Question

A customer has many choices of items to buy in today’s marketplace. What is and why has product differentiation and positioning become so important in the sales and marketing of a product?

What are some of the common ways' salespeople add value to the products that they sell?

Please discuss these items in detail

Answer 1

In present market, consumers get varieties of products. If a person wants to buy a powder then there are many varieties. The difference is seen in terms of fragrance or other features like Dermi cool for summer. Product differentiation is a marketing strategy to present the product or service infront of the customers by bringing some differences in the product so as to make it more appealing to the customers. As a result of increased competition, it becomes necessary for the firms to go for product differentiation. Product differentiation helps in creating brand loyalty. Differentiation can be done on the basis of price, quality,size , performance, appearances , after sales service and many more. Just for example, Duracell batteries lasts long than ordinary one. iphone is also a status symbol as compared to android phone.Sometimes in order to overcome lossess, there is need to make some modification in the product.

Positioning states where the product stands in comparison to other similar products in the market and in the minds of the consumer. Positioning helps to create a brand image and enables to charge a high price as compared to other similar products. Woodland is considered tough and perfect. Nike has maintained a different position in the market. Athletes generally use it. Positioning in the minds of the consumers can be done by offering high quality products.Sometimes it is helpful to create an emotional link of the product with the customers. Thus positioning helps in creating brand loyalty.

As a result of increased competition and race to have more profit, firms adopt many marketing strategies. It add value to the product so that there will be long term relation with the consumers. Some methods which salesman adopt to add value to the product includes:

1. Offer better quality products: If quality products are available to the consumers then demand will always be there in the market.

2. Delivery speed: companies like Amazon promise to send the ordered product on time. Sometimes one day or two days delivery option is available which increases the sales.

3. Improve product design and packaging: This is done to attract the customers towards the product.

4. After sales service: It is one crucial step at present time. Even salesman are waiting for the feedback after selling so as to satisfy the customers and make possible changes according to their feedback.

Thus in order to maintain a strong position in the market, various strategies like differentiation, position or adding value to the product is necessary.These are mainly marketing strategy to increase revenue and sales while meeting the expectations of the customers