Product Differentiation

In a highly competitive landscape, products need to be differentiated from one another in other for companies to gain or maintain their competitive edge. Some products by nature allow for high variation, whereas others allow for little variation. But despite all, product differentiation falls within the following categories:

  • Form: Many products can be differentiated in form- the size, shape, or physical structure of the product.
  • Features: Most products can be offered with varying features that supplement their basic function. A business can identify and select appropriate new features by surveying recent buyers and then calculating customer value versus company cost for each potential feature.
  • Customization: Marketers can differentiate their products by customizing them.
  • Durability: This measures the product's expected operating life under natural or stressful conditions.
  • Reliability: A measure of the probability that a product will not malfunction or fail within a specified time period.
  • Repairability: Measures the ease of fixing a product when it malfunctions or fails.
  • Style: Describes the product's look and feel to the buyer.

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