Question

We note in the mini-case that hian celestial is implementing the differetiation strategy. Provide examples of competive dimensions on which this firm focuses while implementing its differentiation strategy?

Answer 1

Some of the dimensions on which Hain celestial focuses while adopting differentiation strategies are-

• Adequate targeting of potential group/segment

• Affordability as well as accessibility of the product
• Discounts and coupons for achieving targets

Explanation:

Hain celestial is one of the leading food company in the US. To increase its market reach and dominance it is utilising differentiation strategy on the following aspects-

• Adequate targeting of potential group/segment- The firm through adequate targeting of potential users is trying to expand its consumer base as well as trying to make its presence felt in mid-range segment i.e. the most prosperous segment of the modern world.
• Affordability as well as the accessibility of the product- Through caring for affordability and accessibility, the company wants to increase sales growth and utilising the prospects used by FMCG sector. It also tries to exert pressure on rivals by slashing its revenue per unit but increasing it holistically.  
• Discounts and coupons for achieving targets- Through this, the company not only aims at increasing brand value and awareness but also complete the sales target for the period. It also places the company at a comparatively advantageous position.