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By

DSK

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To be branded,products must be

differentiated. There can be various

ways and means ofdifferentiation

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Form Differentiation

The size, shape, or physical structure of a product

Features differentiation Calculate customer value and company cost

Avoid feature fatigue

T

rim levels (variants) Customization

Mass customization

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Performance quality

Mercedes - Benz

Conformance quality Conform to basic features of the product class

Durability Reliability Reparability (after sales support)

Style

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When the offeringhas got a unique

design Design is a totality of

features that affecthow a product looks,feels, and functionsin terms of customerrequirement

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Ordering ease (DominosPizza) Delivery Installation (How to get the product

fucntional) Customer training (Maruti Driving school) Customer consulting Maintainance and repair (Chevrolet Spark) Returns (Mobile store)

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3/31/2010 7Marketing by akash

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Need Family (Security) Product Family (Savings and Income) P

ro

ductC

lass (F

inancial Instruments) Product line (a group of products within a

product class that are closely related becausethey perform a similar function Life

Insurance) ProductType (Money back policy) Item or stockkeeping unit or product variant

(LIC Jeevan Anand)

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A product line may consist different brands ora single brand family or individual brand

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Product mix (alsoCalled product assortment)

Consists of various product lines

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A companys product mix has certain

Width (How many different product lines)

Length (Total number of items in the mix)

Depth (How many variants are offered of each

product in the line)

Consistency (How closely related product lines

are)

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3/31/2010 13Marketing by akash

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BCGMatrix can tell you what to do withdifferent products

Even advance tools can be utilized for that Product Mapping (similar to perceptual

mapping)

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Company objectives influence product linelength

Up selling (Maruti 800 to Maruti Alto) Cross selling (HP printers and computers both)

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Line stretching

Line filling

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It can be

Down market stretch (lower priced versions to be

introduced) Up market stretch (High price versions to be

introduced)

Two way stretch (High and low price versions

both)

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Line filling is over done ifit results in self

cannibalization andcustomer confusion

The needs todifferentiate well tomake it noticeable

Relative and absolutedifference

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Intel keepscoming with

newer variantsofmicroprocessors

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When a feature in a specific product item isshowcased to attract the customers

Like the lowest priced version of car or bike isadvertised to bring you to the showroom

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Unilever eliminated three quarters of its 1600distinct brands by 2003.

More than 90% of the profits come from just400 brands

Multi brand companies always like to correcttheir product portfolio

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3/31/2010 22Marketing by akash