Ziziphi iiNew Foods Abathengi Bakhumbula Into Eninzi
Uhlaziyo lweSiqendu
I-Survey yeNew Inkumbulo yokuQala ukuKhumbulwa kweMveliso
Ndihlala nje kwi-webinar ephilayo kwi-Uninstable Recallable Product Launch 2011 Survey namhlanje kunye noJulie Hall no-Aaaron Reid. Umkhiqizo omtsha okhunjulwayo Ogqitywayo ngowama-2011 ukuphawula indlela i-Social Media ibe yimpembelelo enkulu ekuvelweni kwemveliso kunye nokuthotyelwa kwabathengi.
Iminyaka engaphezu kwe-10 uShneider Associates uqhuba iYunqaku elitsha elikhunjulwayo leMinyaka elitsha Elikhunjulwayo Lenza uphando ngokubambisana neSentient Decision Science, LLC kunye ne-SymphonyIRI Group.
Le ngenye yezinto ezifunwa kakhulu emva kovavanyo lweemveliso zabathengi abathengisa ngokusekelwe kwiingcamango zabo ezicacileyo malunga nendlela iimveliso eziqalisiwe ngayo kwaye kutheni ziphumelele kangaka.
Enye yezinto ezinzulu malunga neMidiya yezoLuntu ngabantu odibana nabo. Andikhumbuli ukuba ngaba i-Facebook okanye i-Twitter, kodwa emva kokuba sidibanise sasikhumbula omnye nomnye kwi-webinar ayenayo ngonyaka odlulileyo.
Siyavuma ukuba inkalo yenyanga ngenyanga yokuqaliswa kwemveliso, zombini iimveliso ezinkulu kunye neenkampani ezincinane zokuqalisa, ziya kuba luncedo kakhulu kubafundi beSayithi yokuTya neZiselo. Khangela amanqaku aqhelekileyo kwimveliso entsha yokutya.
USchneider Associates wadala iMveliso emitsha ekhunjulwayo yonyaka ngokubanzi Iqalisa uphando ngokusebenzisana neSentient Decision Science, LLC kunye neComphonyIRI Group. Le ngenye yeevenkile ezilandelwayo zentengiso ngokulandelelanisa ngenxa yokuqonda okucacileyo malunga nendlela iimveliso ezisungulwe ngayo kwaye kutheni ziphumelele kangaka.
UJulie sathetha ixesha elide malunga nophando kwaye kubaluleke kakhulu, ukuqonda okumalunga nokutya okuthengiswe ngabathengi abathengiswa kwiintengiso. Uphando lukhulu kakhulu kwaye luhamba ngaphezu kweemveliso zokutya, umzekelo i-Apple iPad yayiyinombolo enye ekhunjulwayo yokuveliswa kwemveliso entsha. Ekubeni esi siza sithetha ngokutya kunye nesiselo, sijolise kuyo, yintoni enye; ukutya!
UJulie kunye nabahlobo bakhe babenomusa ngokwaneleyo ukuba banikezele ngokuthe ngqo "itoni" yenkcazelo, engaphephekanga kwinqaku elilodwa. Ngoko ke ndiya kugxila kwizinto ezintle ezinxulumene nokutya kunye nolwazi onokukufunda ekubeni unobshishini lokutya, uqala ishishini lokutya okhethekileyo okanye ufuna ukwazi.
U-Julie uthe "Unyaka ngamnye iNkqubo yokuQala ukuKhumbulwa kweMveliso emitsha kakhulu ekhunjulwayo iyasifundisa malunga nenkcubeko yethu ehamba phambili. Ndicinga ukuba iziphumo zibonakalisa ukuba abathengi abaninzi bafuna ukufumana uncedo oluthile ekuncediseni ubomi bethu obumatasa, kunye neentlawulo zezinto zokutya ezikhawulezayo nezindleko zisinika sonke ithuba lokuziphatheka ngaphandle kokuphula iibhanki. "
Ngoko ke yintoni ehlukileyo malunga nale phando? Sonke siyazi i-plethora yemveliso emitsha eyenziwa ngonyaka ngamnye; nangona ungenawo ufikelelo lophando sonke sithenga size sibone iimveliso ezintsha kwiityuli zokutya. Isixhobo esitsha esingakhangeliyo Sokuqalisa Ukukhangela akucaphuli inani lamanani emveliso emitsha kwimarike. Oko kwenzayo kukuvavanya indlela okungazikhumbulwanga ngayo uphawu olutsha kumthengi. Oko kuvivinywa ngayo umthengi akhumbule umkhiqizo omtsha kwaye kubaluleke nokuba ngaba ngumqondiso omkhulu wesizwe okanye umveliso wendawo / wengingqi. Ukuba umthengi akakhumbuli, baya kuthenga njani?
