Nhoroondo Pfupfupi yeTatu Challenger Brands.
Mumakore ose aya, mazita makuru makuru anokwikwidza (Avis, Pepsi, VW, Dockers, Virgin Atlantic) vakatora vatungamiri vema-brand (Hertz, Coke, Ford, Haggar, British Airways) uye ivo vose vakabudirira chaizvo izvi sarudzo.
Chikonzero chekubudirira kwavo chakajeka. Kunyangwe kana musikana anomanikidzira asina mari kana simba rokutungamira mberi mumushandirapamwe wekutambira kwenguva yakareba, inokwanisa kukwanisa kurwisana.
Uye apo chinzvimbo chikuru chinogamuchira dambudziko racho, urongwa hunoripira, nguva huru.
Challenger Brand Muenzaniso # 1 - Avis Inotora paHertz
Pakutanga kwemakumi matanhatu, apo waida kubhadhara motokari wakaenda kuHertz. Yakanga iri chisarudzo chakajeka. Vanonyanya kukwikwidza, Avis, vakafuratira kumashure.
Panguva iyoyo, Robert C. Townsend aiva mutungamiri weArisiti. Sangano ravo rekutsvaga raiva shopu raive richiwedzera kukurumidza uye rwiyo rwekutsvaga kwemashamba ekutsvaga uye kugadzirisa mazano - Doyle Dane Bernbach.
Munguva yemusangano pamwe nesangano uye dhipatimendi rekusika , Townsend yakarongedzwa nezvebhizimisi reAprim. Akabvunzwa mibvunzo yemibvunzo zhinji masangano achabvunza kuti: "Une motokari dzakanaka here, kana nzvimbo dzakawanda, kana kuti mabhii akadhura?" Mhinduro yacho yakanga isiri kune vose vatatu, shure kwezvose, Hertz akanga ari mukuru mumunda. Asi zvakare Townsend yakati, "asi isu tinoedza zvakaoma."
DDB yakasangana pamusoro pazvo uye yakasimbisa imwe yevane simba yakanyanya kupikisa maratidzo akambobudiswa.
Chirongwa che "Avis Ndicho Chete Nechipiri; Tinoedza Kuoma" (iyo yakazova tereteti) yaive yakasununguka, yakatendeseka uye yaiva nemweya wekurwa. Kana pane chimwe chinhu America inoda, inoshanda zvakaoma pasi pasi. Yakanyorawo mufananidzo weHertz sechinhu ichi chisingafariri, bhehemoni bhehemoth, uye Avis semunhu akashinga, achidzura David achitora Goliath inononoka, yakaoma.
Yakashanda. Yakanyatsoshanda. Muna 1962, Avis yakanga isiri kuita purofiti uye yakanga iine 11% chete yemugove wemusika. Rimwe gore mushure mekutsvaga kwemashoko, Avis yakabatsira. Pakazosvika 1966, Avis yakanga ine 35% yemusika.
Zvakakoshawo kuziva kuti Bill Bernbach, nyanzvi yekutengeserana, akasimbisa kuti Avis ararame kusvika kune zvataurwa. Pamberi pezvinyorwa zvaive zvichinyorwa, akavakurudzira kuti vavandudze mabasa avo nemishonga, vachiti "nguva dzose inokanganisa kuita chiziviso chakanaka chechigadzirwa chakaipa." Vakatevera zano rake.
Dambudziko Rakakosha Muenzaniso # 2 - Pepsi Challenge Inotsvaga Coke
Zvichida yakakurumbira mazita ehondo yemakore ekupedzisira ndeye Coke kurwisa Pepsi, zvakare anoziva se "Cola Wars." Zvichiri kuitika kusvikira nhasi, uye hapana rumwe rutivi rucharamba rucharinda. Havagone. Asi haisi nguva dzose hondo yevana giants.
Coca-Cola inotanga pamusika makore gumi nemaviri Pepsi asati asvika apo mutengesi wezvinodhaka (uye morphine muropa) John Pemberton akatanga mushonga wake wekasekine-inodhakwa muna 1886. Panguva iyoyo, yaive mishonga uye yaifungidzirwa kurapwa kwe morphine muropa, dyspepsia (Pepsi connection ) uye musoro.
Muna 1898, Pepsi yakatangwa naCaleb Bradham, kunyange zvazvo pakutanga yainzi Brad's Drink. Zita rakashandurwa kuva Pepsi-Cola muna 1903, asi panguva iyo Coca-Cola akanga atoziva zvakanyanya pamusika, achitengesa mamirioni emamiriyoni pagore.
Muna 1915, bhodhoro rainzi Coke rakakurumbira rakatanga, richiwedzera kusimba kwechiratidzo. Pakazosvika 1945, Coke ine mugove wemusika we 60%. Asi Pepsi akatanga kudya pane iyo nhamba.
