Injongo

Ekupheleni kweminyaka yoo-1980, iibhiya ezininzi ziye zazama ukuphuhlisa iibhiya ezingezizo utywala kunye neziselo ezinxilisayo..

Ngaphandle kokuthandabuza ekuqaleni, uFreddy Heineken naye wagqiba ekubeni aphuhlise ibhiya yotywala obuphantsi; ibhiya ekwakufuneka yoyise imarike yasekhaya yaseDatshi kunye neemarike zangaphandle…

Indlela yokwenza

Umakhi webhiya waseAmsterdam uya kuqalisa ngehlobo le 1988 utywala obuphantsi (0.5%). UHeineken uye wakhetha ibhiya ene-alcohol ephantsi kuba esoyikela ukuba abathengi bazakuba nobunzima botywala obungenatywala kwaphela.. Bakhetha igama lebhiya 'elomeleleyo' elithi Buckler. Igama elithi Heineken alizange livele kwileyibhile ngezizathu zokhuseleko.

Isiphumo

Ekuqaleni uBuckler wayephumelele kwaye wayesazi, ngaphakathi nangaphandle, isabelo esikhulu semarike phakathi kweebhiya ezinotywala obuphantsi. Nangona kunjalo, kwiminyaka emihlanu emva kokusungulwa kwayo, uBuckler, ubuncinane eNetherlands, ihoxisiwe kwimarike emva kwempumelelo yokuqala.

U-Yoep van 't hek othile usebenzisa kwinkomfa yakhe yokuqala yoNyaka oMtsha 1989 umnxili weBuckler ngokungenalusini phantsi kunye nesicatshulwa esilandelayo.

Abasela iBuckler ndiyayicaphukela ngoku. Buckler uyayazi lonto, yiloo bhiya ehlaziyiweyo. Kwezo dicks zonyaka okanye 40 beme ecaleni kwakho nezitshixo zabo zemoto. jola mfana! Ndinxila kancinci apha. hamba uphambene, yiya ecaweni utywala sibhanxa. Sukusela ke wena sibhanxa, Usela iBUCKLER.”

Impembelelo yaba yintlekele kwibhiya yotywala obuphantsi.

Ukongeza kwimpembelelo yeBuckler kaYoep van 't Hek, uHeineken ukwajongele phantsi ukhuphiswano lwaseBavaria.. IBavaria Malt ifumana ububodwa kwiibhiya ezilula eSaudi Arabia ngexesha lemfazwe.

Ngo-'91, uHeineken wenza enye indlela yokubamba iqhinga ngokuphinda ahlengahlengise uBuckler ngepesenti esezantsi yotywala., kodwa akuzange kuncede nto. Iphulo likamabonakude kunye nenenekazi elinomtsalane elinxibe isuti yengwe elirhubuluza phezu kwebha kunye neqela lebhayisekile likaBuckler nalo alizange livunyelwe ukuba lijike..

Izifundo

KwiYurophu iphela uBuckler useyimpumelelo enkulu, kodwa eNetherlands ibhiya iphelile. Kamva iHeineken yathengisa ibhiya engeyotywala phantsi kweleyibhile yakwa-Amstel, uphawu olubonwa lomelele ngokwaneleyo ukuba lukwazi ukumelana naziphi na iziqhulo ezingalindelekanga.

I-Heineken inokwenza okuncinci malunga ne-'Buckler effect'. Kodwa ukuba njengenkampani wenza umonakalo wohlobo ngenxa yeempazamo zakho, kuyavakala ukuba: 1) ukunxibelelana ngokunyanisekileyo (kunye noshicilelo), 2) ukudala ukungafihli, 3) zibeke emngciphekweni ngakumbi: 4) zivume iimpazamo zakho (ukufunda izifundo zexesha elizayo).

Ngokomzekelo, i-Apple yenza umsebenzi omhle xa iibloggers ezinempembelelo zandisa i-bug kwi-iPod Nano.. Ngokuvuma iphutha ngokukhawuleza kwaye uthembise ukulungiswa kwamahhala, uvelwano lwe-brand lwanda kuphela.

Umbhali: UHlelo lwe-IVBM
Imithombo; o.a. Elsevier, 23 mna 2005, iliza lokothuka, p. 105.

SHIYA IZIMVO