Media Brand
| Company Specific | NDTV | BBC News | CNN |
| No of Employees | 543 | 3500 | 6517 |
| Founded | 1988 | 1922 | 1980 |
| Funding | subscription, Advertisements | subscription, Advertisements | subscription, Advertisements |
| Investors | Traded in BSE and NSE | ||
| Acquisitions | No acquisition | No acquisition | Acquired Beme, a multimedia company in 2017 |
| No of Customers | N/A | In 2016/17 it recorded 121 million weekly users | |
| Strength/Weakness | Strength- 1 Launch of NDTV imagine and NDTV good times increased diversity in channels 2 Good number of Philanthropy and social initiatives Weakness- 1 Radia tapes controversy which led to damage of brand 2 As of June 2019, Securities and Exchange Board of India barred NDTV chief Prannoy Roy and his wife Radhika Roy from accessing the securities market for 2 years after an investigation revealed that they concealed material info from shareholders regarding loan agreements and hence, they cannot hold management positions in NDTV board | Strength 1 It is considered to be one of the most credible news channel in the world. Weakness It has been accused of being biased on multiple occasions | Strength 1 In comparison to its competitors, it caters to a younger audience. Weakness 1 It has been accused of sensationalising news to increase their viewership. |
| Target Consumer | |||
| Product | Broadcast news | Broadcast news | Broadcast news |
| Primary Buyer/Decision Maker | English speaking audience | The consumers who reside in UK are its primary audiences | The consumers who reside in U.S are its primary consumers |
| Secondary Buyer | Hindi speaking audience (NDTV India) | overseas country’s people ( As they have launched online portals in various languages) | It also has an international presence |
| Target Consumer | It targets mainly metropolitan cities due to huge number english speaking audience | It targets english speaking audiences who are majorly from UK | It targets mainly enlish squeaking audiences who are majorly from U.S |
| Messaging | Experience truth first | Nation shall speak peace unto Nation | The most trusted name in the news |
| Product Specific | |||
| Features | It has its channel and a website through which it has expanded its viewership base | It has a TV channel which has a good viewership base even outside U.K. Over the years it has expanded its base through Its app and website. It boasts of fact based reporting | It has a TV channel which has a good viewership base in U.S and has expanded its base through its app and website. It caters younger audience. |
| Pricing | They don’t charge anything from consumers for their online content but have kept a fixed charge of RS 0.85/Month for their tv channel | They don’t charge from consumers for their online content but have kept a fixed subscription fees. | They don’t charge from consumers for their online content but have kept a fixed subscription fees |
| Free Tier | Unbilled usage | unbilled usage | unbilled usage |
| Customers | N/A and has captured only 3.16% of English news market in India | Has a good viewership base in U.K | Has a good viewership base in U.S |
| Product Strength | Gives unbiased news | Boasts of giving unbiased news with facts. | Boasts of giving unbiased news with facts. |
| Product Weakness | Has been involved in controversies | Has been involved in controversies | Has been involved in controversies |
| Customer Reviews | Some people call it as a channel which is unbiased but there also some people which accuses it of being biased towards left | Being one of the oldest news organisation has increased its credibility but still some accuse it of being biased especially towards left. | Being one of the oldest news organisation has increased its credibility but still some accuse it of being biased especially towards left. |
| Positioning | |||
| How to Win | By being Unbiased | By being Unbiased | By being Unbiased |
| Why customer should chose us | Good quality reporting without taking sides | fact based reporting without taking sides | |
E- Commerce Brand
| Company Specific | Flipkart | Amazon | Snapdeal |
| No of employees | 30000 | 1000000 | 1550 |
| Founded | 2007 | 1994 | 2010 |
| Funding | It earns through fixed monthly subscription paid by registered sellers to host their product son the website. Based on the product it also charges on the value of product sold | It earns through fixed monthly subscription paid by registered sellers to host their product son the website. Based on the product it also charges on the value of product sold | It earns through fixed monthly subscription paid by registered sellers to host their product son the website. Based on the product it also charges on the value of product sold |
