Muzhizha ra1992, chimwe chinhu chinokatyamadza nyika chakaitika muPhilippines. Kwakanga kune mhirizhonga munyika yose, uye chikonzero chemhirizhonga iyi chaizvoizvo nekuda kwePepsi bottle cap. Izvi zvinongoshamisa. Chii chiri kuitika? Ko bhodhoro diki reCoke rine dhiri rakakura sei?
Pano tinofanira kutaura nezveimwe mhando huru - Coca-Cola. Icho chimwe chezvinwiwa zvakakurumbira munyika uye inotungamira mhando mumunda weCoke. Kare muna 1886, mhando iyi yakavambwa muAtlanta, USA uye ine nhoroondo refu kwazvo. . Kubva payakazvarwa, Coca-Cola yanga yakanaka kwazvo pakushambadzira nekushambadzira. Pakupera kwezana remakore rechi19 uye kutanga kwezana remakore rechi20, Coca-Cola yakagamuchira nzira dzinopfuura 30 dzokushambadza gore negore. Muna 1913, nhamba yezvinhu zvokushambadzira zvakaziviswa neCoca-Cola yakasvika mamiriyoni 100. Imwe, zvinoshamisa. Imhaka yekuti Coca-Cola yaita nhamburiko huru kushambadza uye kushambadzira zvekuti inotoda kutonga musika weAmerica.
Mukana wekuti Coca-Cola ipinde mumusika wepasi rose yaive Hondo Yenyika II. Kwose kwaienda mauto eUnited States, Coca-Cola yaiendako. Murwi anogona kuwana bhodhoro reCoca-Cola nemasendi mashanu. Saka muHondo Yenyika II, Coca-Cola uye Nyeredzi uye Stripes zvaive zvakangofanana. Gare gare, Coca-Cola yakanyatsovaka zvidyarwa zvemabhodhoro mumabhesi makuru emauto eUS kutenderera pasirese. Iyi nhevedzano yezviito yakaita kuti Coca-Cola ikurumidze kusimudzira kwayo musika wepasi rose, uye Coca-Cola yakakurumidza kutora musika weAsia.
Imwe mhando huru yeCoca-Cola, Pepsi-Cola, yakavambwa kare kare, makore gumi nemaviri chete gare gare kupfuura Coca-Cola, asi inogona kunzi "haina kuberekwa panguva yakakodzera". Coca-Cola yanga yatove chinwiwa chenyika panguva iyoyo, uye gare gare musika wepasi rose waive wangove wakasarudzika neCoca-Cola, uye Pepsi agara akashongedzwa.
Yakanga isiri kusvika kuma1980 nema1990 apo PepsiCo yakapinda mumusika weAsia, saka PepsiCo yakafunga kupaza musika weAsia kutanga, uye yakatanga kutarisa kuPhilippine. Senyika inopisa ine mamiriro ekunze anopisa, zvinwiwa zvekabhoni zvakakurumbira pano. Kugamuchirwa, musika wechi12 mukuru wechinwiwa munyika. Coca-Cola yaivewo yakakurumbira muPhilippine panguva ino, uye yave kuda kuumba mamiriro ekutonga. Pepsi-Cola akaita nhamburiko dzakawanda kuti aparadze mamiriro ezvinhu aya, uye ari kunetseka zvikuru.
Pepsi paakanga arasika, maneja wekutengesa anonzi Pedro Vergara akauya nezano rakanaka rekushambadzira, iro rekuvhura chivharo uye kuwana mubairo. Ndinotenda kuti munhu wese anonyatsoziva izvi. Iyi nzira yekushambadzira yakashandiswa muzvinwiwa zvakawanda kubva ipapo. Inonyanya kuzivikanwa ndeye "imwezve bhodhoro". Asi izvo Pepsi-Cola yakasaswa muPhilippine panguva ino yakanga isiri ye "imwezve bhodhoro", asi mari yakananga, inozivikanwa se "Millionaire Project". Pepsi ichadhinda nhamba dzakasiyana pamabhodhoro evhavha. VePhilippines vanotenga Pepsi nenhamba dziri pachivharo chebhodhoro vachawana mukana wekuwana 100 pesos (madhora mana eUS, anenge RMB 27) kusvika pamiriyoni imwe pesos (inenge zviuru makumi mana zvemadhora ekuUS). RMB 270,000) mibairo yemari yemhando dzakasiyana.
Huwandu hwepamusoro hwemiriyoni imwe chete yepesos ingori mumabhodhoro maviri, ayo akanyorwa nenhamba "349". Pepsi yakaisawo mari mumushandirapamwe wekushambadzira, ichishandisa madhora mazana maviri emamiriyoni. Ndeipi yaive pfungwa ye1 miriyoni pesos muPhilippines varombo muma1990s? Muhoro wemunhuwo zvake wekuPhilippines ungangoita 10 000 pesos pagore, uye miriyoni yemapeso inokwana kuita kuti munhuwo zvake ave mupfumi zvishoma.
