Revista MBA

I believe that people buy because of the perceived value of the product or service. The reality is what they perceive and not what you want them to perceive. We know that for most of the people“seeing is believing” but most of the snacks manufacturing companies in Pakistan could not understand the value of this KEY point. Go and buy some chips packet today and you will realize that price for each packet has now increased, amount of chips has decreased and also you will find that packet size has also been squeezed a little. Now here is the equation:
Increased Price= Less chips in a smaller packet (in short you are giving more value and getting less in return). The point I am trying to make is that this less value is obviously evident!
Few months back Continental biscuits reduced 1 biscuit per packet to balance their Profit equation. Nobody on earth noticed this tactic. I got to know this through a friend who interviewed a marketing personnel at continental. Coming back to snacks, i am sure no snacks company would be bearing losses these days just because of their inability to cash on perceived value NOT BECAUSE perceived value has no value! Since every player in the industry has failed to understand this point, so things are going fine! But as soon as any player comes up with a strategy based on this vacant position of “High Perceived Value”, that snack will snatch the market!
Thats what I think…Don’t forget to honor me with your comments!

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