Introduction to Marketing Essentials

Professor Ashis Mishra

Product Differentiation

The following are the different product differentiation parameters.

Form: Customers want mobile phones with certain shape and size. Similar to mobile phones, many
products can be differentiated in what we call as “form” - the size, shape, or physical structure of a
product.

Features: Features are attributes of the product (say camera in the mobile phone). Most products can
be offered with different features that supplement their basic function. Some want a mobile phone
which has features like ‘good camera’. Others may require mobile phone with some other feature
such as ‘water proof’. So this ‘feature’ attribute helps in differentiating the product.

Performance: Performance refers to the working of the product and it can be measured as low,
average, high or superior. For example, when customers want to buy a car, they look at performance
as one of the important criteria.

Conformance: Another important criteria is ‘conformance to quality’. A product is said to conform to

quality when it adheres to quality as per: (i) the specifications, (ii) the promise of the marketer, or (iii)
ad message.

Suppose say Ferrari is designed to go at 100 kilometers per hour within 4 seconds and it is advertised
that way. If every Ferrari vehicle matches that speed, the model is said to have high conformance
quality.

Durability: Durability is a measure of the expected operating life of the product. It is the ability to
withstand wear and tear. It has become a critical attribute because of the high optimization/utilization
(either word could be used) of the product.

Reliability: Reliability is the indication of consistent performance of the product. It is a product

differentiator.

Repairability: Repairability is when a product can be repaired easily without affecting its usability for
a longer duration. It is an important differentiator. In several cases a customer may use repairability
as a criteria to purchase a certain product. For example: Maruti is known for the accessibility of its
service centers even in remote locations, creating an image of longevity of travel and ease of service
for repairs, irrespective of the area.

Style/ Design: Style describes the product’s aesthetics, look and feel to the buyer. Most products get
differentiated because of the style or design of the product right at the beginning of the selection
process. Audi cars, iMacs and Harley Davidson are best examples of how style can differentiate the
products from competitors. Thus ‘style’ or ‘design’ is a very critical criteria for product differentiation.

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