A ƙarshen shekarun 1980, yawancin masu shayarwa suna haɓaka barasa ba tare da ƙarancin barasa ba (ko 'haske') giya. Duk da kasancewarsa na farko Freddy Heineken ya yanke shawarar haɓaka giya mai haske - tare da manufar ɗaukar babban kaso na wannan kasuwa a cikin Netherlands da kuma ƙasashen waje..

Hanyar aiki:

Heineken sun ƙaddamar da ƙananan giya na barasa (0.5%) a lokacin rani na 1988. Ma'aikacin Dutch Brewer da gangan ya zaɓi ƙaramin giya mai barasa maimakon giya maras barasa, suna tsoron cewa masu amfani ba za su kai ga giya da babu barasa ba. An yi wa giyan lakabin 'Buckler', wanda aka yi la'akari da sunan alamar 'karfi', kuma an bar sunan Heineken daga lakabin.

Sakamakon:

Da farko Buckler ya kasance nasara kuma ya sami babban kaso na kasuwa na giya masu haske a cikin Netherlands da na duniya.. Duk da haka, 5 shekaru bayan ta gama, Heineken ya cire Buckler daga kasuwar Dutch.

Mawallafin cabaret dan kasar Holland Yoep van 't Hek ya yi ba'a ga masu shayar da giya na Buckler. 1989 Nunin Sabuwar Shekarar Hauwa'u:

"Hakika ba zan iya jure wa masu shayar Buckler ba. Duk kun san Buckler, ita ce giyan 'gyara. Duk waɗannan mutanen ’yan shekara 40 da ke tsaye kusa da ku suna jingila da makullin motar su. Tafi jahannama! Ina nan ina shan giya don in bugu. Yi ɓacewa - je ku sha Buckler ku a cikin coci. Ko kuma kada ku sha, Mai shayarwa BUCKLER."

Tasirin ya kasance bala'i ga ƙarancin giya na barasa.

Bugu da kari, Heineken ya kuma raina tasirin mai fafatawa Bavaria – Bavaria Malt ta sami keɓantaccen haƙƙi na giya masu haske a Saudi-Arabiya a lokacin Yaƙin Gulf na farko.

A cikin 1991 Heineken yayi ƙoƙarin sake raya Buckler ta hanyar rage abun ciki na barasa, amma ya riga ya yi latti. Kamfen ɗin tallan talabijin ɗin da ke nuna mace mai ban sha'awa a cikin kayan damisa ko tallafin ƙungiyar zagayowar ba zai iya juyar da dukiyar Buckler ba..

Darasi:

Kodayake Buckler baya samuwa a cikin Netherlands, har yanzu babban nasara ce a sauran kasashen Turai. Tun daga lokacin Heineken ya sake shiga kasuwa don giya masu haske a cikin Netherlands tare da samfurin da ke ƙarƙashin alamar Amstel - alamar da aka yi la'akari da karfi don tsayayya da duk wani 'ba'a' da ba a sani ba..

Abubuwan da suka lalata sunan Buckler sosai a cikin kasuwar Dutch sun kasance a waje da ikon Heineken.. Duk da haka, idan kamfani ya jawo lalacewar ‘brand’ sakamakon kurakuran nasu to yana da kyau a tuna da wadannan ka’idoji: (1) sadarwa da gaskiya (tare da manema labarai); (2) zama m; (3) kar a boye raunin ‘tabobin ku, kuma sama da duka; (4) yarda cewa kun yi kuskure (don zana darussa na gaba).

Apple, misali, sun bi waɗannan ka'idodin ba tare da ɓata lokaci ba lokacin da wasu masu rubutun ra'ayin yanar gizo masu tasiri suka haskaka bug a cikin iPod Nano.: Nan take suka amince da kuskuren kuma suka yi alkawarin gyara wannan kyauta. Saboda, alamar ta zama mafi shahara ga masu amfani.

Bugu da kari:
Abubuwan sun haɗa da: Elsevier, 23 Mai 2005, girgiza kalaman, p. 105.

An buga ta:
Editorial IVBM

BAR SHARHI