J AC K , T O M A N D F R I E N D

DIFFERENTIATION AND POSITIONING

PRODUCT/ SERVICE DIFFERENTIATION

• The process of developing and promoting the differences between products and services, compared to competing products/ services.

VALUE FOR MONEY

• The desire to obtain the best quality, features and performance for a given price.

POINTS OF DIFFERENTIATION

• Customer serviceCustomers expect a higher level of customer service both before and after the sale takes place. Customer service can include presentation of premises, atmosphere and range of products(Green Dot Point) Environmental concernsCustomers more concerned about the preservation of physical environment and quality of life issues.(second green dot point) Convenience Consumers demand convince in product design and Shopping experience to cope with busy life styles.

SOCIAL AND ETHICAL ISSUES

• Ethical consumerism- businesses adapt different Strategies in response to changing consumer demands.• Fair trade- consumers are more willing to pay

higher prices is goods are sourced responsibly and ethically.

PRODUCT/ SERVICE POSITIONING

• Marketers create and identity for a product that contrasts with competing products this helps increase market share.

PRODUCTS – GOODS AND/ OR SERVICES

• Total product concept- the tangible and intangible benefits a product posses• Brand- a symbol or ideology that represents the

ideas and beliefs of the company • Trademarks- the exclusive rights a company

posses to use the branding material.

TYPES OF BRANDS

• Manufacturers brand- branded products sold only by the manufactures of the goods • Private brands- which are owned by retailers or

wholesalers • Generic brands- unbranded products

PACKAGING

• Packaging is the development of a container of a product • Good packaging must • Preserve the product • Protect the product from damage/ tampering • Attract customers attention • Divide the product into sensible quantities • Attractive when displayed • Easy to transport and store

QUESTIONS?

1. describe the importance of effective packaging to a business

2. Explain why Liam Rabbidge does not do any group work?

3. How does branding promote customer loyalty?