A Group Assignment on

“Rejuvenating the Market Mix by Using the Comparative Response

Matrix”

By
Mr. Avadhesh Bagdi Roll No: 171206
Mr. Ayush Saxena Roll No: 171207
Mr. Bhaumik Seta Roll No: 171208
Mr.Brahmjot Singh lamba Roll No: 171209
Mr. Darshil Shah Roll No: 171210

UNDER THE GUIDANCE OF

Prof. P. K. Yadav

MBA (FT)
[2017-19]

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 1

 LIST OF CONTENTS

SR.NO TITLE PAGE NO

1 Price VS Price 3
(Cp,p)

2 Price VS Quality 5
(Cp,q)
3 Price VS 7
Advertisement
(Cp,a)
4 Quality VS Price 8
(Cq,p)
5 Quality VS Quality 9
(Cq,q)
6 Quality VS 12
Advertisement
(Cq.a)
7 Advertisement VS 14
Price (Ca,p)
8 Advertisement VS 15
Quality (Ca,q)
9 Advertisement VS 17
Advertisement
(Ca,a)
10 References 19

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 2

 “CLASH OF INDUSTRY”
Price Vs Price (Cp,p)
JIO Vs TELECOM SECTOR
 India is currently the second-largest telecommunication market and has the third highest number
of internet users in the world. With each major company trying to provide best services at cheaper
rate, it has resulted in a highly competitive market. Mukesh Ambani soon realized “Data is the
new fuel concept” and entered market with Reliance Jio. Reliance Jio's entry in the telecom sector
has unleashed an unprecedented tariff war much to the delight of the consumers. Airtel's chief
Sunil Bharti declared that the company will match every Jio offer. Each competitor now has same
range of pricing as compared to Jio.
 Telecom sector was mainly ruled by its three major players i.e. Airtel, Vodafone and idea. They
used to offer 1GB at an average price of 250rs. However, with Jio’s entry as a major data provider,
this price has gone down significantly.
 Jio entered market with an initial offer of free data for 3 months and provided it to its user for next
three. This was their strategy to acquire main data consumers. Later, with introduction of Jio prime
and other offers, it brought down the data prices significantly to 10rs. Per 1GB of data.
 In order to maintain customer base, other players also reduced prices in range of 12 to 13rs. Per
GB of data consumed. Jio also provided free calling to its customers because of which calling
prices of other competitor fell as well.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 3

 “CRAZY TAXI”

Price Vs Price (Cp,p)

UBER Vs OLA

 Indian roads have always been a combat zone. However, for the past one-year or so, the roads have
been witnessing a new kind of contest. Ola and Uber are battling it out for achieving supremacy
in India’s 12 billion dollar taxi market. The intense rivalry has been labelled as India’s “Taxi War”.
 Ola started with a base fare of 50rs. In addition, 10rs. Per km for the next 15km. However, with
introduction of Uber in Indian market, base fare has been reduced to 25rs. In addition, 6rs. Per
km., Uber on other hand provides customers with new cars and trained drivers at a base price of
36.75 Rs. In addition, 7.35 km per km after that.
 While Uber has more no. of cabs available than that of Ola in all the major cities of India, it is
easily available.
 Prices of both Uber and Ola are constantly decreasing in order to meet the demand of the customer.
Ola provides various segments of taxi such as Ola micro, Ola mini, Ola prime sedan and Ola prime
SUV. In order to compete with this, Uber came up with Uber GO, Uber X, Uber BLACK and Uber
SUV. Each segment of car competing with each other.
 Ola raised $500 million in November 2015. Uber raised $3.5 billion from Saudi Arabia’s Public
Investment Fund and is in talks to raise another $2 billion in leveraged loan, The Wall Street
Journal reported in June.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 4

 “DRIVING MATTERS”

Price Vs Quality (Cp,q)

