What does "product differentiation" aim to achieve?

Product differentiation aims to distinguish a product from others in the marketplace, making it more attractive to a specific target market. By highlighting unique features, benefits, or qualities that set the product apart from competitors, companies can create a distinct identity for their offerings. This uniqueness can stem from various factors such as design, quality, branding, customer service, and advanced technology, ultimately fulfilling specific needs or preferences of consumers.

When consumers perceive a product as different, they are more likely to consider it when making purchasing decisions. This perception can lead to increased customer loyalty and the ability to command higher prices compared to undifferentiated products. In many cases, successful product differentiation can help a business carve out a niche in a crowded market, ultimately driving sales and enhancing brand reputation.

While increasing market share may be a consequence of successful product differentiation and reducing production costs or simplifying the purchasing process can be strategic goals for a business, they are not the primary aim of differentiation itself. The focus is squarely on creating a recognizable and appealing product in the minds of consumers.