MARKETING MANAGEMNT 1

ASSIGNMENT 1
COMPARITIVE RESPONSE MATRIX

SUBMITTED BY- MD ZEESHAN KHAN

ROLL NUM- 211115
SEC- B
SUBMITTED TO- DR. PRABHAT KUMAR YADAV

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 INDEX
PARTICULARS PAGE NUMBER

INTRODUCTION 3

SCENARIO 1- CPP 4

SCENARIO 2- CPQ 5

SCENARIO 3- CPA 6

SCENARIO 4- CQP 7

SCENARIO 5- CQQ 8

SCENARIO 6- CQA 9

SCENARIO 7- CAP 10

SCENARIO 8- CAQ 11

SCENARIO 9- CAA 12-14

REFRENCE 15

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 INTRODUCTION-MARKETING MIX

In the current competitive market, various rivalries between industry giants could also be
witnessed. There are various components during which these competitions are studied. The
core principle of such competition should be focussing on one’s own strength and avoiding
one’s weaknesses. But, many a times, companies and industries tend to neglect this
fundamental. Various companies implement various marketing mixes with different
composition of the constituents. There for to analyse the action-response relationship are
often studies by a matrix called Comparative Response Matrix.

Comparative Response Matrix: The Comparative Response Matrix is an important tool used
to study the competition between two companies. The matrix has three parameters namely
Price, Quality and Advertisement. These three parameters give a 3x3 matrix which give us
nine different action-response parameters. The matrix can be drawn as follows:

Company A and B Price Quality Advertising

Price Cpp Cqp Caq

Quality Cqp Cqq Caq

Advertising Cpa Cqa Caa

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 Scenario 1- Cpp (price vs price)

Maruti Suzuki vs Hyundai

Product/Service- Automobile

In 2019 Maruti Suzuki Re-launched Baleno a hatchback segment car for Rs 5.45 Lakh which
goes upto 8.77 Lakh (Average Ex-showroom) targeting the market of Hyundai i20.

In response to it, Hyundai i20 increased its price from 5.43 Lakh to 5.57 Lakh for its base model
which was an increase of around 3%, using the pricing strategy to attract customers.

Although they both had similar specification, Hyundai i20 saw a decline of 14% in its MoM
sales and sold 12,172 in April 2019 whereas Maruti Suzuki sold 17,264 units. Hence the pricing
strategy of Hyundai i20 failed.

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 SCENARIO 2- CPQ (PRICE VS QUALITY)
JIO VS AIRTEL
PRODUCT/SERVICE- TELECOM INDUSTRY

Since the launch of Reliance Jio, the Indian telecom industry is at the forefront of strong
competition. Airtel and Jio offer very similar plans to their clients. 1.5GB of data is very
popular among users every day and these plans are concentrated by telecoms companies.

Jio offers 1.5GB of data for 28 days in Rs 199 and also offers unlimited calls and 100 sms per
day. Whereas Airtel offers 1.5GB data for 28 days in Rs 249 giving the same other benefits.

So to compete the pricing strategy of Jio Airtel improved its network quality. According to a
report Airtel had the highest Excellent Consistent Quality with 55.4 percent of connections
having a network experience suitable for use-cases like 1080p video streaming, real-time
mobile gaming or HD video calling. Airtel also had the fastest median download speed at 10
Mbps, whereas Jio stands third in the list with 6.5 Mbps median download speed.

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 SCENARIO 3-CPA (PRICE VS ADVERTISEMENT)
IPHONE 11 VS ONEPLUS 9 PRO
PRODUCT/SERVICE-SMARTPHONE

Apple launched iPhone 11 on 20 September 2019 at Rs 68,300 (base variant). But now as it
got old Apple decided to lower its price by Rs 13,400 and is now selling at Rs 54,900. iPhone
11 it is one of the highest selling smartphone.

In 2021 OnePlus launched OnePlus 9 and priced it at exactly at Rs 54,900. So to counter iPhone
and other smartphones it used the advertising strategy, OnePlus has used Hasselblad camera
lens, the same company whose camera were used during the Apollo program missions when
humans first landed on the Moon. So OnePlus has used this during its campaign and has
gained everyone’s attention.

This strategy helped OnePlus in selling units worth $45.6 million in just 10 seconds.

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 SCENARIO 4-CQP (QUALITY VS PRICE)
NETFLIX VS PRIME VIDEO
PRODUCT/SERVICE- OTT PLATFORM

Streaming services are quickly becoming an alternative to cable TV and an essential

consideration whenever choosing one’s internet connection or plan.However, the addition of
new options to the market each year is making it more and more difficult for consumers to
weigh their options.

Netflix offers 33 movies which are in top 250 IMDb list and 69 TV Shows which are in top 250
IMDb list, whereas Prime video offers just 21 movies which are in top 250 IMDb list and 47 TV
Shows which are in top 250 IMDb list. We can stream videos in 4k in Netflix but not in prime
video, moreover Prime video fails to play HD content on low-speed connection.

To counter Netflix quality Prime Video has reduced its price and now you can subscribe for 3
months at just Rs 329 whereas Netflix costs at Rs 199 for a month which will be Rs 697 for 3
months.

Hence Prime video is giving tough competition to Netflix using this price strategy.

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 SCENARIO 5- CQQ (QUALITY VS QUALITY)
REALME WATCH 2 PRO VS NOISE COLORFIT ULTRA
PRODUCT/SERVICE- SMARTWATCH

Noise launched its new affordable smartwatch ‘ColorFit Ultra’ at price Rs 4,499 on 16 th July
2021. To counter this Realme launched ‘Realme watch 2 Pro’ pricing it at Rs 4,999 on 26th July
2021. Both the smartwatch are almost lookalike and both offers features of attending calls
from the smartwatch and also offers stylish background faces, but they are different in terms
of quality. Realme offers better build quality and runs for 5 more days than Noise.