TERRANO Vs DUSTER
 Terrano and duster are the flagship SUVs of the Nissan and Renault companies respectively. Both
the SUVs have the same engine and gearbox. In a diesel engine variant of 110PS both, offer six
speed manual as well as automatic transmission.
 If prices are compared for both the cars, Renault duster is slightly cheaper than Nissan terrano.
While the on road price of duster for 110PS engine in Ahmedabad as of 6 July is 14, 60,551rs, the
same variant of Nissan terrano will cost around 15, 51,508.
 The difference is prices is mainly due to the slightly higher quality of interiors provided by the
Nissan terrano. The overall quality of the plastics and fibers used in terrano are slightly heavy and
feels good. The well-designed taillight of terrano makes it look better from rear side.
 In order to compete with terrano, duster dropped down it prices and increased the quality of the
interiors. Duster has rolled out cruise control as well as EPS i.e. electronic stability program, which
terrano is yet to offer.
 Renault duster is also providing 4X4 i.e. four wheel drive as well as limited edition cars to cope
up with the Nissan terrano and its increasing popularity.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 5

 “DESIGNED FOR HUMANS”

Price Vs Quality (Cp,q)

APPLE Vs SAMSUNG

 Apple and Samsung are the heavy weights in smart phone market. Both are highly competitive
companies and try to take on each other with fast developing new technology.
 Apple’s IPhone is a high-end premium product and is in the range of 60000rs. Whereas Samsung
has a broader, reach in market with phone ranging in between 1500rs to almost 60000rs. But due
to I phone’s gaining popularity and improvement in technology, Samsung has decided to make
smart phones that can compete with Apple’s high end phone.
 Samsung launched it most hyped Galaxy 7 edge in February 2016 at a price of 50000rs, whereas
IPhone 7 was launched in August 2016 at a price of 60000rs. In order to maintain the interest of
people, Samsung soon came up with Galaxy 8 with the same price tag.
 Samsung came up with Quad HD super Amoled panel display which is way better than IPhone 7’s
display and makes it slightly thinner. In addition, the display size is larger than IPhone 7, which
lavishes the experience of the user.
 IPhone & comes up with 1960 mAh battery whereas S8 comes with 3500 mAh battery and there
are list of features added by Samsung to compete with Apple in the same price segment.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 6

 “BATTLE OF CAMERAS”
Price Vs Advertisement (Cp,a)
FUJIFILM Vs NIKON

 Fujifilm Announces Big Worldwide Price Hike on Film (2014). Budget of their $4million

 The price increases are a result of the continuing decline in demand for film products, the high
costs of production, and the increased expenses associated with raw materials, including silver and
petro-chemicals, and energy. Under such circumstances, and despite efforts to maintain production
costs, Fujifilm is unable to absorb these costs entirely and must implement price increases at this
time"
 Nikon Inc. Announces New 'I AM Generation Image' Integrated Campaign to Celebrate and
Support a World that Communicates visually and spends 1 million yen on advertising.
 “I AM Generation Image” Will Include Inspiring Content and Encourage Others to Share Their
Own Passions Through Authentic Imagery.
 Here we are comparing two cameras with different body types: Nikon D3400 is an Entry Level
DSLR camera with a 24.0MP APS-C sensor whereas Fujifilm X-T10 is a Mirrorless camera
Despite some fundamental differences of these two body types, Mirrorless cameras are becoming
serious alternatives to DSLR cameras thanks to their size/weight advantages and recent
improvements in their focus speeds, which makes this comparison even more interesting.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 7

 “Tea lovers”
Quality Vs Price (Cq,p)
Brooke Bond Vs TATA Tea

 Brooke Bond is famous brand name of tea owned by Unilever.It has been comforting the taste
buds of millions around the world since 1869.
 It was in 1903 that Brooke Bond launched Red Label, one of India’s most preferred tea brand
today. Brooke Bond Red Label since then has changed the way people drink tea
 Brooke Bond Red Label is all about coming together over a warm cup of tea with everyone around.
It is the “Swad Apnepan ka (Taste of Togetherness)
 Tata Tea Premium is India’s No.1 branded tea, in terms of volume as well as the value. It is
approximately 25% larger than the second largest brand in the country.
 The flagship brand of Tata Global Beverages Limited, Tata Tea pioneered the packet tea revolution
in India in 1985, bringing fresh teas from the garden directly to consumers in poly packs.
 Brooke bond mainly focuses on only tea, whereas, TATA is a company that manufactures almost
everything from a pin to a truck.
 Brooke bond has produces two types of teas, one Red Label (which was produced to have a good
effect on human body, as they added different natural ingredients.) and Taj Mahal (which was
produced as a classical tea).
 Tata Tea on the other hand is a consumer tea at low cost.
 Hence, in terms of quality Broke Bond has an edge over Tata Tea’s cost effective policy.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 8

