Ehlobo lika-1992, kwenzeka okuthile okushaqisayo kwenzeka ePhilippines. Kwakukhona izidudla ezweni lonke, futhi imbangela yalolu thando lwalungenxa yebhodlela lebhodlela lePepsi. Lokhu kumane kungathandeki. Kwenzekani? Ngabe i-coke encane ibhodlela lebhodlela linalo kanjani imali enkulu kangaka?
Lapha kufanele sikhulume ngolunye uhlobo olukhulu - iCoca-Cola. Ungenye yeziphuzo ezaziwa kakhulu emhlabeni kanye nomkhiqizo oholayo emkhakheni weCoke. Ngo-1886 kwasungulwa kulo mkhiqizo e-Atlanta, e-USA futhi unomlando omude kakhulu. . Kusukela ukuzalwa kwayo, i-coca-cola ibe yinhle kakhulu ekukhangiseni nasekukhangiseni. Ekupheleni kwekhulu le-19 futhi kusukela ekuqaleni kwekhulu lama-20, iCoca-Cola yamukelwa ngezindlela ezingaphezu kuka-30 zokukhangisa minyaka yonke. Ngo-1913, inani lezinto zokukhangisa ezimenyezelwe yiCoca-Cola zifinyelelwe ezigidini eziyi-100. Munye, kuyamangaza. Kuyinto ngoba iCoca-Cola yenze imizamo emikhulu yokukhangisa nokumaketha ukuthi icishe ibhekane nemakethe yaseMelika.
Ithuba leCoca-Cola ukungena emakethe yomhlaba wonke kwakuyiMpi Yezwe II. Nomaphi lapho amasosha aseMelika ahamba khona, uCoca-Cola wayeyoya lapho. Isosha lingathola ibhodlela le-coca-cola yamasenti ama-5. " Ngakho-ke eMpini Yezwe II, iCoca-Cola nezinkanyezi nemivimbo kwakuyinto efanayo. Kamuva, iCoca-Cola yakha ngqo izitshalo zamabhodlela ezisekelweni ezinkulu zamasosha aseMelika emhlabeni jikelele. Lolu chungechunge lwezenzo lwenziwe i-coca-cola lisheshisa ukuthuthukiswa kwalo kwemakethe yomhlaba, futhi i-coca-cola yasheshe yathatha imakethe yase-Asia.
Olunye uhlobo olukhulu lweCoca-Cola, uPepsi-Cola, wasungulwa ekuseni kakhulu, kwaphela iminyaka eyi-12 kuphela kunoCoca-Cola, kodwa kungashiwo ukuthi 'akazalwanga ngesikhathi esifanele'. UCoca-Cola wayevele eyisiphuzo sezinga lesilinganiso sikazwelonke ngaleso sikhathi, futhi kamuva imakethe yomhlaba wonke ngokuyisisekelo senziwa yiCoca-Cola, futhi uPepsi ubelokhu edelelisiwe.
Kwakungekho kuze kube yi-1980s nango-1990 ukuthi uPepsiCo angena eMakethe yase-Asia, ngakho-ke uPepsiCo wanquma ukuwela emakethe yase-Asia kuqala, futhi okokuqala abeke izinto zayo ePhilippines. Njengezwe elishisayo elinesimo sezulu esishisayo, iziphuzo ze-carbonated zithandwa kakhulu lapha. Uyemukelwa, imakethe yesiphuzo esikhulu kunazo zonke emhlabeni. UCoca-Cola wabuye wathandwa ePhilippines ngalesi sikhathi, futhi cishe wadala isimo sokuqunjelwa. I-Pepsi-Cola yenze imizamo eminingi yokwephula lesi simo, futhi sikhathazekile kakhulu.
Lapho nje uPepsi elahlekelwe, isimemezelo sokumaketha okuthiwa uPedro vergara saqhamuka nomqondo omuhle wokuthengisa, okuwukuvula isivalo futhi uthole umklomelo. Ngikholwa ukuthi wonke umuntu ujwayelene kakhulu nalokhu. Le ndlela yokuthengisa isetshenziswe eziphenyweni eziningi kusukela lapho. Okuvame kakhulu yi- "One More Bottle". Kepha lokho uPepsi-Cola ofafazwe ePhilippines kulokhu kwakungeyona i-Drizzle ye-Drizzle ye- "One More Bottle", kepha imali eqondile, eyaziwa ngokuthi "Iphrojekthi Yezigidigidi". I-Pepsi izophrinta izinombolo ezihlukile kumakhambo ebhodlela. IPhilippinos ethenga i-Pepsi ngezinombolo ezisebhodleleni cap izoba nethuba lokuthola ama-pesos ayi-100 (amadola ase-US angama-27) kuya kuma-pesos ayisigidi). RMB 270,000) Imiklomelo yemali yamanani ahlukahlukene.
Inani eliphakeme lama-pesos ayisigidi angu-1 kuphela emabhodlweni amabhodlela amabili kuphela, aqoshwe ngenombolo "349". I-Pepsi futhi itshale imali emkhankasweni wokumaketha, ichitha cishe ama- $ 2 million. Wawuyini umqondo we-pesos ayizigidi eziyi-1 ePhilippines empofu ngeminyaka yama-1990s? Umholo wePhilippines ojwayelekile ucishe ube ngu-10,000 pesos ngonyaka, futhi ama-pesos ayizigidi eziyi-1 anele ukwenza umuntu ojwayelekile abe ocebile kancane.
