integrate your content, context, and infrastructures differentiation
TRANSCRIPT
DIFFERENTIATE OR DIE!
INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES
DIFFERENTIATION
DIFFERENTIATION
DEFINITION OF DIFFERENTIATION
A firm differentiates itself from its competitors if it can be unique at something that is valuable to buyers (Porter)
Integrating content (what to offer), context (how to offer), and infrastructure (enabler) of our offers to customers (Hermawan)
PRODUCT DIFFERENTIATION
Feature Performance Design
SERVICE DIFFERENTIATION
Fast Easy Delivery Time Empathy
CHANNEL DIFFERENTIATION
Channel Coverage Selling Customer Service
PEOPLE DIFFERENTIATION
Capability Culture @ works Skill
IMAGE DIFFERENTIATION
Logo Brand Identity Association Character Celebrity Endorser
1. CONTENT The tangible part of differentiation,
usually the main offering to customer Ayam Goreng Pemuda Google Laurier
2. CONTEXT
How to offer our value differently from competitors? Oreo
Food festival in Pakuwon (family recreation while dining)
David Beckham paling sering gonta-ganti rambut, Menjadi fashion icon
3. INFRASTRUKTURHRM
Happiness
Service Excellence
TECHNOLOGY + FACILITIES
,
Gilette
BCA
Fit activity system - Honda
Infrastructure – Telkomsel provider
HARD TO IMITATE
The requiremen
t for differentiati
on
ISUZU VS TOYOTA
Isuzu fuel efficient cost saving Auto 2000 dengan layanan one stop shopping
Bring excellent value to customer
COMMUNICATE YOUR DIFFERENTIATION Simple Meaningful Focus
MAINTAINING YOUR
DIFFERENTIATION
BE CONSISTENT
always competitive prices
BE CONSISTENT
Ritz Carlton, the finest personal service and facilities throughout the world
Focus to core differentiationPepsode
nt
Rinso as a market leader, keep innovating their product
Evolve your differentiation
