GROUP - 1

SECTION- D
Comparative
Response Strategies

Prepared by:
Aakash Raval (151401)
Aashish Janardhanan (151402)
Abhishek Gulyani (151403)
Akshat Singh (151404)
Akshat Shah (151405)
Flipkart vs Snapdeal : Caa

It all began with Flipkart, the online shopping platform, launching teasers around 'The Big
Billion Day' sale for October 6. The teasers were buzzing all over social media platforms and
television with news about the forthcoming sale. Flipkart positioned it as something that has
never happened. One teaser ad was a stand-up comedy act by Bollywood actor, Vir Das, and
another a promotional video highlighting attractions like bumper discounts and unprecedented
prices for a variety of products across categories.
But not everything goes to plan always.
Ambushed
On the day of action (October 6), Flipkart's archrival, Snapdeal.com launched an offensive and
came out with a sale offer on the same scale. Online customers had indeed never seen anything
like this.
Flipkart released a jacket ad in the Times of India, announcing, 'Today Don't Look Anywhere
Else, India's Greatest Ever Sale is here'. But it had the mortification of seeing its thunder stolen
on the page immediately following. Snapdeal attacked it by with its own sales offer by
announcing, 'For Others it is a Big Day. For us, today is no different'.
Flipkart had a big media plan for this sale across online, print, television and social media.
There were spots on YouTube ads, websites, mailers, Facebook and Twitter promotions,
television and other avenues. On Facebook, the portal posted separate offers for different
products with a 'Shop Now' button instead of 'Like Page' button, which directly took the
consumer to the Flipkart page.
Snapdeal had been running its Diwali Bumper Sale campaign with 50 television stars and was
all over television and social media along with other regular platforms. Its campaign did not
have a date but was carried out under the general Diwali Bumper Sale. The portal also placed
ads on its Facebook page to promote the sale.
Snapdeal also took a huge media inventory, spread across television, online, print, digital and
other media. Sandeep Komaravelli, senior vice president, marketing, snapdeal.com, says,
"#Today was the extension of our brand promise of providing the best products to people at the
best prices. We got good traction from netizens, but it is not as if we have created something
because our competition is doing something. This was part of our Diwali Bumper sale
campaign. We knew that Flipkart was coming with a sale, but we continued our campaign and
only said, 'Check Snapdeal.com before you buy'. The timeliness of the campaign was another
big reason for its success."

In fact this was not the end. Flipkart created a new tagline for this new Big Billion Day Sale by
saying NahiKharidaAchaKiyaa. To tackle the Flipkart Sale, Snapdeal team used the Flipkart
tagline creatively and changed it by saying Acha kiya bata dia, yaha se kharido. The new
Snapdeal vs Flipkart war started from the streets, the hoardings of Snapdeal with new tagline
are placed just near hoardings of Flipkart to clear the message that buy from us. This creative
war from the streets went to twitter also, on twitter people are using #AchhaKiya and
#YahaSeKhardio tags in their tweets.
Cadbury Perk v/s Nestle Munch : Cqa

It all started on February 1 (ironically the month of love!), when Cadbury India launched its
new commercial to promote the enhanced Perk. The central idea was to emphasize that the
new Perk was heavier with twin bars and four-wafer layers, yet priced at Rs. 5 like the other bar
(hinting at Nestle Munch).

In retaliation, a good 15 days later, Nestle Munch launched its Munch ka Punch ad. The idea
was to tell the country and more so to Cadbury Perk that the weight of a wafer chocolate does
not matter, what mattered was its taste and crunchiness.

It begins with a punch Some chocolates were harmed in the making of this commercial.
#MunchKaPunch. This time it is Sonu who leaves home with a sad and angry letter to his dad.
He complains of having been given the heavier wafer chocolate while his brother was given the
tasty and crunchy Munch. He informs his dad that chocolate is not eaten for its weight, but for
its taste and suggests him to use the heavy chocolate as a paper weight!

