This examines marketing differentiation through the concepts of POP (Points of Parity) and POD (Points of Difference), explaining how successful products and services combine both.
POP represents the basic, essential features that all offerings in a category must meet, serving as a "ticket for entry," while POD represents the unique elements that set an offering apart from competitors and create a reason for customers to choose it.
It analyzes two case studies: the "Kaitsukatsu CLUB Shibuya Center Gai Branch" net cafe, and the "Piyoriin" chick-shaped desser. It concludes that POP must be successfully established before POD can effectively differentiate the product or service in the market.