Saka chiitiko chePepsi chakaita kuti nyika yose iwedzere muPhilippines, uye vanhu vose vakanga vachitenga Pepsi-Cola. Philippines yakanga ine vanhu vanopfuura mamiriyoni makumi matanhatu panguva iyoyo, uye vanhu vanenge mamiriyoni 40 vakapinda mukumhanya kunotenga. Mugove wemusika wePepsi wakakwira kwechinguva. Mwedzi miviri pashure pokunge chiitiko chacho chatanga, mimwe mibayiro miduku yakatorwa mumwe pashure pomumwe, uye mubairo mukuru wokupedzisira bedzi wakanga wasara. Pakupedzisira, nhamba yemubairo wepamusoro yakaziviswa, “349″! Mazana ezviuru zvevaPhilippines akanga achivira. Vakapembera vakasvetuka vachifunga kuti vaive vapinzwa muraramo wavo,vaive voda kushandura hove dzine munyu kuita mupfumi.
Vakamhanyira kuPepsiCo nemufaro kunodzikinura mubairo, uye vashandi vePepsiCo vakapererwa. Hakufaniri kungova nevanhu vaviri here? Pangave nevanhu vakawanda sei, vakatutirana, vari mumapoka, asi vachitarisa nhamba iri pavharo remabhodhoro riri mumaoko avo, zvechokwadi “349″, chii chiri kuitika? Musoro wePepsiCo wakapotsa wadonha pasi. Zvakazoitika kuti kambani yakakanganisa pakudhinda nhamba pamabhodhoro evhavha kuburikidza nekombuta. Nhamba "349" yakadhindwa muhuwandu, uye mazana ezviuru zvemabhodhoro akazadzwa nenhamba iyi, saka kune mazana ezviuru zvePhilippines. Murume rovai number iyi.
Chii chatingaita iye zvino? Hazvibviri kupa miriyoni imwe pesos kumazana ezviuru zvevanhu. Zvinofungidzirwa kuti kutengesa kambani yese yePepsiCo hakuna kukwana, saka PepsiCo yakakurumidza kuzivisa kuti nhamba iyi yaive isiriyo. Muchokwadi, iyo chaiyo jackpot nhamba ndeye "134", mazana ezviuru zvevaPhilippines Vachingonyura muchiroto chekuva mamirioni, uye iwe unongoerekana wamuudza kuti nekuda kwekukanganisa kwako, murombo zvakare, maPhilippines angazvigamuchira sei? Saka vaPhilippines vakatanga kupikisa vari pamwe chete. Vakafora mumigwagwa vaine mireza, vachipomera PepsiCo ine gudzanzwi mhosva yekusachengeta zvayaitaura, uye kurova vashandi nevarindi pamusuwo wePepsiCo, zvichikonzera mhirizhonga kwechinguva.
Ichiona kuti zvinhu zvaitowedzera kuipa, uye mukurumbira wekambani wakakuvadzwa zvakanyanya, PepsiCo yakafunga kushandisa madhora 8.7 miriyoni (inenge 480 miriyoni pesos) kuti igovane zvakaenzana pakati pemazana ezviuru zvevakundi, avo vaingokwanisa kuwana 1,000 pesos imwe neimwe. Kutenderera, kubva pamiriyoni imwe pesos kusvika chiuru pesos, maPhilippines aya achiri kuratidza kusagutsikana kwakasimba uye vakaramba vachiratidzira. Mhirizhonga panguva ino iri kuwedzerawo, uye Philippines inyika ine kuchengetedzwa kwakashata uye haigone kubatsira pfuti, uye mbavha dzakawanda dzine vavariro dzekunze dzakabatanidzwawo, saka chiitiko chose chakatendeuka kubva pakuratidzira uye kukakavara kwemuviri kuenda kupfuti uye kurwisa mabhomba. . . Mazana ezvitima zvePepsi akarohwa nemabhomba, vashandi vakati wandei vePepsi vakaurayiwa nemabhomba, uye kunyange vanhu vazhinji vasina mhosva vakaurayiwa mumhirizhonga iyi.
Pasi pemamiriro ezvinhu aya asingadzoreki, PepsiCo yakabuda kubva kuPhilippine, uye vanhu vePhilippines vakanga vachiri kusagutsikana ne "kumhanya" maitiro ePepsiCo. Vakatanga kurwisa nyaya dzepasi rose, uye vakatanga mubatanidzwa wakakosha we "349" wekugadzirisa kusawirirana kwenyika dzese. nyaya yekukwidzwa.
Asi Philippines inyika ine urombo uye isina simba mushure mezvose. PepsiCo, semucherechedzo wekuAmerica, inofanirwa kuchengetedzwa neUnited States, saka mhedzisiro ndeyekuti kunyangwe kangani vanhu vekuPhilippines vakwidza, vanokundikana. Kunyange Dare Repamusorosoro muPhilippine rakatonga kuti Pepsi akanga asina chisungo chekudzikinura bhonasi, uye akati haichazobvumi nyaya yacho mune ramangwana.
Panguva ino, zvinhu zvose zvinenge zvapera. Kunyange zvazvo PepsiCo isina kubhadhara chero mubhadharo munyaya iyi, inoratidzika kunge yakakunda, asi PepsiCo inogona kunzi yakundikana zvachose muPhilippine. Mushure meizvi, pasinei nokuti Pepsi akaedza sei, haigoni kuzarura misika yePhilippine. Ikambani yechitsotsi.
Nguva yekutumira: Aug-26-2022