Ndiyathanda kakhulu le nto kuba ibonisa ukuba nonke nina basomashishini bokutya ukuba ukudala umonakalo omkhulu umkhiqizo awuyi kuba nzima ukuba iinzame zakho zokufikelela kwisitya somthengi zihluleka ukunamathela kwingqondo yabathengi.
Umgca ophezulu Umkhiqizo omtsha okhunjulwayo Ukhangela idatha
Phantse isiqingatha (45% ekhulwini) yabathengi abakwazi ukukhumbula ukuveliswa komkhiqizo omtsha ukususela ngo-2010. Nangona ukukhumbula kusesezantsi, bekukho ukuphuculwa okwedlula ngo-2008 (69%) kunye no-2009 (51%). Igrafu ibonisa ukukhushulwa ngokucacileyo.
Iimali ezihlawulwayo (ukukhangisa) azange zibonise kwimithombo eyishumi ephezulu yenkcazelo xa abathengi babheka ukuthenga imveliso entsha.
Iisampuli zamahhala (86%), ukufumana isigqebhezana (82%), iziphakamiso ezivela kubahlobo nakwiintsapho (82%) kunye neentlobo zobudlelwane bobudlelwane bobudlelwane boluntu .
Uvavanyo, Izaphulelo kunye neNcomelo zenza ukuba abathengi bathenge. Iisampuli zamahhala (86%), ukufumana isigqebhezana (82%) kunye neziphakamiso ezivela kubahlobo kunye nentsapho (82%) yimithombo echaphazelekayo yolwazi phakathi kwabaphenduli abasetyenzisiweyo.
Ukudibanisa kwenza i-Returnback: Iikontoni zenze ukuba abathengi bathenge ngo-2010. Impembelelo yokufumana isigqithiso yanda ngamanqaku angama-10 ngo-2009,
ukusuka 72% ukuya kwi 82%. Nangona kunjalo hamba ngaphaya kweemakhononi zephepha, kukho ihlabathi elipheleleyo ngaphandle kwazo ezihlobene neziza ze-Internee kunye ne-Social Media Couponing. UAhh, umxholo wesinye isihloko.
Ukunyamekela kwezeMpilo kuyaqhubeka. Abaqashi be- C babala ngeempawu zezempilo njengezona zichaphazela kakhulu ukuthenga ukutya. Iimpawu ezinxulumene nokutya ezintlanu ziphezulu: ziqukethe amafutha atyhulayo (53.8%), iqulethe izithako zemvelo (48.9%), iqulethe iifom ezipheleleyo (48.9%), ezenziwe kwendawo (47%), kwaye zanciphisa amafutha amaninzi / aphantsi (45.7% ).
Incwadi kaJulie, iNkqubo entsha yokuLawula yayinezibalo ezibuhlungu: malunga nesiqingatha semveliso emitsha esetyenziswe kunyaka nawuphi na umva emva kweemibini kwimarike.
Makhe sijonge ngakumbi kwi-2 kwezi-4 iimveliso zokutya ezenza uluhlu oluphezulu lwe-10. Siza kugubungela ezimbini eziseleyo kwiMveliso emitsha ekhunjulwayo elandelayo.
Kwaqaliswa : Epreli 2010
Uhlolo -nkqubela: I-pretzel enqabileyo ngaphakathi kwetshokolethi yobisi ngaphakathi kwekhegle yamehlo embala. Ziyongezwa kwangoko kumgca we-M & M.
Benza njani loo nto?
Enye yeyona mveliso enkulu ye-M & M kwiminyaka elishumi kunye ne-M & M ye-Pretzel Candies inxalenye yoluhlu lwayo olutsha oluthengisa phambili kwimveliso eneempawu "ezinomsoco kwaye ezinonophelo".
I-Media Media yinto ebalulekileyo ekukhuliseni i-buzz.
Bakha iwebhsayithi eyenza i-pretzel ekwenzeni i-stand-up comedy.
