Competitive advantage grid. Example of Auto industry

1. Brand Management:-
Developing Competitive
Advantage
By:- Siddhant Jain
9595637843
Siddhant.jain.ind@gmail.com

2. MODEL # 1
Industry : Automobile
Product
WELL KNOWN COMPANY, UNIQUE PRODUCT
TATA NANO
It is satisfying the need of customer that need is to own a car at low cast.
Starting price of Nano is 1 lakhs. The car is very fuel efficient, achieving
around 26 kilometres per litre (73 mpg-imp; 61 mpg-US) on the highway and
around 22 kilometres per litre (62 mpg-imp; 52 mpg-US) in the city.
Chevrolet Cruze
GM India has launched its latest mid-level sedan in India, the Chevrolet Cruze.
The car has been introduced at an aggressive price tag of Rs 10.99 lakh for the
Cruze LT variant and Rs 12.45 lakh for the fully loaded LTZ variant. With the
likes of the Honda Civic and the Toyota Corolla Altis leading the sales in the
segment, the Cruze is likely to stand out for offering a diesel option for similar
pricing.
WELL KNOWN- UNIQUE
TATA NANO
WELL KNOWN-ME TOO
SKODA FABIA
Tata Manza
UNKNOWN-UNIQUE
REVA
UNKNOWN-ME TOO
PREMIER RIO
Sonalika Rhino
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3. Honda Civic Hybrid
The Honda Civic Hybrid is a hybrid powertrain version of the Honda Civic
sedan.
WELL KNOWN COMPANY, ME TOO PRODUCT
SKODA FABIA
The Škoda Fabia is a supermini produced by Czech manufacturer Škoda Auto.
The car however couldn't live up to the hype. This segment is crowded with
Maruti Suzuki’s Swift, Hyundai’s i20. Also it is priced higher that competitor in
this segment.
TATA Indigo Manza
TATA has launched Manza in sedan segment. The launch coincided with the
phasing out of the earlier sedan version of Indigo. It is priced between Rs 4.8
lakhs and Rs 6.75 lakhs. As sedan segment is crowded with likes of Ford
Fiesta, Fiat Linea, Honda City.
UNKNOWN COMPANY, UNIQUE PRODUCT
REVA
Reva, an electric car, is a unique, environment-friendly product. The REVA is a
small 3-door hatchback. REVA is sold for INR 350,000 (Indian Rupees) in
India and has a "running cost of just 40 paise/km" (40 paise [0.008 US
cent]/km), considering the Indian petrol price of $1.3/liter.
UNKNOWN COMPANY, ME TOO PRODUCT
PREMIER RIO
After Premier Automobiles Ltd fall in 2001, it is entering in India with SUV
RIO. Premier was venerable brand, well known for its Premier Padmini.
Premier Automobiles has launched the Rio compact SUV, in a bid to reclaim its
place as a player in the Indian automotive scene. Indian SUV market is
crowded with TATA Sumo Vista, Mahindra’s Bolero and Scorpio.
Sonalika Rhino
It is an SUV launched by Punjab-based tractor company Sonalika. Since there
are many players such as the Scorpio and the Bolero present in the segment,
the Rhino is a me-too product. Since the company is also relatively unknown,
there is an 80% chance of failure of the product.

4. “Developing Competitive position through innovation and/or
productivity”
Industry : Automobile
NICHE:
YAMAHA YZF-R1:
PRODUCTIVITY
HIGHLOW
HIGH
MARKETINGINNOVATION
NICHE OUTSTANDING SUCCEESS
COMMODITY COST LEADERSHIP
BAJAJ PULSAR 150/180
HONDA ACTIVA
HEROHONDA SPLENDOR
TVS FIERO
YAMAHA CRUX
HEROHONDA CD100
HEROHONDA CD DAWN
BAJAJ BOXER
YAMAHA YZF R1
KAWASAKI NINJA 250 R
LOW

