All goods and services are differentiable. “The way in which the manager operates becomes an extension of product differentiation,” he says. Finally, the author describes the alert, imaginative state of mind that characterizes good management of product differentiation. How does the marketer differentiate a so-called commodity like isopropyl alcohol, strip steel, commercial bank services, or even legal counsel? The author describes the attributes of products that give the marketer opportunity to win the customer from the competition and, having won him, to keep him.
“If you commit to these varieties they aren’t going to fall over in 10 or 15 years, either because they’re not distinctive enough, or they have growing problems or yielding problems.On television we see product differentiation all the time, whether the subject of the commercial is a distinguishable good like an automobile or an indistinguishable good like laundry detergent. “If we get something right and we've done all the testing for 10 or 12 or 20 years – then it's in the ground for a generation. “As a grower here over the years we've been constantly planting new varieties, and then after 10 to 12 years pulling them out again. While new apple varieties could be developed within a much shorter timeframe, he said there could be a range of unintended consequences for growers. “And to do that we weren’t going to go out before we were absolutely confident that it’s thoroughly tested and is going to stand out in the market.” “We want to really give the pip fruit category a boost, we want something that’s going to be intergenerational and something we believe is superior. The Roxy apples have been developed primarily for the export market, with the first commercial harvest set for this summer.
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