 “THE WASH OFF”

Quality Vs Quality (Cq,q)

(Ariel Vs Surf Excel)

 Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing
enzymes. It was a high-subsiding powder designed for twin-tub and top-loading washing
machines.
 Surf Excel launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched
in India as a first detergent powder. Initially, the brand was kept on the clean proposition of
“washes whitest”. However, with the emergence of numerous local detergent manufacturers and
the entry of other global brands, Surf Excel underwent various changes in its Brand
Communication. This is in line with the global communication platform of Dirt Is Good, which is
a communication strategy of Unilever for its premium detergent products.
 Ariel is found to be one of the popular detergent powers in India. It is well known for its less water
consumption and best cleaning result.
 Ariel is the costliest branded detergent powder among all other brands.
 Since the price is high, the result from using this powder is 99% positive. Small amount of Ariel
is enough to clean large amount of cloths.
 To compete with Ariel on the quality basis Surf Excel came up with detergent that had Extra-clean
particles that can even removes tough stains of slurries (mud), tomato sauce and other things.
 Surf Excel has added lemon to bleach cloth in smart way without affecting or fading off color of
cloths. Therefore, it is an all in one multi stain remover. Specially made for kids who used to bring
high stains in their cloths.
 Total market size in India- Rs 8800 Crores, Total Volume- Rs 2.03 Million Tons + 98% penetration
in India consumption pattern: Urban- 55%(14% using washing machine), Rural- 45%.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 9

 Similarly, we have other markets who are known for their quality and its services.

“THE BATTLE OF THE GIANTS”

Amazon Vs Flipkart (Cq,q)

 Flipkart: A company co-founded by Binny Bansal and Sachin Bansal made its entry in the Indian
market in the year 2007. Many credits the booming of Flipkart to its Cash on Delivery policy but
those with a good understanding of the market would credit the initial success of the company to
its “execution”.
 Amazon is an American electronic commerce and cloud computing company that was founded on
July 5, 1994, by Jeff Bezos and is based in Seattle, Washington. It is the largest Internet-based
retailer in the world by total sales and market capitalization.

 One advantage came off for Amazon was the online portal it provided for the small sellers of the
local market. When on one hand, Flipkart focused on cash on delivery and fast delivery service,
on the other hand, Amazon walked on the same line. The only difference being that the sale and
purchase were from the local sellers. Therefore, it was in a way a doorstep delivery only order
being placed online.

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 One more advantage, which Amazon experienced, was the large pocket budgets from
Amazon.com Investment has never been an issue for the company.
 Fast-paced growth has come at a steep price for India's top online retailers- Flipkart and Amazon
India. The combined losses for all three companies doubled to Rs.11,754 crore in fiscal 2016,
while combined revenues doubled to Rs 6,802 crore according to financial numbers filed for the
three previous fiscal years.
 Motorola Mobility, previously owned by Google but then sold to Lenovo, successfully launched
its budget smartphone Moto G in India on 5 February 2014 in an exclusive tie up with
Flipkart. Flipkart started selling Motorola's Moto X Android smartphone on 19 March
2014. Flipkart began selling the less expensive Moto E on 13 May 2014. So overall Quality was
never the issue for these giants.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 11

 “THE CAFFEIENE WAR”

Quality Vs Advertisement (Cq,a)

