cqa

1 www.shiningconsulting.com


The benefit of this toolThis tool can help your R&D, Marketing and Vendor Management teams to work in a system that allows creation of aspiration in your product and service irrespective of its price point.


Cost driven pre-liberalized

India

shifting to

aspiration and quality of

global benchmark

A=Aspiration / Q=Quality / C=Cost

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Cost QualityAspiration

Old India

New India 2005 onwards

Cost Till 2000

Quality2002

onwardsAspiration

2004 onwards

Consumer eye has shifted from cost to aspiration

Purchase motivationIn new India, aspiration and quality go hand in hand at every price point.


Cost Quality

Aspiration


Rs. 25000Nokia

Rs. 2000LG

Features, brand image, material can differ But aesthetics, ergonomics, usability and experience cannot be

compromised

Purchase motivation in mobile phones of Rs. 25,000 Nokia N series and Rs. 2,000 LG


Cost Quality

Aspiration


Rs. 7 LakhsHonda City

Rs. 4 LakhsSwift

Size, cylinder, speed could be different But aesthetics, ergonomics, comfort and experience cannot be

compromised

Purchase motivation in cars of Rs. 7 Lakhs Honda City and Rs. 4 Lakhs Swift


Wrist Watch

QAverage life:1 – 2 years

AHigh aspiration

towards branded look-alike watches

CRs.150- Rs.300

7


QAverage life ranges from 6 months –

1 year

AHigh aspiration

towards colourful & trendy footwear

CRs.75 - Rs.200

8


QSame quality of products as

available in urban

markets

AHigh aspiration

towards owning a personal

transport

CRs.18,000 – 40,000

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QAverage life ranges from 1 – 2 years

AHigh aspiration

towards urban style and designs

CRs.75 - Rs.200

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cqa

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