| Investors | not listed in stock exchange | listed in stock exchange | listed in stock exchange |
| Acquisitions | Myntra, Phonepe | Whole foods, IMDB, Junglee | Grabbon.com, Doozton.com |
| No of customers | 160 million registered users | Each month more than 197 million people around the world get on their devices and visit Amazon.com. | 100 million users |
| Strength/ Weakness | strength It Is India’s largest E-commerce Company with a GMV of 1 billion dollars Weakness Although its logistics arm has kept cost’s low, the reach has been affected which is a weakness for Flipkart. | Strength As a global e-commerce giant, Amazon has a strong position and successful brand image in the market. Amazon caters to a large number of customers for everyday needs at inexpensive prices. This has made it a customer-oriented brand. Weakness Amazon owns very limited physical stores. This sometimes hinders to attract customers buy things which are not sellable on online stores. | Strength Constant innovations and good branding Wide range of deals and transactions to choose from Weakness Services not available in all cities Completely based on internet |
| Target Consumer | |||
| Product | Online retail service | Online retail service | Online retail service |
| Primary Buyer/ Decision Maker | It mainly targets Tier 1 and Tier 2 cities where penetration of internet if very high. | Targets all types of consumers | mainly targets tier 1 and tier 2 cities |
| Secondary buyer | Tier 2 and other cities | Tier 2 and other cities | Tier 2 and other cities |
| Target consumer | all forms of consumers | all forms of consumers | all forms of consumers |
| Messaging | Ab har wish hogi poori | Work hard. Have fun. Make history | Unbox Zinadgi |
| Product Specific | |||
| Product Features | good sales service with a good customer care service | more varieties of products can be found along with exciting offers | good quality service |
| Pricing | affordable prices along with good quality | affordable prices along with good quality | affordable prices along with good quality |
| Free Tier | |||
| Customers | 160 million registered users | Each month more than 197 million people around the world get on their devices and visit Amazon.com. | 100 million users |
| Product Strength | has a wide reach among different parts of country | has a wide reach among different parts of country | mainly present in metropolitan cities |
| Product Weakness | Many competitors are present . | In July 2020, Amazon along with other tech giants Apple, google were accused of maintaining harmful power and anti-competitive strategies to quash potential competitors in the market | doesn’t have a good consumer base |
| Customer reviews | Affordable | Affordable along with exciting offers | Affordable along with exciting offers |
| Positioning | |||
| How to win | By increasing its customer base | By being more transparent | need to heavily invest in expanding its base |
| Why customer should chose us | quality products along with warranty | quality products along with its rural reach | Good service |
Telecom services brand
| Company Specific | Jio | Airtel | Bsnl |
| No of Employees | 20000 | 19405 | 70000 |
| Founded | 2007 | 1995 | 2000 |
| Funding | it earns through its subscribers | it earns through its subscribers | it earns through its subscribers |
| Investors | traded in stock market | traded in stock market | not listed in stock market |
| Acquisitions | Saavn, Network 18 | Tata Docomo | MTNL |
| No of customers | 39.2 crore users | 317.80 million | 11.9 crore users |
| Strength/ Weakness | Strength Has a good customer base along with competitive prices. Top subscriber base in the Indian telecom market Weakness Needs to have a good customer base in rural areas. | Strength Good quality service Weakness Prices are bit expensive and needs to work to increase their rural customer base | Strength Has a good customer base in rural areas along with competitive prices Weakness Internet speed is slow |
| Target Customer/ Message | |||
| Product | Telecommunications service | Telecommunications service | Telecommunications service |
| Primary Buyer/ Decision Maker | It targets all types of consumers in city areas | It targets all types of consumers in city areas | People living in rural areas |
| Secondary Buyer | People living in rural areas | People living in rural areas | metropolitan residents |
| Target Customer | It targets all types of consumers in city areas | It targets all types of consumers in city areas | People living in rural areas |
| Messaging | Jio-Jee-Bhar-ke | Sab Kuch Try Karo, Fir Sahi Chuno | Connecting India |
| Product Speecific | |||
| Product Features | easily accessible in cities with a good speed | easily accessible in cities with a good speed | |