Needless to say, social media voted for the Munch ad, they loved the retaliative punch. It also
helped that the ad was accompanied with an apt hashtag #MunchKaPunch that went viral on
Twitter. This also helped increase visibility. While the Perk ad uploaded on Feb 1 has garnered
148K+ views, the Munch ad uploaded on Feb 14 has garnered 246K+ views till date.
Microsoft Xbox One and Sony PS4: Cqp
Microsoft in the year took its own loyal customer base for granted. Instead of
focusing on video games, Microsoft chose instead to market the Xbox One as
an all-purpose entertainment system for your living room, controlling your
TV, music and streaming services like Netflix via its Kinect motion and voice
sensor which required that users to pay fee in addition to the normal charges
of Netflix.
Also it required an always on internet connection.
This gave Sony a marketing advantage.

Kinect, by the way, also added an additional $100 to the Xboxs price relative
to the PlayStationwhich is the single biggest factor in Microsofts lagging
sales.

The Xbox One was sold at the price of $499 vs. $399 for the PS4. Sony
didnt incorporate the kinect and hence its price was at a$100 lless than the
Xbox.

Sony dominated the competition, selling around 700,000 units per week most
of the month, and only slipping to about 400,000 in the final week. The total
for PlayStation 4 was about 3,204,402 consoles sold in December. That
means the PS4 outsold the Wii U by 189%, the 3DS by 8%, and the Xbox
One by 40%.
Moto G vs Nokia Lumia 730 : Cpp
Motorola reentered the mobile sector with its product Moto G. The 16GB model of was priced
at INR 13,999 at the time of launch.

Motorola decided to make changes in the price of the smartphone Moto G. It priced the phone
very aggressively and slashed the price to Rs. 9999 I India on May 25, 2015.

Moto G became the highest sold smartphone of Motorola due to the competitive pricing. This
made the consumers to look towards the Moto G 1st generation mobile phones. To counter the
shift of consumer base to the Motorola Moto G the other companies decided to cut their prices
too.

Microsoft Lumia 730 which costed around Rs. 12,372 till May 24 suddenly saw a drop in
prices. The price was reduced to Rs. 10,432 as of July 6, 2015.

The specification comparison of Moto G and Microsoft Lumia 730 is given below:

Moto G Lumia 730

4.5 inch LCD IPS screen 4.7 inch LCD IPS screen
 quad-core processor at 1.2 GHz Quad-core processor clocked at 1.2 GHz
Qualcomm Snapdragon 400 Qualcomm Snapdragon 400
Dual sim card facility Dual sim card facility
5MP camera 6.7MP camera

Nokia Lumia price dropped to Rs. 10,665 on 6th July, 2015 from Rs. 12,372 on May 24, 2015
is shown in the figure below:

1.)
2).

3.) the graph below shows the drop in price of Moto G on May 25, 2015 to Rs. 9999.
Apple Vs Samsung : Cqq

VS
For the purpose of evaluating a Quality Vs Quality let's take an example of Apple Vs Samsung.
What happened in an era of 2007 Iphone came into existence and it became a really popular toy
for the wealthy ones. To counter the Apple's Iphone experience Samsung launched its Galaxy
Series of mobile range with Android OS reasonably lesser cost. Though, the price of Samsung
mobiles was cheaper but the quality was nowhere near the experience an Apple's iOS Iphone
was providing to users was incompatible. There was a cold war going on between Samsung and
Apple. There was even a patent war between these two giants. Samsung Eventually lost the
patent claims but its Marketing Team noticed that the new launch by Apple Iphone 5 is barely
improved over previous Iphone models. So they took a dig at it by their ads "The next big thing
is here" . Samsung even went on length of comparing with Samsung's new launch SIII though
price and quality features with Iphone 5. As a response Samsung got a big boom with SIII
quality features and Apple eventually lost its market share for a while to Samsung due to
aggressive campaign by Samsung. Eventually Apple through its superior quality sustained its
market share and even acquired some of Samsung's share too in the Market. And Apple is the
leading player in mobile market at this point of time.
Vodafone Vs BSNL :Cpq

