Professional Documents
Culture Documents
DSK
To be branded,
products must be
differentiated.
There can be various
ways and means of
differentiation
Form Differentiation
The size, shape, or physical structure of a product
Features differentiation
Calculate customer value and company cost
Avoid feature fatigue
Trim levels (variants)
Customization
Mass customization
Performance quality
Mercedes - Benz
Conformance quality
Conform to basic features of the product class
Durability
Reliability
Reparability (after sales support)
Style
Line stretching
Line filling
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)
Intel keeps
coming with
newer variants
of
microprocessors