Session-23, 24 Differentiation Principles of marketing

Differentiation Strategies Product Channel Personnel Image

Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design

Form. size, shape, or physical structure of a product Features. Features are the characteristics that supplement the product’s basic function. Performance quality. Performance quality is the level at which the product’s primary characteristics operate. Conformance quality. the degree to which all of the produced units are identical and meet the promised specifications. Durability. Durability, a measure of the product’s expected operating life under natural or stressful conditions, Reliability. measure of the probability that a product will not malfunction or fail within a specified time period. Repairability. Repairability is a measure of the ease of fixing a product when it malfunctions or fails. Style. Style describes the product’s look and feel to the buyer. Design. To the company, a well-designed product is one that is easy to manufacture and distribute. To the customer, a well-designed product is one that is pleasant to look at and easy to open, install, use, repair, and dispose of.

Services Differentiation Ordering ease Delivery Installation Customer training Customer consulting Maintenance

Delivery refers to how well the product or service is delivered to the customer, covering speed, accuracy, and customer care. Installation refers to the work done to make a product operational in its planned location. Customer training refers to how the customer’s employees are trained to use the vendor’s equipment properly and efficiently. Customer consulting refers to data, information systems, and advising services that the seller offers to buyers.. Maintenance and repair describes the service program for helping customers keep purchased products in good working order.

Personnel Differentiation Competence Courtesy Credibility Reliability Responsiveness Communication.

Channel Differentiation channels’ coverage expertise performance

Image Differentiation Identity comprises the ways that a company aims to identify or position itself or its product image is the way the public perceives the company or its products For the image to work, it must be conveyed through every available communication vehicle and brand contact, including logos, media, atmosphere and special events.

Strategies for Sustaining Rapid Market Growth Improve product quality, add new features, and improve styling Add new models and flanker products Enter new market segments Increase distribution coverage Shift from product-awareness advertising to product-preference advertising Lower prices to attract the next layer of price- sensitive buyers