| Pricing | affordable prices with a good speed | affordable prices with a good speed | competitive prices |
| Free tier | billed, pre- paid | billed, pre-paid | billed, pre-paid |
| Customers | 39.2 crore users | 317.80 million | 11.9 crore users |
| Product Strength | affordable prices along with good speed internet | affordable prices along with good speed internet | affordable prices along with good speed internet |
| Product Weakness | customer services are not good | expensive | lacks in quality |
| Customer reviews | good company along with exciting offers | good company along with exciting offers. but expensive | services are not good along with connectivity problems |
| Positioning | |||
| How to win | increase rural customer base | increase rural customer base | improvement required in quality |
| Why customer should chose us | fast along with competitive prices | fast along with competitive prices | affordable |
FMCG Brand
| Company Specific | Nestle | Parle Products | Britannia Industries |
| No of employees | 308,000 | 50500 | 4400 |
| Founded | 1866 | 1929 | 1892 |
| Funding | sale of products | sale of products | sale of products |
| Investors | traded in stock market | not traded in stock market | traded in stock market |
| Acquisitions | Garoto, Blue Bottle Coffee Company | no acquisition | Fonterra |
| No of customers | |||
| Strength/ weakness | strength offers a variety of products at competitive prices Weakness . Criticism over high water usage, selling contaminated food, anti-unionism, forced child labor and using other unethical practices | Strength Offers good quality products at a cheap price Weakness Being an FMCG company it does not have a good hold over other products except biscuits | Strength good quality products |
| Target Customer/ Message | |||
| product | Biscuits, Noodles, soft drinks etc | Biscuits, Noodles, soft drinks etc | Biscuits, , soft drinks etc |
| Primary buyer | caters consumers especially of middle-class | caters every type of consumers especially poor people | caters every type of consumers |
| Secondary Buyer | |||
| Target customer | People of middle income group | people belonging to poor category | People of middle income group |
| Messaging | Good Food, Good Life | World’s Largest Selling Biscuit | Exciting goodness |
| Product Specific | |||
| product features | good quality products | good quality products | good quality products |
| pricing | slightly overpriced | affordable | affordable |
| free tier | billed, unbilled | billed, unbilled | billed, unbilled |
| customers | global presence in 187 countries | ||
| product strength | good quality products | good quality products | good quality products |
| product weakness | overpriced | affordable | affordable |
| customer reviews | |||
| Positioning | |||
| How to win | by reducing prices | by bringing more variety | increasing rural consumer base |
| Why customers should chose us | premium quality | premium quality | premium quality |
Indian Startup Brand
| Company Specific | OYO | Ola | Zomato |
| No of employees | 7000 | 4500 | 7867 |
| Founded | 2013 | 2010 | 2008 |
| Funding | comission | commission | commission |
| Investors | not traded in stock market | not traded in stock market | not traded in stock market |
| Acquisitions | Qlik Pass | Etergo | Urbanspoon |
| No of customers | 5 million subscriber base | 150 million users | delivers 1.3 million order per day |
| Strength | has a strong presence in every city | has a strong presence in every city | has a strong presence in metro cities |
| Target customer | |||
| Product | hospitality services | cab services | food delivery |
| Primary Buyer | people who go for travelling | people who travel for work or any purpose | people who don’t have time to cook food |
| Secondary Buyer | N/A | N/A | people who buy occasionally |
| Target Customer | middle class people | every kind of consumer | middle class people |
| Messaging | One For Everyone | chalo niklo | Never have a bad meal |
| Product Specific | |||
| Product features | good quality services | good quality services | good quality services |
| Pricing | affordable | slightly expensive | affordable |
| Free Tier | billed | billed | billed |
| Customer | a huge customer base | a huge customer base | a huge customer base |
| Product strength | exciting features with good packages | affordable | affordable |
| Product Weakness | increase its rural base | increase its rural base | need to slightly lower its prices |
| Customer reviews | quality oriented service | quality oriented service | quality oriented service |
| Positioning | |||
| How to win | increase its rural base | increase its rural base | need to slightly lower its prices |
| Why customers should chose us | trusted brand | good quality service | good quality service |
Ronit john 