Kutheni iinguqu ezincinci kwi-CPG yokuThengisa ukuThengisa kunokuKhokelela kwiziphumo eziKhulu

Impahla zomthengi

Icandelo leMpahla yabaThengi yindawo apho utyalo-mali olukhulu kunye nokuguquguquka okuphezulu kuhlala kukhokelela kutshintsho olukhulu egameni lokusebenza kunye nenzuzo. Amashishini amakhulu anje nge Unilever, Coca-Cola, kunye no Nestle kutshanje babhengeze uhlengahlengiso kwaye baphinde bacwangcise kwakhona ukukhuthaza ukukhula kunye neendleko zokonga, ngelixa abenzi beempahla ezincinci zabathengi benconywa njengabadala, abahlaziyi beqela abenza impumelelo kunye nokufumana ingqalelo. Ngenxa yoko, utyalomali kwizicwangciso zolawulo lwengeniso ezinokuba nefuthe ekukhuleni komgangatho osezantsi lubekwa phambili ngokukhawuleza.

Akukho ndawo apho kuhlolisiswa okukhulu kunakwentengiso yorhwebo apho iinkampani zeempahla zabathengi zityala ngaphezulu kweepesenti ezingama-20 zengeniso yazo kuphela ukubona ngaphezulu kweepesenti ezingama-59 zonyuselo zingasebenzi ngokukaNielsen. Ngapha koko, i Ukukhuthaza iZiko lokuSebenza uqikelelo:

Ukoneliseka malunga nokukwazi ukulawula ukunyuswa kwezorhwebo kunye nokwenza kwintengiso kwehlile kwaye ngoku kumi kwi-14% kunye ne-19%, ngokwahlukeneyo 2016-17 TPx kunye neNgxelo yoPhumezo lweRetail.

Ngenxa yezi ziphumo zothusayo, umntu unokurhanela ukuba urhwebo lwentengiso lusengozini yotshintsho olulandelayo kwiinkampani ze-CPG, kodwa inyani kukuba ukuphuculwa kwentsebenzo yokukhuthaza urhwebo akufuneki kufuna inkqubo enkulu, abantu kunye nokuhlaziywa kwemveliso okufunwa ngamanye amanyathelo okuphucula iindleko. Endaweni yokuba indlela yorhwebo yokunyusa umgangatho yenziwe ngeenguqu ezincinci ezinokuba nefuthe elibalulekileyo kunye nozinzo.

Zibophelele ekuBhetele

Kwilizwe apho iinkampani zityala izigidi zeedola kwintengiso engasebenziyo, nokuba kukuphuculwa kwepesenti encinci kuya kongeza ngokubonakalayo. Ngelishwa, imibutho emininzi ibhale ukukhushulwa kurhwebo njengendawo yeendleko eziyimfuneko endaweni yokuzibuza umbuzo omnye olula-

Kuthekani ukuba ndenze utshintsho olunye kwintengiso enye kumthengisi omnye?

Ngoncedo lwesisombululo esibanzi sokwenyusa urhwebo, impendulo kukuhamba kwemizuzu ngee-KPI ezinokuqikelelwa kubandakanya inzuzo, ivolumu, ingeniso kunye ne-ROI yomenzi kunye nomthengisi. Umzekelo, ukuba imveliso A ibisebenza kukonyuselwa kwi-2 yeedola ezintlanu, ingaba yintoni ifuthe ukuba le ntengiso iqhutywa nge-5 ngeedola ezi-2? Ukukwazi ukusebenzisa ingqikelelo kubahlalutyi ukwenza ilayibrari yezi meko "ukuba-kunjani" ezineziphumo eziqinisekisiweyo kususa uqikelelo lwasemva kokucwangciswa kwenyuselo kwaye endaweni yoko kugxilwe kubuchule bokuqonda ukubala iziphumo ezingcono.

Sukuyithatha “Andazi” ukufumana Impendulo

Ngaba le nyuselo iqhubekile? Ngaba oku kunyuselwa kube nempumelelo? Ngaba esi sicwangciso somthengi siza kudibana nohlahlo-lwabiwo mali?

Le yimibuzo nje embalwa iinkampani zeempahla zabathengi ezisokolayo ukufumana iimpendulo ngenxa yedatha engaphelelanga, engachanekanga okanye engaqondakaliyo. Nangona kunjalo, ngexesha elifanelekileyo kunye nethembekile emva komsitho kubahlalutyi lilitye lembombo ekuthathweni kwezigqibo eziqhutywa yidatha ekhokela isicwangciso esiliqili sokukhuthaza urhwebo.

Ukufezekisa oku, imibutho kufuneka isuse i-spreadsheets ezinamaphutha ezinto ezisetyenziswayo njenge- isixhobo yokuqulunqa kunye nokuhlalutya idatha. Endaweni yoko, imibutho kufuneka ijonge kwisisombululo sokwenyusa urhwebo esihambisa iziko lobukrelekrele elinika ingxelo enye yenyani xa kufikwa ekuboneni nasekubaleni i-ROI yokukhuthaza urhwebo. Ngale nto, iinkampani ziya kugxila ekuqwalaseleni kwabo ukuchitha ulwazi lokuhlalutya ukusebenza kunye neendlela zokuphucula iziphumo. I-adage, awukwazi ukulungisa into ongayiboniyo, ayisiyonyani kuphela xa kufikwa kunyuselo lorhwebo, kodwa kuyabiza.

Khumbula, yeyobuqu

Omnye weyona miqobo mikhulu kuphuculo lwentengiso kukulwa besisoloko siyenza ngale ndlela ingqondo. Nokuba ezona nguqu zincinci kwiinkqubo egameni lokuphucula zinokuba nzima kwaye zisoyikise xa zingangqinelani ngokucacileyo neenjongo zombutho kunye nezobuqu. Kwi Isikhokelo seNtengiso kuLawulo loKhuthazo loRhwebo kunye nokuSebenzisela iMveliso yeMpahla yabaThengi, Abahlalutyi bakaGartner uEllen Eichorn noStephen E. Smith bacebisa:

Zilungiselele kulawulo lotshintsho olufuna umzamo obalulekileyo. Khuthaza isimilo ofuna ukusenza ngokulungelelanisa inkuthazo kunye neenkqubo, ezinokuba lelona candelo likhulu ekuphumezeni kwakho.

Kwelinye icala, kunokubonakala ngathi kuyaphikisana nokucebisa ukuba ukuphumeza isisombululo sokwenza ngcono urhwebo lutshintsho oluncinci. Nangona kunjalo, ngokungafaniyo nolunye utyalo-mali lwetekhnoloji, ukumiliselwa nokubona izibonelelo ezivela kwifayile ye- UkuKhuthazwa koRhwebo (TPO) isisombululo kufuneka senziwe kwiiveki ezi-8 ukuya kwezi-12. Ngaphaya koko, ngendalo, isisombululo se-TPO sixabiseke kuphela njengombutho ukukwazi ukwenza umlinganiso kunye nokugcina ifuthe kumgca osisiseko osusa utyalo-mali amatyeli amaninzi.

Umahluko wokwenyani xa kufikwa ekuphuculeni ukukhushulwa kwezorhwebo, okwahlulahlula kwamanye amaphulo eenkampani, kukuba ayizisi ekuziseni into entsha, kodwa malunga nokutyala imali ngcono. Unyuselo olungcono, iinkqubo ezingcono, iziphumo ezingcono.

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