The document discusses differentiation and positioning strategies for e-marketing. It defines differentiation as adding meaningful differences to distinguish a company's offering. Five dimensions of differentiation are discussed: product, service, personnel, channel, and image. Dell's use of websites like IdeaStorm, Direct2Dell, StudioDell and forums to differentiate its image online through user engagement and customized content is described. Effective differentiation strategies outlined include being first to market, owning a product attribute in customers' minds, demonstrating product leadership, and communicating differences clearly.
21. Service Differentiation Ability to respond more rapidly to customer concerns. Ability to receive customer feedback through e-mail 24 hours a day. Customer Service
22. Service Differentiation Features offered and service consumption experience. Distribution of products ordered online. Other Customer Service
24. Personnel Differentiation In the past Internet Personalized service and one-to-one relationships required costly skilled personnel. Internet auto process leads to a cost leadership advantage over off-line companies. Higher levels of service & lower prices! Also for the end users.
27. Channel Differentiation Entire distribution channel For digital products$ Music & Software downloads Specialized personal services “ Do it yourself” - Conduct activities Transaction and distribution channel Commercial transactions online Communication channel Product & Service information on the Web 4 1 2 3 Online Channel Multiple levels
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