Points of difference are the attributes or the benefits associated with the brand that consumers’ positively evaluate and believe that they cannot find the same attributes in the competitive brand.
Marketers have generally focused on the points of difference in the products. They have differentiated in terms of positioning, promotion, distribution channel and the basic product itself. But most of this differentiation occurs in the customer’s mind. Creating points of difference is a great challenge. These points of difference and strong association in consumer’s mind create a brand.
The differentiation that marketers resort to can be meaningful or it can be meaningless also. Meaningless differentiation can be seen prominently in many low involvement products like chocolates, chewing gums etc. Menthos (Dimag ki batti Jalaye), Polo (Mint with a hole). Coke and Pepsi are hard to distinguish from each other in a blind folded test. The marketers have meaninglessly differentiated in terms of taste and consumers on seeing the labels have these differences in their mind. KitKat and Perk, both of them are wafer chocolates. KitKat differentiated itself from perk with its unique brand ritual.
Points of parity are the necessary attributes or the benefits associated with the product that is same across all the offerings in the same category of products. In simple terms points of parity are the necessary conditions for existence the product.
The points of parity should also be taken care of by the marketers as it is the basic requirement of the product. Even if it is not the basic requirement of the product or service, customers’ expect it to be included in bundle with the product or service that they get.
Example- In a hotel providing a room with a bed and an attached bath is the basic product. But customer’s expect fresh bed-sheet, clean towels etc as part of the package of renting the room. Every hotel offers that. Hence it forms the point of parity.
Marketers have generally focused on the points of difference in the products. They have differentiated in terms of positioning, promotion, distribution channel and the basic product itself. But most of this differentiation occurs in the customer’s mind. Creating points of difference is a great challenge. These points of difference and strong association in consumer’s mind create a brand.
The differentiation that marketers resort to can be meaningful or it can be meaningless also. Meaningless differentiation can be seen prominently in many low involvement products like chocolates, chewing gums etc. Menthos (Dimag ki batti Jalaye), Polo (Mint with a hole). Coke and Pepsi are hard to distinguish from each other in a blind folded test. The marketers have meaninglessly differentiated in terms of taste and consumers on seeing the labels have these differences in their mind. KitKat and Perk, both of them are wafer chocolates. KitKat differentiated itself from perk with its unique brand ritual.
Points of parity are the necessary attributes or the benefits associated with the product that is same across all the offerings in the same category of products. In simple terms points of parity are the necessary conditions for existence the product.
The points of parity should also be taken care of by the marketers as it is the basic requirement of the product. Even if it is not the basic requirement of the product or service, customers’ expect it to be included in bundle with the product or service that they get.
Example- In a hotel providing a room with a bed and an attached bath is the basic product. But customer’s expect fresh bed-sheet, clean towels etc as part of the package of renting the room. Every hotel offers that. Hence it forms the point of parity.
