Xa uninzi lweenkampani zikhankanya ukuphuculwa kwebrendi, zihlala zithetha ngokupakishwa, indlela yokubonakalisa intsingiselo yebakala kunye nesiphelo esiphezulu seemveliso.Uphuculo lokupakisha lube yinxalenye ephambili yophuculo lohlobo.Iinkampani ezininzi zicinga malunga nendlela yokwenza ipakethe engcono, indlela yokwenza iimveliso zidume ngakumbi ngokupakishwa, kunye nendlela yokudala ukupakishwa kwemveliso eyohlukileyo kunye nedumileyo.Ngoku, makhe sicacise ngezi ngongoma zintathu zilandelayo.
- Zeziphi iimveliso ekufuneka zihlawule ngakumbi ukupakishwa
Ukuziqhelanisa kufumene ukuba, nokuba kukukhusela imveliso, ukuququzelela ukuthutha, okanye ukusebenzisa, zonke iimveliso ezifuna ukupakishwa ngezinto zomntu wesithathu kufuneka zihlawule ingqalelo.Ukongeza kwezi zinto zingentla, ishishini libandakanya iimpahla zabathengi abaninzi ezifana nezithambiso, iimveliso zokunakekelwa kwesikhumba, ukutya, iziselo, ubisi, i-soy sauce, iviniga, njl.Impembelelo yokupakishwa ekuthengisweni kweemveliso kwiishelufu ze-terminal (iishelufu ze-supermarket, iiplatifti ze-e-commerce) zibaluleke kakhulu.
- Ukupakishwa okudumileyo
Ukupakishwa okuhle kunye nokuthandwayo kunokuqala ukutsala ingqalelo yabathengi abanokubakho, okwesibini, kunokudlulisa indawo ekhethekileyo yokuthengisa uphawu, kwaye okwesithathu, inqanaba lolwazi lwe-brand licacile, kwaye linokuchaza ngokukhawuleza ukuba i-brand yenza ntoni kwaye inakho.yintoni umahluko.
Kwiinkampani ezininzi zeempahla zabathengi, ukupakishwa yeyona nto ibalulekileyo kunye neyona nto ibalulekileyo yokuchukumisa abathengi.Ukupakishwa sisixhobo sokuthengisa kwi-brand, ikwabonakalisa umgangatho we-brand, kwaye ikwayi "self-media" ekufuneka amashishini anikele ingqalelo kuyo.
Uninzi lwabathengi abayazi nyani imveliso, efana nokwakheka kunye nemvelaphi yeCoca-Cola, kwaye uninzi lwabathengi bayayazi imveliso ngokupakishwa kwayo.Enyanisweni, ukupakishwa kuye kwaba yinxalenye ebalulekileyo yemveliso.
Xa ishishini lipakisha, alinakuvele lijonge ukupakishwa ngokwalo lilodwa, kodwa kwelinye icala, kufuneka licinge malunga nendlela yokubonisa ulwazi lwesicwangciso sophawu ngokwembono yesicwangciso;kwelinye icala, indlela yokuseka inkqubo yokusebenza yeqhinga elidibeneyo ngokupakishwa kunye nezinye iintshukumo zeshishini.Ngamanye amazwi: Ukwenza ukupakisha kufuneka kusekwe kwi-brand strategic positioning, kwaye kunokwenzeka ukuphucula isakhono sokuthengisa esisebenzayo seemveliso.
- Ntlanu amanyathelo okudala ukupakishwa okudumileyo
3.1Ukuseka ukucinga kwehlabathi kuyilo
Ukupakishwa kubonakala kulula, kodwa enyanisweni, kwelinye icala, kuhambelana ngokusondeleyo nesicwangciso sophawu, ukubeka uphawu, ukubekwa kwemveliso, isicwangciso sokuthengisa, isicwangciso setshaneli kunye nesicwangciso sokuthengisa, kwaye sisitshixo ekuphunyezweni kwesicwangciso sophawu;kwelinye icala, ukupakishwa kubandakanya uyilo loyilo, imveliso kunye neteknoloji yokuvelisa.Inkqubo yokusebenza inzima kakhulu.
