Uhlalutyo malunga neNdlela yoPhuhliso lwePakethe ye-FMCG
I-FMCG sisifinyezo se-Fast Moving Consumer Goods, esibhekisa kwezo mpahla zabathengi ezinobomi obufutshane benkonzo kunye nesantya sokusetyenziswa ngokukhawuleza. Ezona mpahla zabathengi ziqondakala lula ziquka iimveliso zokhathalelo lomntu kunye nezasekhaya, ukutya neziselo, iimveliso zecuba kunye notywala. Zibizwa ngokuba ziimpahla zabathengi ezihamba ngokukhawuleza kuba okokuqala ziyimfuneko yemihla ngemihla kunye nobuninzi bokusetyenziswa okuphezulu kunye nexesha elifutshane lokusetyenziswa. Uluhlu olubanzi lwamaqela abathengi luneemfuno eziphezulu zokusebenziseka lula, iindlela ezininzi zokuthengisa ezintsonkothileyo, iindlela zemveli nezivelayo kunye nezinye iindlela zihlala kunye, ukugxila kushishino kuyakhula kancinci kancinci, kwaye ukhuphiswano luya luba nzima ngakumbi. I-FMCG yimveliso yokuthenga ngokungxama, isigqibo sokuthenga ngokungxama, ukungakhathali kwiingcebiso zabantu abakungqongileyo, kuxhomekeke kukhetho lomntu, iimveliso ezifanayo akufuneki zithelekiswe, ukubonakala/ukupakisha kwemveliso, ukukhuthazwa kwentengiso, ixabiso, njl. zidlala indima ebalulekileyo kwintengiso.
Kwimisebenzi yokusebenzisa, into yokuqala abathengi abayibonayo kukupakisha, hayi imveliso. Phantse i-100% yabathengi bemveliso basebenzisana nokupakisha imveliso, ngoko ke xa abathengi beskena iishelufu okanye bekhangela iivenkile ezikwi-intanethi, ukupakisha imveliso kukhuthaza iimveliso ngokusebenzisa imizobo ekhangayo okanye emihle kunye nezinto zoyilo ezikhethekileyo, iimilo, iilogo kunye nokukhushulwa. Ulwazi, njl.njl., lukhawuleza lubambe ingqalelo yabathengi. Ngoko ke kwiimpahla ezininzi zabathengi, uyilo lokupakisha sesona sixhobo sokuthengisa sisebenzayo nesingabizi kakhulu, sonyusa umdla wabathengi kwimveliso kwaye soyisa abalandeli abathembekileyo beemveliso ezikhuphisanayo. Xa iimveliso zifana kakhulu, izigqibo zabathengi zihlala zixhomekeke kwiimpendulo zeemvakalelo. Ukupakisha yindlela eyahlukileyo yokubonisa indawo: ngelixa kubonakalisa iimpawu zemveliso kunye neenzuzo, kukwabonisa intsingiselo kunye nebali lophawu elimeleyo. Njengenkampani yokupakisha nokushicilela, eyona nto ibalulekileyo kukunceda abathengi babalise ibali lophawu oluhle ngokupakisha imveliso okugqwesileyo okuhlangabezana nethoni yophawu.
Ixesha langoku ledijithali lixesha lotshintsho olukhawulezileyo. Ukuthengwa kweemveliso ngabathengi kuyatshintsha, iindlela zokuthenga zabathengi ziyatshintsha, kwaye iindawo zokuthenga zabathengi ziyatshintsha. Iimveliso, ukupakisha, kunye neenkonzo zonke ziyatshintsha ngokweemfuno zabathengi. "Abathengi bangabantu Ingcamango "yomphathi" isezintliziyweni zabantu. Imfuno yabathengi itshintsha ngokukhawuleza nangokuhlukeneyo. Oku akubonisi nje kuphela iimfuno eziphezulu zeempawu, kodwa kukwabonisa iimfuno eziphezulu zeenkampani zokupakisha nokushicilela. Iinkampani zokupakisha kufuneka zivumelane nemarike etshintshayo. Ukwahluka, iindawo ezilungileyo zobugcisa, kunye nokukhuphisana okungakumbi, indlela yokucinga kufuneka itshintshe, ukusuka "ekwenzeni ukupakisha" ukuya "ekwenzeni iimveliso", kungekuphela nje ukuba ikwazi ukuphendula ngokukhawuleza xa abathengi bebeka phambili iimfuno, kwaye iphakamise izisombululo zokhuphiswano Izisombululo ezintsha. Kwaye kufuneka iye phambili, ikhokele abathengi, kwaye iqhubeke nokukhuthaza izisombululo ezintsha.
