Subject Code – MFT4CCMM01

Term 1 Assignment 1 Marketing Management

Submitted to Dr. Himanshu chauhan

Competitive Response Matrix for

Price, Quality and Advertisement

Prepared by :

211047

Division A

MBA FT- 2021-23

 INTRODUCTION
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 competition should be focussing
on strength and weaknesses. But company tend to neglect this fundamental.
Different companies implement different marketing mixes with different
composition of the constituents. so to analyse the action-response relationship
are often studies by matrix called Comparative Response Matrix.

Comparative Response Matrix:

The Comparative Response Matrix is an important tool to study competition
between companies. The matrix has three different parameters such as Price,
Quality and Advertisement. The matrix drawn as follows:

Source- https://www.termpaperwarehouse.com/essay-on/Comparative-
Response-Strategies/291435

The subscript “p” is for price, “q” for quality, and “a” for advertising; the primary
subscript is company A’s action and therefore the second is company B’s
response. The coefficient Ca,p (upper right-hand corner), then, represents the
probability of Company B responding to Company A’s increase in advertising
(right-hand column of the matrix) with a price cutting (top row of the matrix). The
diagonal (Cp,p, Cq,q, Ca,a) represents the likelihood of Company B responding to
a move by Company A with an equivalent marketing tool (by, say, meeting a price
cutting with a price cut).
https://hbr.org/1985/09/rejuvenating-the-marketing-mix
 Company A’s Action

Price Quality Advertising

Price VIRGIN SWIFT VS SAFFOLA
ATLANTIC VS. I20 OATS VS
INDIGO QUAKER
Company OATS
B’s
Reaction Quality PRIME VIDEO NESCAFE IFB VS
VS DISNEY VS BRU WHIRLPOOL
HOTSTAR

Advertising AJIO VS RAYMOND ECONOMIC

MYNTRA VS PETER TIMES VS
ENGLAND MINT
 1. C (p,p) – EXAMPLE
Virgin Atlantic vs Indigo

Source-https://www.virginatlantic.com/ Source-https://www.goindigo.in/

PRODUCT/SERVICE- Air travel

COMPANY STRATEGY-
In 1984, Richard Branson has launched Virgin Atlantic Airways of quality and money.Indigo turned
to be the market leader and was known as the budget carrier. it is known to provide cheapest
airline services in India by following competitive pricing strategy. It offers both low cost ticket and
decent facilities that makes it standout and it also provides various discounts to its customers
which makes it all the way more affordable. Lately it is offering cash cuts in its fare . IndiGo was
interested to acquire bankrupt Virgin Atlantic Australia, says AFR Cash-strapped Virgin Atlantic
Australia has grounded its operations from last month in 2020 due to pandemic.
https://www.seatmaestro.com/airlines-seating-maps/virgin-atlantic/history/#:~:text= History
%20of%20Virgin%20Atlantic%20In%201984%2C%20Richard%20Branson, Boeing%20747-
200%20%28G-VIRG%29%2C%20formerly%20operated%20by% 20Aerolineas%20Argentinas.
https://www.livemint.com/companies/news/indigo-interested-in-acquiring-bankrupt-virgin-
atlantic-australia-says-afr-11589209096915.html

2. C (p,q) - EXAMPLE-
Maruti Suzuki Swift VS. Hyundai i20

https://www.marutisuzuki.com/swift.html
https://www.hyundai.com/in/en/find-a-car/i20/highlights
PRODUCT/SERVICE- hatchback car

COMPANY STRATEGY-
Maruti Suzuki Swift is best-selling hatchbacks on roads of India. The iconic hatchback is popular
within young buyers and also practical for young families. The Swift provides comfortable space
to occupy passengers comfortably as well as carry luggage. The Swift has a great look on roads
of India.
Hyundai i20 in premium hatchback segment has best in class design and build quality. The car
has a great design with a decent headlamps and tail-lamps. The Elite i20 has greater leg space
and is also offering cabin space. Safety attributes of the car are airbags ABS system.
Therefore Maruti Suzuki swift had a certain edge over I20 in terms of its build quality at a lower
price in the premium hatchback segment.

https://www.spinny.com/blog/index.php/6-best-premium-hatchbacks-you-can-buy/-
buyer/articleshow/49643883.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cpps

3. C (p,a) – EXAMPLE-
Saffola Masala Oats Classic Masala VS. Quaker
Oats

https://www.amazon.in/Kelloggs-Oats-1kg/dp/B00O8WTZL6
https://www.flipkart.com/quaker-oats/p/itmf3qzpykhzhyr2

PRODUCT/SERVICE- Oats

COMPANY STRATEGY-

Battle of oats have been dominating the Indian market is preferred by both youth
and adults because everyone wants to stay fit
Saffola oats stepped in the oats category long back with flavoured masala oats
which was liked by young and old ages. It changed the decision how we were
support to eat oats in milk. It is a popular product in the youth too. They try to
give flavour with health. Many of Indian flavours in saffola are liked by people of
india.

