1. INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES

2.  A firm differentiates itself from its competitors if it can be unique at something that is valuable to buyers (Porter)  Integrating content (what to offer), context (how to offer), and infrastructure (enabler) of our offers to customers (Hermawan)

4.  Feature  Performance  Design

5.  Fast  Easy  Delivery Time  Empathy

6.  Channel Coverage  Selling  Customer Service

7.  Capability  Culture @ works  Skill

8.  Logo  Brand Identity  Association  Character  Celebrity Endorser

9.  The tangible part of differentiation, usually the main offering to customer  Ayam Goreng Pemuda  Google  Laurier

10.  How to offer our value differently from competitors?  Food festival in Pakuwon (family recreation while dining)  Starbucks Café  David Beckham  Oreo

12.  Technology  BCA, Gilette  HRM  Pizza Hut, Blue bird, Singapore Airlines  Facilities

15.  Bring excellent value to customer  Isuzu  fuel efficient  cost saving  Yakult  fermented milk  healthy  Our company’s advantages must be better than competitor  Extra Joss  Komix  Hard to imitate  Fit activity system

17.  Simple  Meaningful  Focus

18.  Focus to core differentiation  Pepsodent Triple Action, Herbal cooling, sikat gigi Pepsodent Family, Unpack, JR Peet, JR Arms, electra  Be consistent  Carrefour, always competitive prices  Ritz Carlton, the finest personal service and facilities throughout the world  Evolve your differentiation  Rinso as a market leader, keep innovating their product