MARKETING

MANAGEMENT
– 1 Assignment

“The Comparative Response

Matrix”
 SECTION
-B
MEMBERS OF THE GROUP:

JASMEET KAUR TUTEJA 181221

KASHISH BAJPAI 181222

KETAN WADHWANI 181223

KHUSHBOO KHILJI 181224

AN
KOTTAPURATH M 8122
UMAMAHESHWAR
 ACKNOWLEDGME
NT

We are really grateful to Bensen P. Shapiro the author of the article

“Rejuvenating the Marketing Mix”. His input on Exhibit II of Comparative

Response Matrix of the article has made this assignment possible.

We thank the Marketing department of I.M.N.U to provide us an opportunity

to work on this assignment. We are grateful to Professor Prabhat Yadav our

beloved Marketing Management faculty as well to guide us throughout the

assignment.
Introduction
Bensen P Shapiro the author of “Rejuvenating the Marketing Mix” gives us
the comparative response matrix in order to analyse the action reaction of
various companies. The three parameters of the matrix are Price, Quality
and Advertisement. This creates a 3x3 matrix which gives 9 responses.

PRICE QUALITY ADVERTISING

PRICE Cp.p Cq.p Ca.p
QUALITY Cp.q Cq.q Ca.q
ADVERTISING Cp.a Cq.a Ca.a
TOTAL 1 1 1
The details of the table are mentioned below.

Price Vs Price (Cp,p)

Netflix Vs Amazon prime

Netflix Due to increase in popularity of Netflix the company decided to

squeeze the customers a little bit more by increasing the prices of their
standard and premium streaming subscription services. The standard

services which was earlier charged at $9.99 for two screens at once is now

increased to $10.99 monthly. The premium services which were at $11.99

are now at $13.99.

Vs
Amazon Prime Walking on the same track the Amazon prime also

increases their prices for its membership program. This is the first time when

there is any price change in annual prime subscription since 2014. Earlier it

was $79 per year before it increased to $99 that year, now it increases to

$119 per year.

7

NETFLIX AMAZON PRIME

1
0
2

6
 2013 2015 2017

Price vs Quality (C p,q)

BALAJI vs LAYS

Lays has been ruling Indian market since its launch in 1995. Its most

famous campaign was ‘NO ONE CAN EAT JUST ONE’. Endorsed by many

popular sportspersons and film personalities Lays has always been at the top

of the league. At first lays started with three core flavours ‘American style

cream and onion’ ‘Tomatina flavour’ and ‘ classic salted’, Lays ruled for a

long time without much of a competition in any of the market. The only

displeasure among people was that there is more air in the packet than the

chips. The concern was the quantity of the wafer chips.

And here Balaji comes into picture. The company has been in the market

since 1974. But the company never posed a severe threat to Lays for a long

time. Based in Rajkot (Gujrat) the company started expanding and extended

its market in Madhya Pradesh, Rajasthan, Maharashtra and other parts of

the country. Balaji Wafers Pvt. Ltd. today has capacity of producing 100,000

kg potato wafers per day.

The USP of Balaji was that it provided nearly double quantity of what

Lays provided. That’s the reason it considerably affected market of

Lays. Lays had to react to it before further loss. To counter the

problem Lays introduced MAXX where it provided several different

flavours and more quantity at Rs. 15 only. It provided less oily

wafers and great flavours. In spite of tough competition it didn’t

compromise with the prices and rather gave better quality and more

options to choose from.

Price v/s advertising (Cp,a)

DETTOL HAND WASH V/S PATANJALI HAND

WASH
Dettol has 50% market share in the whole liquid hand wash category. Before

Patanjali, Dettol had a share of 53% in the market.

When Patanjali came in the market, it had a strategy of low pricing due to

which the market share of Dettol was affected. Patanjali hand wash is sold at

a price which is 10%- 30% lower than Dettol who spend 12%-18% in

advertising.

