Product Differentiation

Product differentiation is the process of creating and designing products so that customers perceive them as different from competing products. The differences between certain products include product quality, product design and features, and product support services. The process of differentiation is very important because it is the true test for a product to stand out against competitors.

Products quality refers to the overall characteristics that allow a product to perform as expected in satisfying customer needs. When we buy products we expect them to do the tasks which they are supposed to complete. For example, if we buy an expensive pair of jeans we expect them to last a couple of years or more because of the quality. Or if we buy a winter jacket, we would expect that the quality of the jacket will keep us warm and will be durable for many years. These two examples refer to the consistency of quality which is the degree to which a products has the same level of quality over time.

Product design is how a products is conceived, planned, and produced. Any brand can possess a great product design which is the best competitive advantage for the product. A design includes the physical appearance of the product and the products features. The physical appearance of the product is known as styling. This aspect of design is important for many consumers. We all look for a distinctive appearance in a product. The product features are specific design characteristics that allow a product to perform certain tasks. For example, cell phones are now coming into the market with so many different features. They were first just cell phones and now they include cameras, and video cameras, internet, calculator, scanner, speaker phone, etc. These features help make a distinction of a cell phone from others.

Product support services include customer services which are the human or mechanical efforts or activities that add value to a product. Some companies solely depend on customer services in order to differentiate their product. When buying appliances there is usually warranties and guarantees long with repairs. For example, if we buy a washer or dryer these types of services are very important because of the price paid for them. If something went wrong we would like for someone to repair it for a low price.

I think that product quality and design are more important that customer services in some cases. You don’t need to depend on customer service if the quality and design of your product fits specific task that it needs to perform. We all want quality, durability, and certain features that will enable the product to last a long time. I feel as if customer service is more important in service businesses. For example, customer service is significant in restaurants because not only of the quality of the food, but the service by their servers. If the servers are not friendly or helpful then customers need to report this to customer service.

Which do you think is more important, quality and design or the customer services of a product? What supports your choice?