What would you do if you were the CEO of a company and demand for your product was falling, costs of raw materials were rising, your competitors were well established in the market and there were many substitutes for your product? Tough, eh?

Why don’t you try on the CEO of Indigo airlines hat for an hour after reading this article. Be as creative as you can and do not tread the beaten path.

To know more about Indigo airlines you can read here.

Q. What do you understand by differentiation?

Q. Using examples from the article explain why companies need to differentiate their products?

Q. What is a commodity? Why should a company fear it’s product becoming a commodity?

Q. What are the various ways that airlines are using to differentiate their products?

Q. How do customers benefit from differentiated products?

Q. If you were CEO of Indigo how would you differentiate your product from the competition? Make a 5 minute presentation to the class on your ideas.