Tom's of Maine
...he attribute or feature that differentiates a company’s product cannot be copied or duplicated by its competitors. This is the case with Tom’s of Maine. Tom’s has a niche as a provider of all natural consumer products such as toothpaste, mouthwash and hand soaps. Tom’s successful differentiation strategy creates buyer value in ways unmatched by competitors. The value in their strategy can be created by incorporating the product’s features to reduce the overall cost to the buyer or increase the performance of the buyer. Tom’s key to sustaining a product feature that delivers value to consumer is to have competitive capabilities that rivals cannot match. Their product differentiation would be difficult for Tom’s competitors to match. As mention earlier, differentiation strategies work best in markets where buyers’ wants and needs concerning the product are diverse and there are many ways to differentiate the product...