Product differentiation
Product differentiation is a term from economics and marketing. In most markets, there will be some form of competition: Several companies offer products or services, which are very similar. Using product differentiation, a company can change a product or a service, so that it becomes more attractive to a given market. This means the product or service must be different from the product of the competitors. It also means, it must be sufficiently different from the other products of the company.  Edward Chamberlin first proposed the idea, in his book The Theory of Monopolistic Competition, published in 1933