Intengiso yePepsi ehlekisayo

Igqityelwe ukuhlaziya ngo-Agasti 5, 2023 ngu URoger Kaufman

Uzoyisa njani iimarike zaseAsia naseAfrika 🥤

Intengiso yePepsi ehlekisayo ikwazile ukukhula ngakumbi kwimimandla yaseAsia, kuMbindi Mpuma kunye naseAfrika.

I-Pepsi ilungile kakhulu ekuthengiseni ngokwayo kwezi marike.

Umzekelo ongumzekelo Funny Pepsi Werbung.

Pepsi "Indlela yeKung Fu" ngo-2004

umthombo: Pepsi Masr

Indlela yokuthengisa yePepsi Co.

Inkqubo ekhoyo ye-PepsiCo Inc. yentengiso kunye nentengiso ngokuqinisekileyo yeyona ilungisa imeko yayo kumazwe ngamazwe.

Ukuqwalasela into yokuba i-Pepsi ibe yinto enye ixesha yaphuma xa i-Coke okanye i-Coca Soda ngoku iphambili kwimarike, ubuchule bayo bokuthengisa kunye nesicwangciso senkonzo yayo yaqala ngokwahlula- ilinge lokuphuhlisa into yayo njengeyohlukileyo ngokukhetha kunye nomgangatho.

Le ndlela iphumelele kakhulu erfolg kwaye uPepsi wakwazi ukuphuhlisa kwiimarike zase-US.

Kamva isicwangciso satshintsha saya kuthelekiso olungakumbi Werbung kwaye kamva kukwahluka.

IPepsi Goes International – inkqubo yayo yentengiso yehlabathi jikelele – intengiso yePepsi ehlekisayo

Ngeminyaka yee-1940, i-PepsiCo yaqala ukusebenza kwiqonga lehlabathi.

Ekuqaleni yayinandipha iLatin America, uMbindi Mpuma kunye neePhilippines.

Kulapho kanye uCoke wayenenzuzo yokuqala yeentaka. Nangona kunjalo, imveliso yakhawuleza yaduma.

Ngaphezu kwezizwe zama-Arabhu Cola egxothiwe, uPepsi wayenandipha i-syndicate phakathi kweMpuma iminyaka emininzi.

Ngeminyaka yee-1950, uPepsi waya eYurophu kwaye oko kwakuquka iRashiya, apho i-US yayineMfazwe ebandayo.

Nangona kwakukho iingxaki zokuqala, ukungena eRashiya kwakuyinkqubela enkulu eyathi yasetyenziswa yinkampani.

Inkampani ilayishe imifanekiso yeenkokeli zase-US kunye neRashiya ngelo xesha zisela isiselo (I-Pepsi Soda ibali, 2005).

Umqhubi wayo we-Arc uCoca Cola wakwazi ukungena kwimarike yaseRashiya kuphela emva kweminyaka engaphezu kwe-25 emva kokungena kukaPepsi.

Kwamanye amazwe apho iPepsi yangena ngqo kwintengiso enxulumeneyo, yayithintelwe kwaye nakumazwe amaninzi yayingengombono uvunyiweyo.

Ngokomzekelo, uPepsi wazama ukungena Japhan yayo "Pepsi Umqobo" yokuthengisa gimmick.

Sekunjalo, uhlanga kunye nabantu balo babethelekisana Werbung engathembekanga, kwaye ke iphulo libangele ingozi ngakumbi kunokulunga (Gillespie et alia, 2011).

Ngoko ke kwafuneka bangene Japan isithethe sabo, ukugcina iprojekthi yehlabathi, kunye nokuphuhlisa iphulo abantu baseJapan abaza kuchongwa nalo kwaye yayiyiJapan eninzi.

"I-Pepsiman" yayiyi-superhero-like character eyenziwe ngumntu waseJapan kwimarike yaseJapan (Keegan, 2002).

Urhwebo lwakhawuleza erfolg kwaye incede ukuphucula isabelo sikaPepsi kwimarike yaseJapan ukuya kuthi ga kwi-14%.

Ukusuka eJapan kuye U-Pepsi wafunda isifundo esiluncedo - intengiso efanayo ngokuqinisekileyo ayisayi kuba nesiphumo esifanayo naphi na.

Xa kuziwa kwintengiso yemida kunye nokuthengisa, kuhlala kukho umngcipheko wokuba abantu ahlukanise.

Ngeemarike zaseIndiya, uPepsi wayenenzuzo yokuqala yokuhambisa ngaphezulu kweCoke.

Ngokwenyani yayizenzele esayo isaci sentengiso yaseIndiya nayo, eyayithandwa sisihlwele.

Nangona kunjalo, ukungena kwakhona kukaCola eIndiya kwabeka isoyikiso esikhulu kwishishini.

Isoyikiso esikhulu yayikukuba i icon yolutsha kunye nenkwenkwezi yaseIndiya uHrithik Roshan yagqityezelwa kwiprojekthi yabo.

Nangona kunjalo, uPepsi watshintshela kwisikimu esidala sokubonisa abakhuphisana nabo. Babonise ukumkani weefilimu zaseNdiya, u-Shah Rukh Khan, kunye neqabane likaHrithik (White, 2002).

Le ntengiso yokuthelekisa yasebenza kwaye yabuyisela uPepsi ekukhanyeni kwemini.

EUnited States nakwiimarike zaseYurophu, uPepsi uyaqhubeka nokusebenzisa iiprojekthi zentengiso ezijolise ekoyiseni imiqobo yemibala ngokubonisa abantu abadumileyo abafana noBritney Spears, uBeyonce noHaley Berry kwiintengiso zayo.

Igama le-brand kunye nezinto zalo zivelele kakhulu kwezi ndawo. Kwicandelo lehlabathi, i-Pepsi iye yakwazi ukwenza i-niche kunye nentengiso yayo enamandla kunye nenkxaso yesiganeko.

Enyanisweni, ngaphezu kwe-45% yeentengiso zenkampani zizonke zivela kwimarike ngaphandle kwe-United States (iNgxelo yoNyaka yePepsiCo, 2010).

Nangona kunjalo, inkampani iye yaba neengxaki ezithile ngenxa yoqwalaselo lwayo oluninzi oluye lwayixabisa isabelo esibalulekileyo semarike.