Njira 9 Zotsatsira Zopambana za Nestle kuti Muphunzirepo

Njira zotsatsa za Nestle nthawi zonse zakhala nkhani yokambirana chifukwa chakuchita bwino kwambiri.

Kampani yaku Switzerland idayamba ngati kampani yaying'ono yazakudya za ana ndipo pang'onopang'ono idakwera msika wapadziko lonse lapansi chifukwa chodzipereka komanso mapulani anthawi yayitali.

Masiku ano Nestle ili ndi mitundu 2000, imagwira ntchito m'maiko 186, ndipo imapanga mopitilira $ Biliyoni 84 chaka ndi chaka.

Kodi Nestle adachita bwanji?

Zowona, mtunduwo udakhala ndi zaka zopitilira 150, koma matani amakampani anali ndi mwayiwo, ndipo adalephera. Komabe, Nestle anapambana.

Kodi chinsinsi cha Nestle pakuchita bwino ndi chiyani?

Ndabwera kuti ndikuwonetseni pang'ono za njira zisanu ndi zinayi zotsatsira Nestle zomwe Nestle adagwiritsa ntchito kuti alowe msika wapadziko lonse lapansi.

1. Mbiri Yosiyanasiyana

Mitundu yosiyanasiyana imatha kukuthandizani kuchepetsa ziwopsezo ndikuwonjezera ndalama zanu. Nestle amagwiritsa ntchito kusiyanasiyana kwazinthu pazifukwa izi kuti achite bwino mumakampani a FMCG.

Lekani ndikupatseni chitsanzo.

Zaka zingapo mmbuyomo, India adaletsa Maggie atazindikira chinthu choyipa mu chinthucho.

Pambuyo pa Maggie fiasco, Nestle adalowa m'malo osiyanasiyana, kukonzanso Maggie ndi kuwonjezera zinthu 35 ku mbiri yake.

Chifukwa chiyani? Chifukwa kampaniyo idazindikira kuti kuyika mazira ake onse mubasiketi imodzi - kwa Nestle, chizindikiro chake chodziwika bwino - sichingakhale chanzeru ndikuyambitsa mitundu yatsopano yazinthu.

Nestle yakhala ikusewera ndi mitundu yosiyanasiyana yazinthu ngati njira yakukulira kwa nthawi yayitali. Nthawi iliyonse Nestle ikagunda khoma, kampaniyo imayambitsa kusiyanasiyana kwazinthu.

KitKat ndi chitsanzo chapamwamba. Kukonda kwa Nestle pafupipafupi ndi kukoma kwa KitKat ndichifukwa chake mtunduwo umakondabe kwambiri.

Pakali pano, katundu wa Nestle wagawidwa m'magulu 12 a zakudya ndi zakumwa, kuchokera ku zakudya za makanda, zophika mpaka mkaka.

2. Njira Zambiri za Mtengo

Monga kusiyanasiyana kwazinthu zake, Nestle imagwiritsa ntchito njira zingapo zamitengo kuti ipeze omvera ambiri.

Mukayang'ana chilichonse mwazinthu za Nestle, atero Nido, kampaniyo imapereka njira zingapo zopangira kuti zigwirizane ndi magulu osiyanasiyana omwe amapeza. Kumbali ina, mukayang'ana ziwerengero za Nestle, muwona kuchuluka kwa ndalama zomwe amapeza zimachokera ku zakumwa zake, makamaka kuchokera ku Nescafe yake yoyamba.

Zosokoneza. Sichoncho?

Makampani nthawi zambiri amasankha mitengo yawo potengera mtengo wake wamsika kapena mtengo wake. Mukakhazikitsa mitengo yamsika, mupanga malonda apamwamba koma mumapeza malire otsika. Ngati mumagulitsa zinthu zamtengo wapatali, mumapeza phindu lalikulu koma mungakhale ndi mwayi wopeza malonda ochepa.

Nestle imalinganiza njira zamitengo zopikisana komanso zotengera mtengo kuti zipitirire.

Tanthauzo lake, kampaniyo imapereka zinthu zake zazikulu pamitengo yamisika kuti igawire zoopsa pomwe imalandira ndalama zambiri kuchokera kuzinthu zake zoyambira.

