how can companies differentiate products
TRANSCRIPT
How can companies differentiate products?
SACHET JAINIIT DELHI
Why Differentiate ??
TO BUILD A
BRAND
Differentiating Steel making companies???
Difficult!! Still we have standout identities like TATA STEEL
Product Differentiation
• FORM• FEATURES• CUSTOMIZATION• PERFORMANCE QUALITY• CONFORMANCE QUALITY• DURABILITY• RELIABILITY• REPAIRABILITY• STYLE
FORM
Differentiated on the basis of size, shape and physical structure of product
FEATURES- supplementing basic function
CUSTOMIZATION-MASS CUSTOMIZATION
PERFORMANCE QUALITY
LEVEL AT WHICH THE PRODUCT’S PRIMARY CHARACTERISTICS OPERATE.
CONFORMANCE QUALITY- degree to which all products are identical and meet promised specifications
DURABILITY
RELIABILITY
REPAIRABILITY
STYLE- product’s look and feel
Created by Sachet Jain, IIT Delhi, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com