Product Specialization Strategy

product specialization
• Companies that practice product
specialization find a target market for their
product and focus on selling to that market
rather than to the mass public. They seek
buyers that are likely to want the features of
this product and target their marketing efforts
directly to them.
 Quality Is Key
• Companies that focus their marketing efforts
on a product, focus heavily on its quality
• They aren't known for affordability
• Their customers don't buy their products for
price; in fact, they often pay higher prices for
these products than they would pay with a
competitor
 What Is Selective Specialization?

• When a company uses product specialization but markets to two or

more selected target markets, it's called selective specialization.
• They have more than one type of customer - maybe even for the
exact same product - but they're still not marketing to the masses.
• Even though the Mac vs. PC ads were placed on Social Media and
enjoyed by nearly everyone who saw them, most still didn't switch
to Macs, nor did Apple expect them to. One reason is price. From
its introduction, Apple intentionally put high price tags on Macs to
appeal to people who believe a higher price equates to higher
quality.
• Another reason is that Macs appeal to a second target market:
Users in creative, primarily visual work that need and appreciate
superior graphics capabilities.
 Apple
Offers, Cell Phones,
desktop and laptop computers
Ipad
Apple products are so well-known for one
product line that you can instantly call to
mind what they sell just by saying the
name. That's the beauty of selective
specialization - a marketing technique that
focuses on the benefits and quality of a
product.
 APPLE Computers
• Apple markets its Macintosh computers to users
who want great graphic capabilities and are
willing to pay more to get them. They're more
likely to be artists, designers and publishers than
writers or office types who churn out lots of
correspondence. Instead of having the boxy PC
shape, Macs even look artsy, thus appealing even
more to creative types. In their famed Mac vs. PC
ads, Macs were positioned as the latest, cutting
edge yet friendly and laid-back technology versus
the old-fashioned, boxy, nerdy, inept PCs. Sleek
vs. Geek.
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 benefits
• Reduces the competition
• Allows you to serve good products to good
customers.
• Enhances after-sale services
• Allows you to design and implement effective
and specific marketing campaigns
• Increase profitiblity