Isikhangiso sePepsi esihlekisayo

Igcine ukubuyekezwa ngo-Agasti 5, 2023 ngu Roger Kaufman

Ungazinqoba kanjani izimakethe zase-Asia nase-Afrika 🥤

Isikhangiso sePepsi esihlekisayo yakwazi ukukhula ikakhulukazi ezifundeni zase-Asia, Middle East nase-Afrika.

I-Pepsi iqonde kahle ukuthi izimakethe kanjani kulezi zimakethe.

Isibonelo esicacile i-Funny Pepsi ukukhangisa.

I-Pepsi "Indlela ye-Kung Fu" 2004

umthombo: Pepsi Masr

Indlela Yokumaketha eyenziwe yi-Pepsi Co.

Indlela ekhona yokukhangisa neyokumaketha ye-PepsiCo Inc. nakanjani iyona ebhekana nesimo sayo samazwe ngamazwe.

Uma ucabangela ukuthi i-Pepsi isibe yi- isikhathi kwavela ngesikhathi i-Coke noma i-Coca Soda isanda kuqala emakethe, indlela yayo yemakethe kanjalo nesu layo lenkonzo yaqala ngokuhlukanisa - umzamo wokuthuthukisa into yayo njengento ehlukile ngokuthandwa nangekhwalithi.

Le ndlela yazuza lukhulu Erfolg futhi uPepsi wakwazi nokuthuthuka ezimakethe zase-US.

Kamuva uhlelo lwashintsha lwaba ukuqhathanisa okwengeziwe ukukhangisa futhi kamuva ekuhlukaniseni.

I-Pepsi Goes International - Uhlelo lwayo Lokukhangisa Lomhlaba Wonke - Izikhangiso Ze-Pepsi Ezihlekisayo

Ngawo-1940, i-PepsiCo yaqala ukusebenzelana nenkundla yomhlaba wonke.

Ekuqaleni, yayijabulela iLatin America, Middle East kanye nePhilippines.

Yilapho i-Coke yazuza khona inyoni yokuqala. Noma kunjalo, umkhiqizo washeshe wathandwa.

kunezizwe zama-Arab I-Cola ehluliwe, u-Pepsi wajabulela i-syndicate phakathi kweMpumalanga iminyaka eminingi.

Ngawo-1950, uPepsi waya eYurophu futhi lokho kwakuhlanganisa neRussia, okwakukhona impi ebandayo yase-US.

Nakuba kwakukhona izinkinga ekuqaleni, ukungena eRussia kwakuyintuthuko enkulu inkampani eyasizakala ngayo.

Le nkampani ilayishe izithombe zabaholi base-US nabaseRussia ngaleso sikhathi bephuza lesi siphuzo (I-Pepsi Soda Indaba, 2005).

Imbangi yayo ye-Arc i-Coca-Cola yakwazi ukungena emakethe yaseRussia ngaphezu kweminyaka engama-25 ngemuva kokungena kukaPepsi.

Kwamanye amazwe lapho i-Pepsi ingene khona ekukhangiseni okuhlobene, yakhawulelwa, futhi kwakungewona umqondo ovunyelwe emazweni amaningi futhi.

Isibonelo, u-Pepsi wazama ukungena Japan i-gimmick yakhe yokuthengisa ethi "Pepsi Obstacle".

Noma kunjalo, isizwe kanye nabantu baso babenokuqhathanisa okwengeziwe ukukhangisa wayengathenjwa, futhi ngaleyo ndlela umkhankaso wenza umonakalo omkhulu kunokuhle (Gillespie et alia, 2011).

Ngakho-ke kwakufanele Japan isiko laboukuze kugcinwe iphrojekthi yomhlaba wonke futhi kwaqhamuka nomkhankaso amaJapan ayezozihlanganisa nawo futhi owawungamaJapane kakhulu.

I-"Pepsiman" yayingumlingisi ofana neqhawe owakhiwe ngumuntu waseJapane emakethe yaseJapane (Keegan, 2002).

Izentengiselwano beziyashesha Erfolg futhi yasiza ukuthuthukisa isabelo sika-Pepsi emakethe yaseJapane cishe ngo-14%.

Ovela eJapan uye U-Pepsi uthole isifundo esiwusizo - isikhangiso esifanayo ngokuqinisekile ngeke ibe nomphumela ofanayo noma kuphi.

Uma kukhulunywa ngokukhangisa nokumaketha kwemingcele, kuhlala kunengozi yokuthi Menschen ahlukanise.

Ngezimakethe zaseNdiya, i-Pepsi yaba nenzuzo yokuqala yenkampani ehamba phambili kune-Coke.

Eqinisweni, yayiphinde yazakhela esayo isiqubulo semakethe yamaNdiya, eyayithandwa yisixuku.

Nokho, ukungena kabusha kukaCola eNdiya kwaba usongo olukhulu ebhizinisini.

Ingozi enkulu ukuthi isithonjana sentsha nesihlabani saseNdiya u-Hrithik Roshan baqedwa ngomsebenzi wabo.

Naphezu kwalokhu, u-Pepsi ushintshele ohlelweni oludala lokubonisa izimbangi. Babonise inkosi yamafilimu amaNdiya, u-Shah Rukh Khan, kanye nozakwabo kaHrithik (White, 2002).

Lokhu kukhangisa okuqhathanisayo kwasebenza futhi kwabuyisela u-Pepsi ekukhanyeni kosuku.

E-United States nasezimakethe zaseYurophu, u-Pepsi uyaqhubeka nokusebenzisa amaphrojekthi wokukhangisa ahloselwe ukuphula imigoqo yombala ngokufaka osaziwayo abafana no-Britney Spears, u-Beyonce no-Haley Berry ezikhangisweni zabo.

Igama lomkhiqizo kanye nezinto zalo kugqame kakhulu kulezi zindawo. Emkhakheni womhlaba, i-Pepsi ikwazile ukwakha i-niche ngokukhangisa kwayo okunamandla nokuxhaswa kwemicimbi.

Eqinisweni, ngaphezu kwama-45% okuthengiswa okuphelele kwenkampani kuvela emakethe yayo okungeyona eyaseMelika (PepsiCo Annual Report, 2010).

Kodwa-ke, inkampani ibhekane nezinkinga ezithile ngenxa yokwengamela kwayo okuningi okulahlekisele amasheya abalulekile emakethe.