differentiation

Question 1

how do consumers find your offerings with example

Answer 1

• with an easy search process, more convenient
  -24 hour telephone order link

Question 2

How do people become aware that they need their product/service example

Answer 2

Oral B strategy, create a toothbrush that the middle is blue and with use it becomes white and that is when consumers need to change it and buy a new one

Question 3

how do consumers make their final decision

Answer 3

• by discouraging consumers of opting for their competitors
  ex:CityBank captured a significant share of college students for an easy access to credit cards

Question 4

how do customers order/purchase products

Answer 4

-low cost: high volume
ex: American Hospitals made their ordering and restocking process easier for syringe and disinfectants

Question 5

how is our product/service delivered

Answer 5

-delivering affects differentiation
- if it is an impulsive orders customers want it immeadtly

Question 6

what happens after delivery

Answer 6

consumer check if the order is correct
a good delivery process provides more consumer trust
delivery should have time and location in consideration

Question 7

how is our product installed

Answer 7

ex: Compag computers were the 1st to target a different installation process method, instead of using an instruction book with complex info they opted for a 10 steps installations poster

Question 8

how is it paid for

Answer 8

have different types of payment methods
ex: paypal is more secure and its anonymous

Question 9

how is it stored

Answer 9

• correct way to store it so that it can be preserved
  ex: individual packs for cookies

Question 10

how is our product moved around

Answer 10

• is it functional
  ex: a luxury bag that has a good quality but is very small

Question 11

what is the customer really using our product for

Answer 11

• can be created with a purpose but being used for another thing
• ex: Kleenex paper tissues were created as makeup wipes remover and consumers used them for their nose

Question 12

what do consumers need help when using it

Answer 12

staff should understand their language
ex: American companies have different center in India since they have a 12 time zone difference

Question 13

what about returns and exchanges

Answer 13

ex: Nordstrom has a non questions asked policy that promotes this type of behaviours

Question 14

how is our product repaired

Answer 14

through guarantees or do we have to pay the repair?
-ex: Tandem computers tries and repairs it before customers even notice the problem

Question 15

what happens when we don’t need the product anymore

Answer 15

is it recycled? does it have a send life cycle?
ex: Canons customers can return their spent printer cartridges at Canon’s expenses
this also promotes Canons environmentally friendly moves