Product differentiation

Product differentiation in marketing, is the modification of a product,
usually in minor ways, to make it more attractive to the target market and
to differentiate it from competitors' products. The modification can be so
slight as to be merely a change in packaging or 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
competition's, 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 of your product to a more
distinct and uncluttered position in your customers' mind, is that it
usually requires large advertising and production expenditures.

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