Woyambitsa Papa Papa John Schnatter akuyitanitsa pafupifupi malonda onse omwe amaponyera pa airwaves, ma wailesi, ndi masiku ano, pa intaneti akugula. Koma nthawi zina amatenga izi pamtundu wa malonda, zomwe zikuwonetsedwanso ndi nkhondo pakati pa Papa John ndi Pizza Hut yomwe inayambanso kumbuyo mu 1998.
Kubadwa kwa Chikhazikitso ... ndi Nkhondo.
Mu 1995, Papa John analembetsa kampani yotchedwa Trout & Partners, ndipo adalemba ndondomeko yomwe yakhala ikufanana ndi kampani yowonjezera mabiliyoni ambiri.
Pa nthawiyi, Papa John's anali ndi gawo limodzi mwa magawo asanu ndi awiri omwe Pizza Hut anali nawo, choncho cholinga chake sichinali pazowoneka, koma khalidwe. "Zopangira Zabwino, Pizza Yabwino" anali wopambana.
Koma osati ndi aliyense.
David Novak, Purezidenti wa Pizza Hut pa nthawi imeneyo, sanali okhumudwa pang'ono ndi mawuwo. Anthu achilengedwe omwe amapanga ndiwo "Oh, iwo ndi abwino kuposa Pizza Hut." Koma kodi umboni unali kuti? Kodi Papa John angachoke bwanji atanena zimenezi?
Nkhondo ya mawu inasanduka malonda otsatsa malonda padziko lonse, ndi malonda otsutsa ochokera kumbali zonsezo. Papa John analemba mndandanda wosakondweretsa womwe umapezeka mu maphikidwe a Pizza Hut. Pizza Hut anagwiritsa ntchito malonda a Papa John potsutsa. Ndiyeno, milandu inayamba.
Papa John's vs. Pizza Hut
CEO John Schnatter adatinso pizza Papa Papa anali "bwino" kuposa Pizza Hut. Anali kudandaula kuti Pizza Hut sanachite mopepuka. Ndipotu, mabungwe a kampaniyi adatsutsa Papa John's milandu yotsatsa malonda .
Vutoli linachokera ku mawu otchuka a Papa John, kuphatikizapo polojekiti ya malonda. Imodzi mwa mapepala omwe Papa John adalengeza "adagonjetsa nthawi yayikulu" mu kuyesedwa kokoma pa Pizza Hut. Zotsatsa zina mu Papa John's msuzi ndi mtanda zinali zabwino kuposa Pizza Hut chifukwa zidapangidwa ndi tomato watsopano ndi madzi ophwanyika ndipo sizinaphatikizepo zakudya monga "xanthan chingamu" ndi "hydrolyzed protein".
Chigamulo chotsutsacho chinapangitsa Pizza Hut kuponyera milandu yotsatsa malonda. Malamulo a kampaniyi adanena kuti ali ndi umboni wa sayansi wotsimikizira kuti Papa John ali ndi zowonjezera sizinakhudzitse kukoma kwa pizza.
Zosankha Zamalamulo
Poyamba, khoti linagwirizana ndi Pizza Hut, kuvomereza kuti zomwe Papa John ananena za msuzi ndi mtanda wabwino zinali zabodza kapena zonyenga. Woweruzayo adalamula Papa John kuti asiye kugwiritsa ntchito "zosakaniza zabwino, pizza yabwino" ndipo adapatsa Pizza Hut $ 467,619 powononga. Dontho mu chidebe cha Pizza Hut, koma mphoto yeniyeni inali kutenga Papa John kuti asiye kugwiritsa ntchito mawu otchulidwa. Woweruzayo adauza Papa John kuti asiye kugwiritsa ntchito zipangizo zilizonse, ndi kukopa malonda, komanso kulipira Pizza Hut $ 12.5 miliyoni kuwononga.
Ngati mukuganiza, "khalani pa ... akugwiritsabe ntchito malonda awo," kenaka mulowemo. Nkhaniyi ikungoyamba kumene.
Papa Johns adapempha chisankhocho. Kampaniyo inanena kuti chilankhulocho chinali chabe nkhani ya maganizo, osati kuti ikhale yeniyeni. Iwo, monga kampani, amakhulupirira kuti amagwiritsira ntchito zowonjezera zowonjezera, zomwe zimabweretsa pizza yabwino. Ndipo Pizza Hut anganene bwanji kuti ali ndi "pizza yabwino pansi pa denga limodzi" ndi nkhope yowongoka?
Bwalo la milandu la akuluakulu a boma linati ma jurans sanafunsidwe ngati ogulitsa akudalira zomwe Papa John ananena "zabwino" posankha zomwe pizza angagule.
Ndipo kotero, mu September 2000, bwalo la 5 la United States la Dandaulo la Dandaulo linasintha chigamulochi ndipo linagamula Papa Yohane. John ndi gulu lake adaloledwa kugwiritsa ntchito chilankhulo kachiwiri ndipo sadayenera kupereka Pizza Hut $ 12.5 miliyoni kuwononga ndalama.
Zotsatira
Mpaka lero, mpikisano pakati pa Pizza Hut ndi Papa John ndi woposa mpikisano wokondana. Milanduyi idakalipo, ndipo akuti, mpikisano wawo ndi woopsa kwambiri moti Pizza Hut amasunga manambala aliwonse omwe amatha kufotokoza makalata PAPA kotero Papa Papa sangathe kuwagwiritsa ntchito.
Mtsutso "wabwino koposa" unkakhalanso ndi chidwi pa malonda.
Mwawonapo zamalonda pamene kampani imati ili ndi chinthu "chabwino" choseamajig. "Chokongola" chingagwiritsidwe ntchito popanda kusunga mawu anu. Komabe, mukamagwiritsira ntchito "bwino," "mumakhala bwino" mukhale ndi umboni wotsimikiziranso zomwe mumanena, kapena kuti mutengeke kuti mutenge mlandu wina.
Tsopano, patapita zaka pafupifupi 20 chigamulochi chikayamba, Papa John anakana mwatsatanetsatane milandu yachinyengo ya Pizza Hut. Lamulo la kampaniyo limasunga mawu operekedwa muzokambilana ka malonda sizinama koma anali chabe mawu a kukoma kwake.
Malamulo a Pizza Hut adanena kuti mapepala a Papa John akuphwanya lamulo la federal. Iwo amanena, ngakhale popanda umboni, kuti makasitomala amadalira "zowonjezera zowonjezera, pizza yabwino" malingaliro omwe angakhazikitse kupanga pizza yawo-kugula chisankho; Choncho, pulogalamu ya Papa John ndi yonyenga pamaso pawo.
Pizza Hut execs akupitiriza kunena kuti chisankho chinali chosalungama kwa onse ogula ndi otsatsa malonda. Koma ndi makampani awiri ndi Dominos akuchita bwino kwambiri masiku ano, kulimbana kumeneku kungakhale kwongowonjezera komanso kugulitsa kwambiri ku maphwando onse.