Kungani Izinguquko Ezincane Ekukhushulweni Kwezentengiso Ze-CPG Zingaholela Emiphumeleni Emikhulu

Impahla yabathengi

Umkhakha Wezimpahla Zabathengi uyisikhala lapho ukutshalwa kwezimali okukhulu nokungazinzi okuphezulu kuvame ukuletha ushintsho olukhulu egameni lokusebenza nokusebenza kahle. Izinkampani ezinkulu ezifana no-Unilever, Coca-Cola, kanye noNestle zisanda kumemezela ukuhlelwa kabusha nokuhlelwa kabusha kwamasu okukhuthaza ukukhula nokonga izindleko, kuyilapho abakhiqizi bezimpahla zabathengi abancane bedunyiswa njengabantu abashesha ukusebenza, abenza ama-crasher amaqembu amasha athola impumelelo enkulu nokunakwa kokutholwa. Ngenxa yalokhu, ukutshalwa kwezimali kumasu okuphathwa kwemali engenayo angaba nomthelela ekukhuleni kwe-line-line kubekwa eqhulwini kalula.

Akukho lapho kuhlolisiswa khona okukhulu kunakwentengiso yezentengiselwano lapho izinkampani zezimpahla zabathengi zitshala imali engaphezu kwamaphesenti angama-20 yemali yazo kuphela ukubona ngaphezu kwamaphesenti angama-59 ezinyuso zingasebenzi ngokungasho kukaNielsen. Ngaphezu kwalokho, i- Isikhungo Sokukhuthaza ukulinganisa:

Ukwaneliseka mayelana nekhono lokuphatha ukukhushulwa kwezohwebo nokwenza ezitolo kwehlile futhi manje kumi ku-14% no-19%, ngokulandelana 2016-17 TPx kanye neRetail Execution Report.

Ngale miphumela ethusayo, umuntu angasola ukuthi ukumaketha kwezebhizinisi kungenzeka kube noguquko olulandelayo ezinkampanini ze-CPG, kepha iqiniso ukuthi ukuthuthukisa ukusebenza kwezokuhweba akumele kudinge inqubo ebabazekayo, abantu kanye nokulungiswa komkhiqizo okudingwa ezinye izindlela zokwenza izindleko. Esikhundleni salokho, indlela yokuthuthukisa ukukhuthazwa kwezohwebo ivulwe ngezinguquko ezincane ezingaba nomthelela omkhulu futhi ozinzile.

Zibophezele Ekungcono

Ezweni lapho izinkampani zitshala izimali eziyizigidi zamaRandi kumaphromoshini angasebenzi, ngisho nokuthuthuka okuncane kwamaphesenti kuzokwengeza kakhulu ekugcineni. Ngeshwa, izinhlangano eziningi zibhale ukukhushulwa kokuhweba njengendawo yezindleko ezidingekayo esikhundleni sokuzibuza umbuzo owodwa olula -

Kuthiwani uma ngenza ushintsho olulodwa kwisikhangiso esisodwa kumthengisi oyedwa?

Ngosizo lwesisombululo esiphelele sokukhuthaza ukuhweba, impendulo isekude ngama-KPI wokuqagela angenakulinganiswa afaka inzuzo, ivolumu, imali engenayo kanye ne-ROI yomkhiqizi nomthengisi. Isibonelo, uma umkhiqizo A ubusebenza ekukhushulweni okungu-2 ngo- $ 5, kungaba yini umthelela uma lokhu kukhushulwa kuqhutshwa ngo- 2 ngo- $ 6? Amandla wokusebenzisa ukubikezela analytics ukwakha umtapo wolwazi walezi zimo ze- “kuthiwani-ke” ezinemiphumela enqunyiwe kususa ukuqagela kokuhlelela ukukhushulwa futhi esikhundleni salokho kusetshenziswe ekuqondeni kwamasu ukubala umphumela ONGCONO.

