Ehlobo lika-1992, kwenzeka okuthile okushaqisayo emhlabeni ePhilippines. Kwakukhona izibhelu ezweni lonke, futhi imbangela yalesi siphithiphithi empeleni yayingenxa yesivalo sebhodlela le-Pepsi. Kuyamangaza lokhu. Kwenzekani? Ikepisi elincane lebhodlela le-Coke lingaba kanjani nenani elikhulu kangaka?
Lapha kufanele sikhulume ngomunye umkhiqizo omkhulu - i-Coca-Cola. Ingenye yeziphuzo ezidume kakhulu emhlabeni kanye nomkhiqizo ohamba phambili emkhakheni we-Coke. Kusukela ngo-1886, lolu hlobo lwasungulwa e-Atlanta, e-USA futhi lunomlando omude kakhulu. . Selokhu yazalwa, i-Coca-Cola ibisebenza kahle kakhulu ekukhangiseni nasekukhangiseni. Ekupheleni kwekhulu le-19 nasekuqaleni kwekhulu lama-20, i-Coca-Cola yamukela izinhlobo ezingaphezu kuka-30 zokukhangisa minyaka yonke. Ngo-1913, inani lezinto zokukhangisa ezamenyezelwa yi-Coca-Cola lafinyelela ezigidini eziyikhulu. Okukodwa, kuyamangalisa. Kungenxa yokuthi i-Coca-Cola yenze imizamo emikhulu yokukhangisa nokudayisa okwenza icishe ibe namandla emakethe yaseMelika.
Ithuba lokuthi iCoca-Cola ingene emakethe yomhlaba kube yiMpi Yezwe II. Nomaphi lapho amasosha ase-US ayeya khona, iCoca-Cola yayiya khona. Isosha lingathola ibhodlela le-Coca-Cola ngamasenti angu-5.” Ngakho eMpini Yezwe II, i-Coca-Cola ne-Stars ne-Stripes yayiyinto efanayo. Kamuva, i-Coca-Cola yakha ngokuqondile izitshalo zamabhodlela ezisekelweni ezinkulu zamasosha ase-US emhlabeni jikelele. Lolu chungechunge lwezenzo lwenza i-Coca-Cola yasheshisa ukuthuthukiswa kwemakethe yomhlaba wonke, futhi i-Coca-Cola yathatha ngokushesha imakethe yase-Asia.
Olunye uhlobo oluyinhloko lwe-Coca-Cola, i-Pepsi-Cola, yasungulwa kusenesikhathi, eminyakeni engu-12 kuphela kamuva kune-Coca-Cola, kodwa kungathiwa "ayizalwanga ngesikhathi esifanele". I-Coca-Cola yayivele iyisiphuzo esisezingeni likazwelonke ngaleso sikhathi, futhi kamuva imakethe yomhlaba wonke yayiphethwe yi-Coca-Cola, futhi i-Pepsi ibilokhu ibandlululwa.
Kwaze kwaba ngawo-1980 kanye nawo-1990 lapho i-PepsiCo yangena khona emakethe yase-Asia, ngakho u-PepsiCo wanquma ukudabula imakethe yase-Asia kuqala, futhi waqala ukubeka izinto zayo ePhilippines. Njengezwe elishisayo elinesimo sezulu esishisayo, iziphuzo ze-carbonated zithandwa kakhulu lapha. Siyakwamukela, imakethe yesiphuzo engu-12 ngobukhulu emhlabeni. I-Coca-Cola nayo yayidumile ePhilippines ngalesi sikhathi, futhi isicishe yakha isimo sokuzibusa. UPepsi-Cola wenze imizamo eminingi yokuqeda lesi simo, futhi ukhathazeke kakhulu.
Lapho nje u-Pepsi elahlekelwa, isikhulu sezokukhangisa okuthiwa u-Pedro Vergara weza nombono omuhle wokumaketha, okuwukuvula isivalo futhi uthole umklomelo. Ngikholwa ukuthi wonke umuntu ujwayelene kakhulu nalokhu. Le ndlela yokumaketha isetshenziswe eziphuzweni eziningi kusukela ngaleso sikhathi. Okuvame kakhulu "ibhodlela elilodwa ngaphezulu". Kodwa lokho uPepsi-Cola afafaza ngayo ePhilippines ngalesi sikhathi kwakungeyona i-drizzle "yebhodlela elilodwa ngaphezulu", kodwa imali eqondile, eyaziwa ngokuthi "Iphrojekthi Yezigidi". I-Pepsi izophrinta izinombolo ezihlukene kumakepisi amabhodlela. Abantu basePhilippines abathenga i-Pepsi ngezinombolo ekepisini lebhodlela bazothola ithuba lokuthola ama-peso angu-100 (amadola angu-4 ase-US, cishe ama-RMB 27) kuya kuma-peso ayizigidi ezingu-1 (cishe amadola ase-US angu-40,000). RMB 270,000) imiklomelo engukheshi yamanani ahlukahlukene.
Inani eliphakeme lama-pesos ayizigidi ezi-1 likumakepisi amabhodlela amabili kuphela, aqoshwe inombolo ethi “349″. I-Pepsi iphinde yatshala imali emkhankasweni wokumaketha, yachitha cishe izigidi ezimbili zamaRandi. Wawuyini umqondo wama-peso ayizigidi ezingu-1 ePhilippines empofu ngeminyaka yawo-1990? Iholo lomuntu ojwayelekile wasePhilippines lilinganiselwa ku-10,000 pesos ngonyaka, kanti i-1 million pesos yanele ukwenza umuntu ojwayelekile acebe kancane.
