Nufin

A ƙarshen shekarun 1980, masana'antun giya daban-daban sun yi gwaji tare da haɓaka giyar da ba ta da giya da ƙarancin barasa..

Duk da wasu jinkirin farko, Freddy Heineken shi ma ya yanke shawarar haɓaka giya mara ƙarancin barasa; giyar da ta mamaye kasuwannin gida na Holland da kasuwannin waje…

The m

A Amsterdam giyar magini zai kaddamar a lokacin rani na 1988 giya mai ƙarancin giya (0.5%). Heineken a sane ya zaɓi giya mai ƙarancin barasa saboda ana tsoron cewa masu amfani za su sha wahala da giya wanda ba ya ƙunshi giya kwata-kwata.. Sun zaɓi sunan giya 'karfi' Buckler. Sunan Heineken bai bayyana akan lakabin ba saboda dalilai na tsaro.

Sakamakon

Da farko Buckler ya yi nasara kuma ya sani, a gida da waje, babban kaso na kasuwa tsakanin barasa mara nauyi. Blog, shekaru biyar bayan kaddamar da shi, Buckler, a kalla a cikin Netherlands, janye daga kasuwa bayan nasarar farko.

Wani Yoep van 't hek ya tura a taron jajibirin sabuwar shekara na farko 1989 mashayin Buckler ba tare da tausayi ba tare da nassi na gaba.

Masu shaye-shaye na tsani hakan yanzu. Buckler ka san cewa, waccan giyar da aka gyara. Na waɗancan dicks na shekara ko 40 suna tsaye kusa da ku da makullin motar su. kasha yaro! Ina dan buguwa anan. yi hauka, je coci boze kai wawa. To kada ka sha kai wawa, Mai shayarwa BUCKLER."

Tasirin ya kasance bala'i ga ƙarancin barasa.

Baya ga tasirin Buckler na Yoep van 't Hek, Heineken ya kuma raina gasar Bavaria.. Bavaria Malt ya sami keɓancewa ga giya masu haske a Saudi Arabiya yayin yaƙin.

A cikin '91, Heineken ya sake yin wani motsi ta hanyar gyara Buckler tare da ƙarancin barasa., amma hakan bai taimaka ba. Yaƙin neman zaɓe na gidan talabijin tare da wata mace mai sexy sanye da rigar damisa tana rarrafe akan mashaya sannan kuma ƙungiyar masu hawan keke na Buckler su ma ba a ba su damar juya igiyar ruwa ba..

Darussan

A cikin sauran Turai Buckler har yanzu babban nasara ne, amma a cikin Netherlands giya ya ɓace. Daga baya Heineken ya tallata giyar da ba ta da barasa a ƙarƙashin alamar Amstel, wata alama da aka ɗauka tana da ƙarfi don jure duk wani barkwanci da ba a zata ba.

Heineken zai iya yin kadan game da 'Tasirin Buckler'. Amma idan a matsayinka na kamfani ka jawo lalacewa ta alama saboda kurakuran ku, yana da ma'ana: 1) don sadarwa da gaskiya (tare da manema labarai), 2) haifar da gaskiya, 3) sanya kanku rauni kuma musamman: 4) yarda kun yi kuskure (don koyon darussa na gaba).

Misali, Apple ya yi babban aiki lokacin da masu rubutun ra'ayin yanar gizo masu tasiri suka kara girman kwaro a cikin iPod Nano. Ta hanyar shigar da kuskuren nan da nan da kuma yin alkawarin gyara kyauta, tausayi ga alamar kawai ya karu.

Marubuci: Editorial IVBM
Sources; o.a. Elsevier, 23 Mayu 2005, girgiza kalaman, p. 105.

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