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1. Introduction
2. Agenda for this session
3. Session 1: introduction to differentiation
4. Definitions
5. Porter's Generic Strategies framework
6. Why is differentiation necessary?
7. Further clarification of 'differentiation'
8. Different' and 'differentiated'
9. Differentiation value curve
10. Demand and supply side factors
11. A practical example: how much is a Coke?
12. So what is the price?
13. Session 2: 20 ways to differentiate
14. The two major axes
15. 10 key sources which add values for a customer
16. Branding, image
17. Expertise, skill, knowledge
18. Unique products
19. Place, convenience
20. Availability
21. Product function, form and features
22. Specialised or semi customised products
23. Strategic speed
24. Completeness
25. Good or close relationships
26. 10 additional key marketing actions
27. Rigorous and constant segmentation
28. A distinct brand 'hierarchy'
29. A new category with no competitors
30. Distinct positionings
31. A range of different price points
32. Use the value curves for innovative combinations
33. Combine products, functions, categories, elements
34. The 3 key 'S's: Systems, Services and Solutions
35. Focus on the 'hidden' costs
36. Economic or strategic transformational gain
37. An example: Oracle's Value Proposition
38. Differentiation is more than innovation
39. What difference does differentiation make to price?
40. How does differentiation impact price?
41. The effect of differentiation on pricing
42. Comparison for VW and Audi equivalents
43. Retail prices for 2 litre bottles of lemonade
44. How airlines manage to segment passengers
45. Session 4: pricing for differentiation
46. Let's now look at how to set the price
47. Some definitions for value
48. The basics of setting differentiated prices
49. Use a table to describe your differentiation
50. Where's the price?
51. In conclusion

Topics Covered

• Introduction to differentiation
• What is differentiation? Why is it important?
• Differentiation as a key source of competitive advantage
• Understanding the Product Life Cycle
• The difference between being 'different' and being 'differentiated'
• A 'value curve' of differentiation
• Demand and supply side factors
• 20 ways to differentiate
• 10 key sources which add distinctive values for a customer
• 10 additional key marketing actions which will create and reinforce strong differentiation
• What difference does differentiation make to price?
• Pricing for differentiation
• definitions for value
• The basics of setting differentiated prices
• Conclusion

Links

Series:

• Pricing on Value

Categories:

• Finance, Accounting & Economics

Talk Citation

Publication History

• Published on August 11, 2011