3. Njira Yosakaniza Mankhwala

Kusakaniza kwazinthu kumatanthauza kuchuluka kwazinthu zomwe kampani yanu ikupereka. Ndipo phindu limodzi lokhala ndi mzere waukulu wazinthu ndikutha kugwiritsa ntchito njira yosakaniza zinthu.

Nestle amapezerapo mwayi pazambiri zake zazikuluzikulu ndikuzigwiritsa ntchito kukopa anthu omwe amangotengera mtengo wake.

Bwanji?

Kampaniyo nthawi zambiri imatulutsa zotsatsa zamtengo wogula-m'modzi, kuchotsera, mabizinesi ogulitsa, ndi zopatsa. Mwanjira ina, Nestle imagwiritsa ntchito njira yosakaniza zinthu.

Makampani ambiri-makamaka mtundu wa FMGC-amapereka malonda kuti adziwitse malonda kapena kugulitsa zinthu zosakondedwa. Zotsatsa zamalondazi zimawalola kuonjezera kuwonekera kwa zinthu zomwe zikukula pang'onopang'ono, zimapangitsa kuti zinthu zawo zamtengo wapatali ziwoneke ngati zotsika mtengo, ndikuwathandiza kuchotsa katundu wochepa.

Mupeza zitsanzo zambiri zofananira m'sitolo yanu yapa golosale ndi malo odyera ophikira pafupi.

Ngakhale m'makampani othandizira, mabizinesi amagwiritsa ntchito izi njira zogulitsira zogulira makasitomala. Ganizirani malonda a Saloon.

Ngati malonda anu ali ndi zinthu zatsiku ndi tsiku, pitani ku superstore ndikuphunzira za Nestle zotsatsa zosakaniza.

4. Malonda Oyendetsedwa ndi Mankhwala

Muyenera kuti munamvapo nthawi zambiri njira zopangira makasitomala zimapanga phindu lochulukirapo kuposa ena. Komabe, Nestle strategy malonda zimatengera kwambiri malonda.

Chifukwa chiyani? Chifukwa mzere wazinthu za Nestle ndi wokulirapo ndipo kutsata makasitomala sikungakhale kothandiza pankhaniyi.

Ndiloleni ndinene motere.

Zogulitsa zazikulu zimafuna kutsatsa kwakukulu bajeti. Popeza Nestle ili ndi mbiri zosiyanasiyana, kampaniyo nthawi ina imayang'ana anthu ambiri kudzera pazamalonda pa TV, kusindikiza zotsatsa, ndi zochitika. Choncho, ma brand a FMCG nthawi zambiri amamatira ku malonda kuti awonjezere kuwonekera kwawo.

Mwachitsanzo, zotsatsa za KitKat sizingokhudza anthu azaka zokha. Mtunduwu umadziwonetsa ngati chakudya chosavuta ndipo umangogwiritsa ntchito chikhalidwe cha anthu kuti asinthe malondawo.

Malo otsatsa omwe amayendetsedwa ndi zinthu pazogulitsa ndi kupezeka kwake. Lingaliro ndikutulutsa zinthu zabwino ndikupangitsa kuti msika womwe mukufuna kuti muwapeze mosavuta.

Ngati mukulitsa mzere wazinthu zosiyanasiyana-monga Nestle-pitani kukatsatsa malonda.

5. Malonda Amtundu

Brand equity ndiye mwiniwake wa kampani iliyonse.

Nthawi zina—kwenikweni, nthawi zambiri—a dzina la brand amakopa ogula kuposa mankhwala omwewo. Chodziwika bwino ndi dzina, ndiye kuti mtengo wake ndi wapamwamba kwambiri.

Nestle ili ndi malonda amphamvu kwambiri chifukwa imayang'ana mbali ziwiri.

Choyamba, kampaniyo imayika patsogolo mtundu wake wazinthu ndipo nthawi zambiri imapanga zotsatsa zotsatsa mozungulira.

Zambiri mwazotsatsa za Nestle zimatumiza uthenga wocheperako kwa omvera. Monga zakudya, kukoma, zotetezeka. Malingaliro osiyanasiyana amathetsa malingaliro a anthu, ndipo amagula chinthucho mopanda mantha pang'ono.

Chachiwiri, Nestle imasunga chithunzi chofananira chamtundu wake malonda ndi ma CD.

