Marketing Management Assignment 1

Comparative Response
Matrix
Submitted by:-
Priyank Agarwal (211122)
MBA FT-B

Submitted to-Prabhat Yadav

 GUIDE
1 Introduction

2 Price vs Price

3 Price vs Advertisement

4 Quality vs Price

5 Quality vs Quality

6 Quality vs Advertisement

Advertisement vs Price
7
8 Advertisement vs Quality

9 Advertisement vs Advertisement
 Introduction
Marketing Mix:-

The concept was developed by E. J. McCarthy.

According to Wikipedia, The marketing mix has been defined as the "set of
marketing tools that the firm uses to pursue its marketing objectives in
the
target market".
Marketing Mix is executed through 4P’s:

Product - What do we sell? Ex - Goods, Services,

Consulting, etc.
Price - What do we charge for our products or services?
Place - Where does our ideal customer go to buy the
products, similar to us?
Promotion - How to make customers inform about our
offerings
 Introduction

To understand this matrix let us take 2 companies and 3

elements of the marketing mix. This matrix helps
Competetive Response Matrix
us understand the action-reaction of a company with
respect to the change made by its competitor. In our
example, a company can either decrease price of the
product, Increase the Quality of the product and can
increase the advertising for the product. For ease of
understanding let’s take two companies A and B and
The subscript “p” for Price, “q” for Quality, “a” for
advertising. Let “C” be the probability of company B
responding to company A’s move. Then Cap will
represent the probability of company B responding to
company A’s increase in Advertising with a price cut.
Similarly, Cpa will then represents the probability of
company B responding to company A’s decrease in
price with increase in advertising
 Price vs Price

CPP

Western Digital's brand, which was formed in 1988 in California,
United States. A well-known name not only among photographers
but also among ordinary people. Sandisk is well-known for
manufacturing SD and CF cards, which are commonly used in high-
end cameras. SanDisk's flagship Extreme Privilege SD card has shot
rates of up to 260MB/s and transfer speeds of up to 300MB/s for
professional photography and cinematography.
John Reimer, Mike Liccardo, Paul Wenz, and Petro Estakhri founded the company
in 1996 in California, USA. Lexar was acquired as a distinct subsidiary by
Longsys (a flash memory business based in China) in 2017 after 21 years in the
market for SD cards, CF cards, and USB flash drives. Lexar was once recognised
for its Jump Drive trademark, but it is now a household name in the memory card
industry. Lexar just debuted a new product.
 Price vs Price

The prominent photographer's community, filmmakers, media firms, and ordinary camera owners are
the target markets for each of these enterprises. Even in this market, everyone's needs are distinct. A
typical individual who rarely uses a camera, for example, may seek a memory card in the usual range
with a basic write speed, but a professional who needs memory regularly and interacts with a large

SanDisk is ahead of Lexar in deals, client fulfillment, unwavering quality, and strength. One cannot say
that Lexar is less in Quality than SanDisk but Definity on the off chance that is observed closely,
SanDisk continuously finds it on the best spot. Client dependability and Brand title are the reason for
the victory of SanDisk. For Lexar, it had been essential to counter SanDisk. Whereas SanDisk itself made
the cards cheaper than some time recently, Lexar chosen to lower the worth indeed very SanDisk.
Presently the condition is such that, Same determination cards of SanDisk ordinarily cost higher than
the same determination cards advertised by Lexar. For case, The 32 GB memory card with a
comparable 95 MB/s composing speed, SanDisk offers at INR 1110 whereas Lexar offers it at INR 699.
This Reaction by Lexar has expanded the number of its showcase offers due to the price-sensitive
clients, but still, SanDisk appreciates being some time recently Lexa.
 Price vs Quality
C (PQ)
Apple Inc. is a multinational technology corporation
based in the United States that specialises in
consumer devices, software, and online services.
Apple is the world's most valuable corporation and
the world's largest technology company by sales
(totaling $274.5 billion in 2020). Apple is the fourth-
largest PC vendor by unit sales and the fourth-largest
smartphone maker in the world as of 2021.
The Samsung Group is a multinational company
based in Samsung Town, Seoul, South Korea. Most
of its associated businesses are unified under the
Samsung brand. It is South Korea's largest chaebol
(business conglomerate). Samsung has the eighth
greatest worldwide brand value as of 2020.
 Price vs Quality
Moodboard
1 Apple and Samsung are the two biggest players in the smartphone market, respectively. Both firms are very
competitive, and they attempt to outsmart one other with rapidly evolving new technologies.
2 iPhone is a high-end, luxury gadget that costs upwards of 60,000 rupees (around). Because of Apple's
increasing popularity and technological advancements, Samsung has chosen to create smartphones that can
compete with Apple's high-end phones, but Samsung has a larger, market reach with phones ranging in price
from 1500 rupees to over 60,000.
3 In February 2016, Samsung introduced the much-anticipated Galaxy 7 edge for 50000 rupees, whereas Apple
debuted the iPhone 7 in August 2016 for 60000 rupees Soon after, Samsung released the Galaxy 8 with the
same price tag.
4
As a result, Samsung has developed a Quad HD super Amoled panel display that is significantly superior to the
iPhone 7's display and makes it somewhat thinner. On top of that, the iPhone 7's display is bigger.

