Ekupheleni kweminyaka yee-1980 iqela labenzi botywala laliphuhlisa utywala obungenatywala notywala obuncinane (okanye 'ukukhanya') iibhiya. Nangona ugcino lwakhe lokuqala uFreddy Heineken wagqiba ekubeni aphuhlise ubhiya obulula - ngenjongo yokubamba isabelo esibalulekileyo sale marike kokubili eNetherlands nakwamanye amazwe..

Inkqubo yokwenza:

AbakwaHeineken baphehlelele utywala babo obuphantsi (0.5%) ehlotyeni le 1988. Umdidiyeli wotywala waseDatshi uye wakhetha ngabom ibhiya yotywala obuphantsi kunebhiya engenatywala, besoyikela ukuba abathengi bangayi kusela utywala apho kungekho tywala. Ibhiya yayibhalwe ‘Buckler’, eyayigqalwa njengegama lohlobo ‘olunamandla’, kwaye igama elithi Heineken lalishiywe kwileyibhile.

Isiphumo:

Ekuqaleni uBuckler waba yimpumelelo kwaye wathatha isabelo esibalulekileyo sentengiso yeebhiya ezilula eNetherlands nakwamanye amazwe.. Nangona kunjalo, 5 iminyaka emva kokusungulwa kwayo, UHeineken wamsusa uBuckler kwimarike yamaDatshi.

Igcisa lecabaret laseDatshi uYoep van 't Hek uye wahlekisa ngokungenalusini abantu abasela utywala bukaBuckler 1989 Umboniso woNyaka oMtsha ngo-Eva:

“Ngenene andinako ukumelana naba basela iBuckler. Nonke niyamazi uBuckler, yibhiya 'ehlaziyiweyo'. Bonke aba bafana baneminyaka engama-40 beme ecaleni kwakho betshixiza izitshixo zabo zemoto. Yiya esihogweni! Ndilapha ndisela utywala ukuze ndinxile. Lahleka – hamba uye kusela iBuckler yakho ecaweni. Okanye ungaseli, Usela iBUCKLER.”

Impembelelo yaba yintlekele kwibhiya yotywala obuphantsi.

Ukwengeza, UHeineken naye wayeyijongele phantsi impembelelo yokhuphiswano lwaseBavaria – I-Bavaria Malt yayifumene amalungelo akhethekileyo kwiibhiya ezilula eSaudi-Arabia ngexesha leMfazwe yokuqala yeGulf.

Kwi 1991 UHeineken uzame ukuvuselela iBuckler ngokunciphisa umthamo wotywala ngakumbi, kodwa kwakusele kusemva kwexesha. Nephulo lentengiso kamabonwakude elinomfazi onomtsalane onxibe isinxibo sengwe okanye inkxaso yeqela lebhayisekile ayinakubuyisela ubutyebi bukaBuckler..

Isifundo:

Nangona uBuckler engasafumaneki eNetherlands, iseyimpumelelo enkulu kulo lonke elaseYurophu. U-Heineken uye waphinda wangena kwimarike yeebhiya ezilula e-Netherlands kunye nemveliso ephantsi kweleyibhile ye-Amstel - uphawu oluthathwa njengolunamandla ngokwaneleyo ukumelana naluphi na 'ukugculelwa' okungalindelekanga..

Izinto ezatshabalalisa ngokufanelekileyo isidima sikaBuckler kwimarike yaseDatshi ubukhulu becala ngaphandle kolawulo lukaHeineken.. Nangona kunjalo, ukuba inkampani yenza umonakalo 'webrand' ngenxa yeempazamo zabo ngoko kuya kuba luncedo ukukhumbula le mithetho ilandelayo: (1) thetha ngokunyanisekileyo (ngoondaba); (2) yibani elubala; (3) sukuwafihla 'amabala' akho abuthathaka, kwaye ngaphezu kwakho konke; (4) zivume iimpazamo zakho (ukuzoba izifundo zexesha elizayo).

apile, umzekelo, ilandele le mithetho ngokugqibeleleyo xa i-bug kwi-iPod Nano yaphawulwa linani leebhlogi ezinempembelelo: ngoko nangoko bayivuma impazamo baza bathembisa ukuyilungisa le nto ngaphandle kwentlawulo. Nje ngeziphumo, uphawu luye lwathandwa ngakumbi kubathengi.

Ngokubhekele phaya:
Imithombo ibandakanya: Elsevier, 23 UCanzibe 2005, iliza lokothuka, p. 105.

Ipapashwe ngu:
UHlelo lwe-IVBM

SHIYA IZIMVO