How is your product different from the others? And why should people use it?
These are the concerns at the heart of product differentiation. And, though they are deceptively simple, developing a compelling product differentiation strategy requires a deep understanding of the market, the competition, and the target audience.
That’s why, in this guide, we look at the steps and tools you can use to build a stronger value proposition for your product. We also look at real-life examples of product differentiation for you to take inspiration from.
How to create a product differentiation strategy:
There are four stages involved with any product differentiation strategy. And your entire team, from marketing to customer support, should be involved with all of them even though your product team will likely oversee the process.
1. Get to know your audience
To understand how you can help your product stand out from others on the market, you need to know exactly what your audience needs. The process of this will look different throughout the product life cycle, but generally, you can analyze the following:
- Marketing data such as online surveys or focus groups. Ask questions about their preferences, challenges, and what features they value most in a product.
- Customer service insights. Find out common complaints and take note of positive experiences, picking out the underlying needs from this information.
- User behavior analytics through a product analytics platform like NetSpring. This gives you detailed insights into which features people use most and can help you understand which parts of your product are already meeting their needs.
Based on the data you gather, you should rank your customers’ needs on a scale of 1-5. Ask yourself how urgent it is that your customer fulfills this need. List the most important needs as these are where you can provide differentiation so long as they are currently unmet by the market.
2. Research the market
Understanding the product landscape means identifying each of your competitor’s differentiation strategies and looking out for gaps. By involving your entire team in this, you ensure that different perspectives and insights are considered, leading to a more comprehensive understanding of the market.
Take a look at the customer needs you identified and assess how well your competitors are meeting them. You can again give this a score out of 5.
3. Map your product to customer needs
Identify your current differentiators. These will be features that meet high-priority needs with low competition existing in the market. You can also align your product roadmap to create features that enhance existing differentiators and address emerging needs.
As you map your product to customer needs, bear in mind these three key models for product differentiation:
- Vertical product differentiation is when customers set products apart based on quality and performance levels that are universally agreed upon.
- Horizontal product differentiation is where people choose between products based on totally subjective preferences.
- Mixed product differentiation mixes elements of both vertical and horizontal product differentiation. Customers tend to use this when making complex buying decisions.
If you’re looking for points of differentiation, here are a few to get you started:
- Price
- Quality
- Appearance
- Ease of use
- Brand presence
- Reliability
- Customer support
- Offline features
- Gamification
4. Express, test, and iterate
Once you’ve finalized your product differentiation strategy, put it into action across your marketing campaigns, customer support initiatives, and product strategy with key messaging and support to help users get the most out of your differentiated features.
A unified campaign allows you to test whether focusing on your differentiator results in more user engagement. From here you can adjust your marketing, onboarding processes, and support guides one by one to test whether one area needs to be clearer or whether you need to focus more on a different value proposition.
Software for creating a product differentiation strategy
Every product differentiation strategy should include software from each of these three categories.
Competitive intelligence
Tools like Sprout Social and Klue provide insights into competitors’ strategies, market positioning, and performance metrics. By allowing you to track competitors’ product features, pricing models, promotional activities, and customer sentiment, they can help you identify gaps in the market where customer needs aren’t fully addressed.
Market research
Market research tools such as Google Trends and Survey Monkey allow you to collect qualitative and quantitative data through surveys, interviews, focus groups, and data analysis; this helps you better understand customer needs, pain points, and purchase behaviors.
With this data, you can validate product ideas, prioritize features based on customer feedback, and uncover niche markets or segments with specific needs.
Product analytics
Product analytics tools provide deep insights into how users interact with your product. By tracking user behavior, feature adoption rates, user engagement metrics, conversion funnels, retention, and more, you can understand which product features are most valued by customers.
With a platform like NetSpring, you can create detailed audience segments to tailor your product differentiation strategy even further toward specific groups. Your entire team can help communicate why your product is great for each audience — for example, with personalized onboarding, marketing campaigns, and customer support.
The best product analytics tools will also integrate directly with your data warehouse, giving you a complete picture of marketing, customer support, and product data in one place. This means your team can easily work together to ensure all efforts remain aligned with your differentiation strategy and users’ needs throughout the customer journey.
Great examples of successful product differentiation
Here we look at some real-life examples of product differentiation and the factors these companies chose to focus on.
1. Spotify
Spotify differentiates itself through quality, standing out in the music streaming industry by offering personalized user experiences through its sophisticated algorithms. These curated playlists such as “Discover Weekly” and “Daily Mix” are tailored to individual listening habits. This provides a higher quality of service than many other streaming platforms which rely on more generalized recommendations.
2. Google Drive
Much simpler than other solutions on the market, Google Drive offers an interconnected system of cloud-based tools and services for file storage, sharing, and collaboration. This simplicity is also carried over into pricing as Google Drive offers 15 GB of free storage.
3. Evernote
Unlike many of its competitors, Evernote allows you to access and edit your notes when you’re offline. By prioritizing this additional accessibility, Evernote is able to appeal to a wider audience who might be traveling or working in remote areas, for example.
Staying aligned with user needs as you scale
Product differentiation is a continually evolving process and the only way to stay ahead of your competition is to stay aligned with users’ needs and desires.
NetSpring makes it easy for you to base your strategy on real-time data by providing clear, time-ordered, 360-degree insights from throughout the customer journey and enabling you to create detailed segments for tailored differentiation.
With self-serve funnel, path, and cohort analysis, your entire team can collaborate effectively to optimize user experiences, prioritize feature enhancements, and tailor marketing strategies to better meet evolving needs.
In a single solution, you can see data from your product and your warehouse, without the need for reverse-ETL tools or data duplication.
If you’re ready to get started, explore our features today with a 14-day risk-free trial.
FAQS
1. What is a product differentiation definition?
Product differentiation is the process of distinguishing a product or service from others in the market by highlighting unique features or benefits. It aims to enhance perceived value among a target audience and reduce direct competition.
2. Why is product differentiation important?
Product differentiation is crucial because it enables businesses to stand out in competitive markets and effectively capture the attention and loyalty of target customers. By offering unique features or benefits that address specific customer needs or preferences, businesses can justify premium pricing, build brand reputation, and establish a sustainable competitive advantage.
3. How do you measure the success of a product differentiation strategy?
Measuring the success of a product differentiation strategy involves tracking key performance indicators (KPIs) such as customer acquisition rates, retention metrics, and market share expansion. Product analytics tools play a vital role here by providing insights into user behavior, feature adoption rates, and customer retention levels.