Nje ukuba ukucinga ngokubanzi kumiselwe, ukuqala kumdla jikelele weprojekthi, jonga ingxaki ngokwembono yehlabathi, cinga kwaye ufumane ingqiqo kwiimfuno zabathengi kunye neemfuno zabathengi, hlalutya kwaye ulinganise ubudlelwane phakathi komnye nomnye, bamba undoqo womthengi. ingxaki, uze ucinge ngesicombululo sengxaki.Ngokwembono yesicwangciso soshishino ngokubanzi kunye nesicwangciso sophawu, kufuneka sicinge malunga nendlela yokunceda amashishini ukuba anyuse ixabiso lokwahlulwa kohlobo olusekwe kwisicwangciso sophawu, isicwangciso setshaneli kunye nokusingqongileyo kokhuphiswano lwesiphelo.
Ngokubhekiselele ekuphunyezweni kwesicwangciso esithile, ukucinga kwehlabathi kunokunceda ukubamba isitshixo ukusuka kwindawo yonke ukuya kwindawo, ukusuka kwingcamango yeqhinga ukuya ekuphunyezweni kokuyila, kwaye ugweme ukubanjwa kwiinkcukacha zendawo.
3.2Yakha iShelf yokucinga yoYilo
Undoqo wokucinga kweshelufu kukucinga ngendawo ethile yokuthengisa yemveliso.Le shelf inokuba yishelufu yevenkile enkulu, ishelufu yevenkile eluncedo, okanye iphepha leziphumo zokukhangela kwiqonga le-e-commerce.Ukucinga ngokupakisha ngaphandle kweeshelufu kufana nokusebenza emva kweengcango ezivaliweyo kwaye ngaphandle kwenyani.Ukucinga kwi-Shelf kukucinga malunga nendlela yokucwangcisa umxholo we-brand kunye nendlela yokuyila ulwazi lwe-brand kwiimeko ezithile zokuthengisa.
Ukuziqhelanisa kufumanise ukuba kukho amanqaku amathathu aphambili ekucingeni kweshelufu:
Eyokuqala kukuqonda imeko yokusetyenziswa kwe-terminal ethile, inkqubo yokuthenga abathengi, ukupakishwa kweemveliso eziphambili ezikhuphisanayo, kunye nokuhlalutya iimpawu zokuziphatha komthengi.
Okwesibini kukubona ngeso lengqondo ingxaki, ukulungelelanisa ngokucwangcisiweyo yonke imigangatho, izinto zesigqibo, iingcamango ezicwangcisiweyo kunye neengcamango kwinkqubo yokuyila, ukuhlalutya ikhonkco ngalinye lokuyila ngokusebenzisa izixhobo zokubonisa, kwaye ufumanise ukuba zeziphi iingongoma ezifuna ukukhuliswa kwaye zigxininiswe.
Okwesithathu kukulinganisa indawo yokuthengisa.Ngokufanisa iishelufu zangempela kunye nokubonisa iimveliso eziphambili ezikhuphisanayo, uhlalutye ukuba yeyiphi ingcaciso engagxininisi kumbono wabathengi.Ngokulinganisa iishelufu zangempela, kunokwenzeka ukuvavanya ukuba ulwazi oluphambili lwe-brand lunokuchongwa ngokufanelekileyo kwaye lukhunjulwe ngabathengi abanakho.
3.3Misela ukucinga okumacala amathathu kuyilo
Undoqo wokucinga macala-ntathu kukuyila ukupakishwa ngokucinga ngee-engile ezininzi kwaye ubonise iimpawu zokupakisha.Uninzi lokupakishwa kwemveliso esichukumisayo kunamacala amaninzi ukuhambisa ulwazi, kubandakanya indawo yokupakisha, ngaphambili, ngasemva okanye emacaleni, kunye nomphezulu kunye neekona.Ubume, uchuku lwemathiriyeli, kunye nemizobo ebonwayo yepakethe ngokwayo zonke zizinto eziphambili ezenza ixabiso elahluliweyo lophawu.
3.4Phanda ngokupheleleyo kwaye uqonde imarike
Ukupakishwa akufuneki kuqalwe nje e-ofisini, kodwa ukujonga nokucinga malunga ne-brand, imveliso, itshaneli kunye nobudlelwane bomthengi kwimarike yomgca wokuqala, kwaye uqonde ukuba i-brand kufuneka ibe phi kunye nendlela enokuba nefuthe ngayo kubathengi abanakho.Ngaphandle kophando, akukho lungelo lokuthetha, elikwafanelekile ukupakishwa kwemveliso.Nayiphi na iphakheji ayikho ngokuzimeleyo, kodwa ibonakala kwi-shelf efanayo neemveliso ezininzi.Indlela yokufumana izinto ezihlukeneyo ezinokugqanyiswa kwi-brand iye yaba ngundoqo kuyilo lokupakisha.I-Somewang iya kwimarike yomgca wokuqala kuphando olunzulu ngaphambi kokuyila imveliso nganye kubathengi.