BARISTA Vs CCD

 The biggest competition in the coffee cafes as of today is between CCD and Barista Lavazza.
Despite of serving to different audience, these players compete with themselves. Each player fights
for its own share of market.
 Café Coffee Day currently owns and operates 1556 cafes in all major cities in India. It is a part of
India's largest coffee company named Coffee Day, ISO 9002 certified company. Coffee Day's most
unique aspect is that it grows the coffee it serves in
itscafes. Cafe Coffee Day's vending machines have a special niche in the marketcompared to
competitors because Cafe Coffee Day machines offer filter coffee unlike the instant coffee offered
by competitors' brands.
 Barista started its operations with its first outlet at New Delhi in Feb 2000. Amit Judge’s Turner
Morrison Group BARISTA Coffee Company Ltd in which Tata Coffee Ltd holds 34.3 per cent
stake Ventured into India promoted the Company. In 2007, the Sterling Group sold Barista
to Lavazza. Lavazza currently owns Barista Lavazza. Barista was selected out of 711 leading
Indian brands across 98 categories. Barista has its operations spread over 190 outlets across India.
 Barista is the second-largest operator of coffee outlets in India, behind Cafe Coffee Day. The size
of the organized cafe market is projected to grow to Rs 151 billion by 2020 from Rs 67 billion in
2014, according to a March 2015 report by Techno Pak Advisors Pvt.
 After studying the market, Barista found that competitors were fighting against them against the
pricing. They decided to reduce their pricing. It was not done from a perspective of acquisition.
With reduction in the prices, there had been a 47 per cent increase in footfalls over the time.
 Since Barista went for pricing as a strategy to increase sales, CCD looked up to the promotional
aspect. CCD has tied up with several brands for their promotion and has been working well on
their advertisements. They started promoting Google Allo and provided free Cappuccino on the
installation of the app. Similarly, with every Rs. 65 Cadbury Silk you get an offer to get a free
cappuccino from CCD.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 12

 Market Share
45%
40%
40%
34%
35%

30%

25%
20%
20%

15%

10%
4%
5% 2%
0%
Barista CCD Mocha Qwicky Georgia

Market Share

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 13

 “REDEFINING THE CRUNCH”

Advertisement Vs Price (Ca,p)

LAYS Vs BALAJI
 A standard case of David vs. Goliath can be seen in the competition in the wafer industry between
Lays and Balaji Namkeen.
 In the pursuit to lead the market, Lays spends exorbitant amounts on advertising.
 Using celebrities for promotions, collaborating international events are among the few tactics.
 This, however, has not been the expected outcome when it comes to the Western Indian market.
 Balaji Namkeen, a Gujarat-based wafer industry, through its effective pricing, has been the market-
leader since a long time. In the same price bracket, Balaji, by throwing in more wafers in their
packets, have been the apple of the eye of the region.
 A standard 30-rupee Balaji wafers contains 150 grams wafers while one can only get as much as
95 grams of wafers in a 35-rupee unit of Lays.
 This possibly can be achieved only when one cuts the costs on advertisement, which Balaji
Namkeen has seemed to do.
 This can be an example of how much price matters when it comes to customer satisfaction.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 14

 “BombardmeNT”

Advertisement Vs Quality (Ca,q)

P&G PAMPERS VS UNICHARM’S MAMY POKO PANTS
 In 1956, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn
grandchild. Therefore, he assigned fellow researchers in P&G's Exploratory Division in Miami
Valley, Ohio to look into making a better disposable diaper. Pampers were introduced in 1961.
Researchers at P&G including Vic Mills and Norma Lueders Baker created them. The name
"Pampers" was coined by Alfred Goldman, Creative Director at Benton & Bowles, the first ad
agency for the account.
 Unicharm Corporation is a Japanese company that manufactures disposable hygiene products,
household cleaning products, specializing in the manufacture of diapers for babies and adult
incontinence, feminine hygiene products and pet care products. It started producing Mamy poko
pants in 1983.
 Sales of baby diapers increased an average 30 per cent in 2010 year-to-year, driven by improving
living standards, greater diaper usage and a higher birth rate. Young parents today have a high
perception of diapers, which is different from the older generation. They use diapers for their baby
from day to night. However, five years ago, many used them only at night due to cost concerns.
 P&G spends more than 10 times than Europe’s largest advertiser: Milan, Italy-based Luxottica,
which owns Mason-based Lens Crafters and spent $672 Million in advertising.
 Unicharm, maker of the Mamy Poko pants, posted an 85% jump in its sales at Rs 789 crore in the
year ended March. During the same period, the revenues of P&G's diaper segment, which sells
Pampers, grew 14% to Rs 1,227 crore, as per Registrar of Companies filing. In fact, Unicharm has
nearly doubled its sales in three years and is already the leader in modern trade stores.
 Mamy Poko is now the leader in modern trade with 42% share followed by Pampers at 36%.
However, P&G leads the overall market with 48% share, while Unicharm has 35% share.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 15

