Product Differentiation

Posted in Marketing and Strategy Terms, Total Reads: 4638

Definition: Product Differentiation

Product differentiation is a marketing strategy where a product is differentiated either by availability or by altering few features or by communicating the existing differences more effectively to customers.


It is done to make the product stand apart from other similar products in the market and be more appealing to the target customers. By differentiating a product the risk of substitution decreases. The competition is not just based on price of similar products but on characteristics the differentiated product offers.


Types of product differentiation strategy:


Vertical Product Differentiation:

Products are different in a way that one product is superior to other and if offered at same price customers will choose one product over the other.

Example: i5 processor and i7 processor, pharmaceutical branded drugs and generic drugs etc.


Horizontal Product Differentiation:

Products are different in some attributes but similar in quality and are offered at similar pricing in a way that some consumers may choose one product and some might choose another based on their personal preferences.

Example: Coke and Pepsi, Same product in different colors etc.


Hence, this concludes the definition of Product Differentiation along with its overview.

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