Kotler & Keller (2016), in their book Marketing Management, differentiation is an effective strategy that leverage company or products unique selling proposition (USP). Differentiation means creating a unique identify for each product and service so that it can easily be differentiated from other similar competing products. As its quite obvious to us that today’s marketplace is very competitive and provides customers a variety of choices.
Let us differentiating products and services; starting with product differentiation, generally means the marketing of the product that are similar in many ways with minor variations to make product look more attractive than its customers highlighting the unique qualities. The various means of differentiating the product are; from, function, features, performance quality, reparability, customization, conformance quality, durability, reliability, style, uniqueness, etc. Now, in case of service as well, there are various features that make the service different from each other. The delivery time, ordering ease, installation and employee trainings etc. are the features given in a service that helps them differentiate from other competitors in the market.
However, a firm differentiates their products and services both based on following elements likes price, technology, quality, user experiences, packing etc. which has also impacts on my choice. Customer has a different price they would be willing to pay for the product. It is similar to me that if the product worth to me then I would ready to pay for; I would not wait for cheap all the time. Coming to the technology, it is obvious that adopting new technology lead consumers to perceive differentiated products. The advancement in this technological aspect has created new all the time. I would also prefer to change my mobile frequent as per the change in form and function. When we say about customer service then a firm must have a clear vision of what they want their customer to experience and how they intend to deliver it to the standard and in a consistent way. For instance, when I order from Daraz Online Shopping then they usually delivery my order on time. Next, when we talked on packaging, this differentiation can mainly be seen in the packaging of perfumes, body spray, tea packets or tomato ketchup etc. Unique packagings are always near to your eye. And, finally coming to the personal experienced on the product or service is the backbone to purchase on. The positive satisfaction of the product from my friend circle will definitely click to me and I would purchase.
The brands likes Apple Inc, Google Inc and Amazon definitely excelled in creating unique products or services that completely differed from their rivals. The core competencies result into difference from competitors through knowledge and technical ability plus their competitive advantage (Hunt & Morgan, 1995). Facebook has its core competency on its algorithm, Mac Donald on its material management and Wal-Mart for its inventory and logistics management with every day low price. Their product provided distinct value, rare product that cannot be easily imitated and added unique characteristics to logically and emotionally appeal consumers. All of the company are pioneer and provided new products and services which other company could not provide.
References
Kotler, P., & Keller, K. L. (2016). Marketing Management . Boston: Pearson.
Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. The Journal of Marketing, 1-15.
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Kotler & Keller (2016), in their book Marketing Management, differentiation is an effective strategy that leverage company or products unique selling proposition (USP). Differentiation means creating a unique identify for each product and service so that it can easily be differentiated from other similar competing products. As its quite obvious to us that today’s marketplace is very competitive and provides customers a variety of choices.
Let us differentiating products and services; starting with product differentiation, generally means the marketing of the product that are similar in many ways with minor variations to make product look more attractive than its customers highlighting the unique qualities. The various means of differentiating the product are; from, function, features, performance quality, reparability, customization, conformance quality, durability, reliability, style, uniqueness, etc. Now, in case of service as well, there are various features that make the service different from each other. The delivery time, ordering ease, installation and employee trainings etc. are the features given in a service that helps them differentiate from other competitors in the market.
However, a firm differentiates their products and services both based on following elements likes price, technology, quality, user experiences, packing etc. which has also impacts on my choice. Customer has a different price they would be willing to pay for the product. It is similar to me that if the product worth to me then I would ready to pay for; I would not wait for cheap all the time. Coming to the technology, it is obvious that adopting new technology lead consumers to perceive differentiated products. The advancement in this technological aspect has created new all the time. I would also prefer to change my mobile frequent as per the change in form and function. When we say about customer service then a firm must have a clear vision of what they want their customer to experience and how they intend to deliver it to the standard and in a consistent way. For instance, when I order from Daraz Online Shopping then they usually delivery my order on time. Next, when we talked on packaging, this differentiation can mainly be seen in the packaging of perfumes, body spray, tea packets or tomato ketchup etc. Unique packagings are always near to your eye. And, finally coming to the personal experienced on the product or service is the backbone to purchase on. The positive satisfaction of the product from my friend circle will definitely click to me and I would purchase.
The brands likes Apple Inc, Google Inc and Amazon definitely excelled in creating unique products or services that completely differed from their rivals. The core competencies result into difference from competitors through knowledge and technical ability plus their competitive advantage (Hunt & Morgan, 1995). Facebook has its core competency on its algorithm, Mac Donald on its material management and Wal-Mart for its inventory and logistics management with every day low price. Their product provided distinct value, rare product that cannot be easily imitated and added unique characteristics to logically and emotionally appeal consumers. All of the company are pioneer and provided new products and services which other company could not provide.
References
Kotler, P., & Keller, K. L. (2016). Marketing Management . Boston: Pearson.
Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. The Journal of Marketing, 1-15.