Ngakho-ke umcimbi we-Pepsi wenyuka upsurge ezweni lonke ePhilippines, futhi bonke abantu babethenga uPepsi-Cola. IPhilippines yayinabantu abaningi bezigidi ezingaphezu kuka-60 ngaleso sikhathi, kwathi abantu ababalelwa ezigidini ezingama-40 babambe iqhaza ekuphumeni kokuthenga. Ukwabelana kwemakethe kaPepsi kwakhuphuka isikhashana. Ezinyangeni ezimbili ngemuva kokuqala komcimbi, eminye imiklomelo emincane yadonswa ngokulandelana, futhi kuphela umklomelo ophezulu wokugcina osele. Ekugcineni, kumenyezelwe inani lomklomelo ophezulu, "349"! Amakhulu ezinkulungwane zamaPhilippines ayebilayo. Bajabule bagxumela, becabanga ukuthi bake bagqamisile ekufezekiseni izimpilo zabo, futhi ekugcineni bazophenduka izinhlanzi ezinosawoti zibe yindoda enothile.
Bajabule bagijimela ePepsiCo ukuyokhulula umklomelo, futhi abasebenzi bePepsiCo babemangazwe ngokuphelele. Akufanele kube khona abantu ababili kuphela? Kungenzeka kanjani ukuthi kunabantu abaningi kangaka, bagcwele kakhulu, ngamaqembu, kepha babheka inombolo ebhodleleni ebhodleleni, empeleni "349", kwenzakalani? Inhloko yePepsiCo icishe yawa phansi. Kwavela ukuthi inkampani yenza iphutha lapho iphrinta izinombolo ezisebhodleleni ngekhompyutha. Inombolo ethi "349" yanyatheliswa ngamanani amakhulu, futhi amakhulu ezinkulungwane zama-cap caps agcwala le nombolo, ngakho-ke kunamakhulu ezinkulungwane zamaPhilipine. Umuntu, shaya le nombolo.
Yini esingayenza manje? Akunakwenzeka ukunikeza ama-pesos ayisigidi ayisigidi emakhulu ezinkulungwane zabantu. Kulinganiselwa ukuthi ukuthengisa yonke inkampani yePepsiCo akwanele, ngakho-ke uPepsiCo umemezele ngokushesha ukuthi le nombolo ibilungile. Eqinisweni, inombolo ye-jackpot yangempela ingu- "134", amakhulu ezinkulungwane zamaPhilippines avele acwile ephusheni lokuba yisigidi, futhi ngokuzumayo umtshele ukuthi ngenxa yamaphutha akho, angaphinde akwemukele? Ngakho-ke amaPhilippines aqala ukubhikisha ngokuhlanganyela. Basuka emigwaqweni banamabhanela, basola uPepsiCo ngamazwi angenazo izindunduma ngokungagcini izwi, futhi bashaye abaqeqeshi kanye nonogada bezokuphepha emnyango we-pepsiCo, edala isiyaluyalu isikhashana.
Ukubona ukuthi izinto zaziba zimbi kakhulu, futhi idumela lenkampani lalinyazwa kakhulu, uPepsiCo wanquma ukusebenzisa ama-pesos ayizigidi ezingama-8,7 (cishe ama-pesos ayizigidi ezingama-480) ukuba ahlukanise namakhulu ezinkulungwane zabawinile, abakwazi ukuthola ama-pesos ayinkulungwane kuphela. Cishe, kusuka kuma-pesos ayisigidi kuya kwezingu-1 000, laba basePhilippines basazwakalisa ukungeneliseki okunamandla futhi baqhubeka nokubhikisha. Udlame ngalesi sikhathi luyenyuka futhi, futhi i-Philippines yizwe elinokuphepha okumpofu futhi alikwazi ukusiza izibhamu, futhi izisusa eziningi nezinhloso ezingezansi zijoyine, ngakho-ke sonke isigameko saphenduka imibhikisho kanye nokuhlaselwa kwebhomu. . Izitimela eziningi zePepsi zishaywe ngamabhomu, abasebenzi abaningana basePepsi babulawa ngamabhomu, futhi ngisho nabantu abaningi abangenacala babulawa kulesi siphithiphithi.
Ngaphansi kwalesi simo esingalawulwa, uPepsiCo wasuka ePhilippines, kanti abantu basePhilippines base benelisekile ngalokhu "okugijimayo" kokuziphatha kwePepsiCo. Baqala ukulwa namacala aphesheya, futhi basungula umfelandawonye okhethekile we- "349" ukubhekana nezingxabano zamazwe omhlaba. Indaba yokukhanga.
Kepha iPhilippines iyizwe elimpofu nelibuthakathaka. I-PepsiCo, njengohlobo lwaseMelika, kumele ivikelwe yi-United States, ngakho-ke umphumela wokuthi noma ngabe abantu basePhilippines befaka isikhalazo kangaki, behluleka. Ngisho neNkantolo Ephakeme ePhilippines yakhipha isinqumo sokuthi uPepsi akanaso isibopho sokuhlenga ibhonasi, futhi wathi ngeke usakwamukela leli cala ngokuzayo.
Ngalesi sikhathi, yonke into icishe isiphelile. Yize uPepsiCo engazange akhokhe noma yisiphi isinxephezelo kulolu daba, kubonakala sengathi unqobile, kepha upepsiCo kungashiwo ukuthi wehlulekile ngokuphelele ePhilippines. Ngemuva kwalokho, noma ngabe uzama kanzima kangakanani uPepsi, akukwazanga ukuvula imakethe yasePhilippine. Yinkampani yeScam.
Isikhathi sePosi: Aug-26 26-2022