1. INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES
DIFFERENTIATION
INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES
Differentiate or DIE!

2. DIFFERENTIATION

3. Definition of differentiation
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. Volvo the safest car: dengan pengalaman rancang bangun, produksi, dan R&D selama 75 tahun, Volvo hrs membuat mobil ter-aman di dunia dengan perlengkapan keamanan tercanggih di dunia, mulai dari 3 point seat belt, rear-facing cameras, volvo personal communicator (VPC), internal heartbeat sensor, collision warning sensor, etc.

5. Product differentiation
Feature
Performance
Design

6. SERVICE DIFFERENTIATION
Fast
Easy
Delivery Time
Empathy

7. Channel differentiation
Channel Coverage
Selling
Customer Service

8. People DIFFERENTIATION
Capability
works
Skill

9. Image differentiation
Logo
Brand Identity
Association
Character
Celebrity Endorser

10. 1. CONTENT
The tangible part of differentiation, usually the main offering to customer
Ayam Goreng Pemuda
Google
Laurier
Laurier muncul wonder gel, softcare, airlayer technology

11. 2. context How to offer our value differently from competitors? Oreo
Oreo: diputar, dijilat, dicelupin (diferensiasi dari cara memakan)

12. David Beckham paling sering gonta-ganti rambut,
Food festival in Pakuwon (family recreation while dining)
David Beckham paling sering gonta-ganti rambut,
Menjadi fashion icon

13. 3. INFRASTRUKTUR
HRM
Blue bird berhasil bukan karena armada yg banyak, tapi juga supir yang terkenal jujur, ramah, dan santun
Singapore Airline dengan Singapore Girl sebagai pramugari yang tidak hanya ramah, tapi juga memberikan memorable experience.

14. Happiness
Service Excellence

15. Technology + Facilities
BCA ,
BCA menerapkan Society of Worldwide Interbank Financial Telecommunication u/ mendukung transaksi international cepat dan akurat, kemudian sistem komunikasi eksklusif melalui satelit, komunikasi antar cabang dan seluruh jaringan.
Gillette dengan berbagai varian mulai dari Trac II (1971) sampai Mach3Turbo (2003).
Gilette

16. Infrastructure – Telkomsel provider
Hard to imitate
Fit activity system - Honda
Infrastructure – Telkomsel provider
Contoh hard to imitate:
Honda dengan layanan sales, sparepart, servis, hingga after sales
ASTRA meluncurkan astra world. Konsep yang tdk mudah karena astra world merupakan akumulasi pengalaman astra di industri otomotif serta pengetahuan mendalam terhadap pola perilaku dan selera konsumen.
Telkomsel pny banyak BTS even di pedesaan
Carrefour pny 2000an supplier

17. The requirement for differentiation

18. ISUZU vs TOYOTA Bring excellent value to customer
Isuzu  fuel efficient  cost saving
Auto 2000 dengan layanan one stop shopping

19. Communicate your differentiation
Simple
Meaningful
Focus
Simple: in a simple language
Meaningful: jangan sampai terlalu simple dan miskin kata-kata tapi kehilangan makna. Pilih kata yg singkat dan bermakna
Focus: jangan terlalu banyak maksa, komunikasikan satu titik perbedaan anda dan pesaing

20. Maintaining your differentiation

21. Be consistent
always competitive prices

22. Be consistent
Ritz Carlton, the finest personal service and facilities throughout the world

23. Pepsodent
Focus to core differentiation

24. Evolve your differentiation
Rinso as a market leader, keep innovating their product