Umlando Omfushane Wezinselele ezintathu ze-Challenger Brands.
Phakathi neminyaka eminingi, ama-brand aphezulu ama-challenger (i-Avis, i-Pepsi, i-VW, i-Dockers, i-Virgin Atlantic) ethathe abaholi bezimpawu ezinkulu (i-Hertz, i-Coke, i-Ford, i-Haggar, i-British Airways) futhi bonke baye baphumelela kakhulu ngalokhu isu.
Isizathu sempumelelo yabo sicacile. Ngisho noma uphawu lomqhudelwano lungenayo imali noma amandla okuya ekhanda emkhankasweni wesikhangiso isikhathi eside, sinamandla okuqala ukulwa.
Futhi uma umkhiqizo omkhulu uthola inselele, isu lihlehliswa, isikhathi esikhulu.
Isibonelo senkinga ye-Challenger # 1 - I-Avis ithatha ku-Hertz
Ekuqaleni kwamashumi ayisithupha, lapho ufuna ukuqasha imoto waya eHertz. Kwakuyisinqumo esicacile. Umncintiswano wabo oyinhloko, u-Avis, ulandelwe ngemuva.
Ngaleso sikhathi, uRobert C. Townsend wayengumongameli we-Avis. I-ejensi yabo yokukhangisa yayisitolo esasigxile kakhulu emlandweni wezikhangiso ezihlakaniphile nokucabanga okucabangayo - uDoyle Dane Bernbach.
Phakathi nomhlangano ne- ejenti kanye nomnyango wayo wokudala , i-Townsend yahlosiwe ngebhizinisi le-Avis. Wabuzwa uhlobo lwemibuzo ama-ejensi amaningi azobuza: "Unayo izimoto ezingcono, noma izindawo eziningi, noma amazinga aphansi?" Impendulo yayingekho kubo bonke abathathu, ngemuva kwakho konke, u-Hertz wayephethe kakhulu ensimini. Kodwa kuthiwa i-Townsend ithi, "kodwa sizama kanzima."
I-DDB igxume kulokho futhi yakha omunye wemikhankaso yemiklamo ye-challenger enamandla kakhulu eyake yenziwa.
Isikhangiso esithi "I-Avis Yona Yodwa 2; Sizama Kanzima" (eyaba ngumthamo) yayihamba phambili, ithembekile futhi yayinomoya wokulwa. Uma kukhona into eyodwa e-America ethanda, yinto engaphansi kokusebenza kanzima. Wabuye wachaza isithombe sikaHertz njengoba le-behemoth engabonakaliyo, inkampani ye-behemoth, ne-Avis njenge-brave, i-plucky uDavide ethatha uGoliyati ohamba kancane, okhuni.
Yasebenza. Yasebenza ngempela. Ngo-1962, i-Avis yayingenzi inzuzo futhi yayine-11% kuphela yesabelo semakethe. Ngonyaka owodwa ngemuva kokuthi umkhankaso wesikhangiso usungulwe, i-Avis yayinenzuzo. Ngo-1966, i-Avis yayine-35% emakethe.
Kuyafaneleka futhi ukuphawula ukuthi uBill Bernbach, umqondo wokukhangisa, wagcizelela ukuthi i-Avis iphile ngokuvumelana nezicelo. Ngaphambi kokuba izikhangiso zibekiwe, wacela ukuba bathuthukise izinsizakalo zabo nemikhiqizo, bethi "kuhlale kuphutha ukwenza ukukhangisa okuhle komkhiqizo omubi." Balandela iseluleko sakhe.
Isibonelo Senkinga Yezingqinamba # 2 - I-Pepsi Challenge Ixosha I-Coke
Mhlawumbe impi edumile kakhulu yeminyaka yekhulu lokugcina yiCoke ngokumelene noPepsi, futhi uyazi ngokuthi "I-Cola Wars." Kuqhubeka kuze kube yilolu suku, futhi akukho cala ngeke livumele ukuqapha. Ngeke bakwazi ukukwenza. Kodwa kwakungeyona impi njalo yamaqhawe.
I-Coca-Cola yafika emakethe iminyaka engu-12 ngaphambi kwePepsi lapho umnikazi wezidakamizwa (kanye nomlutha we-morphine) uJohn Pemberton esungula isiphuzo sakhe sokuphuza i-cocaine ngo-1886. Ngaleso sikhathi, kwakuyimithi yokwelapha futhi kwakuthiwa ukwelashwa kokulutha komzimba we-morphine, i-dyspepsia (uxhumano lwe-Pepsi ) nekhanda.
Ngo-1898, uPepsi wamiswa nguCaleb Bradham, nakuba ekuqaleni kwakubizwa ngokuthi uB Brad's Drink. Leli gama lashintshwa laba yiPepsi-Cola ngo-1903, kodwa ngaleso sikhathi i-Coca-Cola isivele ikwazi ukuqonda okuningi emakethe, ithengisa ngaphezu kwamagremu ayizigidi ngonyaka.
Ngomnyaka we-1915, ibhodlela elidumile lakaCocke laqala, ngokusungula phambili ukubusa kwe-brand. Ngo-1945, i-Coke inesabelo semakethe se-60%. Kodwa u-Pepsi waqala ukudla kulolo nani.
