Mbiri Yachidule ya Mitatu ya Challenger Brands.
Kwa zaka zambiri, akatswiri ambiri otchuka (Avis, Pepsi, VW, Dockers, Virgin Atlantic) atenga atsogoleri akuluakulu (Hertz, Coke, Ford, Haggar, British Airways) ndipo onse apambana kwambiri njira.
Chifukwa cha kupambana kwawo ndi zomveka. Ngakhale ngati chizindikiro cha otsutsa alibe ndalama kapena mphamvu kuti ayambe kupita patsogolo pamalonda a malonda kwa nthawi yayitali, ikhoza kuyambitsa nkhondo.
Ndipo pamene chizindikiro chachikulu chikuvomereza vutolo, njirayi ikulipira, nthawi yayikulu.
Chitsanzo cha Challenger Chitsanzo # 1 - Malingaliro Akukhudza Hertz
Kumayambiriro kwa zaka makumi asanu ndi limodzi, pamene mumakonda kubwereka galimoto mumapita ku Hertz. Icho chinali kusankha kosavuta. Mkulu wawo wapikisano, Avis, watsogolo kumbuyo.
Panthawi imeneyo, Robert C. Townsend anali purezidenti wa Avis. Ofesi yawo yotsatsa inali shopu yomwe ikukulirakulira ndi malonda ake abwino komanso malingaliro abwino - Doyle Dane Bernbach.
Pamsonkhano ndi bungweli ndi deta yake yolenga , Townsend adakambirana za bizinesi ya Avis. Anafunsidwa mafunso omwe mabungwe ambiri adzafunse: "Kodi muli ndi magalimoto abwino, kapena malo ena, kapena mitengo yotchipa?" Yankho lake linali ayi kwa onse atatu, pambuyo pake, Hertz anali wolamulira mmunda. Koma Townsend adati, "koma timayesetsa kwambiri."
DDB inalumphira pa izo ndipo inapanga imodzi mwa mapulogalamu amphamvu kwambiri otsutsa otsutsa omwe anapangidwa.
Chidziwitso "Avis Ndicho Chachiwiri; Timayesayesa" (chomwe chinayamba kukhala mzere) chinali chithunzithunzi, chowona mtima ndipo chinali ndi nkhondo. Ngati pali chinthu chimodzi chokha America amakonda, ndidothi lopweteka. Komanso anajambula chithunzi cha Hertz monga azinthu osasamala, a behemoth, ndi a Avis omwe anali olimba mtima, David akukwera Goliati wodekha, wovuta.
Izo zinagwira ntchito. Icho chinagwira ntchito kwenikweni. Mu 1962, Avis sanali kupeza phindu ndipo anali ndi gawo limodzi la magawo 11 pa msika. Chaka chimodzi pambuyo pa ndondomeko yotsatsa malonda, Avis inali yopindulitsa. Pofika mu 1966, Avis inali ndi 35 peresenti ya msika.
Ndiyeneranso kuzindikira kuti Bill Bernbach, wolemba zamalonda, adaumirira kuti Avis azichita zomwezo. Zotsatsazo zisanatululidwe, adawauza kuti apititse patsogolo ntchito zawo ndi katundu wawo, akuti "nthawi zonse ndi kulakwa kupanga malonda abwino kwa mankhwala oipa." Anatsatira malangizo ake.
Chitsanzo cha Challenger Chitsanzo # 2 - Pepsi Challenge Knocks Out Coke
Mwina nkhondo yotchuka kwambiri pazaka zapitazi ndi Coke motsutsana ndi Pepsi, imadziwanso kuti "Cola Wars." Zilipobe mpaka lero, ndipo palibe mbali yomwe ingalekerere. Iwo sangakwanitse. Koma sizinali nthawi zonse nkhondo ya zimphona.
Coca-Cola adagulitsidwa pamsika zaka 12 pamaso pa Pepsi pamene mwiniwake wa mankhwala osokoneza bongo (ndi morphine wosokoneza bongo) John Pemberton adayambitsa zakumwa zake za cocaine mu 1886. Panthawi imeneyo, anali mankhwala ndipo anali kuyerekezera kuledzera kwa morphine, dyspepsia (kugwirizana kwa Pepsi ) ndi mutu.
Mu 1898, Pepsi anayambitsidwa ndi Caleb Bradham, ngakhale kuti poyamba ankatchedwa Brad's Drink. Dzinali linasinthidwa kukhala Pepsi-Cola mu 1903, koma panthawiyo Coca-Cola adayamba kale kumvetsetsa msika, kugulitsa malita milioni pachaka.
Mu 1915, botolo lodziwika kwambiri la Coke linayambika, ndikukhazikitsanso mphamvu ya chizindikiro. Pofika mu 1945, Coke ali ndi gawo la msika wa 60%. Koma Pepsi anayamba kudya nambala imeneyo.