Imfuno yabathengi imisela indlela yophuhliso lokupakisha, imisela indlela yokuvelisa izinto ezintsha kwishishini, kwaye ilungiselela iindawo zokugcina ubuchwephesha, iququzelela iintlanganiso zokukhetha izinto ezintsha rhoqo ngaphakathi, iququzelela iintlanganiso zokutshintsha izinto ezintsha rhoqo ngaphandle, kwaye imema abathengi ukuba bathathe inxaxheba kutshintshiselwano ngokwenza iisampulu. Ukupakisha imveliso yemihla ngemihla, kunye nobukhulu boyilo lweempawu zabathengi, kusebenzisa ubuchwepheshe okanye iingcamango ezintsha kuphuhliso lweeprojekthi, kugcina imeko yokuvelisa izinto ezintsha ezincinci, kwaye kugcina ukukhuphisana.
Oku kulandelayo luhlalutyo olulula lweendlela zokupakisha:
1Ixesha lanamhlanje lixesha lokujonga ixabiso lembonakalo. "I-value economy" idubula ukusetyenziswa okutsha. Xa abathengi bethenga iimveliso, bafuna ukuba ukupakisha kwabo kungabi yinto entle neyonwabisayo kuphela, kodwa babe namava okuva okufana nokuvumba nokuchukumisa, kodwa bakwazi nokubalisa amabali nokufaka ubushushu beemvakalelo, ukuvakala;
2"Emva kweminyaka yoo-90" kunye "nasemva kweminyaka yoo-00" ziye zaba ngamaqela aphambili abathengi. Isizukulwana esitsha sabantu abaselula sikholelwa ukuba "ukuzikholisa bubulungisa" kwaye sifuna ukupakishwa okwahlukileyo ukuze kuhlangatyezwane neemfuno "zokuzikholisa";
3Ngokukhula kwendlela yesizwe, ukupakisha intsebenziswano ye-IP ewela imida kuvela ngomjelo ongapheliyo ukuhlangabezana neemfuno zentlalo zesizukulwana esitsha;
4Ukupakisha okusebenzisanayo okwenzelwe wena kuphucula amava abathengi, kungekuphela nje ekuthengeni, kodwa nendlela yokubonakalisa iimvakalelo kunye nemvakalelo yesithethe;
5Ukupakisha ngedijithali nangokukrelekrele, kusetyenziswa iteknoloji yokubhala iikhowudi ukulwa nobuxoki kunye nokulandelelwa, ukusebenzisana kwabathengi kunye nolawulo lwamalungu, okanye ukusebenzisa iteknoloji emnyama ye-acousto-optic ukukhuthaza iindawo ezidumileyo zentlalo;
6Ukunciphisa ukupakisha, ukuphinda kusetyenziswe, kunye nokubola kube ziimfuno ezintsha zophuhliso lweli shishini. Uphuhliso oluzinzileyo alusekho nje "lufanele ukuba nalo", kodwa luthathwa njengendlela efunekayo yokutsala abathengi kunye nokugcina isabelo semarike.
Ukongeza ekunikeleni ingqalelo ekhethekileyo kwiimfuno zabathengi, abathengi bakwanika ingqalelo engakumbi kwindlela iinkampani zokupakisha ezisabela ngokukhawuleza ngayo kunye nokukwazi ukubonelela ngeenkonzo. Abathengi bafuna iimpawu abazithandayo zitshintshe ngokukhawuleza njengolwazi lweendaba zoluntu abalufumanayo, ngoko ke abanini beempawu kufuneka banciphise umjikelo wobomi bemveliso kakhulu, ukuze kukhawuleziswe ukungena kwemveliso kwimarike, nto leyo efuna ukuba iinkampani zokupakisha zize nezisombululo zokupakisha ngexesha elifutshane. Uvavanyo lomngcipheko, izixhobo zikhona, ukugqitywa kovavanyo, kunye nokuveliswa ngobuninzi, ukuhanjiswa komgangatho ophezulu ngexesha.
Ixesha lokuthumela: Jan-10-2023
