What is the differentiation strategy?

Differentiation strategy involves providing uniqueness that is sufficiently valued by customers to allow a price premium Key drivers of differentiation are: • Product and service attributes: providing better or unique features or options or locations etc. • Customer relationships: providing better or unique customer service and responsiveness; or customisation • Reputation: providing better or unique image and prestige • Complements: building on unique linkages with other products/services (Apple and iTunes). It is a broad target / differentiation strategy (See pic)