Mu 1975, Pepsi Challenge inadza. Pepsi anatenga lingaliro la mtundu wothamangitsidwa kwa anthu onse. Kuyesera khungu kumatulutsa televizidwe monga malonda, kuphatikizapo anthu kudula makola awiri ndikusankha zomwe akufuna kuti zikhale bwino. Pepsi anamenya Coke, kutaya manyazi kwa chimphona. Izi, kuphatikizapo kuchepa kwa malonda ogulitsa (gawo la msika linali 23% mu 1983) linapangitsa kuti chimodzi mwa zolakwika zazikulu mu mbiri ya kampaniyo. Mu 1985, New Coke inayambika. Zimanenedwa kuti tsiku limenelo, aliyense ku Pepsi anapatsidwa tsikulo. Iwo adapambana nkhondo ya Cola. Coke anali atagwiritsira ntchito mamiliyoni ambiri akupanga chisangalalo chatsopano kuti azipikisana ndi kukoma kwa Pepsi, ndipo zinakhala zoopsa.
Iyo inadulidwa pasanathe miyezi itatu, ndipo Coke Classic anapita pa maalumali. Pomwepo, Pepsi adawona mbale ya Coke kunja kwa mamiliyoni ndi mamiliyoni a ndalama zowonongeka, ndipo izi zidakwiyitsa okhulupilira.
Masiku ano, Coke ali ndi gawo lalikulu la msika (pafupifupi 25% yowonjezera) koma amathera kawiri pa malonda pa chaka kuposa Pepsi. Ndipo ndalama za Pepsi ndi zazikulu chifukwa cha mizere yambiri yamalonda.
Pepsi salinso wothamanga; ndi ofanana.
Chitsanzo cha Challenger Brand # 3 - Volkswagen Beetle Ndi US Auto Industri
Tangoganizani izi. Mukukhala mu bungwe la malonda pakangotha zaka 15 kuchokera kumapeto kwa nkhondo yachiwiri ya padziko lonse. Chilengezo chotsatirachi chapangidwa:
"Tikugulitsa galimoto ya ku Germany, yotumidwa ndi Adolf Hitler, ku America."
Monga kulenga, ndondomeko, woyang'anira akaunti kapena munthu wina mu dipatimenti ya zachuma, zomwe sizikuwoneka ngatizitali. Komano izi zikubwera:
"Galimotoyo ndi yaing'ono kwambiri, ndipo pakalipano, Amerika amakonda magalimoto akuluakulu."
Pewani. Chiwonetsero chotsiriza cha chiyembekezo chikuwulukira kuchokera pawindo. Chabwino, osati Bill Bernbach. Ndipo sikuti anangopambana kokha, koma adawonetsanso ntchito yofalitsa yomwe inasintha nkhope ya malondawo ndipo imayesedwa ngati imodzi mwa ntchito zopambana za nthawi zonse.
Mphamvu ya chizindikiro cha otsutsa ndi yomwe ingathe kuchepetsa mphamvu ndi kutchuka kwa chikhalidwe chomwecho. Magalimoto aakulu ndi ochiritsira. Aliyense amawakonda. Yaikulu ndi yokongola.
Doyle Dane Bernbach anapotoza izo pamutu pake. Ayi, yaing'ono ndi yokongola. Ndi zotsika mtengo. Ndizovuta mafuta. Zomangidwa bwino kwambiri. Kuphweka mosavuta. Ndi odalirika.
"Ganizirani zazing'ono."
Mawu awiriwa, kuphatikizapo chigawo cha Helmut Krone chophweka, adadutsamo. Iwo anali omveka kwa anthu Achimereka. Kopiyo inali yochenjera, yopanda ulemu komanso yowona mtima.
Anatsatiridwa ndi imodzi mwa malonda amodzi omwe adatulutsidwa; chithunzi cha Volkswagen Beetle ndi mawu akuti "Lemon," mawu oti afotokoze galimoto yamoto.
Malonda a nthawiyo anali odzikuza. Iwo sakanakhoza ngakhale kumamvetsera pa chirichonse chimene chinali cholakwika. Koma malonda anali osangalatsa. Pamene wogulitsa anawerenga zambiri, anazindikira kuti galimoto inali imodzi mwa milioni. Anali chidziwitso chokhudza zapamwamba za Volkswagen. Ndipo moona mtima bwanji? Mzerewu "Timadula mandimu, timapeza plums" kusindikizidwa ndi malonda.
Makampani oyendetsa galimoto ku US sanadziwe choti achite. Poyamba, iwo ankangoona ngati nthabwala. Ndiye kukwiya. Ndiye mpikisano. Kenaka ndiopseza. Pofika m'chaka cha 1972, patatha zaka zopitirira khumi ndi ziwiri, Volkswagen Beetle adachoka ku galimoto yosadziwika kupita ku galimoto yodziwika kwambiri yomwe yakhala ikupangidwa (kuthana ndi Ford "Model T"). Ndizo mphamvu zotsatsa malonda, ndipo ziribe kanthu momwe olimba enawo anayesera kuzigwetsa pansi, zinangowonjezera moto wa Beetle.