Mwachitsanzo, mumagwirizana ndi mtundu wanji wa KitKat? Red, chabwino?

KitKat wrapper yakhala yofiira nthawi zonse. Chapakati pa zaka za m’ma 1990, kampaniyo inayesetsa kusintha mtunduwo kukhala wabuluu, koma sizinaphule kanthu. Nestle adayisintha kukhala yofiira yoyambirira, ndipo KitKat imakondabe mtundu wake wakale.

Malonda a malonda ndi gawo lofunikira kwambiri pazamalonda. Zimakuthandizani kuti mupeze kukhulupirika kwamakasitomala, zimakupatsani mwayi wampikisano, ndikupanga dzina lanu lapadera.

Limbitsani mtundu wanu mpaka anthu adziwane ndi kampani yanu.

6. Co-Branding

Munayamba mwamvapo za Android KitKat?

Zaka zingapo mmbuyo, Nestle ndi Google adagwirizana ndikuyambitsa makina opangira otchedwa Android KitKat. Nestle anali atakumana ndi vuto laposachedwa ndi ziweto zawo ndipo amafuna kugwiritsa ntchito bwino chithunzi cha Google. Kusunthaku kudayambitsa phokoso ndikuphimba zovutazo.

Posachedwa, Nestle adapanganso mgwirizano wina ndi Starbucks kuti aphe mbalame ziwiri nthawi imodzi. Nestle idalowa gawo latsopano lachitukuko - mwachitsanzo, nyemba zokazinga - ndikukulitsa mtundu wake wa Nespresso pobweretsa Makapisozi angapo a Starbucks Nespresso.

Kodi mukuwona momwe kupanga malonda kumathandizira Nestle?

Co-branding ndi njira yabwino kwambiri yolowera msika watsopano ndikukulitsa kufikira kwanu. Kutsatsa kwamtunduwu kumapindulitsa oyambitsa omwe akuyembekeza kupanga chidziwitso chamtundu kapena kuyambitsa chinthu chatsopano.

Chifukwa chake, ngati mwafika pachimake chokhazikika, pezani makampani omwe amagwirizana ndi malonda anu ndikulumikizana kuti azitha kutsatsa malonda.

7. Kumvetsetsa Chikhalidwe

Makampani amitundu yosiyanasiyana amakumana ndi mavuto osawerengeka chifukwa cha kusiyana kwa zikhalidwe ndi zilankhulo. Makampani ena odziwika apanga zolakwika zazikulu zomwe zikuvutitsabe makampani.

Ndikutanthauza, kodi mumadziwa, KFC, yomwe tsopano ikuchita bwino ku China, idayamba ulendo wopita kumsika waku Asia pomasulira molakwika "kunyambita zala" kuti "kudya chala chako." Ngakhale zimamveka zoseketsa kwa ife, sizinali za KFC panthawiyo.

Nestle, nayenso, wapunthwa pa zopinga za chikhalidwe nthawi zambiri. Koma pankhani ya chitukuko cha zinthu, kampaniyo imachita kafukufuku wozama.

Njira yake yolowera msika waku Japan ndi chitsanzo chabwino.

Chakumapeto kwa zaka makumi asanu ndi anayi, Nestle adaganiza zobweretsa khofi nthawi yomweyo kumsika waku Japan koma zidalephera. Kampaniyo itayamba kupeza vutoli, idazindikira kuti aku Japan amakonda tiyi wawo ndipo angakonde kumamatira.

Kampaniyo idapumira kwakanthawi ndipo pambuyo pake idalowa mumsika kudzera pamaswiti okomedwa ndi khofi kuti ipangitse kukoma kwazakudya zakumadzulo. Izi zidathandizanso Nestle kukhazikitsa KitKat bwino.

Makhalidwe a nkhaniyi ndi; bwinobwino fufuzani miyambo yomwe mukufuna kumsika ndi zokonda musanalowetse malonda anu pamsika watsopano.

8. Kukhazikika

Nestle amawononga mabiliyoni ambiri pantchito zamagulu kuti achepetse kuchuluka kwa mpweya.