Quaker Oats was founded in 1850 and is predicated in Chicago, Illinois. It is

operating subsidiary of PepsiCo from 2nd of August, 2002.Quaker Oats, which
calls itself the “World's No. 1 Oats brand”, entered India. It came with an idea to
give the customer how to make different products such as cake , muffins , etc
with their oats which influenced many people for buying it. The response to
action was found to be quite positive and their sales increased.
4. C (q,p) – EXAMPLE -
AMAZON PRIME VIDEO VS HOTSTAR

https://www.zee5.com/
https://www.primevideo.com/
PRODUCT/SERVICE- Online entertainment

Video streaming has become quite popular in the market in large chunks ever
since Amazon prime video launched in 2016 and ZEE5 launched at 2018. Lately
set up boxes have taken a back seat in the market and these OTT platforms are
enjoying the major share of entertainment market
Content is the most crucial factor for deciding the demand of these platforms and
by far Prime video has grown its size in India primarily due to its quality of the
content as well its type. It brings about original shows which are extremely
popular all over the world therefore it has a great library when it comes to TV
Series as well as movies.
Amazon Prime Video provides users with premium video content like original
shows, movies, TV series and more.
Today, when we decide to buy Disney+ Hotstar can made a great difference in
people's lives the recorded channel as well as live channel and movie shows we
can watch at any time that gives an added advantage to customer. Disney +
Hotstar is very cheap compared to Amazon prime
Prime Video has a vast regional language content compared to Disney hotstar
Hotstar. On the other hand Disney+ Hotstar, has content from Disney and its
companies which includes to a vast collection of Bollywood movies Indian tv
serials and some American channels such as HBO.
https://tech.hindustantimes.com/tech/news/disney-hotstar-vs-prime-video-vs-
netflix-which-one-should-you-pick-story-8HjEq70wcexvrUBaSkWHSP.html
5. C (q,q) – EXAMPLE-

Nescafe VS. Bru

www.nescafe.com
https://www.flipkart.com/bru-gold-instant-
coffee/p/itmff5q5g3mfftpa

PRODUCT/SERVICE- coffee
COMPANY STRATEGY-
Nestle’s instant coffee brand was launched as NESCAFE which is a juxtaposition of
the words NESTLE and CAFÉ . nestle vouches for nescafe to be the only brand
where quality goes beyond the product itself.
The leading coffee brand in current Indian scenario is Hindustan unilever’s power
brand BRU. It enhanced its product by adding a range of products in instant
coffee, conventional coffee, ice and hot cappuccino segments Apart from
enriching its product line it ensures its products to be met with high product
quality standards. The innovations that allowed bru to push nescafe at no. two
position were in its product packading as well as continuous product upgradation
be it in terms of flavours range or pricing range.
In 2013 bru became no. 1 coffee brand pushing nescafe back

https://www.marketing91.com/marketing-mix-bru-
coffee/
https://www.business-
standard.com/article/management/bru-goes-one-up-
on-nescafe- 111121600076_1.html
6. C (q,a) – EXAMPLE-
IFB VS. Whirlpool

https://www.whirlpoolindia.com/
https://www.ifbappliances.com/
PRODUCT/SERVICE- washing machine front load
COMPANY STRATEGY-

IFB in collaboration with Heinrich Schmid AG of Switzerland started its Home

Appliances Division was started in 1990-91. The products of IFB are of a great
quality with a reduced price. It offers ideal washing machines for those that need
a high-quality product at a reasonable price. IFB has always positioned IFB’S
washing machines supported by great product attributes.