But as we all know that dettol has its own advertising strategy. Dettol uses

marketing communication strategy which involves ATL and BTL. Its

popularity has been increased by the attractive packaging.

PATANJALI ----- PRICE

DETTOL ---- ADVERTISEMENT

PATANJALI DETTOL

200 ml 45 Rupees 87 rupees

Quality Vs Price (Cqp)

Samsung Vs iPhone
As the mobile phone are becoming a need for every individual the

manufacturers are also in race to provide the best features phone in

negotiable rates.

Recently iPhone 7 has received a huge decline in prices to provide its

handset in the reach of every customers. Apple iPhone 7 which was earlier at

76,200 reaches to 68,000 showing a decline of Rs 8,200. Even the starting

price of iPhone 7 is now Rs 49,000.

Vs

Analysing the consequences and market scenario ,Samsung inspite of

decreasing the prices of its handset started increasing the quality of their

product. Samsung recently introduced their model with high security with

battery and customers data.

Multi layer safety checks are performed for battery like 8 point battery
safety check which combines of-

• Durability Test

• Visual Inspection

• X-Ray

• Charge and discharge Test

• TVOC

• Disassembling test

• Accelerated Usage Test

• OCV Test

QUALITY V/S QUALITY (C q,

q)

Iphone X vs Samsung S9+

Iphone X: The latest and the most top end phone of the Iphone series was

launched on 3 November 2017. Priced at a whopping $999 for the basic 64

GB model, this phone was targeting an even higher income group this time.

Packed with brand new features like

• Face ID unlock

• OLED display

• End to end display

• Animoji

And many more.

Samsung S9: The latest of the premium Galaxy S series of Samsung was

launched on 16 March 2018. All set to give a tough competition to its biggest

competitor Iphone, this latest flagship model was power packed with loads

of new features, and to mention a class apart camera features. The new.

Here are to name a few

• Super slow-mo feature

• AR emoji

• Intelligent scan to unlock

• Dolby atmos surroumd sound speakers

The Aftermath:
 As till the fourth quarter of 2017, Apple led with 46.9% market share

in India in the premium phones category. But the tables turned as

Samsung has acquired the first spot with 50% market share in the first

quarter of the year 2018.

Quality vs Adverstisement (C q.a)

Beats by Dr.Dre vs. Bose Headphones

Bose was founded by Amar G. Bose, who was a professor of electrical

engineering at MIT in 1964. That's from where the company's slogan “Better

Sound Through Research” comes from. hence, the company's main focus

has always been on the best quality and engineering standards. Whereas,

on the other hand, Beats has been focusing on the lifestyle marketing of the

brand Beats was founded by Dr. Dre a rapper and music producer and

Jimmy Lovine in 2008. The company's image has been built on the pillars of
being cool, trendy and modern with the urban and young crowd. . Beats

targets people who are trendsetters and the brand has always been

endorsed by the coolest celebrities.

Beats has taken over Bose as the leader in the premium segment audio

market with its smart advertising methods. It is clearly evident in social

media such as YouTube where Beats routinely clocks more views than Bose.

So the brand has clicked with the younger generation. Even though, Beat's

critics has always said that the brand is highly overpriced and not in the

quality level of Bose., the smart advertising has finally paid off. Bose

became the official headphone sponsor of the NFL, but several NFL players

have opted to keep wearing their Beats and pay the fines. Beats videos get

nearly 17.6 million monthly views, while Bose videos get only 2.9 million,

according to OpenSlate

In 2013-2014, According to Strike Social, beats shelled out $3.3 Million

whereas Bose spent only $900000 in making and promoting YouTube media

content. Hence in this scenario, we can see that Bose has always been the

brand which has heavily emphasized on quality and continued improvement

in performance and this has been embedded in the minds of the consumers
whereas on the other hand, Beats has cut across the market share with its

aggressive marketing and advertising content.

ADVERTISEMENT V/S PRICE (C a,)

FORD ECOSPORT VS TATA NEXON

Ford Motor Company is an American multinational automaker. The

marketing strategy of Ford is very strong and it emotionally capturing public

attention at all media platforms.

