in addition, massive modernization retail sector has raised brands awareness especially in the urban areas where retail trade has shifted from traditional retail outlets and convenient stores to big supermarkets and hypermarkets. in kenya, the market for soap products is highly lucrative, dominated by both local and international brands. with the diversity in modern retail trade, it has become essential for fmcg companies to create and maintain brands that easily ride on the minds of consumers. product flanking: this is basically the art of introducing same product/brands in different sizes and price combinations to tap diverse consumer base. new market entrants such as sawa, gaea, diva and eve are adopting discounted pricing strategy to position themselves in the highly contested market.
brand extension: indeed, there has been very few new product launches with soap manufacturers opting to grow and modify brands that are already in the market. multi-brand strategy: this strategy is being used in laundry soap brands because most consumers are frequently changing brands in order to experiment with the the new product launch. beauty and fashion industries are among the fastest growing industries in kenya characterized by consumers with improved livelihood, selective tastes, preferences and unique consciousness to product quality. this is because colorful looks and pleasant scents are already too basic and popular attributes of soap brands that are already in kenyan market. as consumer tastes continue to drift, kenyan manufacturers need to be more alert about more superior products being launched in the international market.
under the monopolistic competition, the products of different sellers are very similar and work as alternatives to each other. we thus find that there are different monopolists of different productive varieties competing with each other in monopolistic competition. for example, in india, there are various manufacturers of bathing soap who produce different brands such as lux, dove, godrej, etc. but he faces competition from the manufacturers of hamam, palmolive, etc. other examples of monopolistic competition are the producers of toothpastes, the manufacturers of toothbrushes (colgate, binaca, etc.
there are, broadly speaking, two bases of product differentiation. first, differentiation may be based upon certain characteristics of the product itself such as exclusive patented features, trade marks and trade names, special types of packages or wrappers if any, or difference in quality, design, colour or style. secondly, differentiation can be based on the conditions surrounding the sale of the product. this means that the product is differentiated if the product provided in the process of selling a product by a seller or firm is not the same provided by other sellers or firms. if these factors surrounding the sale of a product are different in the case of different sellers, then in each case the product will be different, as buyers keep these things in mind during the purchase. serve as the basis of buying preference.
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what is product differentiation? how is it possible? they can talk products, but features don’t make products different. read this soap bar market segments 1879 – segmentation & differentiation. image 1: us after each bath some water was added. which bathing soap are you using? product differentiation gives rise to an element of monopoly to, how the market for toothpaste is characterised by product differentiation, product differentiation toothpaste, product differentiation strategies, product differentiation short notes, product differentiation ppt, product differentiation of shampoo, soap competition, competitive advantage of soap
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