
According to Mathur, if buyers are offered absolutely no differentiation on the product or the service, it really is a '
commodity'.
'Products' are goods that can be differentiated in some way, perhaps through innovation, quality or durability. But if they can't, differentiating the support or the customer service can effectively turn them into 'services'. And the best strategy is to communicate differentiation on the product and its support, and selling a 'system'.
-from 'Commodity Products: is there an alternative to selling on price?', stakeholder, 2009
A representative example of this is water business. Originally water was commodity: there was no differentiation in water business, but with some differentiated supports, it became non-commodity. If a bottle of water contains more nutrients than others, it can be called as a product since it's differentiated through innovation.