ABSTRACT
Differentiate – can be used in two ways, first to bring attention to a unique attribute that the
product/service can offer such as the Dyson bagless vacuum system, and secondly to try to
provide a point of difference between products where very little difference actually exists. For
example, Daz washes whiter, Persil cares and Ariel digests stains but they all get clothes clean.
Remind – is often used for products in the maturity stage of the Product Life Cycle. Well known
and probably used by all at some time, people need to be reminded to use again or to use more
frequently, for example Kellogg’s cereals, Lemsips, Horlicks, After Eight mints and so on.
