CD MATRIX FOR

COMMUNICATION
PRESENTED BY:
AKANKHYA ANIRYA
M. YOGESHWARAN
NOEL GEORGE
ANWAAR JANBAZ
 • Developed by Charan K Bagga and
Niraj Dawar.
• Scoring brands on their centrality and
distinctiveness.
INTRODUCTI • Analyze brand positioning and business
performance.
ON • Offer insights into competitive
opportunities and threats.
CD MATRIX
FOR
COMMUNICAT
ION
Unconventional Aspirational

Telegram

Facebook WhatsApp

Zoom

IMO Signal Google Duo Skype

Peripheral Mainstream
 ABOUT
COMPANIES
 TELEGRAM
•500 million users as of January 2021
•1 billion user target by 2022
•The most-downloaded social media app in 20
countries
•Globally ranked #7 in most used communication app
•Runs on donation by CEO with zero income and yet
to introduce monetizing strategies
SIGNAL &
IMO
• IMO & SIGNAL comes in the category of
peripheral.
• Peripheral quadrant includes all those
companies which have a well established and
upcoming online chatting and video calling app
instead of what’s app in India.
• These apps are more secured than any other app
for private chats.
Facebook, WhatsApp,
and Zoom are examples
of Aspirational Brands.

These brands have a FACEBOOK,

high level of centrality
and uniqueness. WHATSAPP&
ZOOM
These are the brands that
have a wide market
appeal.
GOOGL • Mainstream Quadrants includes
Google Duo and Skype.

E DUO
• These are the brands that have a low
level of distinctiveness but a high level
of centrality.

& • These brands must be careful of

unconventional brands, which may
become more important as consumers'

SKYPE preferences move toward new

technology.
THANK
YOU