Ngakho-ke umcimbi kaPepsi wabangela ukwanda kwezwe lonke ePhilippines, futhi bonke abantu babethenga iPepsi-Cola. IPhilippines yayinenani labantu abangaphezu kwezigidi ezingu-60 ngaleso sikhathi, futhi cishe abantu abayizigidi ezingu-40 bahlanganyela ekugijimeni ukuthenga. Isabelo semakethe sikaPepsi senyuke isikhashana. Ezinyangeni ezimbili ngemva kokuqala komcimbi, kwakhishwa imiklomelo emincane ilandelana, kwase kusele umklomelo wokugcina wokugcina. Ekugcineni, kwamenyezelwa inani lomklomelo ophezulu, “349″! Amakhulu ezinkulungwane zabantu basePhilippines bebebila. Bajabula bagxuma becabanga ukuthi bangenise okuvelele empilweni yabo, bagcina sebezophendula inhlanzi enosawoti isicebi.
Bagijimela kwa-PepsiCo ngenjabulo beyohlenga umklomelo, futhi izisebenzi zase-PepsiCo zazimangele ngokuphelele. Akufanele yini kube abantu ababili kuphela? Kungenzeka kanjani ukuthi kube nabantu abaningi kangaka, abagcwele, ngamaqembu, kodwa uma ubheka inombolo esesigqokweni sebhodlela ezandleni zabo, ngempela “349″, kwenzekani? Ikhanda le-PepsiCo licishe lawela phansi. Kuvele ukuthi le nkampani yenza iphutha ngesikhathi iphrinta izinombolo kumabhodlela amabhodlela ngekhompyutha. Inombolo "349" yanyatheliswa ngezinombolo ezinkulu, futhi amakhulu ezinkulungwane zamabhodlela amabhodlela agcwaliswe ngale nombolo, ngakho-ke kukhona amakhulu ezinkulungwane zama-Filipino. Ndoda, shaya le nombolo.
Yini esingayenza manje? Akunakwenzeka ukunikeza ama-peso ayisigidi kumakhulu ezinkulungwane zabantu. Kulinganiselwa ukuthi ukuthengisa yonke inkampani yakwaPepsiCo akwanele, ngakho uPepsiCo washeshe wamemezela ukuthi inombolo yayingalungile. Eqinisweni, inombolo ye-jackpot yangempela ithi “134″, amakhulu ezinkulungwane zabantu basePhilippines Abavele baminze ephusheni lokuba usozigidi, bese uvele umtshele ukuthi ngenxa yamaphutha akho, usempofu futhi, abantu basePhilippines bangakwamukela kanjani lokho? Ngakho abantu basePhilippines baqala ukubhikisha bebonke. Bamasha emigwaqweni bephethe amabhanela, besola iPepsiCo ephethe izikhulisa-zwi ngokungaligcini izwi layo, baphinde bashaya izisebenzi nonogada emnyango wakwaPepsiCo, okwadala isiphithiphithi isikhashana.
Ngokubona ukuthi izinto ziya ziba zimbi kakhulu, nesithunzi senkampani sonakala kakhulu, i-PepsiCo yanquma ukusebenzisa u-$8.7 wezigidi (cishe ama-peso ayizigidi ezingu-480) ukuze ihlukaniseke ngokulinganayo phakathi kwamakhulu ezinkulungwane zabaphumelele, abangathola kuphela ama-peso ayi-1,000 umuntu ngamunye. Cishe, kusukela kuma-peso ayisigidi kuya ku-1,000 pesos, laba bantu basePhilippines basazwakalisa ukunganeliseki okunamandla futhi baqhubeka nokubhikisha. Udlame ngalesi sikhathi nalo luyakhula, futhi iPhilippines iyizwe elinokuvikeleka okubi futhi elingakwazi ukusiza izibhamu, futhi izigebengu eziningi ezinezisusa zangasese nazo zangenela, ngakho sonke isigameko saphenduka imibhikisho nezingxabano zomzimba saya ngezinhlamvu nokuhlasela kwamabhomu. . . Inqwaba yezitimela zakwaPepsi zashaywa ngamabhomu, izisebenzi ezimbalwa zakwaPepsi zabulawa ngamabhomu, kwafa ngisho nabantu abaningi abangenacala kulesi sidubedube.
Ngaphansi kwalesi simo esingalawuleki, u-PepsiCo wahoxa ePhilippines, futhi abantu basePhilippines babengakaneliseki ngalokhu kuziphatha "okugijima" kwe-PepsiCo. Baqala ukulwa namacala omhlaba, futhi basungula umfelandawonye okhethekile "349" wokubhekana nezingxabano zamazwe ngamazwe. udaba lokudlulisa icala.
Kodwa iPhilippines iyizwe elimpofu nelibuthakathaka phela. I-PepsiCo, njengophawu lwaseMelika, kumele ivikelwe yi-United States, ngakho umphumela uba ukuthi kungakhathaliseki ukuthi abantu basePhilippines bakhala kangaki, bayehluleka. Ngisho iNkantolo eNkulu ePhilippines yanquma ukuthi uPepsi akanaso isibopho sokuhlenga ibhonasi, yathi ngeke isalemukela leli cala esikhathini esizayo.
Kuleli qophelo, yonke into isizophela. Nakuba uPepsiCo engazange akhokhe isinxephezelo kulolu daba, kubonakala sengathi unqobile, kodwa uPepsiCo kungathiwa wehlulekile ngokuphelele ePhilippines. Ngemva kwalokho, kungakhathaliseki ukuthi u-Pepsi wazama kangakanani, akakwazanga ukuvula imakethe yasePhilippine. Yinkampani yomkhonyovu.
Isikhathi sokuthumela: Aug-26-2022