Neil McElroy's Famous Memo Yakashandurwa Brand Strategy
Brand Management Inotanga neAne Executive uye Sesi mbiri
Zvitengo zviviri zvekutanga zveMutter & Gamble dzaiva sopu yeIvory neCrisco. Zvechokwadi, zvinogona kutaurwa kuti sopu yeAvory yaiva yakatsetserera yakasvikirira iyo marayiriro ekutengeswa akatanga. Mutengo wekutengeserana waiva uropi mwana weNeil McElroy, mushandi wePutter & Gamble uyo akashanda pamakambani emasese eSamay.
Muna 1925, Neil McElroy akapedza chikoro kubva kuHarvard College uye akadzika chinzvimbo naMutter & Gamble. Camay soap yakava hurukuro yake uye mukana wekudhinda wakava mutambo wake. Procter & Gamble's flagship product, sopuro yeAvory, yakanga iri kuita zvakanaka kwazvo pamasipire akwikwidza kubva kuPalmolive neLever Brothers. Zvakanaka, chaizvoizvo, kuti McElroy akawana kuti Camay yake yemakambani yakanga ichikwikwidzana neIvory mumusika.
Pasi pemuenzaniso wakagadzwa neMutungamiri weGamble weMutungamiri Deupree, kambani iyi yakanga ine mutemo unofadza uye unonzwisisika weine memorandamu kune rimwe peji kana kuti pasi.
Memo-peji imwechete yakasimudzirwa semuenzaniso wekutaurirana kwemukati mumasangano ekugadzirisa masangano. Aine nguva yakawanda yekufunga nezvemamiriro acho ezvinhu, McElroy akanyora memo yemapeji matatu achitsanangura mazano ake nezvekuti Procter & Gamble brands ingasimudzirwa sei zvakajeka. Akakakavadzana nehurongwa hunogona kutarisa zvimwe zviwanikwa uye kutarisirwa paCamay uye zvimwe zveMitter & Gamble michina, zvakare.
Chiratidzo cheMcElroy chirongwa chekuti munhu mumwe chete anofanira kunge ari mutungamiri wechikwata chimwe nechimwe. Uyezve, McElroy akaronga kuti boka rakakura uye rakatsaurirwa rinofanira kunge rakabatanidzwa mune zvose zvese zvekusimudzira chimwe chezvikwata uye kuti mapoka anofanirwa kuisa pfungwa pazvikamu zvavo chete. Mhedziso iyi yakanga yakakwana kwazvo mupfungwa dzaMcElroy zvokuti akataura kuti boka racho rinofanira kusanganisira mutengesi wemuchina , mutsigiri wechirwere, vanhu vakatsvaga marashi, uye zvishoma zvedzimwe nzvimbo zvinotarisa pane mamwe mabasa nemabasa.
Idzo pfungwa dziri mumutevedzeri dzakatevera rutsva rwekufambira mberi kwakafanana nepini-ball trajectory kumusoro uye kuburikidza nehurumende yehurumende kusvikira vatsigirwa nemufaro neMutungamiri Deupree, uyo pfungwa dzaMcElroy dzakagadziriswa. Shandisa McElroy mafungiro senzvimbo, uye kupisa pazvitsitsinho zvekubudirira kweSvory sopu neCrisco, Procter & Gamble yakagadzira nzira itsva yekugadzira marati. Iyi nzira yebhizimisi idzva yakanga yakagadzirwa nemiti uye haina kusimbiswa mubhizimisi basa.
P & G Practice: Market Segmentation & Product Differentiation Roots
Chimiro chakasikwa kuburikidza nehutano hunoita kuti huve nehutano hwakaguma mukugadzirisa kusarudzwa kwemasarudzo, kusvika kusvika pakatarisa kuti chikwata chacho chaitungamirirwa sebhizinesi rakadzika.
Izvi zvakakonzerwa kutengesa zvakagonesa unhu hwebasa kuti huve hwakanyatsosiyana kubva kune mamwe mabhii mumushambadzi wekambani yekambani. Iyi nzira (iko zvino inowanzonzi inoshandiswa semakakatengesi emakakatengesheni ) yakabvumira kutarisa kusiyanisa makambani ekushandisa. Kubva pakuona kwaMutter & Gamble, izvi zvaireva kuti sopu yeAvory neSyay soda haizomanikidzi zvakanyanya pamusika nokuti misika dzakasiyana dzaive dzakatarirwa pamusika mumwe nomumwe. Vashandi vaiona sopu yeAvory uye saga Camay zvakasiyana, kusarudza mumwe pamusoro peumwe zvichibva pane zvigadzirwa zvezvibereko kana kufunga kuti hupenyu hwaidiwa. Mutengo wekusiyanisa wakava nzira yakakosha yekugadzirwa nekubudirira uye kushambadzira. Zvinonzwisisika, zvakatora misika yekutsvaga kuti vaone kuti zvii zvinofadza kune misika.
McElroy hurongwa hwekambani yekuchengetedza hwakanyorwa kakawanda uye shanduro dzayo dzinogona kuwanikwa munyika yose yevatengi michina yemhizha nhasi.
Neil McElroy akapfuurira kuenda kuMutter & Gamble apo Deupree akasiya basa muna 1948, uye gare gare akava Mutungamiri Eisenhower's Secretary of Defense.
Sezvo kutengeswa muAmerica kwakagadzirwa munguva yezana remakore rechi20, mararamiro ekuratidza mararamiro akaratidza hutsva hunobudirira muhupfumi hwemashure ehondo. Zvakawanda zvezvinhu izvi zvitsva zvakagadzira kukakavadzana pakati pehurumende yepamusoro nekugadzirisa kusarudzwa kwemasarudzo. Kazhinji, chikamu chakanga chakasungirirwa pamusana pekunyatsokwanisa kuzivisa chisarudzo, panzvimbo yehutungamiri hwemashoko ehurumende. Iri sangano rakagadziriswa rakawana nzira yaro kune dzimwe mimwe makambani akawanda kuMelika. Chimwe chiitiko chinonyanya kuzivikanwa chimiro cheGeneral Motors chakagadzirwa naAlfred Sloan. General Motor yezvikamu zvakasiyana-siyana zvakaratidza kushandiswa kwakafanana kwekuita zvisarudzo zvinokosha.
Sources
Bhizimisi reAmerica, 1920-2000: Kushanda Kwaro - P & G: Kuchinja Kutarisana Kwekutengeserana Kwevatengi (2000, May 2) Zivo yeKushandira Vatungamiriri veBhizimisi. Cambridge, MA: Harvard Business Review.
Grey, Paula (2010, August 8). Bhizinesi Anthropology uye Mutsika weMutengi Wezvigadzirwa [White paper for Association of International Product Marketing & Management (AIPMM)]
McCraw, Thoms K. (2000). Bhizimisi reAmerica, 1920-2000: Kushanda Kwaro Kwakaita Kushanda , IL: Harlan Davidson. ISBN: 0-88295-985-9 (Bhuku racho chikamu cheHarlan Davidson's American History Series).