Ena icavacava ni yabaki 1980 era a vakatubura tiko e vica na ivakatakata ni alakaolo sega ni saumi ka lolovira na alakaolo (se 'rarama') dausamu. E dina ga ni a nanuma taumada o Freddy Heineken me tara e dua na vakatasuasua mamada – ka kena inaki me toboka rawa e dua na tiki bibi ni makete oqo mai Netherlands kei na veivanua tani.

Na sala ni cakacaka:

A tavoca o Heineken na nodra alakaolo lailai (0.5%) ena vulaikatakata ni 1988. A digitaka vakaidina na ivakatawa ni isaka ni Dutch me gunu alakaolo lailai ka sega ni gunu sega ni alakaolo, ena nona ririkotaka de ra na sega ni taura na dausoko ki na dua na via gunu ka sega kina na alakaolo. Na nodra viakana e vakataka na 'Buckler', ka vakatokai me dua na yaca vakatakilakila 'kaukauwa', ka sa biu tu mai na ivakatakilakila na yaca Heineken.

Na kena macala:

Taumada a qaqa o Buckler ka toboka e dua na tiki bibi ni makete me baleti ira na dauniveivakamamada mai Netherlands kei na veiyasai vuravura. Ia,, 5 vica na yabaki mai na gauna a lau mai kina, Sa kauta tani o Heineken na Buckler mai na makete ni Dutch.

Sa mai 'vakalialiai' o Yoep van 't Hek' ena yalololoma na dauvakalialiai ni wainimoli o Buckler ena nona 1989 Vakaraitaki ena Yakavi ni Yabaki Vou:

"Au sega ni rawa ni duri tu na dauvakasaqa oya. O ni kila taucoko na iVakaruru, sai koya na 'veisautaki' ni vakatasuasua. O ira kece na cauravou yabaki 40 era tucake tu ena yasamu ka ra tu volekati kemuni ena nodra ki ni motoka. Lako ki eli! Au tiko oqo me'u gunu waini gunu me'u gunu. Lakosese – lako ka gunuva na nomu iVakasabo e valenilotu. Se kakua ni gunu, DAUvakasaqani na KAUKAUWA."

E leqa na kena revurevu vei ira na gunu alakaolo lailai.

Me ikuri, A vakawataka talega o Heineken na revurevu ni veisisivi vata keiValadu – Sa rawata o Vinaka Malt na dodonu vakatabakidua me baleti ira na dauniveivakamamada mai Saudi-Arabia ena imatai ni iValu mai Gulf.

Ena 1991 Tovolea o Heineken me vakataucokotaka tale na Dauvakaruru ena nona vakalailaitaka cake na lewena na alakaolo, ia sa bera sara. E sega tale ga ni rawa ki na dua na cakacaka ni kacivaki ena retio yaloyalo e tiko kina e dua na marama totoka ena isulu ni taika se na nona veitokoni e dua na timi cowiri me vukica na nona iyau na Buckler.

Na lesoni:

E dina ga ni sa sega tale ni tiko na Buckler mai Netherlands, e se rawa-ka levu tikoga mai Iurope. Sa curu tale mai o Heineken ena makete me baleti ira na dauniveivakamamadataki mai Netherlands vata kei na dua na ivoli ena ruku ni iyaragi ni Amstel – e dua na ka e nanumi ni kaukauwa vinaka me saqata rawa kina na 'veivakalialiai'.

The factors that effectively destroyed Buckler’s reputation in the Dutch market were largely outside of Heineken’s control. Ia,, should a company incur ‘brand’ damage as a result of their own errors then it is useful to remember the following rules: (1) communicate honestly (with the press); (2) be transparent; (3) don’t hide your weak ‘spots’, and above all; (4) admit that you made mistakes (to draw lessons for the future).

Apple, for example, followed these rules impeccably when a bug in the iPod Nano was highlighted by a number of influential bloggers: they immediately admitted the error and promised to repair this free of charge. As a result, the brand became even more popular with consumers.

Me kena ikuri:
Sources include: E kea kedina, 23 Me 2005, Ua ni kidacala, p. 105.

Tabaki mai vei:
Edita IvBM

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