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Diferensiasi Produk: Pengertian, Strategi & Dampak Bagi Bisnis

Nov 28, 2018

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Diferensiasi Produk: Pengertian, Strategi & Dampak Bagi Bisnis

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Apa itu diferensiasi produk?

Diferensiasi produk adalah proses yang membedakan produk atau layanan Anda dengan pihak lain. Proses ini melibatkan detail karakteristik setiap produk yang dihargai oleh konsumen  dan menjadikan hal ini unik. Ketika berhasil, diferensiasi produk menciptakan keunggulan kompetitif dikarenakan pelanggan melihat produk Anda sebagai yang superior.

Mengapa diferensiasi produk itu penting?

Penting bagi perusahaan untuk berbeda dengan kompetitor, dikarenakan ada ratusan produk baru yang masuk ke pasar setiap hari. Ketika dihadapkan dengan terlalu banyak pilihan, konsumen akan bingung dalam memilih dan pada akhirnya membuat keputusan untuk tidak membeli. Itulah mengapa sangat penting untuk bisnis Anda menemukan cara agar produk Anda terlihat “menonjol” dan dianggap unik serta beharga daripada barang yang serupa.

Tim pemasaran akan berusaha menjelaskan kepada semua pelanggan apa kelebihan yang ditawarkan produk Anda dan membandingkannya dengan pesaing. Jika perusahaan Anda memiliki banyak produk, pastikan setiap produk memiliki identitas yang jelas untuk menghindari kebingungan saat konsumen menentukan pilihan. Membuat produk yang berbeda adalah hal yang menarik bagi calon konsumen. Hal ini dapat membantu membangun keunggulan kompetitif produk dibandingkan merek lain.

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Strategi Diferensiasi Produk

Strategi diferensiasi produk yang baik dapat memperoleh loyalitas merek, hal terpenting untuk setiap bisnis yang sukses. Strategi ini berfokus pada persepsi nilai pembeli. Selama penjual terus memberikan kualitas pelayanan tertinggi, basis pelanggan akan tetap loyal.

Segmentasi pasar saat ini dihadapkan dengan persaingan bisnis yang sangat kompetitif. Jika suatu produk tidak memiliki kualitas tinggi secara konsisten, konsumen akan beralih ke pilihan lain. Membuat produk yang unik tidak akan cukup untuk mendapatkan keunggulan kompetitif dari diferensiasi produk jika pembeli tidak mengetahui perbedaan produk Anda dengan merek lain.

Penjual harus memiliki pemahaman menyeluruh tentang harapan pembeli dan bagaimana produk akan digunakan. Misalnya, tujuan membeli mobil adalah untuk alat transportasi, tetapi jika membeli mobil tersebut  juga akan memberikan perasaan pencapaian dan harga diri yang tinggi, maka penjual akan memiliki keunggulan kompetitif atas produk mobil yang ia pasarkan.

Cara lain diferensiasi produk sangat penting adalah memberikan kontribusi terhadap persepsi pembeli bahwa tidak ada merek yang serupa dengan produk yang kita pasarkan. Diferensiasi produk akan menyoroti hal yang membedakan produk kita dengan kompetitor. Konsumen akan melihat bahwa produk kompetitor tidak dapat memenuhi kebutuhan mereka. Hal ini meningkatkan harapan konsumen tentang kesadaran standar kualitas yang akan mereka terima.

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Cara Untuk Membedakan Produk Anda

Anda tidak ingin produk Anda terlihat aneh hanya kerena ingin produk Anda terlihat berbeda bukan? Sebaliknya, pertimbangkan apa yang paling penting bagi pelanggan Anda dan biarkan hal itu mendorong keputusan Anda tentang cara membedakan produk Anda. Diferensiasi produk Anda harus muncul setelah secara hati-hati meneliti persaingan dan hal ini harus menjadi bagian dari visi produk Anda yang lebih besar.

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Manfaat

Nilai apa yang bisa didapatkan pelanggan bila menggunakan produk Anda dibandingkan dengan produk kompetitor? Masalah apa yang akan dipecahkan oleh produk yang Anda buat? Bagaimana itu akan membuat calon konsumen lebih mudah dan lebih baik? Misalnya, produk Anda mungkin satu-satunya  aplikasi seluler dapat mengetahui cuaca di daerah tertentu secara real-time. Hal seperti ini sangat dibutuhkan bagi mereka pekerja lapangan.