Ngaphambi kokuqala uyilo oluthile, zonke iingcali kunye nabayili beprojekthi kufuneka baye emarikeni ukuze baqonde indawo yokwenene yokhuphiswano lwetheminali.
Ukuba umyili akayi kumgca ongaphambili wemarike, kulula ukuwela kumava oyilo lobuqu oludlulileyo.Kuphela ngophando lomgca wokuqala kunye nokufumanisa okunokuthi kwenzeke ukwenza ukupakishwa okwahlukileyo kunye nokudumileyo.
3.5Ukumisela uluhlu lomyalezo webhrendi
Okukhona kucace inqanaba lolwazi kunye namandla engqiqo, kokukhona kunokunceda abathengi abanokubakho ukuba baqonde ngokukhawuleza ulwazi lwebhrendi kwaye bavumele abathengi bakhumbule ulwazi oluphambili lophawu ngokujonga nje krwada.Nakuphi na ukupakishwa kwemveliso kunale miba ilandelayo, kubandakanywa nombala webhrendi oyintloko, uphawu lophawu, igama lemveliso, igama lodidi, indawo yokuthengisa engundoqo, imifanekiso yemveliso, njl.
Ulwazi lokupakisha imveliso lwahlulwe ngokwamacandelo amathathu.Uluhlu lokuqala lolwazi: igama lemveliso, ulwazi lwecandelo lemveliso, ulwazi lomsebenzi, umxholo wokucacisa;umaleko wesibini wolwazi: ulwazi lwebhrendi, kubandakanywa ixabiso elingundoqo lophawu, isatifikethi sokuthenjwa sophawu, njl.njl.;umaleko wesithathu wolwazi: ulwazi olusisiseko lweshishini, uluhlu lwezithako, imiyalelo yokusetyenziswa.
Kukho ii-cores ezimbini, enye ingumxholo wonxibelelwano oluphambili, kubandakanya ixabiso eliphambili lophawu, amanqaku okuthengisa umahluko wemveliso, kunye nesatifikethi sokuthembela esiphambili sophawu, kwaye enye ngundoqo wonxibelelwano olubonakalayo, indlela yokulungela ngakumbi uphawu ngokuyila.
Isicwangciso sobuchule sokupakisha asikokubonisa nje imibala kunye nesiqwenga sekopi, kodwa kukucinga ngendlela yokuphucula ukukhuphisana kweemveliso kwi-terminal ngoyilo lokupakisha.Kubandakanya ithoni yokubonwayo iyonke yokupakishwa, izinto ezibonakalayo eziphambili, izinto ezincedisayo ezibonakalayo ezifana nomqolo, ubukhulu beprayimari kunye nesekondari, ukuvakalelwa kwefonti, njl., ukupakishwa kwezinto eziphathekayo, ubukhulu, njl.
Ngokusekwe kwibhrendi, udidi, ixabiso lebhrendi elingundoqo, isatifikethi sokuthenjwa sophawu, igama lemveliso, umbala ophambili webhrendi, cwangcisa ulwazi olungundoqo olungundoqo.
Shwankathela
Kwiinkampani ezininzi, ukuphuculwa kokupakisha yeyona nto isisiseko kunye nophuculo oluqhelekileyo, kodwa iinkampani ezininzi ziphucula kuphela kwindawo enye, ukuyenza ibentle ngakumbi kwaye ikumgangatho ophezulu.Ukuze udale ukupakishwa okulungileyo okunokwamkelwa, kufuneka uqale ulandele amanyathelo abalulekileyo akhankanywe ngasentla.Kuphela ngokucinga malunga nendlela yokwenza ukupakisha isasazeke eyona nto inqabileyo yexabiso le-brand kwimbono yenkqubo kunye nokuphakama kwesicwangciso sinokuthi siphucule amandla okuthengisa imveliso kwi-terminal.
I-Somewang ijolise ekuboneleleni abathengi ngeenkonzo zokuvelisa i-cosmetic zokupakisha.
I-Somewang yenza ukupakishwa kube lula!
Ulwazi oluninzi ngemveliso kwiinquiry@somewang.com
Ixesha lokuposa: Aug-18-2022