Service Is the Differentiator

While products or services may be similar, it is possible to differentiate your product by offering a unique service. For instance, while all airlines are the same, Kingfisher Airlines distinguishes itself with the way helpers take care of luggage and especially in the way the passenger is treated as a ‘guest’. All hospitals aim to cure but the motto, ‘Our work is an offering to God’ at th Sathya Sai Hospital in Whitefield, Bangalore, differentiates it from more commercial institutions.

Use the plan as per the table given below to revisit existing product service packages and explore how products and services can be differentiated.

Product Differentiation Chart

Areas of Customer Supplier Manufacturing R&D Marketing


Product design



Place of sale