Index

Sr. No Particulars Pg. No.

1. Introduction to Comparative Response Matrix 04

2. Cpp (Price vs Price) 05

3. Cpq (Price vs quality) 06

4. Cpa (Price vs Advertisement) 07

5. Cqp (Quality vs Price) 08

6. Cqq (Quality vs Quality) 09

7. Cqa (Quality vs Advertisement) 10

8. Cap (Advertisement vs Price) 11

9. Caq (Advertisement vs quality) 12

10. Caa (Advertisement vs Advertisement) 13

11. References 14

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 Acknowledgement
I would like to take this opportunity to show my most sincere gratitude towards my teacher,
Prof. Himanshu Chauhan, who gave me the opportunity to work on this project. It was extremely
enlightening and helped me understand the topic and the subject better.

Thank you.

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 Introduction
Comparative Response Strategy is used to analyze the strengths and weaknesses of the
competitors and then strategise accordingly. The tool that is used to analyze the action-response
relationship is known as Comparative Response Matrix.
This tool is used to study between the two organizations. This matrix consists of three parameters
namely Price, Quality and Advertisements. These three parameters further give the 3x3 matrix
resulting in a total of nine unique action-response parameters.

The subscripts are ‘p’ for Price, ‘q’ for Quality and ‘a’ for Advertisement. The first subscript in
Cpp, Cpq and so on is for Company A and the latter is for Company B.

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 1. C(p,p)- Honda Siel Vs Toyota Etios

Honda is a Japanese public multinational company best known for producing vehicles such cars,

planes, motorcycles, and power tools.

Japanese Toyota Jidosha KK, also known as Toyota Motor Corporation, is the parent corporation

of the Toyota Group. Many of its around 1,000 subsidiary businesses and affiliates are engaged

in the manufacture of commercial and industrial vehicles, auto parts and autos.

In July 2011, Honda Siel reduced the cost of its top-of-the-line City sedan by as much as Rs

66,000 and subsequently unveiled a new Jazz hatchback with a substantially more affordable

starting price of about Rs 6 lacs.

Toyota to counter this, introduced the Liva hatchback and Etios sedan, both of which were less

expensive than the majority of rivals. Liva, on the other hand, amounted to Rs 3.99 lakh, which

was significantly lesser than any of the models.

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So, when Honda played the price game, Toyata also played the price game to combat the

former’s strategy.

2. C(p,q) - Honda Siel Vs Maruti Suzuki

Honda is a Japanese public multinational company best known for producing vehicles such cars,

planes, motorcycles, and power tools.

On February 24, 1981, Maruti Suzuki was founded with the goal of producing automobiles for

Indians of the middle class. The business was established as a government-owned enterprise and

registered as Maruti Udyog Ltd. with Suzuki as a small partner.

In July 2011, Honda Siel reduced the cost of its top-of-the-line City sedan by as much as Rs

66,000 and subsequently unveiled a new Jazz hatchback with a substantially more affordable

starting price of about Rs 6 lacs.

To combat this, Maruti Suzuki unveiled a new model of its well-known premium hatchback

swift with a number of new features, including tilt steering, indicators on the side mirrors, a

lighter fuel tank made of fiber, variable valve timing (VVT) for more power in the petrol engine,

and a 40 mm longer body for more passenger legroom.

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So, when Honda played the price game, Maruti Suzuki played the quality game to combat the

former’s strategy.

3. C(p,a) - Domino’s Vs Pizza Hut

Domino’s Pia is an Australian company with a passion to connect people with fresher and faster

food quality. With latest innovations in drone delivery, app ordering, voice assistants, artificial

intelligence, and augmented reality, it has emerged as a leader in the field of food technology.

Pizza Hut is an American multinational chain famous for their signature pan pizza and other

varieties of pizza.

The "barbell" pricing structure was a new price plan that Domino's had launched. This pricing

approach alluded to Dominos' efforts to balance customer demand by providing both inexpensive

and expensive items. By stating that it will serve customers of all income levels, from the lowest

to the highest, Domino's aimed to distinguish by its price range.

Pizza Hut looked up and thought about growing its customer base in order to increase sales and

the amount of people choosing this brand of pizza in order to stay competitive. They adopted

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innovative marketing strategies that were appealing to customers of all ages in order to market

themselves and their goods in the marketplace.

So, when Domino’s played the price game, Pizza Hut played the advertisement game to combat

the former’s strategy.

4. P(q,p) - Netflix Vs Amazon Prime

One of the largest OTT platforms in India right now is Netflix. Reed Hastings and Marc

Randolph launched it in the United States in 1997. It offers a wide range of movies and web

series.

Amazon Prime is again an OTT platform which caters to the needs of its viewers. It has a

number of television shows and movies in many languages.

The most crucial factor in driving demand for these platforms is content, and Netflix has thrived

in India largely because of the caliber and variety of its material. Its USP is that it offers

premium content in HD, HDR+, and Dolby Vision. It creates unique shows that are hugely well-

liked globally.