iPhone & Samsung have a battery capacity of 1960 mAh, whereas the Samsung Galaxy S8 has a battery
capacity of 3500 mAh. Samsung has also introduced several features to compete with Apple in the same
pricing range.
 Price vs Advertisement

C (PA)

The Ritz-Carlton Hotel Business, LLC is
an American multinational company that
manages the premium hotel chain The
Ritz-Carlton in the United States and
other countries. The business owns and
operates 108 premium hotels and
resorts in 30 countries.
Set in the heart of Kuala Lumpur's Golden
Triangle, the commercial, shopping and
entertainment hub of Malaysia, our Kuala
Lumpur hotel is an urban oasis is in the
midst of cosmopolitan KL. Be charmed by
a city full of Malaysian hospitality.
 Price vs Advertisement
Extravagance items and administrations were confronting a unpleasant
time amid 1997 in Southeast Asia. The economy of the locale was
unsteady and tourism for enduring broadly. The Malaysian Ringgit too
endured and dropped to half its esteem. The fetched of lodging rooms
dropped to an all-time low, however rooms were empty. In reaction, the
extravagance inns brought down their rates even further to pull in
clients. Most of the extravagance inns in Malaysia entered into a cost
war. The Ritz-Carlton dodged entering this cost war and instep reacted
with an increased quality in benefit. Potential clients in arriving flights
were welcomed with music, discount coupons, and show rooms.
Travelers with bookings in other lodgings absconded to the Ritz at
alarming rates. Visitors too gotten a 24 hr “technology butler” to settle
tablets and other electronic gear. It moreover advertised a “bath menu”
of drinks and snacks to go along with butler-drawn showers. Visitors
that remained more than 5 evenings were talented an embroidered
pillowc
 QUALITY VS QUALITY
C (QQ)
Amazon.com, Inc. is an American
multinational technology company
which focuses on e-commerce, cloud
computing, digital streaming, and
artificial intelligence
Google LLC is an American multinational
technology company that specializes in
Internet-related services and products,
which include online advertising
technologies, a search engine, cloud
computing, software, and hardware
QUALITY VS QUALITY
Amazon Echo, a product of Amazon.com, an
American multinational corporation, was
released in March 2014. It was first released
as a smart speaker, but in November 2014,
Amazon released its first Echo with Alexa.
Google announced its digital personal
assistant, Google Home, in 2016, and the
gadget was made accessible to the
general public in November of that year.
Google Assistant is the artificial
intelligence utilized in Google Home.
Google Home was released as a response to Amazon's Echo, with features of
comparable quality, cutting-edge technology, and improved automation.
For the first time, a product emerged that may threaten Amazon's monopoly.
With an Android phone, Google Home was the ideal companion.
 Advertisement vs Advertisement

C
(AA)

Formed in 1946, Amul (Anand milk union
Ltd) is an Indian dairy cooperative society,
based in the
Indian state of Gujarat. Amul has a wide
range of dairy based products. In 2019
Amul launched
its very own butter cookies challenging the
other butter cookie maker brand -
Britannia
Britannia was founded in 1892, and
specialises in manufacturing Biscuits.
Other include bread,
rusk, cakes and dairy products.
Britannia good day had become
synonymous to butter cookies
in India over time.
ADD WAR
 An Amul marketing strategy from 2019 compared its own butter biscuits with Britannia
good day. Butter cookies made by Amul include 25 percent Amul butter and 0 percent
vegetable oil, whereas other cookies have 0.3-3 percent butter and 20-22% vegetable
oil, according to the company's claims. Britain's response was to create its own print
advertisement comparing its cholesterol levels to those of Amul's 25-percent-butter
cookies.

