Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Differentiation
Pertemuan 13
Learning Outcomes
•Students can choose proper basis for
differentiation
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Material Outline:
• What is differentiation?
• Basis of differentiation
• Terms to do differentiation
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What is Differentiation?
• “A firm differentiates itself from its competitors if it can be unique at
something that is valuable to buyers” (Michael Porter, 2003)
• Differentiation results in giving a valuable value.
• What to offer must be different and unique in consumer’s perception
• How to offer must reflect the differentiation concept made
• Infrastructure, all tools required to support and deliver this
differentiation.
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Basis of Differentiation
• According to product:
– Sources of differentiation will be features, performance and design
• According to service:
– Speed, ease, delivery time, empathy
• According to distribution:
– Channel coverage, selling techniques, customer service
• According to people:
– Capability, culture, skill
• According to Image:
– Logo, brand identity, brand association, character, celebrity endorser
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Basis of Differentiation
• Content
– This refers to “what” value you would like to offer that can
differentiate your self from your competitors.
– Ayam goreng Kalasan versus Mbok Berek. It lays its
differentiation on the way it fries the chicken. From type of
chicken chosen, unique recipe of frying chicken, and manner to
offer the fried chicken to consumers.
– Citibank credit card, differentiates its product from its competitors
by providing credit shield, airport lounge, phone banking services
and 1 Bill, or Eazypay.
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Basis of Differentiation
• Context
– It shows “how” or “methods” used to offer value created before.
– It speaks about in what way one delivers this value to
consumers, so that consumers can see this value given in a
unique way.
– McDonald’s offers chicken that is not so tasty as those offered by
ayam goreng Kalasan. However, its counter is always full of
visitors. Why? Because McDonald’s lay its differentiation on 24
hours open outlets, cleanliness, high speed service at table.
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Basis of Differentiation
• Infrastructure
– Refers to technology, human resource facilities, skills
– In giving its convenience and ease to its consumers, BCA
capability is determined by Technological advances it uses. More
than 10 years, BCA has used Very Small Aperture Terminal to
gain access of communication among its branch offices through
satellite. Beyond that, BCA has already applied Society of
Worldwide Inter-bank Finance Telecommunication that enables
its consumers to do international transaction in short time.
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Terms of Differentiation
• Differentiation must give excellent value to consumers. It
means, this differentiation has to be able to deliver
values and benefits to its consumers.
– Have you drunk Yakult today? Yakult has successfully positioned
itself as fermented beverages that can increase required
bacteria within our body and to reduce the reproduction of
dangerous fluids.
– Plaza Senayan offers a superior shopping experience through
live show, mall entertainment.
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Terms of Differentiation
• Differentiation chosen is the competitive advantage over
competitors. Differentiation will be firm if you can give
more than what an industry can give in average.
– Komix, is one of good examples that is brave enough to create
cough medicine in sachet. As we commonly know cough
medicine is wrapped in a bottle. But this time, Komix offers
something different. Its slogan “Disobek langsung glek” rapidly
became known when the product was first launched into the
market.
– Carrefour is also a good example to explain how it differs from
others. Service given is higher than what other competitors can
give. Wheel chair, kid-stroller trolley for toddlers, snack corner
within the store.
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Conclusions
• Differentiation is designed to make a product differs from
that of competitors
• Differentiation can be developed based on product,
service, channel distribution, people, or image.
• Differentiation must be reflected in content, context and
infrastructure
• Differentiation must be excellent value to consumers and
competitive advantage over competitors
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