Baqalise iVidiyo ye-YouTube ye-Pretzel M neNks kunye ne-American Idol yezohambo 49 kunye nokuyifakela ngaphakathi kwi-M & M enkulu kwi-Herald Square, kwisixeko saseNew York.
Bakha imephu echaphazelekayo kwi-Facebook ukuze abalandeli babone apho bangayithenga khona i-Pretzel M & Nks. Oko akuzange kuncede nje ukufumana loo mveliso kwi-shelf kodwa kwanokunceda ukufumana kwisandla somthengi. Basebenzisa i-Twitter ukusebenzisana nabalandeli kunye nokucela impendulo kwaye ngoku kubekho ubukhulu becala malunga no-pretzel M & Ms kwi-Twitter. Ikhasi labo le-Facebook lashaya ama-1.5 million abalandeli! Ngomhla omnye babenomdla we-Twitter othakazelisayo:
- Ekugqibeleni ndafumana izandla zam kwi-pretzel ye-M & M. Zithengiswa yonke indawo. Ukulindela kwam akuzange kube phezulu
- I-m & m entsha ye-m ne-pretzel yi-SOoooo KUNGENYE!
- Ndingumlutha kumasta e-pretzel
- Ndi nqwenela ukuba le M & M ye-Pretzel ifike kwi-King size ... Zihle kakhulu :-P '' '' '
- kukho ukungabikho okukhulu kwama-M & M ase-pretzel kule ofisi
- Ndiya kwi #BJs. Kwizinto ezininzi, kodwa ngokubanzi kwibhokisi enkulu ye-pretzel ye-M & M. Ufumene le ngonyama i-candy emveni kwam .
Uqalisiwe: Julayi, 2010
Umxholo: UMcdonald ufuna ukuhlaziya kwakhona indlela umthengi acinga ngayo isiqhamo kunye nendlela engcono kunokuba izithelo zibe ngumdlalo oMnandi weZithelo zeSmoothies. I-Wild Berry kunye ne-Strawberry Banana flavour, le mihla emitsha kaMcCafe i-creamy epholile kwaye ipholile, idala iziqhamo ezintsha. Ukuqaliswa kwe-smoothies entsha kunye neqabane labo, i-Frappe, kubangele ukuba bagxume ekuthengiseni i-giant fast food, ngelixa beqinisa indawo ye-smoothie kwindawo yokutyela.
Benza njani loo nto?
Bakha i-website ye-Real Fruit ye-Smoothie kunye neefoto ezimnandi ze-smoothies kunye nokwenza "isicelo sakho se-smoothie" esiyibiza ngokuba yiMcDonalds Spin Art, esivumela abathengi ukuba bahluke, banemibala kunye nezinye iimpawu. "Musa ukucinga ukuba uMcDonalds ungasebenzisi le ndlela njengendlela yokwenza izinto ezintsha ze-smoothie kwixesha elizayo. Yiyiphi indlela engcono yokuphuhlisa umkhiqizo omtsha kunokuba ubuze abathengi bakho!
UMcDonald uyayiqonda ngokwenene ukubaluleka nokunyanelisa. Ngoko baxoxisana nomgangatho wabo ngokuxabisa, ukugqamisa i-$ 2.29 yexabiso le-12-ounce i-smoothies. Akulunganga xa ucinga nge-Starbucks enye iphindwe kabini loo mali kwaye ininzi i-Starbucks ayinayo idrayivu.
Iisampuli zamahhala kwiiveki ezikhokelela ekuqalisweni ngokusemthethweni ziye zaphumelela kangangokuba zafuneka ziyeke ukunika iisampuli ngenxa yokuba zaziphelelwa zibonelelo kwaye zakhetha ukucima indawo yokutya yokutya okumiselweyo eya kuqhutywa ngoJulayi 22-24.
Iimali zoMbutho weNtlalo ngokumangalisayo akuyiyo inxalenye esemthethweni yesicwangciso, nangona ndicinga ukuba kuya kutshintsha. Ngokomzekelo babengenayo i- Twitter okanye i- Facebook ibekho ngqo kwi-smoothies, kodwa bafumana i-buzz ebalulekileyo kwi-Twitter kwaye banayo i-buzz kwi-smoothies. Amafayili ayesaba kakhulu ngemveliso yokuba abantu badala amaphepha abo e-Facebook ukuthetha nge-smoothies.
