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Discussion on: Product Differentiation Methods

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ncitujjwal

In Product marketing, the aim to fulfill the needs and wants of the target customer. A product is tangible (Surbhi, 2016). It’s defined as any item you can touch, feel and see. Suppose a car is a product and you can easily see, touch and fell the car. In Service marketing, the firms seek to create a good relationship with the customer, to win the trust (Surbhi, 2016). But Service is more difficult. They may not be same for every customer in every time. The thing about flight tickets pricing constantly change along with the level of service (Porter, 1996). The service on one flight could be entirely different from another with the same airlines.

Here, an example of differentiation strategies:

In terms of Products Marketing:

1. Form: A product form is a key drive of competitive advantage and new product success (Jay, David, & Russell, 1976). Here, one of the example is Dove which offers products such as soap, hand wash and has a glycerin. This means same company can develop same product in different form. Similarly, Dove in white color and its outer look is so good. The logo of Dove is unique and an attractive. The main target customers such as ladies. Similarly, Fogg which is a deodorants brands, Vini cosmetic product came up with different types of product, hair gel, body spray, and deodorant crème. It has a unique packing and first deodorants brand as the without gas body spray. It came with basis USP of long-lasting fragrance and guaranteeing 800 sprays for a single gas bottle (Kulkarni).

2. Customization of Product : One of the example is e Nike, it is a marketing company which happens to sell shoes. It customizes and produces the product is designed according to the needs and wants of the customers. They can easily design their customize shoe from their home. Customized shoes were sold for 170$. Nike not only increased their sales but also earned huge PR for their innovation in shoe industry.

3. Performance Quality or Functionality of Product: Here, one of the example of quality performance is iPhone which is one of the largest selling smartphone. It has unique feature like unique operating system, inbuilt hardware and software and High level of security so that people trust iPhone than others. They are ready for paying the high cost as compared to other smartphones for the high performance of it.

4. Style: Here, Nike is the best example that demonstrate style. The Nike is a very stylish in brand and it not directly promote its brand. Nike always promote the athletes and players. So, athletes and player are top styles person in the world. Due to the stylish features I preferred to use Nike.

In terms of Services Marketing:

1. Easy Ordering via Online: One of the suitable example is Daraz which is an online shopping. By using this I became so much satisfied from Daraz service. They response their customer promptly. I once ordered a shoe it was delivered within 12hrs of my ordering. Online shopping so much easy by its easy ordering aspect and it helps to manage our time.

2. Installation and Training: One of the example is the World Link which is one of the largest Internet service provider in Nepal. Here, when I call the operator they came to my house so that they can configure it on my Router. Moreover, after the installation they furthermore trained me (how can I can solve the simple problem) on how to operate. In Nepal, World link is the No.1 Internet Service Provider as a service and users. Generally World Link solved their customer problem within 24 hours. Nowadays company easily trained their customer through social media Facebook, and YouTube.

References

Jay, E. K., David, H., & Russell, I. H. (1976). New Product Development. Harvard Business Review .

Porter, M. (1996). What is Strategy? Harvard Business Review , 61-68.

Surbhi, S. (2016). Difference Between Product Marketing and Service Marketing. Inc.