Sebenzisa Ukuqhathanisa Ngakwesokunxele-Nge-Side Ukuguqula Umkhiqizo Wakho Ngenye
Ake sithi wenze iwijethi. Kuyinto iwijethi enkulu; okungcono kakhulu emakethe. Kukhona enye iwijethi ngaphandle lapho engeyona eyakho eyakho, kodwa inokuqashelwa kangcono nesabelo samakethe.
Wenzani?
Lokhu kungaba yisikhathi esiphelele sokusebenzisa ukukhangisa okuqhathaniswayo. Uma unayo ngempela umkhiqizo noma isevisi eshiya umncintiswano othulini, kufanele ucabange ngokungathí sina ukwenza ukukhangisa okuhambisana nohlangothi.
Kuyini Ukukhangisa Okuqhathaniswayo?
Emibhalweni yabantu, kungumgomo wokuqhathanisa ngokuqondile umkhiqizo noma isevisi yakho kulowo oyincintisana enkulu. Kungakhathaliseki ukuthi i-Coke vs Pepsi, i-Nike vs i-Adidas, noma i-Republican vs Democrat, i-formula ngokuvamile iyafana. Khombisa indlela umkhiqizo wakho onamandla kunomunye, futhi uqaphele ikakhulukazi ubuthakathaka benye brand. Mhlawumbe isibonelo esikhulu kunazo zonke salokhu kwaba "NginguMac, ngingumkhankaso we-PC". I-Apple inqobe leyo mpi e-landslide.
Uma lo mncintiswano ube nenhlekelele yakamuva ye-PR, lokho kungase kusebenze inzuzo yakho. Esinye isibonelo salokhu kwakuyi-London Eye ride, eyayixhaswa yiBrithani Airways. Isondo lalinenkinga yokukhuliswa. I-Virgin Atlantic yashaya i-blimp ngaphezu kwesondo ithi "I-BA ayikwazi ukuyivula !!", ukwenza i-Virgin Atlantic ibonakale sengathi iyindoda epholile, futhi enye ingenza izinto zenzeke. Kubhekwa njengenye yezimpawu ezinkulu kakhulu ze "brand vs brand" ezake zakhiwe.
Ingabe Okusemthethweni Ukukhangisa Ukukhangisa?
Yebo, ngokuphelele ngokomthetho. Kodwa, kuneziqondiso okufanele zilandelwe. Wonke amazwe anemithetho ehlukile ehlukile kuyo, kanti ezinye (i-UK) ziqinile kakhulu kune-USA noma e-Australia. Awukwazi ukwenza izitatimende ezingamanga mayelana nomncintiswano, noma izimangalo ezikhohlisayo ngokusobala.
Uma utshela.
Yiziphi Izinzuzo Zokukhangisa Ngokuqhathanisa
Kuningi uma unezimangalo ezingagcina amanzi. Okokuqala, uma ungumthengisi (okungukuthi kuncane kakhulu kunomkhiqizo ohola phambili), ungakhansela i-coattails yabo ngomkhankaso wokuba ubalekele emuva. Kuyinto yokuwina noma yini eyenzekayo. Uma benza, uzinikezele futhi uzothola ucindezela mahhala. Uma kungenjalo, abantu bacabanga ukuthi unqobile ngoba omunye umthombo uhlala uthule.
Ukukhangisa okuqhathanisayo nakho kuyindlela enhle yokuqhathanisa umkhiqizo wakho noma insizakalo ngokushesha lapho umuntu ekwazi kakade. Khumbula lapho uDyson efika kuqala emakethe? Kwakuyinto entsha, kwakungazwakala, futhi umfana, bekubizayo. Kodwa lapho uDyson ekhuphuka emelene nama-vacuums egama lomuntu abantu ababazi, futhi ethembele, futhi wawaphupha emanzini ... UDyson waba yiqhawe.
Ukukhangisa okuqhathanisayo nakho kuyindlela enhle kakhulu yokubheka ngokushesha futhi kalula izinzuzo zomkhiqizo noma izinsizakalo kumthengi. Uhlu oluhlangene nohlangothi, lubonisa ukuthi umshini wakho ushaya kanjani umncintiswano kuzo zonke izigaba. Kungaba ukuthi i-powder yakho yokuhlanza ihlanzekile kabili njengamhlophe nengxenye yesamba (i-OxyClean yenza leso simangalo, futhi yenza igama lohlobo igama lomndeni).
Ingabe Kunomthelela Omunye?
Yebo. Ungenzi iphutha, uma uzongena ngaphakathi kwendandatho ngomunye umkhiqizo, uzohweba.
Thatha enye yezingcezu ezidumile kakhulu zokukhangisa okuqhathaniswa okwenziwe-i-Avis vs i-Hertz.
Ngonyaka ka-1962. U-Avis wayefuna umkhankaso omusha wokukhangisa ukukhuthaza ukuthengisa futhi waya encekwini entsha ehlakaniphile kunazo zonke e-block-Doyle Dane Bernbach. UBill Bernbach wafika enhliziyweni yendaba ngokushesha. Ufuna ukwazi amandla ka-Avis, bese ushaya phezu komugqa othi "Sizama Kanzima."
Izikhangiso ezinjenge- "Uma Ungu-2 kuphela, Uzama Kanzima. Noma-ke, "kwakuyi-hit enkulu. Kwacaca ukuthi i-Avis yayithatha ama-potshots eHertz. Futhi-ke, uHertz waphunyelelwa emuva. Izikhangisi zekhophi ezinjenge-"Kuyiminyaka, i-Avis ibilokhu ikutshela u-Hertz nguNo. 1. Manje sizokutshela ukuthi kungani" ibeka uHertz esikhundleni samandla. Kwaphela amashumi eminyaka, balwa, bebiza ubuthakathaka ngenye inkampani.
Kumele futhi uqaphele ukuthi amanye amabhizinisi amakhulu, ama-meaner ngeke abe nokungabaza ekuthathweni kwegama elincane uma enecala lokuthile okudukisa.
Ingabe ufuna lokho kwenzeke?
Khumbula - Qala kuphela Impi Ongayithola
Unesiqiniseko sezimangalo zakho? Ungakwazi yini ukuzivuselela? Uyazi, ngamaphesenti angu-100 ngokunemba, ukuthi omunye umkhiqizo noma isevisi ungaphansi kweyakho? Uma ucindezela u-Yebo kuyo yonke imibuzo, lokho kuzwakala sengathi impi efanelekile.
Kodwa-ke, uma unganoma yiziphi izimangalo, noma uma umkhiqizo okhuphuka ungakusiza u-$ 100 kuya ku-$ 1, cabanga kabili. Akuwona wonke uDavida ongamshaya uGoliyati.