 Market Share
45%

40%

35%

30%

25%

20% 42%
36%
15%

10%
16%
5%
6%
0%
P&G Pampers Mamy Poko Pants Huggies Others

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 16

 “LIFE SAVORS”

Advertisement Vs Advertisement (Ca,a)

DETTOL Vs LIFEBUOY
 As part of its nationwide initiative, Dettol tied up with McCann during the Nashik Kumbh Mela
for their campaign ‘Kam Paani Mein Zyada Suraksha'. The aim was to raise awareness among
pilgrims about hygienic practices, especially related to hand washing. Kumbh Mela is the largest
congregation on earth where all big marketers battle to garner eyeballs and boost visibility for their
respective brands. Both of them together costs of 200 Crores on advertisement.

Strategy and execution:

 As part of the campaign, the brand distributed Dettol hand sanitizers and deployed volunteers at
strategic locations such as food centers, health centers, bathing areas, eateries, hospitals and bus
stations to raise awareness about proper hygienic practices.

 Information like ‘"Clean hands mean less diseases, more safety" was disseminated through flyers
and Radio channels were extensively used to reiterate the importance of proper hygiene through
jingles, which proved effective.

 LIFEBUOY: At Kumbh Mela, the largest congregation on earth where all big marketers are vying
to sell their wares and boost their brands, one promotion that stands out is Hindustan Unilever's
'Roti. The country's largest consumer products firm, along with creative agency Ogilvy, has
partnered more than 100 dhabas and hotels at the mela site to serve rotis that are stamped with
"Lifebuoy se haath dhoye kya?” (Have you washed your hand with Lifebuoy?).

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 17

 “HOLD DIFFERENT”
Advertisement Vs Advertisement (Ca,a)
OPPO, VIVO Vs GIONEE

 In India's mobile-phone advertising sweepstakes, the Chinese seem set to beat their prime rivals
based across the East China Sea: Oppo and Vivo, subsidiaries of the same company BBK
Electronics, whose billboards lend color to the Delhi Metro’s beige interiors, would spend about
Rs 2,200 crore on marketing this year (2017-18).
 Smartphone maker Gionee plans to almost double its marketing budget to around Rs 750 crore in
2017-18 from Rs 400 crore in the current fiscal.

 “We will be investing up to Rs 750 crore in 2017-18 on marketing. It will be equally used for
above the line and below the line marketing activities,” Gionee India Country CEO and Managing
Director Arvind R Vohra told PTI.

 Gionee has roped in Bollywood actress Alia Bhatt and Team India captain Virat Kohli as brand
ambassadors.“There will be some more brand ambassadors that we will be bringing in. The
campaign with Virat will start soon,” Vohra said. Gionee claims to have around 6 per cent share
in the smartphone segment in India.

INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY 18

 REFERENCES

 http://economictimes.indiatimes.com/tech/hardware/revealed-oppo-vivos-rs-2200-crore-

marketing-strategy-to-overtake-samsung-in-india/articleshow/58485988.cms

 http://www.hindustantimes.com/business-news/gionee-to-double-marketing-budget-to-rs-750-cr-

next-fiscal/story-tMQQVXdqsIpp7qRodl92eL.html

 http://economictimes.indiatimes.com/slideshows/advertising-marketing/huls-roti-reminder-

lifebuoy-campaign-catches-attention-at-kumbh-mela/slideshow/18399577

 https://www.photo.net/discuss/threads/fuji-increases-film-prices-in-april-2014.487776

 https://nikonrumors.com/2014/11/20/nikon-usa-announces-i-am-generation-image-

campaign.aspx/#ixzz4mHf62MWP

 http://www.financialexpress.com/industry/technology/reliance-jio

 http://www.livemint.com/Companies/okLbTyf5OtqKnO1roYBAeP/Uber-vs-Ola-the-battle-for-

dominance-in-Indias-cab-market.html

 https://autoportal.com/articles/compare-renault-duster-vs-nissan-terrano-2900.html

 http://www.gsmarena.com/compare.php3?idPhone1=7945&idPhone2=8064

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