Marketing Strategies for Engineers: Product Differentiation and Positioning, Study notes of Marketing Management

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PositioningPositioning

Marketing for Engineers Marketing for Engineers

Product DifferentiationProduct Differentiation

 Most competitive advantages lastsMost competitive advantages lasts only a short time. Companies only a short time. Companies therefore constantly need to think up therefore constantly need to think up new new value addingvalue adding features andfeatures and benefits to win the attention and benefits to win the attention and interest of interest of choice rich, price pronechoice rich, price prone consumers. consumers.

How can you differentiate?How can you differentiate?

 Differentiation can be done in variousDifferentiation can be done in various ways depending on the industry and ways depending on the industry and product category. product category.  Differentiation can occur in one orDifferentiation can occur in one or more of these areas – product, more of these areas – product, services, personnel, channel, image. services, personnel, channel, image.

Product DifferentiationProduct Differentiation

 FormForm  FeaturesFeatures  (^) PerformancePerformance  ConformanceConformance  QualityQuality  DurabilityDurability  ReliabilityReliability  (^) RepairabilityRepairability  StyleStyle  DesignDesign

Personnel DifferentiationPersonnel Differentiation

 CompetenceCompetence  CourtesyCourtesy  CredibilityCredibility  ReliabilityReliability  ResponsivenessResponsiveness  CommunicationCommunication

Channel DifferentiationChannel Differentiation

 TradeTrade  DirectDirect

Relevant DifferentiationRelevant Differentiation

• (^) Differentiation must be meaningful andDifferentiation must be meaningful and relevant to the consumer. So it should relevant to the consumer. So it should satisfy the following criteria satisfy the following criteria  ImportantImportant  DistinctiveDistinctive  SuperiorSuperior  PreemptivePreemptive  AffordableAffordable  profitableprofitable

USPUSP

 This should be exclusive to theThis should be exclusive to the product and make a significant product and make a significant relevant impact to the consumer relevant impact to the consumer

Positioning StrategiesPositioning Strategies

 AttributeAttribute  BenefitBenefit  Use or applicationUse or application  UserUser  CompetitorCompetitor  Product categoryProduct category  Price/qualityPrice/quality