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Desain

Apakah produk Anda memiliki desain berbeda dan membedakannya dari yang lain? Misalnya, produk Anda ramping dan memiliki pengalaman pengguna yang sederhana, sementara penawaran pesaing Anda tampak kuno dan ketinggalan jaman. Perbedaan ini dapat membantu pelanggan terhubung dengan merek Anda. Contohnya adalah tentang kepekaan desain modern dari termostat merek Nest. Alih-alih menyalin bentuk persegi panjang pada termostat lain, perusahaan ini memilih lingkaran sederhana dengan tampilan yang mudah dibaca dan berubah warna.

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Harga

Apakah harga produk Anda lebih rendah atau lebih tinggi dari produk pesaing Anda dan produk lain yang Anda tawarkan? Harga Anda harus mencerminkan nilai keseluruhan nilai dan fitur yang Anda tawarkan. Misalnya, Anda dapat membenarkan harga yang lebih tinggi jika pelanggan mengetahui bahwa produk Anda menawarkan kualitas yang terbaik di kelasnya. Ini yang dilakukan perusahaan mobil Ferrari yang memasang harga yang terbilang tinggi untuk setiap mobil keluaran mereka. Namun sebaliknya, memberikan harga yang terlalu rendah pada produk Anda, dapat membuat pelanggan mungkin menganggap produk Anda bukan pilihan terbaik.

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Kualitas

Apakah produk Anda bekerja atau memiliki mutu lebih baik daripada produk pesaing Anda? Apakah Anda menawarkan beberapa fungsi yang tidak dimiliki pesaing Anda? Dapatkah pengguna atau konsumen mengharapkan produk bertahan lebih lama daripada produk lain? Keunggulan kompetitif produk Anda mungkin memang terbukti sebagai konstruksi yang unggul dan dapat diandalkan.

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border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”” padding_right=”” padding_bottom=”” padding_left=””][fusion_builder_row][fusion_builder_column type=”1_3″ layout=”1_3″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_image_id=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_imageframe image_id=”1859|full” max_width=”” style_type=”” blur=”” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” lightbox_image_id=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://cpssoft.com/wp-content/uploads/2018/11/pelayanan-pelanggan.png[/fusion_imageframe][/fusion_builder_column][fusion_builder_column type=”2_3″ layout=”2_3″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_image_id=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” 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Pelayanan pelanggan

Fitur produk Anda mungkin mirip dengan yang lain dalam banyak hal. Namun, Anda dapat membedakan produk Anda melalui pengalaman pemakaian produk Anda dengan cara mengumpulkan tim pelayanan pelanggan yang profesional agar mendapatkan reputasi yang responsif terhadap kebutuhan, permintaan, dan ide pelanggan. Aftersales dalam bisnis adalah hal yang sangat penting. Perlu Anda ketahui, menjaga kesetiaan konsumen terhadap produk Anda lebih sulit daripada hanya sekedar mendapatkan konsumen yang baru.

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Kesimpulan

Pada akhirnya, cara Anda men-diferensiasi produk Anda tidak boleh berupa keputusan yang sewenang-wenang atau respons reaktif terhadap apa pun yang dilakukan pesaing Anda. Sebaliknya, diferensiasi produk Anda harus muncul dari strategi tujuan tingkat tinggi dan inisiatif khusus untuk produk Anda dan bisnis Anda.

Bersamaan dengan hal itu, menggunakan alat yang tepat untuk bisnis Anda merupakan hal lain yang bisa membuat bisnis Anda tumbuh secara optimal. Misalnya alat untuk pencatatan transaksi dan akuntansi. Di era kecepatan informasi seperti saat ini, memilih aplikasi akuntansi yang bisa digunakan di kapanpun dan dimanapun adalah salah satu hal yang wajib bagi Anda yang ingin mengembangkan bisnis.

Accurate online adalah solusi kemudahan bisnis Anda. Accurate online adalah aplikasi akuntansi berbasis cloud yang bisa Anda gunakan dimana saja dan kapan saja. Penggunaan yang mudah dan juga laporan yang dihasilkan Accurate online sangat lengkap, mulai dari laporan laba rugi sampai dengan laporan pajak yang berlaku di Indonesia. Accurate online sendiri sudah ada sejak tahun 1998 dan sudah banyak dipakai UKM dan juga perushaan multinasional, jadi tunggu apa lagi? Anda bisa mencoba demo Accurate online secara GRATIS melalui link ini

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Anda juga bisa membaca artikel menarik lainnya dibawah ini :

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