Zvitsva Zvomutambo Zvokutanga muNiche Retail Market
Sei ndichifukidza Zero Mvura? Hazvisi muzvokudya uye zvinokonzerwa here? Saka zvino, sei chikafu chikaita vezvemabhizimisi kana ani zvake anofarira zvokudya pane zvekutengesa vanoda kuziva nezvebhizimisi remvura yepamba remvura? Pane zvimwe zvidzidzo zvinokosha mukutanga kwebhizimisi rezvokudya.
Zvishandisi zvekutengesa zvinotengeswa pane zvekutengesa uye nyaya dzekutengesa mutengi akatengesa, tora chigadzirwa chako pachifukidzo kana rack uye wotora mutengi kuitenga uye kuitenga zvakare yakanyanya kufanana.
Zvakakosha kutarisa vazhinji vanobudirira mabhizimusi , kwete kungova zvokudya uye zvinodhaka, kuti vadzidze mazano uye maitiro ekutangira bhizinesi rezvokudya. Iwe unotova nebhizimisi rezvokudya? Zvakanaka saka iwe unoziva zvose zviripo pamusoro pezvitsva zvitsva zvekugadzira uye kuti utange sei bhizinesi rezvokudya?
Tichatarisa kunze kwemakambani edu, chikafu newaini, kuona kuti Zero mvura yakabudirira sei kugadzira mabhizimisi akagadzirwa nevatengi vemishonga , mapiritsi emvura ekumusha, akaatora pavharafu uye ane mvura yakachena yakachena mugirazi yevatengi.
Yakagadziridzwa Kwemakore gumi nemashanu Ari Kuzogadzirisa Chinangwa CheMhuri Chekuita Mvura Yakakura
Vose vashandi vezvemabhizimisi makuru vakanaka pakuziva dambudziko ravanogona kugadzirisa kune mutengi. Dzimwe nguva dambudziko rebhizimisi rinozivisa ndiro chete kutanga uye rinotungamira kuti vashandise kune imwe yakasiyana kana yepamusoro. Nenguva dzakawanda chigadzirwa mitsva uye kambani yakatangwa kunze kwekudiwa kwebhizimisi.
Chinetso chepakutanga muvambi aitarisira kugadzirisa aive kupa mvura yakachena yemhuri yake. Rajan Rajan, muvambi uye muumbi weZero Water chigadzirwa, aigara mune rimwe guta duku muMichigan iro raive rine hurombo hwakanaka hwemvura. Pombi yemvura yakanga isiri iyo uye mhuri ichivimba nokunwa mvura yakabhoderedzwa uye yakavimba nemudzimai wake kubvisa mabhodhoro maviri emvura kubva muchitoro.
Iye zvino akava nechinetso chaicho chokugadzirisa ... kubvisa mudzimai wake webasa iri!
Rajan nemwanakomana wake vakatanga kutsvaga nzira yakanakisisa yokutsvaga mafaira. Panzvimbo pane "kugadzirisazve gumbo", Rajan akacherechedza mararamiro emvura ekutsvaira ayo ainge achichenesa mvura yemishonga yemishonga, nuclear nuclear plants, uye kunyange navy submarines. Rajan, ari injinjini, akatora zvakanakisisa pane zvose uye akazvibatanidza kuva muitiro waizove wakakodzera kushandiswa kwevatengi.
Bhizinesi remvura yepamba remvura raiva chikamu chakanga chine innovation-zvishoma. Zero mvura yaizozivikanwa seye itsva.
Rwendo Rwenyika
Vavatangi vakaziva kuti vaiziva nzira yokugadzira uye vanoda munhu ane bhizinesi ane nguva yakawanda ane ruzivo ruchikura mutengi wemishonga brand - kupinda Doug Kellam CEO weZero Water. Doug aiva nemuviri wezvigadzirwa zvevatengi uye yekutengesa kushambadzira ruzivo ruzivo nezvinhu zvitsva zvekutengesa; Akakwanisa kugadzirisa chigadzirwa chitsva chekombiki yepamusoro Dyson vacuum line. Doug ane zvakawanda zvekugadzira chigadzirwa chekutanga uye kunyange zvazvo asiri mutengesi wezvokudya, zvaari kuita ndizvo zvakafanana nezvinoitwa nevakawanda mune zvekudya newaini yewaini. Kambani yake idiki uye yebhizimisi, yakagadzira chigadzirwa chitsva chinotengeswa mumisika yemichero uye chinangwa chake ndechokuwana nzvimbo yekuchengetedza nzvimbo mumashamba makuru ezvitoro.
Kunze kweKicheni (Kuwana Product Retail Ready)
Chigadzirwa chekutanga chakanga chakakura chepamusoro-soro, iyo inofanirwa naDoug inowanikwa zvikuru muAsia. Itipotari mvura yekuchenesa mvura yakashanda asi yakanga isiri chibereko icho chikwata chemvura chakatengesa mabhodhoro chikamu chaizotenga panzvimbo yemvura yakabhoderedzwa. Chibereko chekugadzirwa kwezvibereko chakanga chisina kutungamirirwa nekambani yemakethe. Chigadzirwa chacho chakashanda asi ndiani akanga ari mutengi weiyo inobudirira zvikuru uye yakasiyana-siyana yekusvina mvura yakagadzirwa uye vaizoitengesa kupi?
