Competitive advantage

strategies

 GROUP MEMBER
Shreya garg 17BSP2630
Siddhant bhura 17BSP2736
Sohrab choudhary 17BSP2802
Srishti sharma 17BSP2854
Surbhi jain 17BSP2916
Competitive advantage strategies
Cost Leadership (Low Cost Strategy)
cost Leadership mean that produce goods level of equal more in expensive

Differentiation (Differentiation Strategy)

Differentiation is that provide inventive value can improve of perceive valued of
consumers toward product(or service) in the market.

Focus Cost Leadership / Differentiation:

When competition's range is narrow, in other words when target on specific
customer segment will be focused cheap price and differentiation strategy.
COST LEADERSHIP
Sales figure

 2006-2007
Domestic: 635630 unit Export: 39300 unit Total: 674930 unit
 2007-2008
Domestic: 711820 unit Export: 5302 unit Total: 764840 unit
 2008-2009
Domestic: 722140 unit Export: 70020 unit Total: 792160 unit
 2009-2010
Domestic: 870790 unit Export: 147580 unit Total: 1018370 unit
 2010-2011
Domestic: 1132740 unit Export: 138270 unit Total: 1271010 unit
 2011-2012
Domestic: 1006320 unit Export: 127380 unit Total: 1133700 unit
 2012-2013
Domestic: 1051050 unit Export: 120290 unit Total: 1171340 unit
 2013-2014
Domestic: 1053690 unit Export: 101350 unit Total: 1155040 unit
 2014-2015
Domestic: 1170700 unit Export: 121710 unit Total: 1292410 unit
 2015-2016
Domestic: 1305350 unit Export: 123900 unit Total: 1429250 unit
Market share
Marketing Strategies

 product- Alto, A-Star, Ritz, Swift, Celerio, DZire, Zen, Sx4, Omni, Eeco,
Ertiga, Grand Vitara.
 Place- largest distribution & Service network comprising of over 400
sales showrooms, over 600 dealer workshops, and 1900 Authorized
Service Stations spanning across over 1190 cities unparalleled in the
country.
 Price- pricing strategy of Maruti as both penetrative and competitive.
 Promotion- Road show , print media, social media, television.
Major competitor

 Hyundai motor
 Tata motors
 Mahindra & Mahindra
 Toyota
 Honda
 Royal Enfield
PARENT COMPANY - EICHER MOTORS

CATEGORY -MOTORCYCLES

TAGLINE - MADE LIKE A GUN, GOES LIKE A BULLET!

PRODUCT PORTFOLIO - 1. ROYAL ENFIELD BULLET

2.ROYAL ENFIELD CLASSIC
3. ROYAL ENFIELD THUNDERBIRD
TARGET GROUP - MIDDLE CLASS YOUTH AGED BETWEEN 25-35 YRS.
POSITIONING - A PREMIUM MOTORCYCLE FOR BIKE ADVENTURES.
COMPETITOR – BAJAJ AUTO
 Sales Market Capitalization

2014-2015 2,96,370 units 2014-2015 INR 67,258 crores

2015-2016 3,24,055 units 2015-2016 INR 77,698 crores

2016-2017 4,98,791 units 2016-2017 INR 81,776 crores

 SWOT Analysis
1. Size and scale of parent company
2. Effective Advertising Capability
3. High emphasis on R and D
4. Established brand name in the cruiser market
5. Established market distribution channel
6. Exports motorcycles to 31 countries like the USA, Japan, UAE, Korea,
Strengths Bahrain, UK, France, Germany, Argentina and many other countries
1. Weight of the motor cycle can be an issue for few customers.
Weaknesses 2. Mileage of high cc bikes is an issue

1.Two-wheeler segment is one of the most growing industries

Opportunities 2.Export of bikes is limited i.e. untapped international markets

1. Strong competition from Indian as well as international brands

2. Dependence on government policies and rising fuel prices
Threats 3. Better public transport will affect two-wheeler sales
 History and Growth

 In 2005, the company was selling only about 25,000 bikes

every year.
 Sales shot up six times from 50,000 units in CY10 to 300,000 in
CY14.
 Shift from traditional B2B to the more contemporary B2C.
 Today RE is selling more than just a bike, but an Experience.
 Technology has changed but the ‘Vintage’ and ‘Macho’
appeal of the brand is still prevalent.
 Marketing Strategy

 Product – Ruff and tuff all terrain motorcycle. Upgraded to Electronic fuel injection
technology and change in gear system to acquire more customers.
 Pricing - It belongs to the luxury segment and has become a status symbol to
motorcycle lovers. It has adopted a premium pricing policy for its high-
quality products.
 Promotion - The company has launched innovative ad campaigns with help of
electronic and print media. Its ads are viewed via television, magazines, newspapers
and billboards. Royal Enfield has also launched brand awareness campaigns and
takes part in several shows to increase its brand visibility.
 Place – RE sells in over 20 countries around the world. In India the brand has 394
outlets spread across all the states and 3 union territories.
Airtel

