Differentiation Product Planning
Finding customers to buy your product can be difficult if you sell a product that is similar to other available products. You need to differentiate your product offering in order to gain a competitive advantage. You can create product differentiation based on even a small difference between your product and the products of your competitors. You must, however, portray this difference prominently in the eyes of consumers.
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Instructions
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1
Make a list of competitive products. Write down a list of features that the products contain.
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2
Compile a list of features from your product. Compare your product feature list to the competitors' list of features. Cross off features that your product shares with other products.
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3
Circle the features that differentiate your product from the competition. Select one or more features from the circled items that would attract your customer base.
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4
Add a small feature to your own product offering if you cannot find anything that differentiates your product from others or if the differences do not seem appealing to your customers. Choose a feature to add that would enhance your product offering in the eyes of your target customer.
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5
Emphasize the selected feature(s) in your packaging and advertising materials in order to portray the differences in a positive light to consumers.
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