product ion
TRANSCRIPT
Product differentiation & Positioning
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Product Differentiation In Indian Market
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Product differentiation
Product differentiation is a business level strategy in which firms attempt to create and exploit differences between their products and those offered by competitors. These differences may lead to competitive advantage if customers perceive the difference and have
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Basis
Basis of product differentiation
Form FeaturesCustomization
Form : Many products can be differentiated
in form the size, shape, or physical structure of a product.
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BasisForm FeaturesCustomization
Basis of product differentiationFeatures : Most products can be offered with
varying features that supplement their basic function.
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BasisForm FeaturesCustomization
Basis of product differentiationCustomization : Marketers can differentiate products by making them customized to an individual. Mass customization is the ability of the company to meet each customers requirement to prepare on a mass basis individually designed products, services,
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BasisForm FeaturesCustomization
Basis of product differentiationPerformance quality : is the level at which the product's primary characteristics operate. Most product are established at one of four performance levels : low, average, high, or superior.
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BasisForm FeaturesCustomization
Basis of product differentiationConformance quality : is the degree to which all the produced units are identical and meet the promised specifications.
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BasisForm FeaturesCustomization
Basis of product differentiationDurability : is a measure of the product`s expected operating life under natural of stressful conditions, and a valued attribute for certain products .
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BasisForm FeaturesCustomization
Basis of product differentiationReliability : is a measure of the probability that a product will not malfunction or fail with in a specified time period.
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BasisForm FeaturesCustomization
Basis of product differentiationReparability : is measure of the ease of fixing a product when it malfunction or fails
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BasisForm FeaturesCustomization
Basis of product differentiationStyle : describes the product`s look and feel to the buyer .
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Service differentiation
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Basisordering ease Delivery Installation Customer education Consulting Repair
Basis of product differentiationOrdering ease: it refers to how easy it is for the customer to place an order with the company..
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Basisordering ease Delivery Installation Customer education Consulting Repair
Basis of product differentiationDelivery : it refers to how well the service is delivered to the customer covering speed, accuracy and customer care.
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Basisordering ease Delivery Installation Customer education Consulting Repair
Basis of product differentiationInstallation : refers to the work done to make a product operational in its planned location.
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Basisordering ease Delivery Installation Customer education Consulting Repair
Basis of product differentiationCustomer : refers to how the customers employees are trained to use the equipment.
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Basisordering ease Delivery Installation Customer education Consulting Repair
Basis of product differentiationConsulting : refers to data, information system and advice services that the seller offers to buyers.
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Basisordering ease Delivery Installation Customer ed. Consulting Repair
Basis of product differentiationRepair : describes the service program for helping customers keep purchased products in good working orders.
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DIFFERENTATION STRATEGIES
PERSONNEL DIFFERENTIATION : Companies can have better-trained employees. Ex ; kingfisher airlines, Singapore airlines CHANNEL DIFFERENTIATION : companies can more effectively and efficiently design their distribution channels coverage, expertise and performance. Ex ; Eureka Forbes (direct-to-home channel) IMAGE DIFFERENTIATION : Companies can craft powerful, compelling images. Ex: In apparel category, brands such as park avenue, Louis Philippe, colorplus etc.
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