Differentiation, Module 2

Differentiation! Very hard to do when they are all the same.

STAR-WARS-Quick-lance-le-Dark-Vador-burger-Jedi-burger-et-Dark-burgerMost burgers come with a meat patty, bun, tomato and lettuce.  How do make a different burger? A European company, Quick, was the first to offer a black burger….the Dark Vador.

Burger King offered black burgers recently and now McDonald’s has launched them too.  Do we really need something that different? So how do McDonald’s and Burger King black burgers differ? Burger King offers black cheese 🙂 True.

For a video of the black burger trend, click here.

Can you think of a business that differentiates well? How do they do it?

About Ian W. McVitty

Teacher, Academic Advisor and Learner.


10 thoughts on “Differentiation! Very hard to do when they are all the same.

  1. Toms Shoes’ gives consumers an insentive to buy their product because for every pair sold, they will donate a pair to a child in need, doing so they have become a very popular brand, does this focus on benefit segmentation?


    Posted by Anonymous | October 3, 2014, 1:31 am
    • Interesting question and the answer is not really. Benefit segmentation for a shoe store would be finding those people who seek comfort, for example. Comfort is the benefit.
      In your example the a child in need benefits, and the shoe buyer (the customer) does as well, but in an intangible way.


      Posted by Ian W. McVitty | October 3, 2014, 1:17 pm
  2. Tim Hortons follows the seasons. Right now they have pumpkin products for the season but also they will also be decorating for Halloween.

    Liked by 1 person

    Posted by Kimberley McCullough | October 3, 2014, 12:31 pm
  3. In Korea, Lotteria, fastfood company, provides rice burger which is made of rice bun(?) instead of flour bun.

    Liked by 1 person

    Posted by Anonymous | October 3, 2014, 2:01 pm
  4. T-Mobile is appealing to a small niche market of new generation downtown/urban living people who do not want to be tied into a contract. They are doing this by using appealing marketing strategies such as bright colors, happy commercials, and allowing unlocked phones onto their network!


    Posted by Sutton mckay | October 3, 2014, 2:03 pm
  5. Mcdonalds offers happy meals now that give the consumer an option of apples or fries, as well as yogurt tubes that come with it no matter what. This is very different from other fast food restaurants and benefits families by giving their children a more ‘healthy’ option.


    Posted by Nikki Smith | October 8, 2014, 5:02 pm

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Ian W McVitty

Email: mcvitti@algonquincollege.com
Phone: (613) 727-4723
Drop By: H204C

Creative Commons Licenced

Creative Commons License
Hospitality Marketing One by Ian W. McVitty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
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