Britannia's commercial did its utmost to capture Amul's attention, but

the damage had already been done. Most Britannia butter cookies
were used by Twitter users which were Britannia Good Day!
 ADVERTISEMENT VS QUALITY

C
As part of the Future company, Kishore Biyani added Big
Bazaar in 2001, a well-known Indian retail brand. As per
Interbrand, it is one of India's most valued brands and one
of the most trustworthy (Nielsen). Paytm has also
collaborated with the firm to make the company's anchor
shop available on its online marketplace. Paytm's e-
marketplace will allow customers to shop for anything
offered at Big Bazaar. Reliance Industries most recently
bought Future Group's retail operations for $3.38 billion in
a deal that was announced in May.
(A,Q)
Radhakishan Daman started Dmart in 2002 under
the name Avenue Supermarts Limited. It is a network
of hypermarkets in India that is owned and operated
by Indian nationals. At affordable pricing, DMart
stores provide a variety of home utility items,
including food, beauty products, home appliances,
and many more. The company's primary goal is to
provide consumers with high-quality items at a fair
price.
 In terms of growth, India's retail industry is ranked among the world's fastest expanding. Consumer
spending is forecasted to reach $1.1 trillion by 2020, which is equivalent to Rs 76.87 lakh crores. There
is a rapid expansion of retail in India's main cities and metro areas, as well as in tier II and III cities.
Urbanization and changing customer interests and preferences are some of the reasons fueling
growth in India's organised retail industry.

Think of Big Bazaar and Dmart when you think of this industry.
Both brands have a presence in India and are in a constant state of competition with one another.
Advertisement has been a strength for Big Bazaar, and it continues to be a part of its overall
marketing strategy throughout the year. Big Bazaar is advertised on television, social media, and in
print media. Ads have helped Big Bazaar build its brand over time, leading to an increasing market
share in the retail business.

Smart, on the other hand, was fully aware that Big Bazaar's advertising was its greatest asset, and that
copying it in the marketing mix would only cause them additional issues. Prices are essential in Indian
marketplaces, but the quality of a company's products and services are far more important.
Quality was given precedence above cost-effectiveness as a result of Smart's efforts in this area of
the marketing mix. But Smart was able to match Big Bazaar's pricing for Best quality.
 Advertisement vs Price

C (A,P)

From its modest origins in 2008 as a restaurant menu listing document to

assist corporate employees in ordering meals from local eateries in Delhi,
Urbanspoon has grown into a $200 million firm that covers 10,000+ cities
across the world and has 100 million+ monthly active foodies.
Online meal ordering business Swiggy is Zomato's direct rival. A total of 300+
cities throughout India were served by Swiggy in 2019. Major factors in its
success were the specialized delivery network and discounts/offers/Swiggy
Super memberships, among others.
 Zomato celebrated its tenth anniversary
in July 2018. By this time, Zomato's
advertising had become well-known.
As Akshar Pathak, the copywriter and
designer behind the humorous creatives,
had already gained a large following on
social media, Zomato evoked nostalgia
with the creative linked below on its
anniversary..

Swiggy announced a new membership

programme, Swiggy Super, 20 days after Zomato
celebrated its one anniversary. Swiggy
SuperSubscribers wouldn't be charged surge
pricing, and they'd enjoy discounted orders and
more!
 Quality vs Price

C (Q,P)

