Amaphuzu Coca-Cola inkomishi izabelo. Izingilazi nge amabhere

"I iholide iza kithi" kakade kunjengesipho imfanelo esiyisibopho iholide esondela njengoba isihlahla sikaKhisimusi noma isaladi. Njalo ukukhangisa ngonyaka nge inqola obomvu, ephethe imbodlela eziyigugu iza ngosuku olwandulela imikhosi wokugubha lolu suku imayelana ukuza, okungukuthi lizofezeka isimangaliso Christmas. Abanye abantu ngemva nje ukubukeka kumabonakude yokukhangisa bathi ekugcineni babe umuzwa nokuhlanganyela kulelo holide.

Ukuze bathi Coca-Cola - brand nge idumela emhlabeni wonke - ukungasho lutho. Inani corporation emlandweni osewake eside kudlulwe ukunamathela kuleyo mingcele. Kodwa noma yini kwaba yimpumelelo ukukhangisa khulula? Ubani phakathi kwethu ongakaze uyasifuna Coca-Cola nengilazi noma Coca-Cola-bear? Kungani ithandwa kangaka? Bangakwenza kanjani lokho kungatholakala kuphela? Konke lokhu manje sesiyazi.

ilotho Fortuna!

Yiqiniso, sokuthuthukisa inkampani idinga ezinye izikhundla. Lolu shintsho lwaqala ngesikhathi ikhodi ngaphansi nesembozo: ukuthenga ibhodlela, thola ngaphansi hood ezithandwayo zezingoma izinombolo, ubathumela i-SMS umyalezo enombolweni esifushane futhi iqhaza draw umklomelo. With ukuthuthukiswa SMS ye-Internet ziye axoshwa ukubhaliswa kumawebhusayithi ezisemthethweni. Le ndlela PR akukakabi ephumelela kakhulu - abantu abakholelwa ukuthi eqinisweni bayazuza nicabanga ngalezi udonsa uhlobo ilotho.

Ukuqoqa ... caps - and win ...

An simo ehluke ngokuphelele nge uhlobo oluhlukile ukukhangisa. "Buthani ... nesembozo futhi uzihlanganyele for ezinkampani ..." - ubani phakathi kwethu ongakaze wezwa ukuthi isiqubulo hhayi? Njalo ehlobo, ngaphambi zonke senzakalo esibalulekile yezemidlalo ukuthi lixhaswe ngezimali yi-corporation, kanye nezenzo ezinjalo eyenziwa ngaphambi Year New. Futhi ngempela kubonakala sengathi abantu abaningi okunokwethenjelwa: aqoqene isibalo esithile nesembozo, wathola indawo kusayithi Coca-Cola, lapho ukushintshashintsha isivalo phezu izibuko, ithoyizi, ibhola noma yini enye, wema line, uthole umklomelo wakho bese ushiya wanelisekile brand attribute ozithandayo inkampani.

Mayelana izici ukwabelana

Lezo, ngasendleleni, futhi kuhluke shape. Ngo-2014, isibonelo, ukuze uthole imiklomelo kusukela Coca-Cola (izibuko nge amabhere), kwakudingekile ukuqoqa inani elithile amaphuzu (inani lamaphuzu sizoba sesembozweni uqobo). Manje inani ngokuvamile fixed ofeleba ngokwabo, ukuze singathwesi izinkinga ezimpilweni zabantu. Yiqiniso, ukuze kuvinjelwe ukukhwabanisa, isibonelo, ngonyaka indoda egcwele kuyoba ukuphuza Coca-Cola, akugcini kuphela umkhiqizo igama elifanayo, ngoba umndeni ukuthi kuhlanganisa giant futhi Fanta, kanye Sprite, futhi ngokuvamile ehilelekile emikhulu izikhundla.

Futhi ke lokhu umuntu sizokwazi ngokuya Coca-Cola inkomishi izabelo futhi kulula ukuze asuse cishe ingxenye atholakalayo - CAPS ngonyaka ungagcina eziningi. Yingakho i-caps yokukhangisa ngokuvamile sisetshenziswa isithombe esithile, ezihlobene imbangela inkampani yokukhangisa ngandlela-thile, ne ukwabelana isenzo kubalulekile ukushintsha - ngoba kungaletha cap, ezisele ngehlobo elidlule, isibonelo. Maningi abantu esifisweni sabo ukuze uthole ngezinye izikhathi Coca-Cola nengilazi eyisimanga.

Kwenza yezitolo - imininingwane ukukhangisa imikhankaso

Christmas inkomishi ne amabhere kusukela Coca-Cola - Imfanelo futhi ngalendoda kweqiniso. Yiqiniso, i-brand ukhiphe isamba esikhulu "ware" - is, isimiso, kunengqondo, unikezwa ngokucacile yayo, kodwa lawa izibuko nje uvele ubusika 2014-2015. Ngaphezu kwalokho banayo uchungechunge New Year izibuko, okuyinto nje kubiza ilogo yenkampani, ngakolunye okubonisa Santa yenkampani. entsha Iningi ngisho ezizama ukuthengisa yonke umugqa izibuko ezine: they thembisa ecishe ibe amaRandi angu.