5. Yamaha Motor India (YMI) has decided to launch the 1000cc YZF-R1 and the
1670cc MT-01 in India by the end of this year. The company will import these
‘super bikes’ making it among first bike makers in the country to take
advantage of the government’s recent announcement to allow the import of
motorbikes over 800cc.
KAWASAKI NINJA 250R:
Bajaj Auto has decided to import the European model of Ninja 250R, which is the fuel
injected variant, producing 29.5bhp @ 10500rpm and 21nm of torque @ 8500rpm. Ninja
has been priced at Rs. 2,69,970 (Ex. Showroom Delhi).
OUTSTANDING SUCCESS:
BAJAJ PULSAR:
Before the introduction of the Pulsar, the Indian motorcycle market trend was
towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc
class). Bigger motorcycles with higher capacity virtually did not exist (except
for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed
that there was demand for performance bikes. Bajaj took the cue from there
on and launched the Pulsar twins in India on November 24, 2001. The Pulsars
excited segments of Indian youth, mainly due to a muscular shape and stylish
design as well as its powerful engine (in Indian context) at reasonable fuel
efficiency and affordable cost. The Pulsars are believed to be greatly
successful in redefining the market trend. Since the introduction and success
of Pulsar, the Indian youth began expecting high power and other features
from affordable motorcycles.

6. Bajaj Auto Ltd unveiled 200 cc Pulsar DTS-i. The company hopes to sell 50,000
units of Pulsar per month from June, which will be available in 150 cc, 180 cc, 200
cc, and 220 cc engine capacities. In January, Bajaj Auto sold 43,000 units of
Pulsar. Its also the first bike to feature both front and rear tubeless tyres, which
besides offering superior quality are safer than conventional tubes and in sync with
offerings abroad for similar applications.
HEROHONDA SPLENDOR:
This was one of the largest selling motorcycles in the world. This motorcycle
is renowned for its legendary build quality and reliability. It gives reasonably
good fuel efficiency and performance. In 2004 hero Honda launched its
variant Splendor+ that too was a big success.
HONDA ACTIVA:
Honda Activa was launched in India in 2000. It is a 102 cc, 7 BHP scooters. The
mileage on the highway averages around 50 km/l and in cities around 40. It
has been quite successful in India.

7. COMMODITY:
YAMAHA RX100:
Yamaha entered India with RX100, which was a big success. Due to emission
problem Yamaha stepped into 4-stroke category where Hero Honda was the
leader. It launched bikes like crux to compete in market and lost its brand
value and become a commodity.
YAMAHA CRUX:
Here comes the review of the classical 100c segment bike – The Yamaha
Crux. To sum it up, I am extremely satisfied with this bike. I can boldly say
that this is the best bike in this category. The price of Crux comes around
Rs.30,000 on-road. The bike has the biggest engine in its category compared
to the engines of Hero Honda CD Dawn and Bajaj Platina. The looks are not
head turning but it is not bad either. Compared to other bikes in the 100cc
category, it falls a little short of Splendor+ from Hero Honda. This bike is not
advertised enough and it has not been considered as a choice by many people.
.

8. COST LEADERSHIP:
HEROHONDA CD100:
Hero Honda CD 100 was a leader in its category of fuel efficient bike. It
enjoyed top position for years and sold in large numbers. Later Hero Honda
came with variants like DAWN.
BAJAJ PLATINA:
Bajaj Platina is a 100 CC Motorcycle built by Bajaj Auto. It debuted in 2006.
The Bajaj Platina is based on the CT-100, but with a revised gearbox, fresher
body panels and optional alloy wheels. It became an instant success in its
category with low innovation and high productivity.

9. Behavior of neglected products
PRICE DIFFERENTIATION
The Bajaj Chetak was a popular Indian-made motor scooter produced by the Bajaj Auto
company. The Chetak is named after Chetak, the legendary horse of Indian warrior Rana Pratap
Singh
Originally based on the Italian Vespa Sprint, the Chetak was an affordable means of
transportation for millions of Indian families. Around 1980, the Vespa-licensed design was
replaced with an all new in-house design that shared the same general appearance and style.
During its heyday its chief competitor was LML NV made by LML India as a licensed copy of
the Vespa PX 150. In the face of rising competition, the Chetak lost ground in India, and
production was discontinued in 2005.
HIGHLOW
LOWHIGH
PRODUCTIMAGEDIFFERENTIATION
BRANDED MARKET
COMMODITY MARKET
BAJAJ CHETAK
HERO HONDA SPLENDOR
BAJAJ CHETAK
HERO HONDA
SPLENDOR