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 DIFFERENTIATION  AS   A STRATEGY 

  Presented By :

  Abhinav GuptaAbhishek Telang

Arpan Vansadia

Shantanu Jha

Vi ul Ja u

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  YOURSELF

FROM OTHERS

  Is yourcompany

built tolast ??

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DIFFERENTIATINGDIMENSIONS

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ABOUT…

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MARKET SHARE

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USPs of Windows

• User friendly/Simplified Administration

• Widely used

•

Greater awareness• Variety of versions

•  Timely up gradations of its versions

•Cost effective

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DIFFERENTIATINGSTRATEGY

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  Apple InApple In

..

 Think

Different.

1976 – Apple Computersfounded by Steve Wozniak &Steve Jobs.1984 – Introduced GUI based

Macintosh OS.7th most admired companies of the world with a brand value of 55.2 billion dollars.

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AN ERA of MACINTOSHOS

Original 1984Macintosh

desktop

Mac OS X v10.6 "Snow Leopard"

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DIFFERENTIATION STYLE

Manufactures its own Hardware & Software.Focus on improving & polishing their products

rather competing on price & features.

Don’t rush to the market until or unless they are

highly confident & comfortable with their products.Excellent & knowledgeable customer service to unique,

interesting and memorable advertisements.

STAR TREK [1992] – To boldly go where no Mac has

gone before.

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KILLER FEATURES

Most successful UNIX based

OS on the internet.

AQUA theme based onanti-aliasing technology.DASHBOARD – a media

viewer interface accessed by

the Apple Remote.More reliable & secure.High speed & great system

stability.

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USP’s`•

Come with a wider variety of consumer specific & portable products.

•Highly stylish & cost effective.

•More youthful & fun oriented rather being

  boring & repetitive.

•Increase status & value to people.

•More Appealing & Easy to use.

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DIFFERENTIATIONSTRATEGY

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Differentiation Strategy

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POSITIONING

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AMAZON.COM - Inc.

2009Differentiation As a Strategy

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KEY FACTS

• Index Membership: S&P 500, S&P 1500, Super CompNASDAQ 100

• Sector: Technology• Industry: Internet Software & Services• 2002: Number 492 in the Fortune 500 list• Full Time Employees:7,800•  The 57th most-valuable brand worldwide• 2002: 31 millions active customers• Sales:

 –

First seven years: $0 => $3.2B – 2002-2003: $3.93B => 5.26B

• 2004: revenues of $6.9 billion (growth of 31.5 from2003 to 2004)

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AMAZON’S USP

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Differentiation

• Customer obsession and customercentric

• Ownership of customer problems

• Bias for action

• Simple and great products.

•

High hiring bar and Innovation.•  The company motto: ‘Work Hard,

Have Fun, and Make History’.

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Business Strategy

Gross Profit (2003)

69%

31%

North America

International

Net Sales (2003)

62%

38%

North America

International

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HTTMEDIAEDIA“ “  India's 2nd most widely India's 2nd most widely

read national businessread national business

daily.” daily.” 

“ “  India's most widely read  India's most widely read 

 financial daily”  financial daily” 

THE ECONOMIC TIMES

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MARKET SHARE

Courtesy: Indian Readership Survey

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POSITIONING MATRIX

0 X (Complex &Detailed Content)

 Y (TargetAudience)(Expert Reader)

NoviceReader

Simple & Preciseontent)

 The Economic Times

Business Standard

HT Mint

Middle Level Readers

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PRODUCT DIFFERENTIATION

 1) Form

•  Mint is not a pink paper.

• Unique Berliner size-a globally proven, convenient format – First time in

 India.(This is half-way between a tabloid (think Mid-day, Afternoon) and a

broadsheet (Hindustan Times).

• The format is easy to hold and carry.(Compactness)

 2) Features

•

 First of it’s kind business newspaper with an INDEX  which providesexcellent tracking of people, companies and brands.

 

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PRODUCT DIFFERENTIATION

 3) Design

• The paper has a clean design - no gimmicks, no graphic atrocities, no attacks on

 peace of mind.

•

The differentiated design of ‘mint’ offers advertisers new content adjacencies,innovative placement opportunities and impactful advertising units.

 4) Style

•  “The style of content delivery is such it help readers deal with the torrents of 

unevaluated words (business and economic jargons).” 

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PRODUCT DIFFERENTIATION

 5  ) Content   Reliability

• It provide readers with an early morning briefing that includes not only the

most vital news, but also analysis, commentary and opinion

• "The Wall Street Journal is the perfect partner for this unique offering because

of its unmatched journalism and insights into global businesses, markets and 

economies and its unrivaled journalistic standards worldwide.” 

• Careful selection of stories and providing clear writing, presentation and 

analysis.

• Every weekday, ‘mint’ will come with four pages of international news and 

analysis from the 1,900 global journalists at The Wall Street Journal and Dow

 Jones & Co. These will be articles selected by ‘mint’ editors with the Indian reader 

in mind.

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CHANNEL DIFFERENTIATION

 1) Coverage

•  New Delhi, Mumbai, Bangalore, Kolkata, Chennai, Pune and 

expanding its presence PAN India.

•

Creation of new base of consumers of business newspaper readership through differentiation as a strategy.

 

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OTHER ATTRIBUTES

• Weekly supplement called ‘Campaign’ on advertising, marketing, strategy and 

management.

• Independent and transparent news

• It takes stand on issues.

• It provides guidelines for investors. ( Sensex & Nifty Stock Details)

• On Saturdays, ‘Lounge’, the magazine-style weekend edition of ‘mint’, will be a

standalone offering aimed at reinvigorating the readers with its strong emphasis

on living healthier, wealthier and happier lives.

• Business Of Life (Centre Page) consists articles on career planning, health is

wealth, Work life balance, Body & Mind.

.

CRITERIA FOR CHOOSING A BUSINESS

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CRITERIA FOR CHOOSING A BUSINESS

PAPER 

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POSITIONED AND DIFFERENTIATED AS

• A newspaper edited for a special business audience (novice audience).

•To infuse ‘Refreshing Clarity in Business News’.” 

• It has a progressive outlook .

• A youthful business paper.

• A graduating paper. (for aspiring business managers)

• A generation next version of business news different and unique from other 

newspapers predominantly focussing on economic and financial news.

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CONCLUSION

•  It takes the firm away from total price based 

competition with all the benefits associated with

it.

• Through differentiation , firm move to a

 position wherein they can claim a premium in

the Market.