Good afternoon.

To continue with this chapter’s report, my topics are about differentiation and design.

To be branded, products must be differentiated.

Brand differentiation is the means by which your brand is set apart from the
competition, by associating a superior performing aspect of your brand with
multiple customer benefits.

Means for differentiation include form, features, performance quality,

conformance quality, durability, reliability, repairability, and style. 7 Design
has become an increasingly important differentiator, and we discuss it
separately after this slide.

Form. -the size, shape, or physical structure of a product.

Features-. What can the product offer. And these may change to
supplement the basic function of that certain product. Marketers must also
think in terms of feature bundles or packages.

Durability -a measure of the product’s expected operating life under natural

or stressful conditions. So how long the product would last.

Reliability- Reliability is a measure of the probability that a product will not

malfunction or fail within a specified time period.

Repairability- measures the ease of fixing a product when it malfunctions

or fails. Some products include a diagnostic feature that allows service
people to correct a problem over the telephone or advise the user how to
correct it. Ideal repairability would exist if users could fix the product
themselves with little cost in money or time. Many computer hardware and
software companies offer technical support over the phone, by fax or e-mail,
or via real-time chat online.

Style- describes the product’s look and feel to the buyer and creates
distinctiveness that is hard to copy. And distinctiveness is one of the 25
biases on the book The Choice Factory. Because customers are hardwire to
notice what is distinctive or what is unique so there are people who based it
on style.. Aesthetic. Minimalist.

Customization - how can personalize the products. Starbucks offers

customization.
Conformance Quality - Conformance is the precision with which the product or
service meets the specified standards. If the product was not able to meet the specs,
then it can be consider as budol.

Performance Quality- Performance quality is the level at which the

product’s primary characteristics operate. Quality is growing increasingly
important for differentiation as companies adopt a value model and provide
higher quality for less money. Firms should design a performance level
appropriate to the target market and competition, however, not necessarily
the highest level possible. They must also manage performance quality
through time. Continuously improving the product can produce high returns
and market share; falling to do so can have negative consequences.

So my question is does performance matter? In a product?

Services differentiation

When the physical product cannot easily be differentiated, the key to

competitive success may lie in adding valued services and improving their
quality. This is where services differentiation kicks in.

The main service differentiators are ordering ease, delivery, installation,

customer training, customer consulting, maintenance and repair, and
returns.

Ordering ease. Ordering ease describes how easy it is for the customer to
place an order with the company.

Delivery Delivery refers to how well the product or service is brought to the
customer, including speed, accuracy, and care throughout the process.

installation Installation refers to the work done to make a product

operational in its planned location. Ease of installation is a true selling point
for technology novices and for buyers of complex products like heavy
equipment.

Customer training. Customer training helps the customer’s employees use

the vendor’s equipment properly and efficiently.

Customer Consulting Customer consulting includes data, information

systems, and advice services the seller offers to buyers.

Maintenance and repair Maintenance and repair programs help customers

keep purchased products in good working order. These services are critical in
business-to-business settings.
Returns. A nuisance to customers, manufacturers, retailers, and distributors
alike, product returns are also an unavoidable reality of doing business,
especially in online purchases. Free shipping, growing more popular, makes
it easier for customers to try out an item, but it also increases the likelihood
of returns.

DESIGN

As competition intensifies, design offers a potent way to differentiate and position a company’s
products and services. Design is the totality of features that affect the way a product looks, feels,
and functions to a consumer. It offers functional and aesthetic benefits and appeals to both our
rational and emotional sides. Design should penetrate all aspects of the marketing program so all
design aspects work together. To the company, a well-designed product is easy to manufacture
and distribute. To the customer, it is pleasant to look at and easy to open, install, use, repair, and
dispose of. So if you are the product designer, you must take all these goals into account.32

So my question in choosing a product, are you after the design? Or

does performance matters more in a product? Can I ask anyone
The three aca will also be our recommendatinons for China Eastern Airlines for CEA to enhance
its operations around the globe and adjust its international strategy

Maximize value by offering for a better customer experience

On Board Entertainment

 100% Internet connectivity and access to Streaming Application

 Experience 3D simulation and virtual reality inflight

 Eastern Miles Program with CEA Wallet Infinite Flight Pass Eastern Miles Program
with CEA Wallet and Infinite Flight Pass

As an Eastern Miles member you may earn the miles by flying or through daily
activity and your points could be transferred to your CEA Wallet which could be
use for payments you may use the points to redeem privileged rewards. Eastern Miles
member can also purchase an Infinite Flight Pass where passengers can take flights
from China Eastern Airlines (to major China cities, with no limited times on
any weekend

Omni Channel Customer Service

-
- Omni-channel customer service aims to provide a seamless customer
experience across multiple channels by integrating them within a single
system. For easy flight transfer, easy booking, baggage upgrade and the likes.
-

Special Passenger Care Service

- Established a special team to care for special passengers by

Contactless Experience Throughout the Travel

one-step biometric processing with facial recognition technology. Once

checked in, travellers can drop their bags, pass through security and self-
board using the system, eliminating the need for contact with staff and
simultaneously streamlining the airport experience.
Passengers can then pass through immigration, enter the China Eastern
Lounge and board their flights completely contact-free, using the biometric
facial recognition technology.

2. Services Differentiation through technological innovation

Aviation Sign Language Application

An applicationproviding hearing-handicapped passengers with more

targeted smart service

Fleet Optimization

In terms of continuously promoting energy-saving and emission-reduction,

CEA should continuously optimised its fleet structure and introduced more
environmental-friendly and fuel-efficient aircraft models for green
development. The Group and its suppliers have proactively negotiated and
adjusted the progress for the introduction of aircraft due to the influence of
COVID-19. The planning for the introduction and retirement of aircraft will be
subject to timely adjustment based on the changes in external environment
and market conditions, and flight capacity allocation of the Group.

Smart and Safe Travel Service System thru Blockchain Technology and Artificial
Intelligence
Blockchain has the capability to facilitate the tracking of the status
and location of valuable assets that change custody with a high
frequency; such as bags of passengers, cargo, spare parts, and even the
aircraft. And with AI AI Assistants For Travel Booking
-AI-Driven Applications For Flight Forecasting, -Smart Baggage Handling

Robots and Voice Assistants

3. Strategic Cooperation and Partnership with Different Stakeholders

Partnership with South African Market, European Market, Asia-Pacific and Australian Market.
This would mean additions of air traffic rights and time slot resources in hub
markets and core markets and develop an efficient and convenient flight
network covering all parts of China and connecting all parts of the world.

For the South African market partnership with South African

Airways
For the European market partnership with Air France KLM
For the Australian market, the in-depth
cooperation with Qantas
For the Asia Pacific market partnership with Japan
Airlines Cooperated with

China State
Railway Group Co., Ltd. (China Railway) to launch the "rail-air transport" service

CEA as an Air Bridge (for humanitarian, emergency and medical transport

CEA could cooperate with the government as an Air Bridge. For humanitarian, emergency
and medical transport

Partnership with Drop-Off and Pick-up Services, Streaming Applications, Hotels

Air-Rail One Stop Shop Booking

 Establish partnership with China State Railway Group Co., Ltd. (China Railway)
to establish the "rail-air transport" service wherein it would linking the sales
platforms of civil aviation and high-speed rail and providing “one-stop”
joint booking.

 Beijing 2022 Official Airlines in Partnership with Delta Airlines

CEA already have a partnership with delta airlines and since delta airlines is the official
airline partner of USA in the Olympics. They could work together to strengthen more
there alliances by being one of the official airlines of Beijing 2022 and other national
events.