Product Differentiation:

Product differentiation and product positioning are essential themes in the marketing strategy. Product differentiation is one of the basic routes to marketing strategy.

The main attraction and the chief advantage in resorting to differentiation is that it takes the firm away from a total cost based competition. Products might be differentiated on the basis of a number of different service or product dimensions like, performance, product features conformance durability, reliability, style and design. Besides these particular concerns, on more common positioning for brands is as "best quality". The strategic planning studied the impact of higher relative product and found a notably positive correlation among relative product based on differentiation.

(i)        Close  up  with  gel  -  Colgate,  the  leader  in  the  industry  was obliged to copy this differentiation as its market share fill up at the hands of new brand.

(ii)       Vatika having herbal ingredients.

(iii)      TTK prestige having Teflon

(iv)      Ray Ban (Differentiation on the basis of glass).

(v)       Titan matches (differentiation base on product design.

There are 2 conditions for differentiation to exceed are following:-

(i)       Differentiation should be observable

(ii)       Should be rooted in competitive benefit