Assessing and increasing product and family differentiation in the market

Fabrice Alizon, Steven B. Shooter, Timothy W. Simpson

Research output: Chapter in Book/Report/Conference proceedingConference contribution

7 Scopus citations

Abstract

To help guarantee profit and stability in today's global market, companies must focus on the differentiation of their products. Successfully differentiated products will attract customers, generate revenue and benefit the brand image, whereas a banal product can lose money and leave a bad impression in the market. Many large companies have recently lost significant market share in part due to poor product differentiation. This paper introduces four indices to assess this differentiation at two levels - family and market - based on product function and function attributes. At the family level, the Product Differentiation Index (PDI) assesses the differentiation between a product and other products in the rest of the family and also the differentiation within the family. At the market level, the Family Differentiation Index (FDI), Family Coverage Index (FCI), and Family Un-coverage Index (FUI) assess the differentiation, the coverage, and the uncoverage of a family with another, and/or with the rest of the market, respectively. These indices help designers and marketers evaluate the positioning of their products and support product family planning. A case study involving two competitive single-use camera families is presented.

Original languageEnglish (US)
Title of host publicationProceedings of 2006 ASME International Design Engineering Technical Conferences and Computers and Information In Engineering Conference, DETC2006
StatePublished - Nov 29 2006
Event2006 ASME International Design Engineering Technical Conferences and Computers and Information In Engineering Conference, DETC2006 - Philadelphia, PA, United States
Duration: Sep 10 2006Sep 13 2006

Publication series

NameProceedings of the ASME Design Engineering Technical Conference
Volume2006

Other

Other2006 ASME International Design Engineering Technical Conferences and Computers and Information In Engineering Conference, DETC2006
CountryUnited States
CityPhiladelphia, PA
Period9/10/069/13/06

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All Science Journal Classification (ASJC) codes

  • Modeling and Simulation
  • Mechanical Engineering
  • Computer Science Applications
  • Computer Graphics and Computer-Aided Design

Cite this

Alizon, F., Shooter, S. B., & Simpson, T. W. (2006). Assessing and increasing product and family differentiation in the market. In Proceedings of 2006 ASME International Design Engineering Technical Conferences and Computers and Information In Engineering Conference, DETC2006 (Proceedings of the ASME Design Engineering Technical Conference; Vol. 2006).