Product Differentiation in John Lewis - Research Paper Example

John Lewis is a chain of upmarket stores that exist throughout Great Britain. John Lewis is one of the best-known brands in all of Britain when it comes to design; the company has what can be described as brand creative teams that consist of 55 people that help achieve differentiation. This paper will describe the differentiation advantages that John Lewis has in the United Kingdom market.

            The positive attitude that the company has with design started early in the 1960s and has continued ever since. John Lewis has been able to take differentiation to another level in the United Kingdom by offering differentiation to its clients as an offer-demand axis. The company initially had a problem with differentiating its products from others in the market because it deals with standardized goods. However, even though the products that the company deals with have the same physical appearance as other companies, it has been able to repackage its products and therefore, the products often appear very different in the eyes of the consumers.

            The above image shows how the company packages its products, this has been described as one of the best ways of differentiation in the market and has set the company John Lewis way out of the league for its competitors. With this differentiation technique, the company has been able effectively to lead from the top and therefore, attract a lot of high-end customers.

            The differentiation has also been intangible. John Lewis is known to be a high-end store and consequently, this has been one of the company’s differentiations from other competitors in the industry. Therefore, in this aspect, it can be seen that the differentiation does not come in terms of tangible perception but rather it is the market that the company wishes to get. One can be able to see the value in the brand which sells on itself and therefore, the object of the differentiation at this position can be to attract potential consumers that have a lot of disposable income. The company is also known to tailor the needs of the stores according to the locality that the store exists in. This is important as it makes the customer feel wanted and that they are valued by the company, this, in turn, is a differentiation technique by the company as it often helps the company to target its high-end clients.  With this differentiation strategy, the company has been able to have an advantage in the United Kingdom market.