differentiation strategy

  

Definition

Approach under which a firm aims to develop and market unique products for different customer segments. Usually employed where a firm has clear competitive advantages, and can sustain an expensive advertising campaign. It is one of three generic marketing strategies (see focus strategy and low cost strategy for the other two) that can be adopted by any firm. See also segmentation strategies.

Use this term in a sentence

  • Our differentiation strategy would surely pay off because we had put a lot of positive energy into it throughout the month.

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  • You should come up with a differentiation strategy just in case thinks are not going as you had planned out.

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  • From the increase in diversity of the clientele, as well as the increase in the actual customer base and ensuing revenue boost, it is obvious that our differentiation strategy was an asset in broadening our outreach to other consumer segments.

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