Kodi ndichifukwa chiyani anthu amakonda tchipisi a lay, koma safuna kugula mandimu pansi pa chizindikiro chotere? Chifukwa chiyani opanga zidutswa omwe ali pansi pa BIC Brand adakwanitsa kufalikira mitundu ina yotsika mtengo kuchokera pa pulasitiki, koma sanakonde mizimu yomwe ili pansi pa ogula? Momwe Mungapangire Kuyankhulana Ndi Ogula ndikupanga mayanjano opambana ndi mtundu, komanso zoipa - zowononga zachilengedwe Maziko oyambira. Ndipo wotsogolera Yandex.dzu, Yevgeny Ponomarenko, adagawana zomwe adakumana nazo ndikuwonetsa mtundu.
Chifukwa chake, zoyambira izi Darya Dava Dama Diabury
Chifukwa chiyani timakonda BrandsMakampani ogula amathandizira kusankha chinthu chomwe chimawagwirizira oposa ena. Mwachitsanzo, kugula madidas oononga, mukuyembekezera kuti adzakhala obisika kwambiri a mtundu wosadziwika. Makampani amathandizira ndikufotokozera tokha - mwachitsanzo, ndikuvala T-sheti yolembedwa ndi mechillica, mukufuna kunena za inu.
Makampani okhala ndi mitundu amalankhula ndi ogula ndipo, inde, pezani mtundu. Ma Brands amathanso kugawidwa ku zinthu zina. Mwachitsanzo, mtundu wa Honda umalumikizidwa makamaka ndi magalimoto achuma, koma kampaniyo imagulitsanso njinga zamoto ndi udzu.
Koma sizimagwira ntchito nthawi zonse. Lays adalephera kufalitsa tchipisi chodziwika bwino pa mandimu. Ndipo ngakhale anthu amakonda kudya tchipisi limodzi ndi mandimu, pankhani ya magonedwe omwe sanagwirizane nawo. Mukamaganiza za tchipisi, mumapereka china chake mchere komanso crunchy, koma mukafuna mandimu, mumaganizira za zopepuka, kuzizira komanso kuzizira. Zomwezo zidachitika ndi Bic: Kampani idatha kufalitsa mtundu wodziwika bwino wa ma hardles a radiors. Koma ndikamayesa kupanga zonunkhira pansi pa mtundu womwewo, sanazigule: anthu sanafune zonunkhira zomwe zimagwirizanitsidwa ndi pulasitiki yotsika mtengo. Izi ndi izi, zilibe kanthu kuti magulu a katundu ali pafupi, ndikofunikira kuti mayanjano asamavutike.
Zoyenera kuchita ndi mayanjano osalimbikitsa?Ngati mgwirizano woyipa wokhala ndi chizindikiro choyambira, muyenera kulimbikitsa kulumikizana kwina ndi ilo - kuposa momwe alili - kuposa momwe alili mwamphamvu, kapena mtundu wocheperako udzavutika ndi mayanjano osalimbikitsa.
Chitsanzo chodziwika bwino cha 80s. Panali mphekesera kuti "McDonalds" amagwiritsa ntchito mu zokwawa m'malo mwa ng'ombe. Kuti awononge mayanjano amenewa, McDonalds adayamba kutsatsa ma bursers "100% ng'ombe", koma sizinathandize, koma sizikuthandizanso anthu onena za mphutsi. Kenako wotsogolera wamkulu wa kampaniyo anayesa kufotokozera ogula kuti siofalikira - ma kilogalamu a nyemba zotheka kuposa kilogalamu ya ng'ombe ndipo burger sangakhale wosatheka. Koma kutchulidwa kwa mphutsi ndi burger mu sentensi imodzi kunapangitsa kuti mayanjano awo azikhala ogula. Zingakhale bwino ngati kampaniyo idalimbitsa kulumikizana ndi zinthu zina - chakudya chosangalatsa, fri mbatata, ndi zina zambiri.
Momwe mungapangire chizindikiro nokha?Mfundozi zimagwiranso ntchito - mukamavala, monga momwe mukuyambiranso, zonsezi zimapangitsa kuti mayanjano anu azikhalanso sayenera kutsutsana. Ingoganizirani ngati mudali mtundu, kodi mukufuna kuyankhulana bwanji ndi anthu?
- Mvetsetsani zomwe zili mbali yanu yamphamvu ndi zomwe zimakupangitsani kukhala osiyana ndi ena.
- Kodi pali ogula omwe ndi ofunika? Apezeni ndikuyamikira zomwe mungawapatse.
- Kuyankhulana komwe kumatsindika zomwe mungachite komanso kutsindika.
- Osatsutsana ndi maulalo a njira yanu.
Pepsi vs. Koka Kola.
Asayansi anayesa momwe gawo la ubongo limachitira chifukwa chosangalala kumwa pepsi ndi coca-Cola, ngakhale kuti anthu sanadziwe zomwe amamwa. Ubongo wogwirizana ndi Pepri anali wowala kwambiri, chifukwa pali shuga wambiri mmenemo. Koma anthu ataona kuti akumwa, mulingo wa "chisangalalo": aliyense wa iwo adasowa ndi mtundu womwe amakonda kwambiri.
Popeza kuyesa kwa zaka 15 zapita, ndipo tsopano mtundu uliwonse umakhala ndi umwini wake. Koma mitundu yake ifunabe zomwe zikufunika ndi ogula. Mwachitsanzo, ku United States kunali kanthawi pomwe korona kopangidwa inali yotchuka, anthu amafuna kumwa zopangidwa ndi mbiri yakale. Kodi pepsi anachita chiyani? Anapeza anyamata awiri ku Brooklyn ndipo mothandizidwa ndi Soda yakale idapangana ndi koloko yatsopano yopanga - ngakhale kuti inali yakumwa komweko pepsi. Ndikofunikira kukhala m'zochita, kaya anthu akufuna kukhala nawo gawo la china chachikulu kapena maloto a njira ya munthu - gwiritsani ntchito.
Evgenia Ponomarenko pa zomwe zachitika ndikumanga Brand "Yandex.DEx":
Mtunduwu uli ndi ngongole zodziwika bwino, zikuwoneka kuti Yandex.Den ndi wotchuka kwambiri kotero kuti ndizovuta kupeza china chosangalatsa papulatifomu. Poyankhulana, ndikofunikira kutsindika za mphamvu - gulu la mitundu iwiri (papulatifomu) pali mavidiyo, zolemba, ndi zina zowonjezera, owerenga atha kutenga nthiti yaumwini, ndiye kuti, Yandex.Wens amakhala "malo anu."