Ngaleso sikhathi samanje, ikhumbula kwemali ngo-2014 kanye nokukhula intengo dollar ye ilitha kanti amabili-litre amabhodlela 0.9 no- $ 1.2, ngokulandelana. Lokho izibuko ezine zingathengwa for intengo amabhodlela eziyishumi. Kuyinto exchange ezinhle, ngoba ngokuvamile konke okuphambene. Kodwa iqiniso lokuthi abantu zama ukuqagela into enjengaleyo, ezihlekisayo ngempela.

Yini embi ngalo

Ngokwesiko, noma yimaphi amaphromoshini, ngabe kungcono izinkomishi kaNcibijane Coca-Cola, uphawu u-teddy bear, amabhola noma okunye okufanele uyidlale imizwa iklayenti sika. Ngokuvamile zeminye imikhiqizo uphawu ofuna ukuba ofeleba eziyishumi ezithile, yebo, isampula. Ngakho, kubonakala sengathi kwelinye inkomishi ne logo futhi abanye, mhlawumbe, ikhasimende okhokhela iphethini isamba, okungase ukuthenga lonke iqoqo izibuko kusuka kunoma iyiphi ezivamile ingilazi endaweni yokukhanda. Kodwa lapha kugcizelelwa sha kanye wedwa imikhiqizo uphawu.

Ngandlela-thile, ophethe ngemfanelo lokhu giant sendoda esegqoka isinyathelo ngenhla abafayo abavamile. Ngakho-ke, isinqumo ngokuphelele kungokwakho: noma ukuchitha imali kulezi amabhodlela eziyishumi efanayo ukuze uthole eyodwa ingilazi, belingana intengo setha evamile, noma ungakwazi abakopelayo futhi indlela yokwenza engumthengisi abantu isiRashiya, ukubeka uphawu kanye nephethini ethile elula izibuko wokunyathelisa efanayo ingilazi.

Centres imiklomelo, sengathi kusasa Kasayikubuyela

Kodwa ake sibuyele nezimvu zethu. Baphi izikhungo ukusatshalaliswa imiklomelo, lapho ungakwazi ukukhetha okungcono Coca-Cola nengilazi? Yiqiniso, ezindaweni zomphakathi. Ngokuvamile, ezibekwe ezinkulu zezitolo, futhi emgqeni ngemuva kwabo, ezifana uma kusasa Kasayikubuyela kwalabo abangamazi sizothola inkomishi ayesifuna ngabomvu. Bangaki amadrama kanye netinhlekelele elihlobene ne ngqo nokuphakelwa kwemisebenzi imiklomelo. Kukangaki babegcina nje uma kuyithuba lakho, indlela izikhathi eziningi elahlekile ngokwabo amakepisi, noma kwenzeka kubo into, yingakho abakwazanga yamukelwe isikhungo!

Futhi lokho unengekile nge soda ungenza ekuphishekeleni uNcibijane hhayi kuphela umklomelo! Futhi isilonda esiswini kusukela ukusetshenziswa okweqile okufanayo Coca-Cola futhi asikhulumi. Ngakho cabanga waphinda ababehlose iqhaza ekugqugquzeleni esilandelayo.

Yini ngempela ikhishwe?

Zonke ezihlukahlukene izinkomishi uphawu kukhona abaningi. Ngokwesibonelo, ngemva kweminyaka embalwa edlule, lapho ebanjwa World Cup, ekuklanyweni izinkomishi into ekhona ukuma winner inkomishi ubuqhawe - a imfanelo ephelele ukuheha ikhasimende ukunakwa. Ngaphezu kwalokho, Coca-Cola nengilazi akukho kuphela ajwayelekile kithi ngesimo ingilazi - abakhiqizi ukukhiqiza zobumba ngemifanekiso wabadlali nawo ahlanganyela amaqoqo abalandeli brand. Kulo nyaka umugqa omusha izibuko kungalindeleka ngaphakathi ubuqhawe esilandelayo.

Futhi-ke, kumelwe singakhohlwa mayelana nezipho, okuyinto unyaka nonyaka basakazwa kohlaka Christmas ukukhushulwa - edumile ezimhlophe Mishka Coca-Cola nge scarves abomvu. Bavame ukushintsha izikhundla zabo nosayizi, kodwa umqondo lamahubo lilingana, obonisa ukwethembeka emasikweni izinkampani yenkampani.

esikhundleni postscript

Umehluko omkhulu phakathi Coca-Cola kusukela mncintiswano - kahle ezicatshangwe amasu ukukhangisa kungase kutholakale eminyakeni. Inkampani iyakwazi ukuba amehlo futhi ukuvuza amakhasimende ayo ngoba abalithandayo, ngakho lucwaningo izenzo ezinjalo. Futhi kungakhathaliseki ukuthi lisengozini kuyinto teddy bear, ibhola, ingilazi noma enye into, kuba khona neqiniso kubaluleke ngizoke isipho. Amakheli imiklomelo udaba izikhungo ingatholakala kalula, ngaphezu, ngezinye izikhathi basuke lokuphekiwe amalebula imikhiqizo ukuthi abantu akudingeki bheka waphinda.

Zibe ezinengqondo uma kuziwa ukukhushulwa, lapho udinga ukudla semali umkhiqizo, futhi ungakhohlwa ukuthi ukusetshenziswa ngokweqile iziphuzo carbonated eyingozi empilweni yethu. Futhi ke konke kuyoba - Coca-Cola!