Recently I read a market share analysis in a Business daily that “Parle G” still tops in sale in low priced biscuit segment, “Tiger biscuit” never able to succeed this particular segmnt.Interestingly in this segment Parle G ( 75gm ) is priced at Rs. 5.00 and Tiger biscuit ( 90gm ) priced at Rs. 4.00. If we go by common sense in this segment those who buys Parle G pays 50% extra for the same qty of Tiger. Still Parle G leads….I try to explore why this unnatural thing happening in so called low price segment. One more statistics said 73% of this segment sales happens at corner shops and petty shops ( small tea or four wheeled pan shop or 4” X 4” make shift shops ).I raised one question to myself “Are these buyers are such brand specific buyer who prefers his brand with higher cost of 50%?”I decided to see how this sale happening and stood near a shop ( a tea shop opposite to MDI ) a kid came gave Rs. 5.00 coin and asked for a biscuit pocket. The shop owner took Parle G pack and took the coin. What prevented him to sell Tiger biscuit? Nothing, laziness!! If he sells Tiger he needs to give one rupee back. His convenience decides the Brand.Why cant our fellow brothers in Britannia look at this point, they can maintain the large pack size ( to keep customer happy ) and increase the price by a rupee and pass some extra bucks to shopkeeper ( to keep shop keeper happy )There is one more thing governs more than 4Ps in marketing, that is Common Sense.
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