It organizes marketing campaign in to evoke an emotional chord among the

people. Like #Discover more in you campaign which started to help the

accidents victims another such campaign is “Helping hand”. Through

emotional stories Ford’s campaign is touching upon patient issues that grip

our society and require a discussion and debate. These campaign shows

the owner taking actions and being the change needed to build a better

India.

The company also counting to advocate for safer and saner through roads

Ford #Cartesy and Driving Skills for Life programmes.

This way Ford play a strong game in advertising.

Competing with Ford Ecosports, Tata Nexon has a great deals offer.

There is a huge difference between the prices of Ford ecosports and Tata

Nexon. Both cars have all features similar but price of Tata Nexon is very

less in comparison to Ford Ecosports .

This way Tata Nexon deals with the strategy of Ford Ecosports. It plays the

game of pricing

Price of Ford Ecosport= 7.81 Lakh

Price of Tata Nexon=6.5 Lakh

 Advertisement Vs quality C (a.q)

MAYBELlINE COLOSSAL KAJAL VS LAKME

EYECONIC KAJAL

Colossal Kajal by Maybelline New York was launched in the year 2011,
pioneering the smudge proof kajal sticks. They brought the hassle free roll
on kajal accessible to the women of the country at an affordable price. Its
claimed staying power is 12 hours. It is enriched with Olive Oil, Vitamin E,
Vitamin C and conditioning agents.
A campaign was run by maybelline asking every woman to discover the
‘hero’ within her by bringing in the Colossal Kajal as a bold and no
hassle product that personifies every the Maybelline woman. The
campaign generated a lot of buzz with content pegs – ‘Who AM EYE?’
With the reveal – ‘EYE AM bold’ there were 98% positive reviews shared
online.

Lakm
e
In 2011 Lakme launched the Eyeconic Kajal which directly competes
with Maybelline Colossal Kajal. It was a improved quality product as
compared to its counterpart in the following parameters:

• Long-lasting: It lasts for up to 22 hours as compared to the 12

hours of Colossal
• Color: It is rich and intense black
color
• Texture: Smoother and creamier
finish
 • Durability: Less prone to
breakage

Packaging: Colossal packaging was severely prone to dysfunctional

sticks, which

was not the case with Lakme

Eyeconic.
ADVERTISEMENT VS ADVERTISEMENT (C a,
a)

Yeezy (Adidas) vs. Air Jordans (Nike)

Air Jordans are a clothing and apparel brand produced by Nike from the year

1984. It was made for one of the greatest basketball player Michael Jordan.

It became easily recognizable by the public with the brand value of Nike and

Michael Jordan. The ad campaign ''Mars and Mike'' was one of Nike's most

successful advertisement campaigns. Adidas Yeezy's first debuted in 2015. It

was designed by rapper Kanye West and it has been selling like hot cakes

ever since.
The sales volume has been in the favour of Nike as Adidas cannot compete

with its sheer volume. Nike's Air Jordans have been selling more in the retail

market. Both the brands have one of the best celebrity endorsements and

this has caught sneaker fans in a frenzy. Social media plays a huge impact
on sneaker sales. Michael Jordan doesn't use social media at all while Kanye

west has 28 million twitter followers. Even though Nike sells more in retail, it

is Yeezy's which has taken over the resale market. Adidas Yeezy has higher

sales volume in comparison to Nike Air Jordan on the website. Yeezy's has

also toppled Nike in Google Web searches which shows the interest of the

consumers in the product.

In this comparison, it is shown that both the companies are major sports

brands which emphasize heavily on advertising and brand endorsements.

