The differentiation

3 June 2009 - 18:40

The differentiation, also well-known like the differentiation of the product, consists of a characteristic whereupon it counts a product or service, that makes different it distinguishes and it of other products of the competition.

The idea to offer a differentiation is the one to offer a unique and original product, that allows us to distinguish us of the competition, and that is the reason by which the consumers prefer to us before to her.

To offer a differentiation usually is considered like a strategy alternative, nevertheless, nowadays, due to the high number of competitors and to the exigencies of the consumers, the differentiation must be an indispensable requirement if the company wants to achieve the success.

A company or business can have differentiation, for example:

• in the attributes of the product, for example, when offering an extra function that the products of the competition do not own.
• in the design of the product, for example, in its ease of use, or its durability.
• in the models, for example, in the good taste, or the variety of the models.
• in the attention to the client, for example, in offering and characterizing themselves to offer an excellent service to the client.
• in the price, for example, in offering prices lower than the competition.
• in offering an extra service, for example, in free offering a service of installation and maintenance.
• in the rapidity in the attention, for example, in the rapidity in the taking of orders and the delivery of products.
• in offering a customized service, for example, in advising personally to the clients at the time of its purchase.

We always must try to offer a differentiation; at the time of initiating a company, it is necessary that the products or services that we are going to offer, count on a differentiating characteristic, of not counting it, the consumers (as already they are buying) simply will not leave to the competition by us.

On the other hand, the concept of the differentiation also can help us to find a business idea, for example, if we discovered that we could produce or offer a product with characteristics that the other products of the competition are not offering, and that could have a good welcome between the consumers, then this product could be a good opportunity of business. The knowledge that we could count on a differentiation, could be reason sufficient to create our company.

Through the differentiation, the company looks for the preference of the consumers, nevertheless, the differentiation can run the risk of being imitated by the competition, reason why always we must offer something new, novel, that allows us to differentiate to us and to distinguish to us of the competition; but that mainly, is hardly imitable by this one.

Counting on a differentiation, does not ensure the success to us, but it gives great possibilities us of reaching it; but, on the other hand, not to count on a differentiation in our products or services, nowadays, simply it puts to us outside competition.

Labels: Concepts, Marketing, Product

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