Parent Company Bharti

Category Mobile Service Provider
Sector Telecommunication
Tagline Express yourself,The best network for your smartphone.
USP Airtel is a top telecom brand in india with a huge customer base.
Sales Figures
•MARCH 2007-2008
17851.61CR.
•MARCH 2008-2009
25761.11CR.
•MARCH 2009-2010
34048.32CR.
•MARCH 2010-2011
35609.54CR.
•MARCH 2011-2012
38017.70CR.
 March 2012-2013
41603.80Cr.
 March 2013-2014
45350.90Cr.
 March 2014-2015
49918.50Cr.
 March 2015-2016
55496.40Cr.
 March 2016-2017
60300.20Cr.
 March 2017-2018
62276.30
Market Share
Marketing Strategy
•SEGMENTATION-AIRTELUSES MIX OF SEGMENTATION STRETEGIES
TO SEGMENT ITS OFFERINGS LIKE BASIC CALL/SMS PLANS,
PREPAID/POSTPAID PLANS.

•TARGETING-
AIRTEL HAS TARGETED THE GENERATION Z OF 15-25
AGES,GENERATION X & BABY BOOMERS BY USING DIFFERENT
CAMPAIGNS OVER THE PERIOD OF TIME LIKE “HAR EK FRIEND
JARURI HOTA HAI”,” JO TERA HAI WO MERA HAI” TO TARGET
GEN Z.

•POSITIONING-
AFTER CHANGING ITS LOGO IT HAS
REPOSITIONED ITSELF AS YOUNG,ENERGETIC & INTERNATIONAL
BRAND .
SWOT analysis of Airtel
STRENGTHS:
•BIGGEST MOBILE SERVICE IN INDIA.
•GOOD BRAND IMAGE.
•GOOD INFRASTRUCTURE.
•GOOD FINANCIAL POSITION
•GOOD NETWORK & RELIABLE

WEAKNESS:
•HIGH COMPETITION
•HIGH DEBT
•LATE ADOPTION OF NEW TECHNOLOGY
Opportunities:
•GENERATE REVENUE FROM (3G)
•INTRODUCTION OF LTE ( 4G)
•EXPANDING BUSINESS IN RURAL MARKET
•STRATEGIC PARTNERSHIP WITH BLACKBERRY.

THREAT:
•PRESENCE OF CLOSE AND STRONG COMPETITORS.
•LOW BROADBAND PENETRATION EVEN IN CITIES
•INDIA CENTRIC-MAJOR REVENUE FROM INDIA.
Competitors
•IDEA

•TATA DOCOMO
•RELIANCE COMMUNICATIONS LIMITED
•BHARAT SANCHAR NIGAM LTD.
•VODAFONE(STRONGEST COMPETITOR)
•MTNL

•BSNL

•TATA INDICOM
•AIRCEL
JAGUAR LAND ROVER
HEADQUARTERED IN WHITLEY, COVENTRY, ENGLAND,
OWNED BY THE TATA MOTORS, SINCE 2008
Category – Automobiles
Models-
 JAGUAR XE, XJ L and XF
 JAGUAR F-PACE and F-TYPE
Ad Slogan –
 Born to perform.
 Unleash a Jaguar.
 Jaguar. The art of performance
Place / Distribution of Jaguar
 Selective Distribution
 Maintains exclusivity
Positioning - A premium luxury car brand targeting A+ customers.
Competitors- BMW and Mercedes
 Sales Records
Aiming to 14% Market share
JLR - 45 per cent growth in Indian sales in the nine months from this January 2017.
Estimated Sales
2016 – 3165 units
2015- 2086 units
2014 – 2700 units
2013 – 2913 units
2012 – 2393 units
2011 – 1813 units
2010 - 248 units
 Marketing Strategies

 Price- Premium Pricing Strategy

 Place - Focus on prime locations and bill boards for advertisements
Selective Distribution
 Product - Offers High Tech quality and luxury product
 Promotion - Premium Targeting promotions
100% ATL Strategies
Auto Expo Participation
SWOT Analysis
Strengths Barriers to market entry
Increasing Sales
R&D Spending
Brand Value
Ownership

Weakness Product Range

Popularity
Dependency on few models
Problems in the past:

Opportunities Target New Markets:

New Technology
Acquisitions
Demand
Threats Competition
Changing Government and
environmental policies
Financial instability in the market
The increase in raw materials cos
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