Doug akaziva kuti pane mukana mu-5 gallon water market market ... inenge 5% yemhuri yeUnited States inodziya mvura. Purogiramu yemvura yekuchenesa mvura yakanga iri chigadzirwa chakanaka chekudzorera mvura yekuchenesa mvura kumusha. Doug akati, "Tinokwanisa kugadzirisa zvimwe zvinetso zvevatengi pano, mabhodhoro emvura mashanu-gallon anodhura, ivo vane masimba ekubata uye vanotora nzvimbo yakawandisa mumba. Asi isu takanga tichiri kusangana nemusika muduku, 5% yemhuri , uye izvi zvakanyanyisa kukwanisa kwedu kuwedzera.Takafanira kutarisa muchengeti wemvura yakashambadzirwa kana tikange tichizadzisa zvinangwa zvedu zvokukura "
Maererano neDatamonitor's Bottled Water, Global Industry Guide, mushamba wepasi rose wemabhodhoro wakakura wakakura ne 3.9% muna 2010 kuti uwane mari ye $ 99,335.1 mamiriyoni. Doug aiziva kuti Zero Water itsva mishonga yakatanga kuenzanisira inofanira kuenzanisa mvura yakasvibiswa yakasvibiswa nemvura yakabhoderedzwa uye kuratidzira kukosha kwevatengi kupfuura mvura yakabhodzwa yekudhakwa. Kudyidzana kwezvakatipoteredza kuri kuisa mukutengesa zvokudya zvekugadzirisa - uye vamwe vatengi vari kutora mabhodhoro emvura anoshaya ane zvigadziri zvinogadziriswa zvesimbi zvinogadziriswa ... kunwa mvura yakabhoderedzwa zvishoma.
Mushandisi wemvura yekuchenesa mvura inopa mvura yakachena pane zvikamu zvitatu; mapfupa emvura, mapapiro emvura uye pasi pedenga zvidhi. Mabheji anokwira, mienzaniso inonzi PUR uye Britta mvura inosvina, inoda kuti mutengi ashandise zvishandiso zvishomanana kuti asungirire kune faucet uye pasi pedenga zvidhi zvinoda plumber. Kune huwandu hwakawanda hwekushambadzira mvura, kune mawebhidhi akaenzanisa mafiritsi emvura.
Doug, sezvo ari mutengi wekutengesa mutengesi wezvokutengesa, akacherechedza kuti pitcher filter segment ndiyo yezvokwadi yevatengi vebhizimisi. Ne 30% kusvika ku40% yeimba vachishandisa chirongo, izvi zvinomiririra guru rakakwana pamusika weZero Water kuti ikure. Zero Mvura yakatanga kusika mafirita emvura akabatanidza teknolojia yavo yakasiyana. Kutarisa kumutengesi yemagetsi zvinoreva kugadzirira kusvika paheferi isinganyanyi kuita nekombiyuta yavo uye nezvimwe zvekuita nechigadzirwa chinogadzirwa.
Kuenda kuShefu
Vakatarisa Target maduka (hapana pun yaida) sevatengesi wavo vokutanga. Maererano naDoug, "Takaputira Target nezvikonzero nei vachifanira kutora chigadziro ichi." Kushivirira kwechikamu chedu kwakatitumira magwaro mashomanana ekuongorora ... Takataurira kuti mashoko akanaka akauya ... Target yakati yakanga iri kuenda maketani-yakazara! "
Retail Merchandising Strategy
Maererano naDoug, "Sangano redu rakanga riri zvikamu zvitatu, kukwikwidzana kwemitengo , kutarisa zvakananga kushandiswa kwezvinhu zvinopesana nekukwikwidza uye nekugadzira bhenekeri yemvura yakasiyana-siyana kuti ionekwe pachena pachifukidzo chinopikisana nevakwikwidzi vanojekesa mapurisa epurasitiki".
Doug akawedzera chikamu chakasiyana pane chigadzirwa, "Taisanganisira mari inodhura yakawanda yeDisolved Solids Meter muhomwe. Mutengi anogona kuona nokukurumidza kuti Zero Mvura ine zvisikwa zvisina kuchena mushure mekutsvina." Yakazara Dissolved Solids mita yaiva chikamu chinokosha chechigadzirwa chitsva chakatangira sezvo inogadzira kutendeseka kwekodhi nemutengi - vakanga vasina kungoita chipikirwa chekusvibiswa kwezero mumvura, ivo vaisimbisa mukoti kuti agadzirise kudai. Iko Tsvaga TDS Kuverenga peji paZero Water Site inoita kuti mushumiri aone kuti "zvakaipa" sei mvura yavo yemunharaunda uye anowedzera kubatsiro zvinonzi brand inoita.
