{"id":51446,"date":"2021-12-11T12:55:05","date_gmt":"2021-12-11T09:55:05","guid":{"rendered":"http:\/\/earnado.com\/tr\/?p=51446"},"modified":"2023-01-05T17:12:53","modified_gmt":"2023-01-05T14:12:53","slug":"pepsi-sovyet-pazarina-nasil-girdi-pazara-giris-stratejileri-ve-ilginc-markalasma-hamlesi","status":"publish","type":"post","link":"https:\/\/earnado.com\/tr\/pepsi-sovyet-pazarina-nasil-girdi-pazara-giris-stratejileri-ve-ilginc-markalasma-hamlesi\/","title":{"rendered":"Pepsi Sovyet Pazar\u0131na Nas\u0131l Girdi? Pazara Giri\u015f Stratejileri ve \u0130lgin\u00e7 Markala\u015fma Hamlesi"},"content":{"rendered":"

Pepsi d\u00fcnyan\u0131n neredeyse en \u00e7ok sat\u0131lan kola marka ve Coca Cola ile birlikte d\u00fcnyan\u0131n i\u00e7ecek pazar\u0131n\u0131 domine ediyor. Bu Amerikan markas\u0131 Sovyetler, Rusya\u2019y\u0131 nas\u0131l domine etti ve pazara giri\u015f yaparak nas\u0131l lider oldu bu i\u00e7eri\u011fimiz size bu hikayeyi anlataca\u011f\u0131m. Haz\u0131rsan\u0131z ba\u015flayal\u0131m!<\/span><\/p>\n

Pepsi’nin Sovyetlerde Markala\u015fma Hamlesi<\/h2>\n

Hikayemiz Stalin\u2019in \u00f6l\u00fcm\u00fc ile ba\u015fl\u0131yor, yerine ge\u00e7en Nikita Khruschev\u2019in vizyonu \u00f6nceki ba\u015fkanlardan tamamen farkl\u0131 ve Stalin\u2019in aksine halk\u0131 modernle\u015ftirmeyi ve n\u00fcfusu artt\u0131rmay\u0131 hedefliyor. \u00dclkeyi modernle\u015ftirmeyi d\u00fc\u015f\u00fcnen Nikita \u00e7ok b\u00fcy\u00fck bir fuar d\u00fczenliyor ve bu fuarda, televizyonlar, arabalar, yeni moda k\u0131yafetler ve Amerikan tarz\u0131 ev gere\u00e7leri sergileniyor. D\u00f6nemin en b\u00fcy\u00fck fuarlar\u0131ndan biri olan bu fuar 6 hafta s\u00fcr\u00fcyor ve 3 milyon Rus bu fuar\u0131 ziyaret ediyor. Bu fuarda 450 Amerikan \u015firketi kendini tan\u0131tma f\u0131rsat\u0131 buluyor. Bunlar\u0131n aras\u0131nda Kodak, IBM gibi hepimizin bildi\u011fi firmalar da var. Tahmin edebilece\u011finiz gibi Pepsi de bu fuarda yerini al\u0131yor. Hemen fuar a\u00e7\u0131l\u0131\u015f\u0131nda Pepsi\u2019nin uluslararas\u0131 y\u00f6neticisi Donal Kendall d\u00f6nemin Amerikan ba\u015fkan\u0131 Nixon\u2019dan basit bir istekte bulunuyor. Nixon\u2019dan fuar\u0131n a\u00e7\u0131l\u0131\u015f\u0131nda Sovyet lider Nikita\u2019ya Pepsi ikram etmesini istiyor. Nixon bu iste\u011fi yerine getiriyor ve Nikita a\u00e7\u0131l\u0131\u015fta Pepsi i\u00e7iyor ve deniyor. Nikita Pepsi\u2019yi \u00e7ok seviyor ama kokusunun ayakkab\u0131 kokusunu and\u0131rd\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. Tabi bu durum \u00fclkede inan\u0131lmaz bir PR etkisi yap\u0131yor ve Pepsi\u2019nin i\u015fini inan\u0131lmaz kolayla\u015ft\u0131r\u0131yor. Donald Kendall\u2019\u0131n kariyerinde de 4 y\u0131l sonra Pepsi\u2019nin CEO\u2019su olmas\u0131nda b\u00fcy\u00fck rol oynuyor.<\/span><\/p>\n

