differentiation as a strategy
TRANSCRIPT
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DIFFERENTIATION AS A STRATEGY
Presented By :
Abhinav GuptaAbhishek Telang
Arpan Vansadia
Shantanu Jha
Vi ul Ja u
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YOURSELF
FROM OTHERS
Is yourcompany
built tolast ??
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DIFFERENTIATINGDIMENSIONS
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ABOUT…
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MARKET SHARE
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USPs of Windows
• User friendly/Simplified Administration
• Widely used
•
Greater awareness• Variety of versions
• Timely up gradations of its versions
•Cost effective
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DIFFERENTIATINGSTRATEGY
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Apple InApple In
..
Think
Different.
1976 – Apple Computersfounded by Steve Wozniak &Steve Jobs.1984 – Introduced GUI based
Macintosh OS.7th most admired companies of the world with a brand value of 55.2 billion dollars.
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AN ERA of MACINTOSHOS
Original 1984Macintosh
desktop
Mac OS X v10.6 "Snow Leopard"
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DIFFERENTIATION STYLE
Manufactures its own Hardware & Software.Focus on improving & polishing their products
rather competing on price & features.
Don’t rush to the market until or unless they are
highly confident & comfortable with their products.Excellent & knowledgeable customer service to unique,
interesting and memorable advertisements.
STAR TREK [1992] – To boldly go where no Mac has
gone before.
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KILLER FEATURES
Most successful UNIX based
OS on the internet.
AQUA theme based onanti-aliasing technology.DASHBOARD – a media
viewer interface accessed by
the Apple Remote.More reliable & secure.High speed & great system
stability.
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USP’s`•
Come with a wider variety of consumer specific & portable products.
•Highly stylish & cost effective.
•More youthful & fun oriented rather being
boring & repetitive.
•Increase status & value to people.
•More Appealing & Easy to use.
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DIFFERENTIATIONSTRATEGY
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Differentiation Strategy
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POSITIONING
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AMAZON.COM - Inc.
2009Differentiation As a Strategy
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KEY FACTS
• Index Membership: S&P 500, S&P 1500, Super CompNASDAQ 100
• Sector: Technology• Industry: Internet Software & Services• 2002: Number 492 in the Fortune 500 list• Full Time Employees:7,800• The 57th most-valuable brand worldwide• 2002: 31 millions active customers• Sales:
–
First seven years: $0 => $3.2B – 2002-2003: $3.93B => 5.26B
• 2004: revenues of $6.9 billion (growth of 31.5 from2003 to 2004)
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AMAZON’S USP
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Differentiation
• Customer obsession and customercentric
• Ownership of customer problems
• Bias for action
• Simple and great products.
•
High hiring bar and Innovation.• The company motto: ‘Work Hard,
Have Fun, and Make History’.
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Business Strategy
Gross Profit (2003)
69%
31%
North America
International
Net Sales (2003)
62%
38%
North America
International
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HTTMEDIAEDIA“ “ India's 2nd most widely India's 2nd most widely
read national businessread national business
daily.” daily.”
“ “ India's most widely read India's most widely read
financial daily” financial daily”
THE ECONOMIC TIMES
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MARKET SHARE
Courtesy: Indian Readership Survey
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POSITIONING MATRIX
0 X (Complex &Detailed Content)
Y (TargetAudience)(Expert Reader)
NoviceReader
Simple & Preciseontent)
The Economic Times
Business Standard
HT Mint
Middle Level Readers
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PRODUCT DIFFERENTIATION
1) Form
• Mint is not a pink paper.
• Unique Berliner size-a globally proven, convenient format – First time in
India.(This is half-way between a tabloid (think Mid-day, Afternoon) and a
broadsheet (Hindustan Times).
• The format is easy to hold and carry.(Compactness)
2) Features
•
First of it’s kind business newspaper with an INDEX which providesexcellent tracking of people, companies and brands.
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PRODUCT DIFFERENTIATION
3) Design
• The paper has a clean design - no gimmicks, no graphic atrocities, no attacks on
peace of mind.
•
The differentiated design of ‘mint’ offers advertisers new content adjacencies,innovative placement opportunities and impactful advertising units.
4) Style
• “The style of content delivery is such it help readers deal with the torrents of
unevaluated words (business and economic jargons).”
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PRODUCT DIFFERENTIATION
5 ) Content Reliability
• It provide readers with an early morning briefing that includes not only the
most vital news, but also analysis, commentary and opinion
• "The Wall Street Journal is the perfect partner for this unique offering because
of its unmatched journalism and insights into global businesses, markets and
economies and its unrivaled journalistic standards worldwide.”
• Careful selection of stories and providing clear writing, presentation and
analysis.
• Every weekday, ‘mint’ will come with four pages of international news and
analysis from the 1,900 global journalists at The Wall Street Journal and Dow
Jones & Co. These will be articles selected by ‘mint’ editors with the Indian reader
in mind.
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CHANNEL DIFFERENTIATION
1) Coverage
• New Delhi, Mumbai, Bangalore, Kolkata, Chennai, Pune and
expanding its presence PAN India.
•
Creation of new base of consumers of business newspaper readership through differentiation as a strategy.
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OTHER ATTRIBUTES
• Weekly supplement called ‘Campaign’ on advertising, marketing, strategy and
management.
• Independent and transparent news
• It takes stand on issues.
• It provides guidelines for investors. ( Sensex & Nifty Stock Details)
• On Saturdays, ‘Lounge’, the magazine-style weekend edition of ‘mint’, will be a
standalone offering aimed at reinvigorating the readers with its strong emphasis
on living healthier, wealthier and happier lives.
• Business Of Life (Centre Page) consists articles on career planning, health is
wealth, Work life balance, Body & Mind.
.
CRITERIA FOR CHOOSING A BUSINESS
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CRITERIA FOR CHOOSING A BUSINESS
PAPER
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POSITIONED AND DIFFERENTIATED AS
• A newspaper edited for a special business audience (novice audience).
•To infuse ‘Refreshing Clarity in Business News’.”
• It has a progressive outlook .
• A youthful business paper.
• A graduating paper. (for aspiring business managers)
• A generation next version of business news different and unique from other
newspapers predominantly focussing on economic and financial news.
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CONCLUSION
• It takes the firm away from total price based
competition with all the benefits associated with
it.
• Through differentiation , firm move to a
position wherein they can claim a premium in
the Market.