Ukuhlaziywa Kwendlela Yokuthuthukiswa Kokupakisha I-FMCG
I-FMCG isifinyezo se-Fast Moving Consumer Goods, esibhekisela kulezo zimpahla zabathengi ezinempilo yesevisi emfushane kanye nesivinini sokusetshenziswa okusheshayo. Izimpahla zabathengi ezihamba ngokushesha eziqondakala kalula zifaka imikhiqizo yokunakekela umuntu siqu neyasekhaya, ukudla neziphuzo, imikhiqizo kagwayi notshwala. Zibizwa ngokuthi izimpahla zabathengi ezihamba ngokushesha ngoba okokuqala ziyizidingo zansuku zonke ezivame ukusetshenziswa kakhulu kanye nesikhathi esifushane sokusetshenziswa. Uhla olubanzi lwamaqembu abathengi lunezidingo eziphezulu zokusebenziseka kalula, iziteshi eziningi zokuthengisa eziyinkimbinkimbi, amafomethi endabuko navelayo kanye nezinye iziteshi ziyahlangana, ukugxilisa ingqondo embonini kuyanda kancane kancane, futhi ukuncintisana kuba nzima kakhulu. I-FMCG iwumkhiqizo wokuthenga ngokungazelelwe, isinqumo sokuthenga ngokungazelelwe, ukunganaki iziphakamiso zabantu abaseduze, kuncike ekuthandweni komuntu siqu, imikhiqizo efanayo ayidingi ukuqhathaniswa, ukubukeka/ukupakisha komkhiqizo, ukukhushulwa kokukhangisa, intengo, njll. kudlala indima ebalulekile ekuthengiseni.
Emsebenzini wokusebenzisa, into yokuqala abathengi abayibonayo ukupakishwa, hhayi umkhiqizo. Cishe u-100% wabathengi bomkhiqizo basebenzisana nokupakishwa komkhiqizo, ngakho-ke lapho abathengi beskena amashalofu noma bephequlula izitolo eziku-inthanethi, ukupakishwa komkhiqizo kukhuthaza imikhiqizo ngokusebenzisa ihluzo eziheha amehlo noma ezinhle kanye nezinto zokuklama ezihlukile, izimo, ama-logo kanye nokukhushulwa. Ulwazi, njll., lubamba ukunaka kwabathengi ngokushesha. Ngakho-ke ezimpahleni eziningi zabathengi, ukuklanywa kokupakishwa kuyithuluzi lokuthengisa elisebenza kahle kakhulu nelingabizi kakhulu, okwandisa intshisekelo yamakhasimende kumkhiqizo futhi kunqobe abalandeli abathembekile bemikhiqizo encintisanayo. Lapho imikhiqizo ifana kakhulu, izinqumo zabathengi zivame ukuncika ezimpendulweni zemizwa. Ukupakishwa kuyindlela ehlukile yokuveza ukuma: ngenkathi kuvezwa izimfanelo zomkhiqizo nezinzuzo, kuveza nencazelo kanye nendaba yomkhiqizo emele wona. Njengenkampani yokupakishwa nokunyathelisa, into ebaluleke kakhulu ukusiza amakhasimende ukuxoxa indaba yomkhiqizo omuhle ngokupakishwa komkhiqizo okuhle okuhlangabezana nethoni yomkhiqizo.
Isikhathi samanje sedijithali siyinkathi yoshintsho olusheshayo. Ukuthengwa kwemikhiqizo ngabathengi kuyashintsha, izindlela zokuthenga zabathengi ziyashintsha, nezindawo zokuthenga zabathengi ziyashintsha. Imikhiqizo, ukupakisha, kanye nezinsizakalo konke kuyashintsha ngokwezidingo zabathengi. "Abathengi bangabantu Umqondo "womphathi" usagxile kakhulu ezinhliziyweni zabantu. Isidingo sabathengi sishintsha ngokushesha nangokuhlukahluka. Lokhu akugcini nje ngokubeka phambili izidingo eziphakeme zemikhiqizo, kodwa futhi kubeka phambili izidingo eziphakeme zezinkampani zokupakisha nokuphrinta. Izinkampani zokupakisha kumele zivumelane nemakethe eshintshayo. Ukwehlukahluka, izinqolobane ezinhle zobuchwepheshe, kanye nokuncintisana okwengeziwe, imodi yokucabanga kumele ishintshwe, kusukela "ekwenzeni ukupakisha" kuya "ekwenzeni imikhiqizo", hhayi nje kuphela ukuze ikwazi ukuphendula ngokushesha lapho amakhasimende ebeka phambili izidingo, futhi iphakamise izixazululo zokuncintisana Izixazululo ezintsha. Futhi idinga ukuya phambili, iqondise amakhasimende, futhi ikhuthaze njalo izixazululo ezintsha.