Let’s compare both the smartwatches:-

Specifications Realme Watch 2 Pro Noise ColorFit Ultra

Display 1.75-inch (320 x 385 pixels) LCD
screen
Battery 390mAh battery with up to 14
days battery life
Sensors 3-axis accelerometer, Heart rate
sensor, SpO2 monitor
Workout modes 90 Sports modes: Outdoor Run,
Outdoor Walk, Outdoor Cycle,
Badminton, Jump Rope, Rowing
Machine, Elliptical, Yoga and more.
1.75-inch (320 x 385 pixels) LCD
screen
300mAh battery with up to 9
days battery life
3-axis accelerometer, Heart rate
sensor, SpO2 monitor
60 Sports modes: Cricket,
Badminton, Baseball, Zumba,
Yoga and more.

Water-resistant Water Resistant (IP68) Water Resistant (IP68)

Supporting operating system Android 5.0 and above Android 5.0 and iOS 9.1 and
above
Price Rs 4,999 Rs 4,499

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 SCENARIO 6- CQA (QUALITY VS ADVERTISEMENT)
PIZZA HUT VS DOMINO’S PIZZA
PRODUCT/SERVICE- FAST FOOD CHAIN

The fast food industry is booming, and it's one of the fastest-growing industries, with
compounded annual growth rates exceeding 25%. People buy fast food because it is
inexpensive, simple to prepare, and widely advertised.

Pizza Hut is one of the flagship brands of Yum! Brands, Inc., which also has KFC, Taco
Bell, A&W and Long John Silver’s under its umbrella. Pizza Hut is the world’s largest
pizza chain with over 12,500 restaurants across 91 countries. Pizza Hut offers better
quality of pizza by using more indigenous raw materials and is being preferred over
dominos is because of variety of pizza and the good ambience it provides, it is also
known for its service and location of outlets.

Whereas Domino’s vision is focused on “Exceptional people on a mission to be the

best pizza delivery company in the world! “. Domino’s is advertising extensively in
bringing fun and excitement to the lives of our customers by delivering delicious pizzas
to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this
commitment towards its large and ever-growing customer base. It has been attracting
customers through its ‘30 minute’s delivery’ advertisement.

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 SCENARIO 7- CAP (ADVERTISEMENT VS PRICE)
NIKE VS ADIDAS
PRODUCT/SERVICE- SPORTSWEAR MANUFACTURER

Nike is a 56-year-old American company that was started by Bill Bowerman and Phil Knight.
The company is named as Nike which was the Greek Goddess of Victory, Nike. Currently Nike
is the leading sportswear manufacture in the world.

In contrast to Nike, Adidas is a much older company started way back in 1924.Adidas is a
German company which is now the biggest sportswear manufacturer in Europe and second
biggest in the world.
Nike uses “emotional advertising” strategy which has helped it gain the top position. Nike tells
its stories with a traditional narrative of a hero who overcomes hardships, fights with an
enemy and leads to glory at the end. In most cases, the enemy says to the hero that “You
can’t”, but the tagline comes to help and tells “Just Do It”.

Adidas, because of its style, design and promotions uses skimming prices as well
as competitive pricing. For run of the mill products, Adidas uses competitive pricing keeping
in mind competitors like Nike, Reebok and Puma. But for products which are newly
introduced in the market and are uniquely designed, Adidas uses skimming price. Adidas
never uses penetrative pricing because that will affect the brand equity of Adidas. In fact, the
higher price point helps in the price quality approach and psychologically, customers think
that a higher price will mean better quality as well. Thus, Adidas rarely drops its prices.

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 SCENARIO 8- CAQ (ADVERTISEMENT VS QUALITY)
IKEA VS AMAZON
PRODUCT/SERVICE- HOME DÉCOR

Ikea used a very unique advertising strategy, it played with the buyer’s mindset. When
someone enters Ikea store they will find out that the pathway from the warehouse to
checkout is obstructed by heaps of random sale items. Ikea’s store layout design is genius. As
brilliantly demonstrated by IKEA, the design process does not end at designing the perfect
final product. The design of the shopping experience, is equally as important; presentation,
accessibility, packaging, and saleability are all important aspects of a product. The design of
the store layout can make or break a product.

Ikea ads read “Make every day Brighter!” and its advertisement emphasises on providing
comfort at low cost.

Whereas Amazon in turn provides a great online catalogues which encompasses almost
everything that a consumer needs and better quality products which are more durable as
compared to the IKEA’s engineered wood. Amazon offers wide range of home décor products
at all prices and at every quality.

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 SCENARIO 9-CAA (ADVERTISEMENT VS ADVERTISEMENT)
BMW VS AUDI
PRODUCT/SERVICE- AUTOMOBILE

These luxury carmakers, in addition to creatively designing their cars, design some super
creative and witty advertisements too. A few years ago both the company used advertisement
war as a strategy to gain limelight.

It all started after BMW released an advertisement campaign for the 35 th MOA Rally.

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And then Audi come up with this.

And then this happened.

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And then BMW made its move.

And it all ended by this.

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 REFRENCES
1. https://www.carandbike.com/news/2019-maruti-suzuki-baleno-facelift-launched-in-india-prices-
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other-aspects-tutela-98312
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compared/articleshow/73226670.cms
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Storage/dp/B089MTW733/ref=sr_1_4?crid=GEJPAOLJ6N2V&dchild=1&keywords=oneplus+9&qi
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cheaper-by-minimum-rs-13400/articleshow/78652239.cms
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1095127274.jpg
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vs-dominos-xl.jpg
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24. https://www.feedough.com/brand-wars/

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