Nzira yekuita:
Muma1980 P&G akaedza kupinda mubhizinesi rekugadzira bleach. Takanga tine chigadzirwa chakasiyana uye chepamusoro-chigadzirwa chisina ruvara-chisina kutonhora-chinopisa. Isu takagadzira brand inonzi Vibrant. Takaenda kunoedza-musika muPortland, Maine. Isu takafunga kuti musika wekuyedza waive kure neOakland, California, kupi [mutungamiriri wemusika] Clorox ndimo maive nemahofisi makuru, kuti pamwe taigona kubhururuka pasi pe radar ipapo. Saka takapinda neyataifunga kuti yaive yekuhwina hurongwa hwekuparura: kugoverwa kwakazara kwekutengesa, heavy sampling uye couponing, uye kushambadzira kukuru kweTV. Zvese zvakagadzirirwa kufambisa ruzivo rwevatengi uye kuyedzwa kwemhando nyowani yebleach uye chigadzirwa chirinani chebleach.
Mhedzisiro:
Unoziva here zvakaitwa naClorox? Vakapa imba yega yega muPortland, Maine, garoni yemahara yeClorox bleach-inounzwa kumusuwo wepamberi. Game, set, kuenderana neClorox. Isu takanga tatotenga ese advertising. Isu takashandisa yakawanda yemari yekutanga kuita sampling uye couponing. Uye hapana munhu muPortland, Maine, kwaizoda bleach kwemwedzi yakati wandei. Ndofunga vakatopa vatengi a $1 bvisa couponi kune inotevera garoni. Vakatozotitumira message yaiti, "Usambofunga nezve kupinda muboka remableach."
Chidzidzo:
Wakaita sei kubva pakugumburwa ikoko? Isu takadzidza nzira yekudzivirira inotungamira brand franchise. Clorox paakaedza kupinda mubhizinesi rekusuka mbatya makore mashoma gare gare, takavatumira meseji yakajeka uye yakananga zvakafanana - uye vakapedzisira vamisa kupinda kwavo. Kunyanya kukosha, Ndakadzidza zvakashanda uye ndaikwanisa kuponeswa kubva pakukundikana kwe bleach: P&G kuderera-kupisa, teknolojia yemavara-yakachengeteka. Takagadziridza tekinoroji ndokuiisa muchina chekuwachira, iyo yatakazivisa seTide neBleach. Pamusoro payo, Tide neBleach raive bhizinesi rinodarika hafu yebhiriyoni remadhora.
Uyezve:
http://hbr.org/2011/04/i- think-of-my-failures-as-a-gift/ar/3 HBR/Karen Dillon/2011
Rakadhindwa na:
Redactie IVBM yakavakirwa paHBR post Karen Dillon 4/2011
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