Muna 1975, Pepsi Challenge yakauya. Pepsi akatora pfungwa yechinhu chinopikisa kune vanhu vose. Kurapa kwakapofumadza kwakaperetswa semashambadziro, aine vanhu vachichera malassi maviri uye vachifunga kuti vaifarira zviri nani. Pepsi akarova Coke, kurasikirwa kunonyadzisa kweGiant. Izvo, pamwe chete nekuderera kwekutengeswa kwezvitoro (mugove wemusika waiva 23% chete muna 1983) zvakatungamirira kune chimwe chezvikanganiso zvakakura munhoroondo yekambani. Muna 1985, New Coke yakatangwa. Zvinonzi kuti musi iwoyo, munhu wose muPepsi akapiwa zuva racho. Vakakunda hondo yeClala. Coke akanga apedza mamiriyoni achigadzira chishuvo chitsva kungoita nharo nekutamba kwaPepsi, uye yakaratidza kuva dambudziko.
Yakaputika pasi pemwedzi mitatu gare gare, uye Coke Classic yakaenda pamashalofu. Panguva iyoyo, Pepsi akanga aona Coke kudya mamirioni uye mamiriyoni emadhora madhora, uye yakatsamwisa vakavimbika vatengi varo.
Mazuva ano, Coke ine mugove mukuru wemusika (inenge 25% inowedzera) asi inowedzera kaviri pane zvekutengesa gore negore kupfuura Pepsi. Uye mari yePepsi yakawanda zvikuru pamusana pematare emabhizimisi akawanda.
Pepsi haasisiri mutsigiri; zvakaenzana.
Challenger Brand Muenzaniso # 3 - Volkswagen Beetle Uye US Auto Industry
Fungidzira izvi. Iwe uri kugara mune imwe sangano rekuparidzira makore 15 mushure mokuguma kwe 2nd World War. Chiziviso chinotevera chinoitwa:
"Tiri kutengesa motokari yeGermany, yakatumirwa naAdolf Hitler, kuAmerica."
Sekusika, mugadziri, maneja wekambani kana kunyange mumwe munhu ari mubazi rezvemari, izvo hazvisi kungoita semutambo wakareba. Asi izvi zvinouya:
"Imotokari iduku, chaizvoizvo shoma. Uye ikozvino, vokuAmerica vanoda magetsi makuru."
Boom. Chimiro chekupedzisira chetariro chinobhururuka kubva pahwindo. Zvakanaka, kwete kwaBill Bernbach. Uye haana kungobudirira chete, asiwo akagadzira chikwata chekutengeserana chakashandura chiso chebhizimusi uye chinotaridzirwa seimwe yemakambani akanaka pane ose.
Simba romukati wechivimbiso ndiro iro rinogona kukanganisa simba nekufarirwa kwehuwandu hwechimo. Motokari huru ndiyo inowanzo. Munhu wose anovada. Guru rakanaka.
Doyle Dane Bernbach akanyengedza icho pamusoro wayo. Kwete, maduku akanaka. Hazvina mari. Iko mafuta anobudirira. Zvakanyatsonaka-zvakavakwa. Zviri nyore kuvhara. Ichokwadi.
"Funga zvishoma."
Mashoko iwayo maviri, pamwe neHelutut Krone. Vakanzwisisa kumunhu weAmerica. Iyo kopi yaiva yehupenzi, isina hanya uye yakatendeseka.
Yakanga ichiteverwa neimwe yezvishuvo zvakasimba zvakambobudiswa; mufananidzo weVolkswagen Beetle neshoko rokuti "Lemon," mutsara wokutsanangura motokari yemoto.
Zviziviso zvepanguva yacho zvaidada. Vangadai vasina kutombotaura chero chinhu chakanga chisina kunaka. Asi chirevo chacho chaifadza. Apo mutengi akaverenga zvakawanda, vakaona kuti motokari yaiva imwe mumamiriyoni. Icho chakanga chiri chirevo pamusoro peVolkswagen's high standards. Uye sei kutendeseka? Takatline "Tinodzura mandimu; iwe unowana plums" yakavhara chikamu.
Indasitiri yemotokari yeUnited States yakanga isingazivi kuti chii chaaizoita. Pakutanga, vaifungidzirwa sehose. Ipapo kushungurudzika. Zvadaro mukwikwidzi. Zvadaro zvinogona kutyisidzira. Pakazosvika 1972, makore anopfuura gumi gare gare, Volkswagen Beetle yakanga yaenda kubva pamotokari isingazivikanwi kumotokari yakakurumbira yakamboitwa (inopfuura Ford "Model T"). Ndiro simba rekuparidzira, uye zvisinei kuti zvakaoma sei vamwe vakazviita automakers vakaedza kuisa pasi, iyo yakangobatsira moto weBeetle.