Kulesi sihloko esithakazelisayo, sizokhuluma ngakho ukumaketha kwe-bimbo, amasu ayo okumaketha kanye nendlela eye yavela ngayo ngokuhamba kwesikhathi. Ngakho ngiyakumema ukuthi uhlanganyele nathi ngoba kuzoba isihloko esihle kakhulu. Uzomangala!
Bimbo Marketing
Umehluko phakathi kwenkampani ephumelelayo nenye ebonakala isikhashana emkhathini ngokuvamile ubangelwa izici eziningi, futhi enye yazo, futhi ebaluleke kakhulu, isekelwe endleleni inkampani ekwazi ngayo ukuzenza yaziwe kumakhasimende ayo. .abathengi. Ngalesi sizathu, sizothatha njengesibonelo inkampani ezuze impumelelo enkulu kulo mkhakha, yingakho sizokhuluma ngokudumile. Bimbo Marketing.
Umlando omncane
I-Bimbo, inkampani yaseMexico eyasungulwa ngo-December 2, 1945. Ubaba walo mbono kwakungu-Lorenzo Servitje, owayengumcwaningimabhuku womphakathi futhi ngalezo zinsuku, wanquma ukuqala ukukhiqiza imboni yokuqala yokubhaka, yayitholakala eNtabeni Yombuso. Isifunda futhi sesivele sinegama elaziwayo elithi "Bimbo".
Ngaleso siqalo esinamahloni, mhlawumbe impumelelo ebingafinyelela kuyo namuhla yayikude, ikwazi ukuba khona emazweni angama-33 eMelika, eYurophu, e-Asia nase-Afrika. Ngalesi sikhathi, i- ukumaketha kwe-bimbo Inesibopho sokuphromotha imikhiqizo engaphezu kwe-1.000 ngemikhiqizo yezohwebo eyi-100.
Ukusatshalaliswa kwemikhiqizo yayo emihle kakhulu, eyenziwe ezitshalweni zayo ezingama-76 nabathengisi be-3, abaseMexico, e-United States, eMelika Ephakathi naseNingizimu Melika, kanye nasemazwenikazi aseYurophu nase-Asia. Siyabonga kwabahle kakhulu Bimbo Marketing, Iyakwazi ukumboza amaphuzu angaphezu kwesigidi emhlabeni jikelele.
Ukuhlukaniswa kwemakethe
U-Daniel Javier Servitje Montull, waziwa njengomphathi jikelele weqembu le-Bimbo (CEO) kusukela ngo-1997, futhi njengenhloko yebhodi yabaqondisi kusukela ngo-2013. Ukuzuza zonke izinkomba ezinhle esikubonise zona, kubalulekile ukuba ithimba lochwepheshe abaphambili, abaphethe ukudweba inkambo ebambekayo nelungile yokwenza.
Into yokuqala Bimbo Marketing, ukwakha ukuhlukaniswa kwemakethe, futhi lokhu kwenziwa ngemikhiqizo yayo ngayinye. Ukuba neminyaka engama-70 emakethe yokudla kuyinikeza ulwazi oludingekayo ukuze yazi abathengi bayo futhi ngaleyo ndlela ibeke imikhiqizo eminingana ebalulekile.
Ngenxa yokuhlukaniswa okuphumelelayo kwemakethe, wonke umugqa womkhiqizo wawo uqondiswe endaweni yokubhaka, ikhekhe, ukudla okulula, amaswidi, njll. Ukwethula ngale ndlela, i-homogeneity ngekhwalithi, enikeza umthengi inhlanganisela eyingqayizivele yemikhiqizo, eyanelisa izidingo zeklayenti, ngendlela ethinta kakhulu futhi eyanelisayo.
ukuhlukaniswa kwabantu
Ku ukumaketha kwe-bimbo, sizothola ekuhlukaniseni kwayo indawo, inkampani esezwekazini laseMelika, eSpain naseChina. Ngokuqondene nalokhu kuhlelwa okubalulekile, kunamanani athengekayo kubantu abaningi, ukuhlukahluka kwawo okukhulu kwanelisa konke ukunambitheka kwamalungu omndeni emazweni ahlukene, ngezinye izikhathi ukujwayela isiko labo le-gastronomic.
ukuhlukaniswa kwengqondo
Njengoba isizathu saso esiyinhloko ukujabulisa umthengi wokugcina, futhi isici esibalulekile okufanele sicatshangelwe ukuhlukaniswa kwengqondo, inamaswidi amnandi ezingane. kanjalo namaswidi e-veros adumile. Ngaphezu kwalokho, ibuye ibe nemikhiqizo enempilo nenempilo kulabo abathanda ukunakekela isibalo sabo, njengesinkwa se-wholemeal, ngoba iyasebenza kakhulu ekuphekeni. Futhi into esheshayo, ecebile futhi enenzuzo ingaba isinkwa esimhlophe nesinkwa esithelayo.
ukuhlukaniswa kokuziphatha
La Bimbo Marketing, ikhuluma ngokuhlukaniswa kokuziphatha njengesigaba sokugcina, lapho umkhiqizo nokukhangisa kudlala indima ebaluleke kakhulu, futhi lokhu kungenxa yokuthi kufanele kuhlotshaniswe nesithombe nesiko, ubuzwe kanye nemikhiqizo emisha. Wonke amaphuzu ashiwo ngenhla kufanele agxile kubantu bayo yonke iminyaka, ikakhulukazi abaneminyaka engu-5 nangaphezulu, kungakhathaliseki ukuthi ubulili buni.