Whirlpool is a global home appliances which manufactures present across

worldwide. Whirlpool has always tried to do advertsing and we remember the
jingle “whirlpool whirlpool” which comes in our mind when we talk about
whirlpool. Whirlpool has invested hugely in social media marketing, because it
involves an ad campaign which connects to the targeted audiences. Whirlpool
has a visionary promotional strategy. Whirlpool incorporates a slogan ‘Every
Home Everywhere’. the corporate is decided to treat every customer with special
care then so as to make and maintain their consumer base tstarted executing
innovative strategies of execution.
https://www.financialexpress.com/brandwagon/whirlpools-new-campaign-
highlights-the- importance-of-sanitised-clothes/2029875/

7. C ( a, p) – EXAMPLE-
Myntra VS. Ajio

https://www.ajio.com/
https://www.myntra.com/

PRODUCT/SERVICE- E-Shopping COMPANY

STRATEGY-
Myntra the largest online retailer of apparel and products was always the
first choice when it comes to online shoppers for trendy apparel. However
this segment has more price sensitive customers which brought ajio as one
of the largest rivals of myntra.
Promotion became the key driver of myntra’s huge success. It never left
any front in terms of promotions and advertising. A perfect strategy has
been knitted every time by them in social network marketing. Marketing on
Facebook, YouTube, and Twitter was focussed but was not made rigorous
to disturb the users. Solution providing attitude has been maintained to
reach users every moment. Most of the time, their advertisement strategy
remained targeted at the core competency.

Ajio is emerging as a rival to Walmart-owned Myntra, India’s market leader

in online fashion. “Earlier this month, we had a 10-time weekly sales growth
at Ajio compared with an equivalent period last year,” said the CEO of a
worldwide fashion company who asked to not be identified. Ajio also sells
its own private brands. the corporate has an e-commerce model based on
inventory. it's also engaged with various third party logistics partners for
walk delivery. This makes the general range of products affordable while
also maintaining top quality , providing unique amalgamation of designer
clothes and international brands, which as a result differentiates it from
other online retailers.

https://brandyuva.in/2019/08/marketing-strategies-of-myntra.html
https://economictimes.indiatimes.com/topic/Ajio
8. C (a,q) – EXAMPLE-

https://www.peterengland.com/
https://raymond.com/

RAYMOND VS PETER ENGLAND

PRODUCT/SERVICE- formal men’s wear

COMPANY STRATEGY-

Raymond was founded within the year 1925 and with time has become one among the
foremost recognised and popular brands within the consumer market and one among its
main factor is robust promotion strategy.It has launched a campaign titled “The
Complete Man” which express the qualities of a “complete man” who believes in staying
real and don't allow his digital life to overpower his real world . What connects the
consumers to the present 87 year old brands’ the entire Man ad is that the emotions
and relations. albeit the ads gives a sense that it's for Upper bourgeoisie people, the ad
succeeded in connecting with consumers across all economic social strata. this is often
because the emotions and emotions of caring, husband and relation are same for all
people. Raymond has many campaigns, which owns awards just like the Business Most
respected Company Award 2011. The several ad campaigns are shown with the
assistance of each possible advertising medium like digital, electronic and print. it's
advertised via many social sites also because it has its own website which acts like an
agent by updating important news and events at regular intervals.
Peter England was founded to provide British soldiers with fine Khaki trousers during the War.
The brand was acquired by Aditya Birla Group in 2000 and become India’s Leading Menswear
Brand. The brand was most trusted brands in apparel category for years
Peter England has become trusted brand for Indian consumers providing unmatched value to
Indian consumer. Peter England also offers collections in denims, linen, festive wear, Indies
kurtas, accessories, and more.

https://www.thehindubusinessline.com/companies/raymond-to-go-for-fmcglike-strategy-
to-push- sales/article8866594.ece

https://www.peterengland.com/content/about-us-4
9. C (a,a) – EXAMPLE –

ECONOMIC TIMES VS. MINT

https://economictimes.indiatimes.com/defaultinterstitial.cms
https://www.livemint.com/

The ECONOMIC TIMES and MINT are both hugely popular newspapers in INDIA.
Economic Times is the same as Times of India, Economic times has some business
news. But if we read carefully there is less economics in ET. It carries only the
stuffs. Many a times the political section in economic times is 7 pages long.
Economic times has front page full of advertisement.
Mint reports business news and company financial reports as well. Mint has more
business news with advertisements. Mint has lounge section too mint lounge
which also carries some advertisement. Mint carries business news commodities
news whether a particular commodity what rate is prevailing in market.
ET has more advertisements compared to the mint.