Exhibit 31.2 Price analysis for Wheel and Nirma (fictitious
data).
Wheel and Nirma are direct competitors
in the low-price segment of the Indian detergent bar market. The fictitious analysis
for these brands, shown in Exhibit 31.2 uses comparative price groups to assess
the impact of different comparative prices on volume and value share.
In this illustration, both brands have close to 30% value share in the
total market. However, in stores where Wheel’s price is cheaper or same as Nirma, the
brand’s value share is 34%, i.e., +4 points.
In volume terms the dissimilarities between the buyer groups is even more
pronounced — Wheel’s share varies from 31.6% in outlets where it is priced more than
10% higher than Nirma, to 37.5% where it is priced up to 10% more, and 47.3% in outlets
where it is priced the same or cheaper than Nirma.
