PROSPECTOR
Pepsi cola
Brands: Pepsi cola, Diet Pepsi,
Pepsi Max, Mountain Dew,
Marinda
1. Pepsi cola periodically
redefined its brand like
diet Pepsi, Pepsi max,
and Pepsi twist etc.
2. Pepsi is first mover
when it comes to new
tastes.
3. It rapidly respond to
changes i.e. customer
taste technology etc.
4. Aggressive in new
product market
opportunities.
5. Broad product domain.
ANALYZER DEFENDER
Coca-cola Gourmet cola
Brands: Cola-cola, Sprite, Brands: Gourmet cola,
Sprite 3g, Fanta Gourmet Lemon, Gourmet
Twist, Gourmet Malta
1. Coca –cola makes fewer 1. Maintain a limited line
changes then its of products then
competitor i.e. Pepsi competitors and want
cola to secure it
2. Limited range of 2. Emphasize more on low
products then Pepsi cola cost strategy then
3. Emphasize more on differentiation.
differentiation strategy 3. Limited range of
i.e. coca-cola focus products as can be seen
more on family then throughout its product
just young generation line.
4. Not a first mover but 4. No enhancement in
followed its competitor technology as no
like Pepsi cola etc innovative product or
packaging has been
used yet.
REACTOR
Shanday cola
Brands: Shandy cola, Shandy
Lemon, and Shandy orange
1. No competitive strategy
to pursue.
2. Not have clearly
defined product market
orientation as
competitor.
3. No or least marketing
efforts.
4. Have not been launched
new products up till
now.
5. Not willing for the risk
of new product or new
market as its
competitor.
6. Not aggressive in
establishing product/
market.