Factors of product differentiation

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Let's list the main factors that can be used to differentiate products:

Cost. This parameter is very important for defining the target audience. The lower the cost of the product, the wider the group will be. At the same time, expensive products can provide a higher average order value.

Quality: A company can position a iran mobile phone numbers database product as a luxury or as a necessity.

Durability and service life. These parameters affect how long the product will serve the customer.

Technical specifications. This refers to computing power, horsepower, and some other parameters.

Features. Wide functionality does not always increase the attractiveness of a product. For example, if a person needs a razor blade, he is unlikely to buy a Swiss army knife.

Speed ​​and convenience of delivery. For example, next day pickup and available shipping methods.

Aesthetics: The better the product looks, the more it should be emphasized.

Brand values. For example, a brand may support fair trade tactics. If a potential customer knows about this value, the likelihood of a purchase will increase.


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Product differentiation strategies
There are several effective strategies for product differentiation. They can be used either individually or in combination.

At the product level

When implementing it, the company must demonstrate the advantages of the product to the potential buyer. It is necessary to convey to the client why this particular product has a specific benefit. In addition, it is necessary to show that similar product items offered by competitors do not have this feature.

It is important that the product really has exclusive properties. Unusual approaches to the production process and various innovative solutions can also serve as a basis for implementing this strategy. It is necessary to create a separate category on the market and become a monopolist in it.

For example, Pet Search offers customers unique products of their own making. Such products cannot be found anywhere else.

Pet Search

By product characteristics

In this case, the company presents its product as the best of the similar options offered by competitors. It is necessary to describe all the advantages of the product, demonstrate the strong points of the functionality and emphasize the technological superiority over other market players.

This strategy is often used in the electronics and IT industries. For example, a home appliance manufacturer claims that its vacuum cleaner saves energy better than all other options on the market, holds more garbage, sucks up dust more efficiently due to innovative solutions, etc.

When it comes to mass-market products, this strategy can be used when selling food products that have special properties or that involve a unique production process compared to competitors.

A striking example is the company "Baikal Legend", which offers products of its own manufacture. Products of this brand are created using a unique technology.