Uma sikhuluma ngendawo yamathuba, i-Bimbo idinga ukuqhubeka nokwanda kwayo emhlabeni wonke, futhi lokhu kungenxa yokuthi imikhiqizo yayo kulula ukuyihambisa futhi inezinhlobonhlobo zayo.
Ukunwetshwa, ukusatshalaliswa kanye nobhubhane
Indawo Bimbo Marketing, ibhekene nobuthakathaka obubili; ukuthi nakuba ingakuyeki ukwanda kwayo, uma idinga ukunakwa, njengoba icabanga izindleko ezibalulekile zenhlangano, enye yazo kungaba ukuvuselelwa kwezimoto zayo ezakha imikhumbi yokusabalalisa, futhi isisombululo esingaba khona kungaba ngcono imihlangano yokucobelelana ngolwazi yokulungisa nokugcinwa kahle izimoto.
Obunye ubuthakathaka kungaba yisimo samanje sobhubhane lomhlaba wonke, esibandakanya izindlela zokuhlukaniswa kwezenhlalo phakathi kwabasebenzi abasezingeni lomsebenzi futhi ngokulinganayo, phakathi kwabasabalalisi namakhasimende abo, kwengezwe ohlwini olude lwezinyathelo zokuphepha, yize lesi simo singaba sesikhashana, ngaphandle kokungabaza. , kwaphoqa iqembu le ukumaketha kwe-bimbo ukusungula nokugcina amazinga aphezulu okuqina.
Umkhiqizo wenkanyezi ekumaketheni kwe-Bimbo
Manje, ngokuqondene nomkhiqizo wabo ophambili: isinkwa esimhlophe, bahlala benza ukupakishwa okukhazimulayo nezinguquko zesithombe, kodwa ngaphandle kokushintsha ukunambitheka kwendabuko okucebile abakulondolozayo.
Lokhu kungenxa yokuhlangana okubalulekile phakathi kwe Bimbo Marketing, okusekelwe ezigabeni ezine: umkhiqizo, intengo, indawo kanye nokukhushulwa. Endabeni yemikhiqizo, ibhekisela ezimpahleni, izinzuzo, namasevisi anikezwa uhlobo, futhi kulokhu, i-Bimbo inikeza imikhiqizo efana nesinkwa, amakhekhe, namaswidi, phakathi kokunye.
Ngenani; I-Bimbo ilawula inani elikhulu lezindleko kanye nephothifoliyo lapho iningi lamanani litholakala khona futhi ligxile kubantu. Esigcawini, iqembu le ukumaketha kwe-bimbo isisabalele, emikhiqizweni nasezindaweni, njengalezi: izitolo ezinkulu, izitolo ezidayisa ukudla, nezikhungo lapho kuphathwa khona isinkwa esibandayo nezindawo ezidayiswayo.
Ukuphromotha njengesu lokumaketha kwe-Bimbo
Ukukhuthazwa kukaBimbo kubhekisela ezindleleni ekwazile ngazo ukwandisa nokwazisa izinzuzo zayo. Nokho, ukuba umkhiqizo esiwudla kakhulu, ukukhuthazwa kwawo akusadingeki kangako.
Uma sizokhuluma ngohlelo lwe Bimbo Marketing, Singafingqa ukuthi benza konke okusemandleni abo ukuzama ukukhombisa ukuthi iyinkampani eqinile futhi ehlanganisiwe, nokuthi ikhombisa imikhiqizo eyahlukene.
Ukuletha emakethe izinkwa ezenzelwe zonke izinhlobo zezethameli, ngoba lokhu kwenzelwa ukwanelisa izidingo zomsebenzisi. Ngalo kanye leli qiniso, abagodli umzamo wokuletha imikhiqizo enemiklamo nezici zangempela, efakwe emaphaketheni anezethulo ezimangalisayo.
Ngokunjalo, njengenkampani enesibopho emphakathini, iyalazi iqiniso lokunakekela iplanethi. Ngakho-ke, baye badala isiteji esithi "Indlela eqhubekayo", ehlose ukuletha intuthuko kubantu emazweni angu-33 lapho itholakala khona. Ukukhuthaza ngale ndlela, izinsika zayo eziyisisekelo, yilezi: inhlalakahle, iplanethi nabahlanganyeli bayo.
Uma ufuna ukwazi okwengeziwe mayelana namasu asetshenziswa ezinye izimboni ukufinyelela umphakathi ngendlela ehlukile kunezinye, njengokubambisana ekunakekeleni indawo ezungezile, khona-ke lesi sihloko esithakazelisayo senzelwe wena: marketing macro imvelo.
Ngaphezu kwalokho, ukuze ube nombono obanzi ngale ndaba emangalisayo ukumaketha kwe-bimbo, ngikushiyela le vidiyo ukuze uqonde yonke inqubo yokusebenza kwenkampani nokuthi ibizisebenzisa kanjani izindlela ezintsha zokumaketha ukuze kufinyelelwe abasebenzisi.