Chaka chatha, kampaniyo idalengeza mapulani ake ogwiritsira ntchito mapulasitiki opangidwanso ndi chakudya. Chaka chino, Nestle yaganiza zogulitsa ndalama miliyoni 700 mukupanga khofi wokhazikika wa Nescafe. Posachedwapa Kitkat anachitapo kanthu polimbana ndi kudula mitengo mwachisawawa.

Chotsatira? Nestle tsopano imadziwika kuti ndi mtundu wokhazikika.

Kukhazikika kumasiya zabwino pazithunzi zamtundu wanu. Ndi njira zotere, simungangotenga gawo lanu labwino laudindo komanso kusintha malingaliro a anthu osamala zanyengo ku mtundu wanu.

Nestle imagwiritsa ntchito mitundu yake yapamwamba kuti ilimbikitse kukhazikika.

Chitsanzo chimodzi ndi kupanga kokhazikika kwa koko.

Makampani a chokoleti atayamba kupsa mtima chifukwa chogwiritsa ntchito ana mu 2015, Nestle idalonjeza kuti ikonza minda ya koko ndikutulutsa KitKat kuchokera ku "cocoa wokhazikika".

Tsopano, ndiuzeni, kodi mungaganize kuti KitKat ndi yokhazikika ngati kampaniyo sinayesetse kuwonetsa mtunduwo?

Ganizani za zimenezi.

9. Masomphenya Omveka ndi Zolinga Zogwirizana

Nestle imagwiritsa ntchito zida zosawerengeka kuti iwonetsetse kuti imapereka chakudya chabwino kuti ikhale ndi moyo wabwino. Kampaniyo sinapatuke pa ntchito yake yoyambirira ndipo yakhala ikuyenda bwino kuyambira pomwe idapangidwa.

Onani zolemba zakale za Nestle.

Henri Nestlé ataona kuchuluka kwa kufa kwa makanda chakumapeto kwa zaka za m'ma 19, adayambitsa mkaka wa m'mawere kuti alimbikitse kudya kwa ana. Chapakati pa zaka makumi asanu ndi anayi, amayi atayamba kugawana nawo ntchito, Nestle adayambitsa Nescafe nthawi yomweyo komanso zakudya zokonzeka, zomwe tsopano mukuzidziwa kuti Maggi. Chaka chilichonse, Nestle imayang'ana zovuta zakukhitchini zatsiku ndi tsiku ndipo ikupitiliza kukonza moyo wabwino monga momwe Henry amafunira poyamba.

Kukhala ndi masomphenya omveka bwino ndi kudzipereka ku zolinga zanu kumakupatsani mwayi wampikisano pamsika. Anthu amakhulupirira mitundu yomwe imagwirizana ndi uthenga wawo. Umu ndi momwe Nestle adadzipangira yekha malo.

Chilichonse chomwe mumapereka kapena ntchito yomwe mungapereke, onetsetsani kuti muli ndi masomphenya otsimikizika.

Ngati simukudziwa komwe mungayambire, nayi nkhani yosangalatsa yokhudza masomphenya omwe ndidakumana nawo KhalidAkhan. Pitilizani ndikuwoneni.

Kutsiliza

Nestle yachoka patali kuchoka pakukhala wogulitsa mkaka wofupikitsidwa kukhala chimphona chapadziko lonse lapansi.

Kampaniyo idayang'ana kwambiri kugwirizanitsa njira zake zotsatsa ndi masomphenya ake ndikukhalabe odzipereka. Chifukwa cha zimenezi, Nestle yapulumuka nkhondo kwa zaka XNUMX, inamenya nkhondo yolimba, ndiponso yamanga ufumu.

Lero, mupeza makampani omwe akuchita bwino kwambiri akutsatira chitsogozo cha Nestle ndikusangalala ndi zotsatira za kupambana kwawo.

Mwachitsanzo. Alibaba akulamulira mu eCommerce msika pokhalabe wowona ku masomphenya ake. Tesla wakhala mpainiya wa magalimoto amagetsi atayima ndi ntchito ya kampani yake. Apple imapambana muukadaulo wapamwamba kwambiri chifukwa champhamvu yakutsatsa kwake.

Chotsani ku Nestle ndikuyamba kumanga nyumba yomangidwa bwino njira yotsatsa. Ngati mukufuna thandizo, nayi a template yaulere Hubspot akupereka.