Ngo-1975, i-Pepsi Challenge yafika. U-Pepsi uthathe umqondo womkhiqizo ophikisayo kumphakathi jikelele. Izivivinyo zokunambitheka ezimpumputhe zenziwa ngethelevishini njengezikhangisi, ezenza abantu baqede ama-colas amabili futhi banqume ukuthi bathande kangcono. U-Pepsi wabulala i-Coke, ukulahlekelwa amahloni okwehlazo. Lokhu, kanye nokuthengiswa kwesitolo esinciphile (isabelo samakethe sasingama-23% ngo-1983) kwaholela ekwepheni elikhulu emlandweni wenkampani. Ngo-1985, iNew Coke yasungulwa. Kuthiwa ngalolo suku, wonke umuntu ePepsi wanikezwa usuku. Babenqobile iMpi YeClala. I-Coke isetshenzisile izigidi ezifaka ukunambitheka okusha ukuze zincintisane nokunambitheka kukaPepsi, futhi kwaba yinkinga.
Kwaqedwa ngaphansi kwezinyanga ezingu-3 kamuva, futhi i-Coke Classic yahamba emashalofini. Ngaleso sikhathi, u-Pepsi wayebone isidlo se-Coke ngaphandle kwezigidi nezigidi zamadola asetshenzisiwe, futhi kwakucasule isisekelo samakhasimende aqotho.
Lezi zinsuku, i-Coke inomkhakha omkhulu wemakethe (cishe u-25% ngaphezulu) kodwa uchitha kabili ngokukhangisa ngonyaka ngaphezu kwePepsi. Futhi imali kaPepsi inkulu kakhulu ngenxa yemigqa eminingi yebhizinisi.
U-Pepsi akasasekho umphikisi; lilingana.
Isibonelo Senkinga Yezingqinamba # 3 - I-Volkswagen Beetle Ne-US Auto Industry
Cabanga ngalokhu. Uhlezi ejensi lokukhangisa eminyakeni engaba ngu-15 emva kokuphela kwe-2 ye-World War. Isimemezelo esilandelayo senziwa:
"Sizothengisa imoto yaseJalimane, eyathunyelwa ngu-Adolf Hitler, eya eMelika."
Njengokudala, umhleli, imenenja ye-akhawunti noma ngisho nomunye emnyangweni wezezimali, lokho akubonakali nje njengendoda ende. Kodwa lokhu kuhambisana nalokhu:
"Imoto incane kakhulu futhi imincane kakhulu. Futhi manje, abaseMelika bathanda izimoto ezinkulu."
I-Boom. Ukufana kokugcina kwethemba kuyaphuma efasiteleni. Hhayi uBill Bernbach. Futhi akaphumelelanga nje kuphela, kodwa futhi wadala umkhankaso wokukhangisa oshintshe ubuso bomkhakha futhi uthathwa njengomunye wemikhankaso engcono kakhulu yesikhathi sonke.
Amandla omkhiqizo we-challenger yilokho okungalimaza amandla nokuthandwa kwe-status quo. Izimoto ezinkulu zivamile. Wonke umuntu uyabathanda. Okukhulu kunhle.
UDoyle Dane Bernbach waphenduka ukuthi ekhanda lakhe. Cha, encane yinhle. Kuyabiza. Kuyasebenza kahle. Yakhiwe kahle kakhulu. Kulula ukupaka. Kuyathembeka.
"Cabanga kancane."
Lawo magama amabili, kuhlanganise nesakhiwo esihle sika-Helmut Krone, sinqamule ku-clutter. Babenengqondo kumphakathi waseMelika. Leli khophi laliwubuqili, lingenangqondo futhi lithembekile.
Kwalandelwa esinye sezikhangiso ezinamandla ezakhiwe; isithombe seVolkswagen Beetle ngegama elithi "Lemon," inkulumo echaza imoto emnyama.
Izikhangiso zesikhathi zaziziqhenya. Babengeke babambe ngisho nanoma yini into engeyonto. Kodwa isikhangiso sasimangalisa. Lapho umthengi efunda kabanzi, babona ukuthi imoto yayisinye kwisigidi. Kwakuyisimemezelo mayelana namazinga aphakeme kaVolkswagen. Futhi kanjani ukwethembeka? I-tagline "Siphakamisa ama-lemons; uthola ama-plums" afaka uphawu lo mkhiqizo.
Imbonini yemoto yase-US ayengazi ukuthi benzeni kubo. Ekuqaleni, babebhekwa njengehlaya. Khona-ke ukucasula. Khona-ke umncintiswano. Khona-ke usongo langempela. Ngo-1972, eminyakeni engaphezu kwengu-12 kamuva, iVolkswagen Beetle yayisuka emotweni engaziwa emotweni ethandwa kakhulu okwakwenziwe (ngokulandela i-Ford "Model T"). Yilokho amandla okukhangisa, futhi kungakhathaliseki ukuthi amanye ama-automakers ayenzima kangakanani ukuwabeka phansi, wona kuphela owenzela umlilo we-Beetle.