Oko kukuphakama kwe-buzz ukuya kutshatyalaliswa kwam.
Abathengisi beTV bayingxenye yesiqalo esitsha semveliso. UMcDonalds uneentengiso ezinkulu zeentengiso kwaye wadala iintengiso zeTV ezibizwa ngokuba yi-McCafe- Real Fruit Smoothies "Ngokulula" ebonisa ukudibanisa kunye nokuthulula iziqhamo eziqhotyoshelweyo. Esinye isikhangiso sakwaMcCafe Smoothies "Disfruta- isiNgesi", ezo zombini zazithunyelwa kwi- YouTube ukuba zisasaze i-virtual, ngokukhethekileyo kwisizukulwana se-Millennial Generation esichitha ixesha elithile kwi-intanethi kumabonakude.
Ngoko iziphumo zani? Ukuthengisa kukhulisa u-5.7% (ukwanda kwe-same-store) e-US ngoJulayi emva nje kokuqaliswa kwe-smoothie, inzuzo ephezulu yokuthengisa ngonyaka. Ukunyuka kweentengiso ezifanayo kwihlabathi elifanayo le-7% ngoJulayi. Ukuthengisa okufanayo kwintengiso kwandisa ama-5.3 eepesenti eYurophu kunye ne-10.1 ekhulwini ukunyuka kweentengiso kwi-Asia / Pacific, eMiddle East kunye ne-Afrika. Ndiza kuthetha ukuba kwakunzima!
Ngoku ngoku ukuba sinokuxhamla u-Pretzel M & Nks kunye noMcdonalds weZityalo eziNene zeZiphumo zeSmoothies, ndacela uJulie Hall ukuba yiyiphi ingqiqo yokutya abahwebi kunye nalabo baqala ukufumana ishishini lokutya ngokukhethekileyo kwizinto ezi zimbini ezikhunjulwayo kwiMveliso entsha eNew Memorable?
" Nangona iimveliso zeteknoloji zilawula iLuhlu olutsha kakhulu olukhunjulwayo lweMveliso yoLuntu .Abamerika bakhumbula" ikhefu lokukhawuleza, "ukhetha i-indulgences encinci njenge-Starbucks VIA (ndibeka i-article kwinqaku elilandelayo), uMcdonald's Smoothies kunye no-Pretzel M & Nks.
"ngoJulie.
Ndiyabona oku kuHlonipheka ukungahambi kakuhle kuhamba ngokunyaniseka kwindlela yokuziphatha kwabathengi kwaye sele ndijongene nala maxesha amaninzi apha kwisiza sokutya nesininzi. Esinye isizathu sokuba ndifunde ekufundeni iYulies ncwadi: ukuba abantu bazama ukunciphisa iindleko kwiindawo ezininzi zobomi babo, kufuneka bafune ukulinganisela "ukunyanzelwa" okungenzeka babevakalelwa.
"Isampuli ngu-SOOOOOOO ebalulekileyo ekudleni ." Ishishini lokutya linelinye ixesha, "Fumana isabelo sesisu" ngokuchasene nesabelo semarike. "Ufanele ubenze abantu bawujonge." Ngokomzekelo i-KFC yanikela inkukhu ebliweyo kabini. "
UJulie wayecacile ngokucacileyo ukuba "iindulgences ezithandekayo " zilapha ngexeshana. "Abantu bafuna ukuziphatha." UMcDalalds wasebenzisa i-"Treat Treat receipt" ekuthengeni kwangaphambili kwimini ukuqhuba abantu emva koko kwimini ye- Real Fruit Smoothie "
Ngoko iingcebiso zokutya abasomashishini kunye namashishini amancinane okutya:
- Gxininisa ukunyaniseka.
- Isampulu, isampuli, isampuli.
- Gxila kwizinto ezikhunjulwayo ekuvelweni kwemveliso ukwenzela ukuba ufumane umthengi wokuthengisa ukutya ukuze athathe umkhiqizo wakho kwi-shelf aze athenge umboleki ukuba abeke kwisitya sawo.
Inqaku elitsha elikhunjulwayo Umkhiqizo omtsha Uqala iCandelo 2 iimpawu ze-Starbucks ngeCafan Instant kunye ne-KFC eKentucky I-Double Down Down Chicken Sandwich.