The document discusses ways that companies can differentiate their products. It notes that while differentiating steel companies is difficult, some have standout identities like Tata Steel. It then lists several ways products can be differentiated, including through their form, features, customization, performance quality, conformance quality, durability, reliability, repair ability, and style. The document was created by Sachet Jain of IIT Delhi during an internship with Prof. Sameer Mathur of IIM Lucknow.

1. How can companies
differentiate products?
SACHET JAIN
IIT DELHI

2. Why Differentiate ??
TO BUILD A BRAND

3. Differentiating Steel making companies???
Difficult!! Still we have standout
identities like TATA STEEL

4. Product Differentiation
• FORM
• FEATURES
• CUSTOMIZATION
• PERFORMANCE QUALITY
• CONFORMANCE QUALITY
• DURABILITY
• RELIABILITY
• REPAIRABILITY
• STYLE

5. FORM
Differentiated on the basis of size, shape
and physical structure of product

6. FEATURES- supplementing basic function

7. CUSTOMIZATION-
MASS CUSTOMIZATION

8. PERFORMANCE QUALITY
LEVEL AT WHICH THE PRODUCT’S
PRIMARY CHARACTERISTICS OPERATE.

9. CONFORMANCE QUALITY- degree to which all
products are identical and meet promised specifications

10. DURABILITY

11. RELIABILITY

12. REPAIRABILITY

13. STYLE- product’s look and feel

14. Created by Sachet Jain, IIT Delhi, during an
internship by Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com