a commodity is a product so basic that it cannot be phsically differentiated from competitors in the minds of consumers. over the years however a number of products that at one time were seen as essentially commodities have become highly differentiated as strong brands have emerge in the given category. by strategically managing the brand, the brand equity of thses products has been built on a number of premises including, the development of POP's and the POD's. they have therefore become uniquely branded in various ways as consumers have been convinced that all the product offering in the category were not the same and that meaningful differences existed.

choose one example from the list below and explain how the relevant firm's marketing team has managed to differentiate itself using the concepts of POP's and POD's

commodity product category breakout differentiated brand

oats foska

salt morton

bath soap dove

bottled water life span/alka vida