‘ಬಿಎಸ್ಎನ್ಎಲ್ ಟೋಪಿ ಹಾಕುತ್ತಿಲ್ಲ ; ಅದು ಮಾರಾಟ ತಂತ್ರ!’
ಲಾಭವೇ ವಾಣಿಜ್ಯಜಗತ್ತಿನ ಅಡಿಪಾಯ. ಯೂರೋಪಿನಲ್ಲಿ ರೈಲು ಪ್ರಯಾಣಕ್ಕೆ ಹೋಗುವ-ಬರುವ (ಅರೈವಲ್-ಡಿಪಾರ್ಚರ್) ಎರಡೂ ಟಿಕೇಟು ಒಟ್ಟಿಗೆ ಪಡೆವುದು ಲಾಭದಾಯಕ. ಎರಡನ್ನೂ ಬಿಡಿಬಿಡಿಯಾಗಿ ಪಡೆದರೆ ನಷ್ಟ. ನಮ್ಮ ಆಯ್ಕೆ ‘ರಾತ್ರಿ ಕಂಡ ಬಾವಿಗೆ ಹಗಲು ಬಿದ್ದಂತೆ’ ಇರಬಾರದು ಅಷ್ಟೇ... ಬಿಎಸ್ಎನ್ಎಲ್ನ ಧೋರಣೆ ದೂಷಿಸುವ ಮುನ್ನ ಸ್ವಲ್ಪ ವಿಚಾರ ಮಾಡಿ?
- ಕೃಷ್ಣದತ್ತ ರಾಮರಾವ್, ಫೀನಿಕ್ಸ್, ಯು.ಎಸ್.ಎ.
This is in response to the "Letter of the Day" titled "BSNLs Cheating Advertisement".
Before I proceed any further I have to tell that I have not seen BSNLs ad. My observations below are based on the article/letter published in ThatsKannada.com.
The main grouse of the published letter is the point that a differential has been introduced by BSNL in the cost per MB download. It compares the Rs.1/MB download of the Rs.500/- package against the recently introduced Rs.250/- package where the download is limited to 400MB and the user has to pay an additional Rs.1.40/MB download beyond the 400MB limit.
On initial superficial analysis of the latest package the consumer may feel that he/she is not getting enough "bang for his buck" or, should I say, enough "dosai for his rokka"!
But you need to have wider experience in how things get priced to understand the intricacies of marketing and sales.
I am not batting here for BSNL but the basis of the commercial world is "profit".
BSNL or any other company would try to market its products/services to make the best possible profit. Whether it is doing its business in a fair way and without resorting to any cheating should be the question here.
In this case, I dont feel BSNL is cheating its would-be customers.
They have clearly specified (may be it is the fine print in its ad but that is the way things are with every companys ad) what this package costs, how much a user can download and how much it is going to cost beyond the allowable download limit. It is upto the consumer to decide whether he wants that package or go with the other Rs.500/- package.
How is this cheating?! How is this daylight robbery?! To utilise a famous kannada proverb, I think the "well" (Baavi) is visible well enough in the night itself and people arent stupid to fall into it during the day!!!
What BSNL is trying to do here is to attract consumers who may not have the need for 1GB download and who may object to paying Rs.500/- when he/she may have a need to download only around 400MB of data.
It may be interesting to note that in Europe sometimes it is cheaper to buy a two-way train ticket than a single one-way ticket! This sounds ridiculous for us Indians as we have been brought up in an atmosphere were you pay only for the amount of usage (distance or KMs in this case) but products/services are marketed and priced differently these days in other parts of the world, and not necessarily based on usage.
Another example of differential pricing is seen in the cell phone tariffs in the U.S. It is either $29 or $39 or $49 or $59 (one cell companys example only). A person subscribing the $29 package gets less than half of what a person with $59 package gets. But everything is well advertised and it is upto the consumer to choose what suits him/her best.
Since it is a global world now, Indian companies too learn and implement the best practices/strategies that exist in the world today.
We may have to understand this before trying to simply extrapolate things.