On the other hand, Amazon Prime also provides its viewers with good quality content at a

comparatively lower price than Netflix. It also gives Amazon Prime membership at no extra cost

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which attracts more customers. This includes benefits like Amazon Prime Music streaming, free

shipping on a variety of items, and early access to deals.

So, when Netflix played the quality game, Amazon Prime played the price game to combat the

former’s strategy.

5. C(q,q) - Udemy Vs Coursera

The learning experience on Udemy, a giant open online course provider, divides the curriculum

into a number of modules and courses that includes videos, text notes, and assessment

assessments.

Coursera offers many types of educational classes. The user can select from a variety of options,

including Courses, Degrees, Specializations, Professional Certificates and many more.

There are different discounts and a range of prices for the courses in Udemy. Almost anyone

may easily post or enroll in a course on Udemy because the website offers tools for teachers or

content developers to use. So, its focus is on improving the quality of the content.

On the other side, Coursera concentrates more on being an institutional platform in order to

compete with Udemy in the market. Despite having its roots in computer science, it offers

certificates, free courses, and paid courses on a variety of subjects.

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So, when Udemy played the quality game, Coursera also played the quality game to combat the

former’s strategy.

6. C(q,a) - Realme Vs Samsung

Samsung is a South Korean firm that ranks among the top manufacturers of electrical goods.

Samsung focuses on producing a wide range of consumer and business electronics, including

Mobile phones, integrated systems, LCD and many more appliances.

Realme is also a technology company which focuses on offering young people digital items with

an all-encompassing excellent experience.

In June 2020, Realme unveiled the Realme X3 SuperZoom, one of the greatest all-around

smartphones at around Rs 30,000. It featured a premium chipset, 120 Hz IPS LCD display, and

quad cameras with SuperZoom capabilities.

As a response, Samsung increased its marketing efforts. As a result, ads for the Galaxy Note 10

Lite and Galaxy S10 Lite became popular on TV commercials, online, and on mobile devices

through social media and YouTube.

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So, when Realme played the quality game, Samsung played the advertisement game to combat

the former’s strategy.

7. C(a,p) - Honda Vs Hero Motocorp

Honda is a Japanese public multinational company best known for producing vehicles such cars,

planes, motorcycles, and power tools.

The largest two-wheeler manufacturer in the world is Hero MotoCorp Limited. The company has

four manufacturing plants, located in the Indian states of Rajasthan, Dharuhera, Gurgaon, and

Uttarakhand's Haridwar.

These two corporations' disputes are well-known. In the end, the customer gains regardless of the

situation. The Activa 125 was introduced by Honda with a new marketing strategy and a number

of new features. The new marketing campaign had the tagline "Sau Mein Se Sava Sau" meaning

intelligence, strength and sensibility.

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Hero Motocorp, on the other hand, unveiled the Maestro Edge 125, a motorcycle with exciting

new features like USB charging and alloy wheels. It also had a wider selection of prices and

versions than the Honda Activa 125 with a starting price (ex-showroom) of Rs. 60,370.

So, when Honda played the advertisement game, Hero Motocorp played the price game to

combat the former’s strategy.

8. C(a,q) - Ola Vs Rapido

Ola is a provider of online transportation networks and is also referred to as ANI Technologies.

It functions as an online taxi aggregator, linking cab drivers and passengers with a smartphone

app for cab booking.

On the Rapido platform, travelers can even reserve a bike ride via a mobile app. The company's

goal is to group people who are headed in the same general direction to lessen the number of

vehicles on the road.

In the middle of 2019, Ola debuted a brand-new video advertising campaign for their two-

wheeler taxi dubbed "Ab Khulenge Naye Raaste."

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Rapido responded by offering a number of new features, including increased safety measures for

female riders, a hairnet with helmet, an alternative choice for visually impaired individuals and

many more.

So, when Ola played the advertisement game, Rapido played the quality game to combat the

former’s strategy.

9. C(a,a) - Swiggy and Zomato

The first platform for ordering and delivering meals online in India was Swiggy. It offers a

variety of food delivery options and is linked up with a number of restaurants.

Zomato is a platform for on-demand meal delivery with operations in more than 23 nations. It

gives people the ability to pay a nominal delivery fee to have meals from nearby cafes and

restaurants brought to their doorstep.

Swiggy keeps announcing incredibly interesting social media campaigns, such

#EatYourVeggies, #SecondMom, #CheatDay, and others. Swiggy also verifies a variety of

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discounts and offers. Zomato uses ads as well as creative reminders like, "It's been so long since

we've celebrated together!" to combat this. When you use the coupon code ZOMATO when

placing an order today, your favorite things will be discounted by 40% up to Rs. 100.

So, when Swiggy played the advertisement game, Zomato also played the advertisement game

to combat the former’s strategy.

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