DERIVING PRODUCT DIFFERENTIATION VARIABLES FOR LAPTOP BRANDS

Abstract

Product differentiation is a marketing strategy that strives to distinguish a company's products or services from the competition. Successful product differentiation involves identifying and communicating the unique qualities of a company's offerings while highlighting the distinct differences between those offerings and others on the market. Product differentiation goes hand-in-hand with developing a strong value proposition to make a product or service attractive to a target market or audience. If successful, product differentiation can create a competitive advantage for the product's seller and ultimately build brand awareness. Product differentiation is intended to motivate the consumer into choosing one brand over another in a crowded field of competitors. It identifies the qualities that set one product apart from other similar products and uses those differences to drive consumer choice. Differentiation marketing can also involve focusing on a niche market. A product differentiation strategy may require adding new functional features or might be as simple as redesigning packaging.  Product differentiation is often subjective since it's aimed at altering customers' evaluation of the benefits of one item compared to another.