Identifying differentiators is a key to Marketing as it decides the longevity or sustenance of a product in market. Stronger differentiating factors have a natural tendency of lasting longer and are easier to associate with market’s demands. So, how to arrive at this? Market poses challenges and competition.

1. iPOTT 13-Feb-12
Getting you there…
Product Differentiation based on
Organizational offerings
Go Goal
Identifying differentiators is a key to Marketing as it decides
Set, Get, Go… the longevity or sustenance of a product in market. Stronger
differentiating factors have a natural tendency of lasting
To visit this blog Click here. longer and are easier to associate with market’s demands. So,
how to arrive at this?
iPOTT being an end to end
provider of innovative and cost Market poses challenges and competition. But, these activities
effective services in the areas of are sources of opportunities as well. Therefore to achieve a
knowledge management, sales Strategic leverage at Organizational level, each opportunity
enablement and consulting offers has to be assessed for the kind of returns. This can be used to
a unique and unbiased platform arrive at a range of Strategic Options to choose from at an
for software product companies organizational level.
worldwide to reach their target
markets Before identifying Product differentiators, it is critical to
understand the Organization’s differentiation strategy and
how this could impact the way new product is marketed. For
instance Organizations differ in terms of their Growth Strategy
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and Competitive Strategy adopted which would reflect in the
way products are released into market for the first time and
thereafter how it is propagated in market or what means are
adopted to achieve this.
Accordingly new growth could be achieved by initiating
product specific sales, offering a customer specific service,
offering technology specific growth (eg. exclusively internet
marketing to achieve online sales) and growth through
expansion of channel partners. The strategy here is to adopt a
highly targeted approach to reduce risks.
Competitive Strategy of an organization maybe realized by
differentiating its services and offerings based on cost
arbitrage, quality, speed, service and innovation. For instance
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2. iPOTT
Getting you there…
Apple, Microsoft, Intel, HP and IBM differentiate themselves in
market through their innovations. They do offer other
services, but it is targeted at supporting their innovations.
Go Goal Cost arbitrage and quality based differentiation is visible in
Indian IT sector. Knowledge Process outsourcing, Business
Set, Get, Go… Process outsourcing and Information Technology outsourcing
are differentiated based on nature of services offered.
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The underlying concept is that the strategy adopted by an
We have blogs targeting a range of organization is embedded in its operational processes and in
audience starting from potential the nature of offerings. This reflects in their operational
product innovators to CEOs excellence. Therefore to identify a differentiating factor,
linking the product with the company is critical.
Audience interested in knowing
about Marketing Strategy, Indian
IT trends and Best Practices to be
adopted while kick-starting
company can utilize the
information provided in these
blogs
Technology Trends
CEO Speak
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DN: 011/GG/2012 V1.0 Copyright © 2012 iPOTT