"Product Differentiation" Essays and Research Papers

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Product Differentiation

Product differentiation is one of the strategic elements of products marketing. In order to understand that process, I chose to focus on skin care products and more particularly on Chanel's products. "Gabriele Chanel was born in 1883 in Saumur, France. She adopted the name of "Coco" while she briefly worked as a cafe and concert singer from 1905 to 1908. First a mistress of a wealthy military officer then of an English industrialist, she drew on the resources of these patrons in setting up a...

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Differentiation Strategy

DIFFERENTIATION STRATEGY In this paper work we will talk about Differentiation Strategy. In contrast to the cost leadership strategy, implementation of a differentiation strategy means that value is provided to customers through the unique features and characteristics of a company's products rather than by the lowest price. Because differentiated products satisfy customers' unique needs or preferences, companies can charge premium prices for differentiated products.  For the company to be able...

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Product Positioning

Product Positioning A product positioning statement has four main components – the target, the frame of reference, the differentiation, and the reason(s) to believe. THE TARGET The target is who the product is for – who is the target user or customer of the product. The key to a good target definition is to balance being specific with being concise, you need to describe the target well enough that they can be identified, without being so verbose that your positioning statement goes beyond...

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Cost Leadership and Differentiation

Leadership & Differentiation strategies A/ My perspective on the issue As far as I’m concerned, cost leadership and differentiation are the most popular strategies applied in business battlefield. Each has its own pros & cons, aims and sticks firmly to companies’ different long-term goals. And here are my brief comparison tables between them : Cost leadership Differentiation Staples Provide customers with standardized products at the lowest prices Provide customers with products having unique...

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Low Cost and Differentiation Strategies

Leadership and Differentiation Strategies Laura Allard November 21, 2010 William Hogan Management Cases Upper Iowa University Abstract This paper discusses Low-Cost Leadership and Differentiation business strategies. The paper explains what each strategy is and how they can be applied, utilized and maximized as strategies for a company. Suggestion of methods to implement and the strategies are discussed, including when the strategies work best. Low-Cost and Differentiation Strategy Harvard...

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Differentiation Strategies of Gm

Differentiation strategies are not about pursuing uniqueness for the sake of being different. Differentiation is about understanding customers and how GM 's product can meet their needs. To this extent, the quest for differentiation advantage takes us to the heart of business strategy. The fundamental issues of differentiation are also the fundamental issues of business strategy: Who are GM 's customers? How does GM create value for them? And how does GM do it more effectively and efficiently...

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Cost Leadership and Product Differentiation

narrow versus broad and the extent to which a business seeks to differentiate its products. The four strategies are summarised in the figure below: The differentiation and cost leadership strategies seek competitive advantage in a broad range of market or industry segments. By contrast, the differentiation focus and cost focus strategies are adopted in a narrow market or industry. Strategy - Differentiation This strategy involves selecting one or more criteria used by buyers in a market...

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4ps and How the Firm Position Their Products for Maximum Competitive Advantage in the Marketplace

companies have identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. If the company wants to focus their target marketing, they must follow the three major steps: 1. Market segmentation, which is dividing a market into distinct groups of buyers with different needs characteristics, or behaviour who might require separate products or marketing mixes. 2. Market targeting, which is evaluating each market segment’s...

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Why Does Each of the Five Generic Competitive Strategies Require a Different Set of Product/Market/Distinctive Competency Choices?

STRATEGIC MANAGEMENT 1 Question Why does each of the five generic competitive strategies require a different set of product/market/distinctive competency choices? Give examples of pairs of companies in Zimbabwe’s computer industry and food industry that pursue different competitive strategies. Answer The five generic competitive strategies have become some of the most used competitive strategies in contemporary corporate management. Michael E. Porter (1980) described competitive strategy...

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Product positioning

Product Positioning "Product positioning" is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to "market segmentation" in that an early step in major marketing campaigns is to discover the core market most likely to buy a product—or the bulk of the product. Once segmentation has defined this group ("active seniors," "affluent professional working women," "teens") the positioning of the product consists of creating...

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