging of brands positioning..


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Doubtful positioningDoubtful positioning::

Buyersmay find ithard to believetheBuyersmay find ithard to believethe

brandsclaimsinview ofbrandsclaimsinview of

-- ProductfeaturesProductfeatures

-- Productprice..Productprice..

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