Target yakada Zero Water's merchandising strategy, "Ndakataurirana nemunhu mukuru ku Target uye vane Zvakanaka, Zviri nani, Zvimwe zvakanakisa kumiganhu yavo yekutengeserana kwekutengesa.Zvino pachitarisa Zero Water kuti ndigoverenge mutengi wakandiudza kuti pakupedzisira takaona kuti Ndiwo Akanakisisa! . " Izvi "Zvakanakisisa" mukirasi yechibvumirano zvakabvumira Target kutengesa mutengo wepamusoro wekushanda kwakanakisa kubvumira Zero Mvura kuti inotora mamwe mari nemari.
Kuenda kune Consumers Plate (Glass)
Zero Mvura yakasarudza chigadzirwa chavo chaive chikafu cheKudya, Kuchengetedza, uye Kuchena. Ichi chigadzirwa chinogadziriswa chinotarisana nevashambadzi vanonyanya kufunga nezvemvura yavo uye vanoziva nezvemamiriro ezvinhu nenzira inoshanda kunze kwekushingaira.
Social Media
Sezvo nekutanga kwekutanga kwebhizinesi rezvematongerwo enyika, hapana zvikwereti zvakakura zvekuparidzira. Zvemagariro evanhu vanoita chikamu chinokosha mukuedza kwekutengesa kweZero Water.
Vakagadzira Facebook Fan Page uye vakashandisa utachiona hwemagariro evanhu kuti vakurudzire mamiririri eTDS. Mera iyo inowanikwa mumvura yebhokisi yebhokisi ine s sticker pamusoro payo ne Facebook URL inokurudzira vatengi kuti vabatane neFanner Fan peji uye vagovera migumisiro yemamita pamwe nevamwe vemuZero Water fans.
Nzvimbo yeZero Water website yakapa peji, edza pombi yako. Mushanyi wepaiti inogona kupinda mu zip code dzavo kuti aone kunaka kwemvura munzvimbo yavo. Kana iyo Zip code isina deta, mutengi achapinza zip code dzavo uye kuverenga kubva kumata TDS.
Inenge 20% yevashandi vanyoresa kutenga kwavo paZero Water web site yekubvumira kambani kugadzira dhiyabhorosi ine simba yevatengi. Vanotsvaga kutsvaga "amai vanoblogi" vachiendesa sampuli yemagetsi kuti vaburusi vadzoke. Zvirongwa zvemangwana dzinosanganisira kutevera hurukuro dzebhuku kuitira kuti ruzivo rukuru rwekutengeswa kwemashandisi uye mazano ekugadzirwa kwechigadzirwa chitsva
Takeaways
Borrow, Adapt, Adopt. Zvakakosha kutarisa kunze kwebhizimusi rako kuti uwane mazano emuchina mazano kukura bhizinesi. Zero Mutezi wemvura akatarisa pamabhizimisi akawandisa. Pakutanga, iwe unganetseka kuti sei mutengi wezvokushandisa mutengesi aizotarisa kune mishonga, nyukliya, mauto. Kana ainge achangotarisa zvinhu zvitsva mumabhizimisi ekutsvina mvura, Zero Water ingadai isina kusikwa.
Zero mvura yakanga isiri kupinza chigadzirwa chavo kuti ichinje chikamu chakafanana naBrita. Asi nzvimbo yavo yekugadzirisa maitiro ndeyekuti Zero Mvura yaiunza sei vanhu vatsva muchikwata ... vanhu vaimbova vashandisi vemvura mabhodhoro Kana mutengi akagadzirira kuita chisarudzo chekuchinja kubva mumabhodhoro nemvura ... vanobata vashandi kuburikidza nehupakiti hwavo husina maturo vane zvikwereti zvakasimba zvezvikwereti.
Muvhareji watengi haazive zviri mumvura yavo ... kusvibiswa kwatisingadi kunwa. Ivowo havanzwisisi kuti zvigadziriswa zvemvura zvinoshandiswa mumvura zvinotakura zvishoma kuti vabvise kusvibiswa kubva mumvura yavo. Nokuenzanisira zvakajeka "chii chiri mumvura yako yakasvibiswa", vakanyatsoziva kuti mutambo wacho wakanga usina kukwanisa kuonana.
Vachiblogi vane simba mukugadzira buzz uye vari chikamu chinokosha chemashoko ekudhinda mumuromo. Kambani duku yakafanana (ZeroWater) iri kuita mutsauko mukuru muhupenyu hwevatengi nekuvandudza mararamiro ayo kuonekwa kuburikidza ne blogger sampling product.
Tarisa kunze kwezvokudya uye wekumiti yewaini nguva nenguva mukufamba kwako - kuwana chigadzirwa chako kunze kwekicheni nekuenda kune mutengesi rakafuridzirwa uye kuenda kumucheka wevatengi.