Product differentiation strategies
Posted: Sun Dec 22, 2024 8:19 am
There are several effective strategies for product differentiation. They can be used either individually or in combination.
At the product level
When implementing it, the company must demonstrate the advantages of the product to the potential buyer. It is necessary to convey to the client why this particular product has a specific indonesian numbers benefit. In addition, it is necessary to show that similar product items offered by competitors do not have this feature.
It is important that the product really has exclusive properties. Unusual approaches to the production process and various innovative solutions can also serve as a basis for implementing this strategy. It is necessary to create a separate category on the market and become a monopolist in it.
For example, Pet Search offers customers unique products of their own making. Such products cannot be found anywhere else.
Pet Search
By product characteristics
In this case, the company presents its product as the best of the similar options offered by competitors. It is necessary to describe all the advantages of the product, demonstrate the strong points of the functionality and emphasize the technological superiority over other market players.
This strategy is often used in the electronics and IT industries. For example, a home appliance manufacturer claims that its vacuum cleaner saves energy better than all other options on the market, holds more garbage, sucks up dust more efficiently due to innovative solutions, etc.
When it comes to mass-market products, this strategy can be used when selling food products that have special properties or that involve a unique production process compared to competitors.
A striking example is the company "Baikal Legend", which offers products of its own manufacture. Products of this brand are created using a unique technology.
Baikal legend
Branded
When implementing this differentiation strategy, the company differentiates itself from competitors by creating a strong brand. Potential customers evaluate the usefulness of the product based on the brand itself. At the same time, the company uses innovative technologies, unique approaches to production and follows its traditions.
A strong brand must meet the following characteristics:
Having a unique name that customers quickly remember.
Product recognition in the market.
Matching the purpose of the goods with the needs of potential buyers.
Following your own values and rules, as well as having unique approaches to doing business.
This strategy is more difficult to implement than all the others. The company needs to spend a lot of time and effort to create the desired image. At the same time, branded differentiation of goods allows you to take a leading position in the market. This gives the company the opportunity to set prices that are convenient for itself.
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"Examples of Marketing Strategies: From Apple to Barack Obama"
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Packaging
This strategy is often used when selling goods at retail. The fact is that buyers in this segment are guided not only by the characteristics of the goods, but also by the quality of their packaging. To attract attention to their products, companies need to think through important nuances. For example, create a unique form of packaging that will correspond to the company's activities.
By presenting its products beautifully, a company can:
increase product recognition;
make it a gift;
create additional advertising.
Regardless of how exactly the product is sold, original colorful packaging attracts the attention of consumers much more.
Sets of related products are another way to increase sales. A company can offer customers cases together with smartphones, mascara with lipstick, etc. Many people themselves want to buy a whole set of products in one store, so when they see a corresponding offer, they are unlikely to pass by.
With the help of additional service
Not all companies manage to identify characteristics that will distinguish a product from similar goods on the market. This is especially true for the most homogeneous product categories. In this case, you can stand out from competitors and attract customers by providing additional services.
At the product level
When implementing it, the company must demonstrate the advantages of the product to the potential buyer. It is necessary to convey to the client why this particular product has a specific indonesian numbers benefit. In addition, it is necessary to show that similar product items offered by competitors do not have this feature.
It is important that the product really has exclusive properties. Unusual approaches to the production process and various innovative solutions can also serve as a basis for implementing this strategy. It is necessary to create a separate category on the market and become a monopolist in it.
For example, Pet Search offers customers unique products of their own making. Such products cannot be found anywhere else.
Pet Search
By product characteristics
In this case, the company presents its product as the best of the similar options offered by competitors. It is necessary to describe all the advantages of the product, demonstrate the strong points of the functionality and emphasize the technological superiority over other market players.
This strategy is often used in the electronics and IT industries. For example, a home appliance manufacturer claims that its vacuum cleaner saves energy better than all other options on the market, holds more garbage, sucks up dust more efficiently due to innovative solutions, etc.
When it comes to mass-market products, this strategy can be used when selling food products that have special properties or that involve a unique production process compared to competitors.
A striking example is the company "Baikal Legend", which offers products of its own manufacture. Products of this brand are created using a unique technology.
Baikal legend
Branded
When implementing this differentiation strategy, the company differentiates itself from competitors by creating a strong brand. Potential customers evaluate the usefulness of the product based on the brand itself. At the same time, the company uses innovative technologies, unique approaches to production and follows its traditions.
A strong brand must meet the following characteristics:
Having a unique name that customers quickly remember.
Product recognition in the market.
Matching the purpose of the goods with the needs of potential buyers.
Following your own values and rules, as well as having unique approaches to doing business.
This strategy is more difficult to implement than all the others. The company needs to spend a lot of time and effort to create the desired image. At the same time, branded differentiation of goods allows you to take a leading position in the market. This gives the company the opportunity to set prices that are convenient for itself.
Read also!
"Examples of Marketing Strategies: From Apple to Barack Obama"
Read more
Packaging
This strategy is often used when selling goods at retail. The fact is that buyers in this segment are guided not only by the characteristics of the goods, but also by the quality of their packaging. To attract attention to their products, companies need to think through important nuances. For example, create a unique form of packaging that will correspond to the company's activities.
By presenting its products beautifully, a company can:
increase product recognition;
make it a gift;
create additional advertising.
Regardless of how exactly the product is sold, original colorful packaging attracts the attention of consumers much more.
Sets of related products are another way to increase sales. A company can offer customers cases together with smartphones, mascara with lipstick, etc. Many people themselves want to buy a whole set of products in one store, so when they see a corresponding offer, they are unlikely to pass by.
With the help of additional service
Not all companies manage to identify characteristics that will distinguish a product from similar goods on the market. This is especially true for the most homogeneous product categories. In this case, you can stand out from competitors and attract customers by providing additional services.