A company can choose between vertical, horizontal, or mixed product differentiation. Vertical differentiation appeals to customers that can assign values for price and quality that will be used to choose a product. Hence, the product can be compared with substitutes. Horizontal differentiation is offering alternative products that are not similar to the market. Usually, clients have to pick per preference because other products in their category cannot be compared with them. Then, mixed differentiation combines horizontal and vertical product differentiation.