Isidingo sabathengi sinquma ukuthambekela kokuthuthukiswa kokupakisha, sinquma indlela yokuqamba izinto ezintsha yebhizinisi, futhi silungiselela izindawo zokugcina zobuchwepheshe, sihlela imihlangano yokukhetha izinto ezintsha njalo ngaphakathi, sihlela imihlangano yokushintshana ngezinto ezintsha njalo ngaphandle, futhi simema amakhasimende ukuthi ahlanganyele ekushintshisaneni ngokwenza amasampula. Ukupakisha umkhiqizo nsuku zonke, kuhlanganiswe nobukhulu bomklamo womkhiqizo wamakhasimende, kusebenzisa ubuchwepheshe noma imiqondo emisha ekuthuthukiseni amaphrojekthi, kugcina isimo sokusungula izinto ezintsha ezincane, futhi kugcina ukuncintisana.
Okulandelayo ukuhlaziywa okulula kwezitayela zokupakisha:
1Isikhathi sanamuhla siyisikhathi sokubheka ukubaluleka kokubukeka. "Umnotho wenani" uqhumisa ukusetshenziswa okusha. Lapho abathengi bethenga imikhiqizo, badinga nokuthi ukupakisha kwabo kungabi nje kuphela okuhle nokuhle, kodwa futhi kube nokuhlangenwe nakho kokuzwa njengokuhogela nokuthinta, kodwa futhi bakwazi ukuxoxa izindaba nokufaka izinga lokushisa lomzwelo, kuzwakale;
2"Ngemva kweminyaka yama-90" kanye "nangemva kweminyaka yama-00" sekuyiqembu labathengi abayinhloko. Isizukulwane esisha sentsha sikholelwa ukuthi "ukuzithokozisa kuwubulungiswa" futhi sidinga ukupakishwa okuhlukile ukuze kuhlangatshezwane nezidingo "zokuzithokozisa";
3Ngokukhula komkhuba kazwelonke, ukuhlanganiswa kokubambisana kwe-IP okuwela imingcele kuvela ngendlela engapheli ukuze kuhlangatshezwane nezidingo zomphakathi zesizukulwane esisha;
4Ukupakishwa okusebenzisanayo okwenziwe ngokwezifiso kuthuthukisa ulwazi lwabathengi, hhayi nje ukuthenga, kodwa futhi nendlela yokuveza imizwa ngomuzwa wesiko;
5Ukupakisha kwedijithali nokuhlakaniphile, kusetshenziswa ubuchwepheshe bokubhala amakhodi ukuze kulwiwe nokukhwabanisa kanye nokulandelelwa, ukusebenzisana kwabathengi kanye nokuphathwa kwamalungu, noma ukusebenzisa ubuchwepheshe obumnyama be-acousto-optic ukukhuthaza izindawo ezidumile zomphakathi;
6Ukunciphisa ukupakisha, ukuphinde kusetshenziswe, kanye nokubola sekuyizidingo ezintsha zokuthuthukiswa kwemboni. Intuthuko esimeme ayisafaneleki nje kuphela, kodwa ibhekwa njengendlela edingekayo yokuheha abathengi nokugcina isabelo semakethe.
Ngaphezu kokunaka ngokukhethekile izidingo zabathengi, amakhasimende aphinde aqaphele kakhulu impendulo esheshayo kanye namakhono okuhlinzeka ngezinkampani zokupakisha. Abathengi bafuna imikhiqizo abayithandayo ishintshe ngokushesha njengolwazi lwezokuxhumana abalutholayo, ngakho abanikazi bemikhiqizo kudingeka banciphise umjikelezo wokuphila komkhiqizo kakhulu, ukuze kusheshiswe ukungena komkhiqizo emakethe, okudinga izinkampani zokupakisha ukuthi ziqhamuke nezixazululo zokupakisha ngesikhathi esifushane. Ukuhlolwa kwengozi, izinto ezisetshenziswayo, ukuhlolwa kuqediwe, bese kukhiqizwa ngobuningi, ukulethwa kwekhwalithi ephezulu ngesikhathi.
Isikhathi sokuthunyelwe: Jan-10-2023