Ungathathi “Angazi” ukuthola Impendulo

Ingabe lokhu kukhushulwa kuqhubekile? Ingabe lokhu kukhushulwa kuphumelele? Ngabe lolu hlelo lwamakhasimende luzohlangabezana nesabelomali?

Le yimibuzo embalwa nje izinkampani zezimpahla zabathengi ezilwela ukuthola izimpendulo zayo ngenxa yemininingwane engaphelele, enganembile noma engaqondakali. Kodwa-ke, okufika ngesikhathi nangokwethenjelwa ngemuva komcimbi analytics ayitshe legumbi lokuthatha izinqumo eliqhutshwa yidatha eliqondisa isu lokukhuthaza ukuhweba.

Ukufeza lokhu, izinhlangano kufanele zisuse amaspredishithi ezandla anamaphutha njenge- ithuluzi yokuhlanganisa nokuhlaziya idatha. Esikhundleni salokho, izinhlangano zidinga ukubheka isisombululo sokwenza ngcono ukuhweba esinikezela isikhungo sezobunhloli esihlinzeka ngohlobo olulodwa lweqiniso uma kukhulunywa ngokubona nokubala i-ROI yokukhuthaza ukuhweba. Ngalokhu, izinkampani zizophinda zinake ukunakwa kwazo okuchithiwe zifuna imininingwane ukuze zihlaziye ukusebenza nokusebenza kwamathrendi ukwenza ngcono imiphumela. I-adage, ongeke ukwazi ukuyilungisa ongayiboni, ayilona iqiniso kuphela uma kukhulunywa ngamaphromoshini ezentengiselwano, kodwa futhi iyabiza.

Khumbula, Kungokomuntu

Esinye sezithiyo ezinkulu ekuthuthukiseni ukuthengisa ukumelana nokulwa ne- sihlale sikwenza ngale ndlela ukucabanga. Ngisho noshintsho oluncane kakhulu kuzinqubo egameni lokwenza ngcono lunamandla okuba nzima futhi luze lusongele lapho lungahambelani kahle nezinhloso zombutho nezomuntu siqu. Kuhlelo Umhlahlandlela Wezimakethe Wokuphathwa Kwezokuhwebelana kanye Nokusebenziseka Kwemboni Yezimpahla Zabathengi, Abahlaziyi bakaGartner u-Ellen Eichorn noStephen E. Smith batusa ukuthi:

Zilungiselele ukuphathwa koshintsho oludinga umzamo obalulekile. Khuthaza izindlela zokuziphatha ofuna ukuzenza ngokusayinisa kabusha izisusa nezinqubo, ezingaba yingxenye enkulu yokusebenzisa kwakho.

Ngakolunye uhlangothi, kungabonakala njengokuphikisana nokuphakamisa ukuthi ukusebenzisa isixazululo sokwenza ngcono ukukhuthazwa kwezohwebo ushintsho oluncane. Kodwa-ke, ngokungafani nolunye utshalomali lobuchwepheshe, ukusebenzisa nokubona izinzuzo ezivela ku- Ukuthuthukiswa Kwezokuhweba Isixazululo se- (TPO) kufanele senzeke kungakapheli amasonto ayi-8-12. Ngaphezu kwalokho, ngokwemvelo, isixazululo se-TPO sibaluleke kakhulu njengoba ikhono lenhlangano lokuthinta ngokulinganayo nangokuqhubekayo umugqa waphansi ngaleyo ndlela lisuse utshalomali kaningi.

Umehluko wangempela uma kukhulunywa ngokuthuthukisa ukukhushulwa kwezokuhweba, okukuhlukanisa nezinye izinhlelo zebhizinisi, ukuthi akukhona ukuletha okuthile okusha, kepha kungukutshala imali kangcono. Ukukhushulwa okungcono, imikhuba engcono, imiphumela engcono.

UCABANGANI?

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