In today's era where companies with innovative selling technique entering into the market continuously and what makes them unique - quality, features, after sale services, maintenance cost, availability of parts along with support centers, latest technology and user friendly are some of the key aspects which customer looks upon. Another key factor is the price range, for that before any product is launched companies do a market survey with sampling done and thereafter identifying a target audience.
How Oppo, Vivo and MI brands entered everyone knows, they did a thorough study on Indian Market where people have purchasing power and always ready to accept change. These brands came with an idea of selling mobile phones at a price range of 5000 to 15000 with latest processor, chip, high capacity RAM with battery and touch with HD display which existing companies like Samsung, Motorola and even apple are selling above price of INR 50,000.
So that's the power of product differentiation - If companies are innovative and change ready by adopting latest technology Yes it will survive in long run. Focus are on Product Life Cycle is between Growth and Mature stage and there comes requirement of differentiation and aggressive marketing of the unique or additional feature.
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