Here we can see the effects of advertisements and the number of sales of

both the products have skyrocketed in the past few years even though the

price range of these sneaker shoes are on the premium side. Yeezy's have

especially taken off considering the fact that they debuted from 2015

compared to the Jordans which has been a staple brand from 1985.
Conclusion
The 4 p’s of the marketing mix tells the stability and the life of the product in
the market. Below is the conclusion on the basis of comparative study of
marketing mix of various companies.
PRICE QUALITY ADVERTISING
PRICE Cp.p = NETFLIX V/S
AMAZON PRIME
Cq.p= BALAJI V/S LAYS
Ca.p = DETTOL HAND WASH V/S PATANJALI HAND WASH QUALITY Cp.q = SAMSUNG
V/S
I PHONE
Cq.q = I PHONE V/S SAMSUNG S 9 +
Ca.q = BEATS V/S BOSE HEAD PHONES ADVERTISING Cp.a = PAMPERS V/S MAMY
POKO PANTS
Cq.a = MAYBELLINE COOSSAL KAJAL V/S LAKME EYECONIC KAJAL
Ca.a = YEEZY (ADIDAS) V/S AIR JORDANS (NIKE)
TOTAL 1 1 1
The conclusion which we draw after this assignment is that, each company
has to work on its marketing strategy regularly and update it according to
surrounding and the demands in order to survive.

BIBLIOGRAPH
Y

Sources (C p, p)-

https://www.statista.com/chart/8908/video-content-budget-amazon-netflix/

http://www.afaqs.com/news/story/49076_Amazon-Prime-Video-India-

announces-deal-with-T-Serie

https://bgr.com/2016/12/06/netflix-movies-list-library-shrinking/

https://money.cnn.com/2017/10/05/technology/business/netflix-price-

increases/index.html

https://money.cnn.com/2018/04/26/technology/business/amazon-prime-

cost-increase/index.html

Sources ( C p, q)
http://www.pepsicoindia.co.in/brands/lays.html
https://www.balajiwafers.com/

image sorce

http://www.dmart.in
https://www.just-food.com/news/pepsico-launches-lays-maxx-in-
india_id129857.aspx

Sources (C p, a)

http://directfrommind.in/handwash-market-in-india/

http://stellarix.com/fusce/comparative-study-of-patanjali-high-grossing-

products-with-competitors/
https://www.marketing91.com/marketing-mix-of-dettol/

Image source

https://images-na.ssl-images-

amazon.com/images/I/415fKX7uDML._SX466_.jpg

https://rukminim1.flixcart.com/image/832/832/j4fwpzk0/hand-wash-

sanitizer/a/6/z/200-original-liquid-hand-wash-pump-dispenser-dettol-

original-imaevcp5n6dnkrpq.jpeg?q=70

Sources (C q, p )
 https://www.gadgetsnow.com/slideshows/20-smartphones-that-got-a-price-

cut-recently/Apple-iPhone-7-Starting-at-Rs-49000-price-cut-of-Rs-

7200/photolist/61796405.cms

https://www.ceneo.pl/36505477

Sources ( C q, q )

https://www.pocket-lint.com/phones/buyers-guides/143823-samsung-

galaxy-s9-vs-apple-iphone-x-clash-of-the-titans

https://telecom.economictimes.indiatimes.com/news/samsung-topples-

apple-as-no-1-in-indias-premium-smartphone-market-

counterpoint/58418938

Sources ( C a, p)

https://brandequity.economictimes.indiatimes.com/news/advertising/ford-

launches-discovermoreinyou-campaign-with-new-tvc/69755899I

https://www.zigwheels.com/compare-cars/ford-ecosport-vs-tata-nexon

ImageSource

https://blog.gaadikey.com/wp-content/uploads/2019/06/Ford-SUV-Range.jpg

sources (C a,a)
https://digiday.com/marketing/beats-crushing-bose-youtube/

https://www.slideshare.net/crimsonhexagon/beats-vs-bose-marketing-

strategy-study-47738399

https://skemaheadphonebrandsaudit.wordpress.com/beats-vs-bose/beats/

https://bosevsbeats.wordpress.com/brandanalysis-2/

https://www.complex.com/sneakers/kanye-west-adidas-vs-air-jordans

https://nycdatascience.com/blog/student-works/nikevsadidas/