GROUP 31 TO 35 SEEMA PALEKAR, Ref - 31 SHAUNAK SONTAKKE , Ref - 32 SHRIPRASAD JOSHI , Ref - 33 SNEHA KHANDELWAL , Ref - 34 SUDARSHAN PHATAK

K , Ref - 35

Definition

Approach under which a firm aims to develop and

market unique products for different customer segments. Usually employed where a firm has clear competitive advantages, and can sustain an expensive advertising campaign. It is one of three generic marketing strategies (focus strategy and low cost strategy for the other two) that can be adopted by any firm.

Overview

Every brand faces the dual challenge of positively

influencing growth (by capturing new customers) and doing it in a way that promotes loyalty to the brand. Every brand seeks to differentiate. Strategic differentiation is the key. The struggle for differentiation may take many different forms. The brands differentiation strategy should change and evolve as the market matures and competition intensifies.

Themes of Differentiation
Form

Durability
Reliability Features

Customisation
Style / Status

Performance / Quality

Price

Service

Pears Soap

Glycerin contents.

Transparent soap.

Stands for gentleness and purity.

Generally focuses on women and children segment.

Bacardi Breezer
Fruity taste. Light drink. More of ladies drink.

A rum-based alcopop with 4% alcohol.

Pepsi MyCan
Easy to handle. Targeting youth.

Thinner than normal cans. Stylish in appearance.

Digital Marketing Campaign.

Woodland Shoes
Stands for strength.

Rough and Tough use.

Symbol of Masculinity.

Targets Adventure loving consumers.

Duracell

Best in battery life.

Designed to supply longer life in digital cameras.

Twice the number of photos typically achievable with

alkaline batteries.

Mercedes Benz
Service available 24x7.

150000 miles without trouble for sure. Road side assistance program 3 years.

Turn a Merc upside down and get money back.

Godrej Locks

Trusted product for locks

Synonymous with trust, protection

and integrity Implementation of latest technology and constant innovation

Himalaya Herbals
No chemical base used.
Punch line -purity and safety. Promotes Indian values.

Range of 100% natural with Natural Herbs.

Priced higher than competitors.

Targets high classes both youth and mature.

Sony Bravia 3D TVs

3D technology. Internet TV. LED and WiFi capable. Priced over one lakh.

Targeting upper classes.

Brooke Bond Red Label Natural

Added herbals with tea.

Available in natural flavors of ginger, Indian ginseng,

cardamom and basil. Positioning tea as health drink. Tag line Pyaar ka Pyaala sehatwaala.

Targeted at family consumers young, mature and old, seeking wellness.

Apple iPhone
Available online.

Can be customized to users specifications.

Can download desired applications.

1000s of applications.

Best pocket gadget.

Linux Operating System

Free and open source software.

Source code can be modified and redistributed.

Installed on a wide variety of hardware like tablet computers, video game consoles, mainframes and

supercomputers. Generally used by computer professionals involved in advanced applications. Can be customized as per requirements.

Revolution Clothing's
Plus sized fashion. Rest of the market caters only to perfect figured. Covering a waist size 28 to 44.

Subway

Slogan Think Fresh. Eat Fresh.

Focuses on Freshness and Fitness.

Includes a variety of vegetables and non vegetarian

options. Generally targets Health Conscious, Middle to Higher Class, Urban consumers.

Apple Macbook
Mac Book is aimed at the consumer and education markets.

Single best-selling laptop of any brand in U.S. retail stores for the

preceding five months. Uses a unibody polycarbonate. Combination of polycarbonate and fiber glass covering that was modeled after the iBook G4.

Google

Worlds most-preferred Search Engine.

Comprehensive data search on web with real pace.

Other Features include : Image Search, News Search, University Search, Books Search, Product Search All has one strong USP - Performance

Fastrack Watches

Stylish watches and sunglasses

Against the common belief that style comes with price

Style without compromising quality Varieties like hiphop, denim, biker, army, sports etc

Puma

Defines sport life styling.

Most stylish among sportswear.

Available even in different color combination.

Rolex Watches
Luxury Product.

Globally one of the most valuable brand. Regarded as status symbols.

Priced high to maintain exclusivity.

Catering to Upper classes, Affluent Consumers.

Giorgio Armani

International Italian fashion house.

High-fashion and couture worldwide

Priced high to maintain exclusivity.

One of the most prestigious names in the fashion industry.

Targets super rich, Affluent Consumers.

Tata Nano

Cheapest car in the world.

Price 1.65 lakhs.

Stands for Economy and Affordability.

Targets families shifting from two wheeler to four wheeler.

Big Bazaar

Tag line : isse sasta aur achha kahi nahi!

Wednesday Bazaar. Weekly sale.

Bulk Purchasing, Bulk Discounts. Largest retail chain in India.

Sabse Saasta din- 26 Jan.- Yearly sale.

Targets Lower and Middle Classes.

Dominos

Challenges for delivery in 30 mins. Fast and hot pizzas for sure.

Large area covered in different cities.

Capturing market because of its home delivery service.

Targets Middle and upper Middle, urban consumer.

Taj Hotels

Worldwide chain of hotels and resorts.

Outstanding hospitality to its guests.

Well known for its level of customization for customers. Popular among international tourists, especially from

Europe and US.