Submitted To:

Prof. P.K. Yadav

INSTITUTE OF MANAGEMENT,
NIRMA UNIVERSITY
MBA-FT (2016-18)
MARKETING MANAGEMENT I
COMPETITOR-PROGRAM FIT
Team project in partial fulfillment of the
requirements of the MM-I course.

Submitted By:
Team no-03
Section -C

Group Members

ASHUTOSH SAMPAT (161309)

AZIZ CHHATRIWALA (161310)
BHAVYA DESAI (161311)
BUNTY JARIWALA (161312)

Comparative Response Matrix:

Company A Action

Price

Quality

Advertising

Price

Cpp
Nestle-ITC

Cpq
TVS-HONDA

Cpa
CASIO-TATAS
TITAN

Quality

Cqp
Parle-Britania

Cqq
AppleSamsung

Cqa
htc-Samsung

Advertising

Cap
PepsiCo-Balaji

Caq
Reebok-PUMA

Caa
Pepsico-Coca
Cola

Company B
Reaction

Explanations:
Comparative Response Matrix represents with each and
every Action from Company A how Company B reacts
to survive in the Market.
In last slide we have chosen some of parameters like
Price, Quality and Advertisement with reference to
that how different companies are taking decisions to
provide tough competition in Market.
We can add more parameters for detailed Analysis.

Price-Price Analysis:
Company-A
Nestle

Company-B
ITC

Maggi

Descrip
tion

Past: Rupees 10 for 80 gm Packet

Present: Rupees 12 for 70 gm
Packet

Yippie

Past: Rupees 10 for 80 gm Packet

Present: Rupees 12 for 70 gm Packet

Price-Quality Analysis:
Company-A
TVS

JUPITER

Descrip
tion

Company-B
HONDA

ACTIVA

TVS Launched its model Jupiter to compete with Honda Activa at lower
price.
Honda launched Activa 3G with slightly higher price but better quality in
shape and body and had its stake in the market to remain.

Price-Advertisement Analysis:
Company-A
CASIO

Company-B
TATAS TITAN

Descrip
tion

CASIO is well known for

its best quality watches
at designed price.

CASIO focuses on middle aged people

and focuses more on providing quality

products at optimum price.
CASIO has good market share at

global level but still struggling for Top

position in India.

Titan is subsidiary
company of TATA
industries and have grown
well in past decade due to
exclusive advertisement.

Titan majorly focuses on Youth crowd and

provides semi- luxury watches for Urban
region.
Titan due to strong base has found its
way in Indian market and provides
watches of low quality at higher prices.

Quality-Price Analysis:

Descrip
tion

Company-A
PARLE

Company-B
BRITANIA

120g of Parle Hide&Seek costs Rs.

25.

40g of Britannia Tiger Krunch costs Rs.

5.

When compared, Parle product becomes costlier than Britannia Product.

Initially, Parle Hide&Seek introduced Hide&Seek and worked on its quality but
its price went high on the other hand. Britannia launched Tiger Krunch with a
lower quality but same price and won the market giving a severe competition
to Parle.

Quality-Quality Analysis:
Company-A
APPLE

IPHONE 5S

Descrip
tion

Company-B
SAMSUNG

GALAXY S5

To provide tough competition, In

In September 2013 Apple come
March 2014 Samsung come up with
up with new technology which is
same technology and some new
finger print Scanner.
features like Big screen size, better
camera and water resistant.

Quality-Advertisement Analysis:
Company-A
HTC

Company-B
SAMSUNG

WILDFIRE-S

Descrip
tion

Launched HTC
Wildfire which had
similar features to
ace 2011.
Few ad campaigns.
Known for their
product quality.

GALAXY-Y

Launched Galaxy ace

in 2011.
Known for their
constant ad
campaigns.

Though the market share of Samsung is more; HTC and Samsung are close
competitors as they have many mobile products in the same range and
with nearly similar features. Whereas HTC promoted its product through
sheer quality and few advertisements ; Samsung focused its strategy
entirely on heavy advertisements.

Advertisement-Price Analysis:
Company-A
PepsiCos Lays

Descrip
tion

PepsiCo is MNC in
terms of FMCG sector
and well established in
market.

PepsiCo
emphasis
more
on
advertisement
and packaging, brand endorsers and
thus,
have higher price for the same
quantity of
wafer.

Company-B
Balaji

Balaji is domestic company

and has dominated its
Wafers in Western zone of
India.

Balaji has attracted the mass by

providing
Quality at relatively lower price and
thus
captured considerable market share in
West.

Advertisement-Quality Analysis:
Company-A
Reebok

Descrip
tion

Focus on life style and

self improvement
based ads.
Known for their
promotional ads and
tie ups with sport
celebrities.

Company-B
PUMA

Focus on quality
improvement through
alliances with
FERRARI,BMW and
DUCATI.
Known for the quality
based innovative and
customized products.

These footwear giants have been giving neck to neck competition to each
other. While Reebok started promoting its products through various ads
which focused on life style and self improvement; Puma decided to take its
quality a notch higher through the concept of innovative and customized
shoe designing.

Advertisement-Advertisement
Analysis:
Company-A
PEPSICO

MOUNTAIN DEW

Company-B
COCA-COLA

SPRITE

Descrip
tion
With Sprite and Mountain Dew spoofing one another's ads, the rivalry
between Pepsi and Coke appears to have spilled onto a new turf - the
lemon-lime segment.

Learning:
The Competitive Response Matrix is a Flexible Analytical
approach. One can add more columns representing many
Marketing Tools, one can do comparative analysis easily.
It enables a competitor to understand more easily how it can
differentiate itself from the marketing programs of other
competitors.
This assignment helped to learn about the importance of
detailing in Marketing and how even small intricacies help a
company in deciding a certain strategy.