| Product Differentiation |
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Shopping Differentiation |
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| CATEGORIES ABOUT PRODUCT DIFFERENTIATION | |
| marketing | |
| product management | |
| management | |
| imperfect competition | |
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The changes are usually minor; they can be merely a change in packaging or also include a change in Advertising theme. The physical product need not change, but it could. The objective of this strategy is to develop a Position that potential customers will see as unique. If your target market sees your product as different from the competitors', you will have more flexibility in developing your Marketing Mix . A successful product differentiation strategy will move your product from competing based primarily on Price to competing on non-price factors (such as product characteristics, Distribution Strategy , or Promotional Variables ). The disadvantage of this repositioning is that it usually requires large Advertising and production expenditures. SEE ALSO
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