There are several marketing approaches to win over customers today. But one of the more effective ones is product differentiation. It helps set an organization’s goods or offerings apart from its rivals.
Successful product differentiation entails recognizing and articulating a product’s or organization’s specific attributes while emphasizing the distinctions between the product or organization and its competitors.
Product differentiation works to build a strong product offering. It makes a product or service appealing to the target audience or customer.
Why Is Product Differentiation Essential?
Factors Affecting The Types Of Product Differentiation Strategies
Types Of Product Differentiation
Product Differentiation Strategies Used By Different Organizations
Key Takeaway
Why Is Product Differentiation Essential?
In several businesses, entrance barriers have decreased dramatically in recent years. As a result, product innovations have increased significantly in these areas. Differentiation is a fundamental requirement for a product’s survival in increasingly saturated competitive environments.
Before implementing a product differentiation strategy, you must know the factors that determine the different types of product differentiation strategies and decide which may be the best fit for your organizational goals.
Factors Affecting The Types Of Product Differentiation Strategies
A product differentiation strategy should preferably illustrate that the product can perform all the functions of competing options while also creating a unique additional benefit. Some prevalent ways for differentiating a product or service are listed below:
Price
This is a significant type of product differentiation strategy. An organization can differentiate its product prices either by lowering or raising prices. For example, Costco charges lower prices to attract budget-conscious customers. However, higher prices can signal quality. If a product is considered a premium or luxury item, such as a Bugatti sports vehicle, people are ready to pay more for it.
Dependability And Effectiveness
You can classify products according to their dependability and effectiveness. Some batteries, for example, are believed to have a longer life than others, which is why people purchase them.
Service and Geographic Location
Smaller businesses can set themselves apart from larger global competitors by reiterating their commitment to the community. For example, a diner will hire locals and acquire food and materials from farm families and vendors.
The above explains the different types of product differentiation strategies you can employ, depending on relevant factors. Now, let’s look at the different types of product differentiation.
Types Of Product Differentiation
Product differentiation is of three types: horizontal differentiation, vertical differentiation and mixed differentiation. Let’s look at each in detail:
Horizontal Differentiation
Any differentiation not related to a product’s characteristics or pricing range is known as horizontal differentiation. Instead, these goods provide the same service for the same price. It typically comes down to the customer’s taste for horizontal product differentiation.
An example of horizontal differentiation is someone’s preference for chocolate, vanilla or raspberry milkshake. When most products in the market are priced similarly and bear similar characteristics or attributes, the purchase decision is primarily based on personal choice.
Organizations and industries that follow horizontal product differentiation are Pepsi and Coca-Cola, bottled water brands and types of dish soap.
Vertical Product Differentiation
In contrast to horizontal product differentiation, vertical product differentiation is price reliant. Vertically differentiated items have various pricing levels and quality metrics. There’s also a widespread belief that there would be a definite winner if all the choices had the same price.
Vertical product differentiation examples include generic versus luxury products, such as a basic black shirt from Fila and a basic black shirt from Louis Vuitton (LV). LV belongs to the luxury brand category, while Fila caters to the common masses.
Let’s look at another example of vertical product differentiation. A restaurant may be Customer A’s top choice because of its low-calorie meals. However, another restaurant that offers cheaper food might be Customer B’s favorite because for them, money is the most significant consideration.
Mixed Differentiation
Mixed differentiation, often known as simple differentiation, refers to differentiation based on a combination of elements.
More complicated purchases usually consider a combination of vertical and horizontal product differentiation. A buyer may consider safety measures and fuel efficiency while purchasing a car. This objective standard is an example of vertical product differentiation. However, the consumer may also think about the car’s color options or the organization’s reputation. Each consumer will give each criterion a distinct priority.
An example of vertical and horizontal product differentiation (mixed differentiation) is a vehicle from two distinct manufacturers, such as Honda and Volkswagen, in the same category and at similar price ranges.
Product Differentiation Strategies Used By Different Organizations
Product differentiation strategies can help organizations effectively establish their brand in the market. Let’s look at a few organizations that have successfully used product differentiation strategies.
Tesla
Tesla stands out from other automakers because its vehicles are unique, high-end and battery-powered.
Apple
It distinguishes itself from competitors by charging a higher price for its products, meaning that they’re of higher quality and feature innovative technology. Through innovative marketing and distribution techniques, the business also piques consumer interest and creates hype before product introductions.
Tiffany & Co.
The jewelry brand is known for its gorgeous hand-crafted and timeless designs. It sets itself apart through its spectacular, one-of-a-kind hand-crafted pieces. The attention to design and detail demonstrates the brand’s desire to stand out as unique and exclusive in the market.
Key Takeaway
There are several factors that influence a customer’s decision to purchase something. These could be price, brand image, quality, durability, flavor, color or a current trend. A product differentiation strategy is different for every team, organization and product. With Harappa’s Creating Solutions course, you can learn about various product differentiation strategies and implement them for your business. Get in touch with us now!