To explain the Quality Vs Price lets take an explain of Vodafone ( Airtel , Idea, Tata Docomo )
Vs BSNL. Everywhere in world when there was a boom about 4G , there is a ongoing war in
India in-between the mobile service provider giants on 3G. Telecom majors are for some time
trying their luck with this expensive technology. With as much as Rs 68000 crore invested in
purchase of the 3G spectrum, they surely want to make best out of it.

At present, a great deal of them are utilizing experiential showcasing to add to the business.
Bharti Airtel has dispatched a crusade wherein it has a few red hued transports or the broadly
known "3G buses" moving in a urban communities. Clients can venture into these buses to get
an ordeal of the 3G versatile administrations like portable TV, feature calling and internet
gaming. Aside from that they are additionally attempting to affect some energy among their
clients with the new Airtel tune. It's Print and open air battles additionally shout 'Airtel is here'.
It has held hands with Nokia for its 3G system which may be a brilliant move.

Vodafone's Zoo 3G, the new superhero of the Zoo group is all over be it online or offline. One
can see these promotions gliding on YouTube, commercial gateways, diaries, announcements
and so on. It is an immaculate sample of how incorporated promoting correspondence is
completed and genuinely delineates the identity of the brand Faster, more brilliant and better.

Tata Docomo has turned a large number of its retail shops in experience stores where one can
come and experience the elements of Tata Docomo 3G.
Besides all these features Vodafone, Airtel, Tata Docomo are providing best 3G experience to
customers at high price and never disconnecting mobile services, which in all provides a great
quality feature

BSNL could have hit gold when they offered the BSNL 3G at the cost of 2G. This could have
been a move by the organization to infiltrate more profound into the nation however the battle
was not by any means a major achievement.

Rin vs Tide : Cpa

Vs
To explain the price Vs advertisement in Marketing let us take classic example of Tide Vs Rin.
What happened was there was a war between these two giants of the soap industry in which
heated in December 2009. Amid December, P&G dispatched the low estimated variation of
Tide marked Tide Naturals. Tide Naturals was valued essentially lower to the Rin. Tide
Naturals was propelled at Rs 50 for every Kg , Rs 10 for 200 gms and Rs 20 for400 gms. Rin
was valued at Rs 70 for every Kg at that time.The lessened cost of the Tide variation was a
prompt danger to Rin. Since Tide as of now became an established brand value, Rin was certain
to confront the warmth. In spite of the fact that HUL had another low evaluated brand Wheel
estimated at Rs 32/Kg, Tide was not in the same classification of Wheel. Rin needed to slice the
cost to oppose the piece of the pie disintegration. With P&G starting a value war, HUL needed
to respond and it did by cutting the cost of Rin by 30% to Rs 50 for each Kg. HUL likewise
responded to the Tide Natural's value war in a 'Guerrilla Marketing' way. It took P&G to the
court with respect to the Tide Natural's advertisement. The court requested P&G to alter the
crusade and P&G needed to concede that Tide Naturals did not contain any Natural ingredients.
One was the direct similar notice and other through the court request requesting that P&G
change Tide Naturals Ad and to concede that Tide Naturals is not " Natural'. Which resulted in
added advantage for the Rin Manufacturers and boomed its market shares.

PRICE QUALITY ADVERTISING

Cp,p= Moto G vs Lumia 730 Cpq = Vodafone vs BSNL Cpa =Rin vs Tide
Cq,p=Xbox One vs PS4 Cqq= Apple vs Samsung Cqa=Perk vs Munch
Ca,p=Kinley vs Bisleri Ca,q=Tata Nano vs Bajaj RE60 Caa= Flipkart vs Snapdeal