A part of the Tata Group, Tata

Consumer Products is an
Indian fast-moving consumer
products firm located in Brooke Bond is a brand of tea owned by
Mumbai, Maharashtra. A Unilever, formerly known as PG Tips and
significant producer of coffee, Brooke Bond tea cards.
it is also the world's second-
largest producer and
distributor of tea.
 Unilever's Brooke Bond tea brand is well-known. Since 1869, it has soothed the taste buds of millions of people
across the world.
Brooke Bond developed Red Label in 1903, which has become one of India's most popular tea brands today.
Since then, Brooke Bond Red Label has transformed the way people consume tea in the United States.
Red Label by Brooke Bond is all about getting to know one another over a cup of hot tea. Swad Apnepan Ka is the
name of the song (Taste of Togetherness)
As well as being India's most popular tea brand in terms of volume, Tata Tea Premium is also the most
expensive. It has a market share of around 25 percent more than the second largest brand in the United States.
India's first packet tea was introduced by Tata Tea, the company's flagship brand, in 1985, when it brought
fresh teas from the garden to consumers in poly bags.
Brooke bond mainly focuses on only tea, whereas, TATA is a company that manufactures almost everything from
a pin to a truck.
Brooke Bond makes two varieties of tea, one Red Label and the other Brooke Bond Original (which was produced
to have a good effect on human body, as they added different natural ingredients.) Taj Mahal, for example (which
was produced as a classical tea).
Tata Tea on the other hand is a consumer tea at low cost.
Therefore, Broke Bond's cost-effective policy has an edge over Tata Tea's..
 Quality vs Advertisement
Café Coffee Day is an Indian café
C (q,a)
chain. It is a subsidiary of Coffee
Day Enterprises Limited. Coffee Day
serves 160 crore cups of coffee
annually in six countries.
Internationally, CCDs are present in
Austria, Czech Republic, Malaysia,
Nepal and Egypt.
Luigi Lavazza S.p.A. is an Italian
manufacturer of coffee products.
Founded in Turin in 1895 by Luigi
Lavazza, it was initially run from a
small grocery store at Via San
Tommaso 10. The business of
Lavazza S.p.A. is currently
administered by the third and
fourth generations of the Lavazza
family.
CCD and Barista Lavazza are the two major competitors in coffee shops nowadays. These players
compete with one other, while servicing distinct audiences. Players compete for their own piece
of the market.
Café Coffee Day runs 1556 cafés across India's main cities. Is an ISO 9002 accredited firm that is
a component of India's largest coffee producer, Coffee Day Inc. As a coffee-growing company,
Coffee Day has a unique selling point: the coffee it serves in its cafés. As contrast to its
competitors, Cafe Coffee Day's vending machines provide filter coffee instead of instant coffee.

In February 2000, Barista opened its first store in New Delhi, India. Turner Morrison Group
BARISTA Coffee Company Ltd, of which Tata Coffee Ltd owns a 34.3% interest, is owned by Amit
Judge's Turner Morrison Group. As a result of its foray into India, the company was able to gain a
Sterling Group sold Barista to Lavazza in 2007. Barista Lavazza is presently owned by Lavazza.
From 711 prominent Indian brands across 98 categories, Barista was picked as the winner. India
has 190 Barista shops.
India's largest coffee chain, Barista, is second only to Cafe Coffee Day in terms of number of
locations. In 2020, Techno Pak Advisors Pvt. expects the organised café industry to expand to Rs
151 billion from Rs 67 billion in 2014. As Barista studied the industry, they discovered that their
competition was pricing themselves out of the market. Eventually, they decided to lower their
prices. It was not done with an acquisition mindset. Footfalls increased by 47 per cent as a result
of the price reductions.
Due to Barista's pricing approach, CCD focused on the marketing component. CCD has partnered
with a number of businesses to promote their products, and their ads have been successful.
After installing Google Allo, they offered a complimentary cappuccino. CCD offers a
complimentary cappuccino with every Rs. 65 purchase of Cadbury Silk.
My Learning

The most important thing I learned from this project was how tough it is to research a
specific topic. What I learned was how one may approach a topic and look for
precedents and evidence that ties theory to practice.

I learned about the many components of the marketing mix, as well as how to analyze
competition reaction. To strategy for development and success, a business must
assess its competitors' reaction skills in a range of real-world situations.
Citations
Book - The Marketing Management By Philip Kotler
Book - The Psychology Of Persuasion.
https://en.wikipedia.org/wiki/Marketing_mix
https://neilpatel.com/blog/4-ps-of-marketing/
https://en.wikipedia.org/wiki/Samsung
https://en.wikipedia.org/wiki/H%26M
Thank you!