\"pepsisovyetlerbirligi\"<\/p>\n

\u0130lginizi \u00e7ekebilir: Marka ileti\u015fimi nas\u0131l yap\u0131lmal\u0131?<\/a><\/p>\n

Pepsi ile Sovyet Rusya’n\u0131n Ticari Takaslar\u0131<\/h3>\n

Pepsi bu hamlesinin ard\u0131ndan ortalama bir Sovyet vatanda\u015f\u0131 taraf\u0131ndan bile eri\u015filebilir olmaya \u00f6zen g\u00f6steriyor t\u00fcm Rusya\u2019ya yay\u0131lmak istiyor. Fakat Sovyetler yurt d\u0131\u015f\u0131ndan \u00fcr\u00fcn getirmede son derece kat\u0131 davran\u0131yorlar ve kur dengesini korumak istiyor. Bunun \u00fczerine Donald Kendall her Pepsi Co i\u00e7in bir Stolichnaya Vodka alaca\u011f\u0131n\u0131 s\u00f6yleyerek i\u015fi dengelemeye \u00e7al\u0131\u015f\u0131yor ve Amerika\u2019ya Rusya\u2019dan getirdi\u011fi Vodkalar\u0131 sat\u0131yor. B\u00f6ylelikle Pepsi Sovyet pazar\u0131nda var olan ilk kapitalist \u00fcr\u00fcn oluyor. 1980\u2019lerin ba\u015f\u0131nda y\u0131lda 1 milyon Pepsi t\u00fcketilir hale geliyor ve bunun kar\u015f\u0131l\u0131\u011f\u0131nda Amerika\u2019ya 1 milyon Vodka sat\u0131\u015f\u0131 ger\u00e7ekle\u015fiyor. Yani Ruslar para yerine \u00f6demeyi Vodka ile yap\u0131yorlar. Fakat problem ilerleyen y\u0131llarda \u00e7\u0131km\u0131\u015f. Pepsi t\u00fcketimi art\u0131nca yeterli Vodka bulunamamaya ba\u015flanm\u0131\u015f ve ba\u015fka bir yol d\u00fc\u015f\u00fcn\u00fclmesi gerekmi\u015f.<\/span><\/p>\n

\u0130\u015fte tam da bu noktada 1989 bahar\u0131nda ise inan\u0131lmaz bir haber geliyor. Rusya \u00f6demeyi donanma ile yapmak istiyor ve Pepsi Co kabul ediyor. Evet yanl\u0131\u015f duymad\u0131n\u0131z Pepsi Co \u00f6demeyi donanma ile al\u0131yor. Pepsi Co 17 denizalt\u0131 ve bir\u00e7ok donanma gemisi al\u0131yor. Bunun Bu hamleden sonra Pepsi Co d\u00fcnyan\u0131n en b\u00fcy\u00fck 7. donanmas\u0131na sahip oluyor. Amerikan savunma bakanl\u0131\u011f\u0131n\u0131n bu aksiyondan endi\u015felenmesi \u00fczerine ise Donald Kendall \u201cRusya\u2019y\u0131 sizden daha h\u0131zl\u0131 silahs\u0131zland\u0131raca\u011f\u0131m, endi\u015felenmeyin\u201d diyor. Tabii ki bu gemileri kullanmayarak \u0130sve\u00e7\u2019e hurda olarak bu donanmay\u0131 sat\u0131yor. Ge\u00e7en zaman i\u00e7inde 1 milyar dolarl\u0131k Pepsi kar\u015f\u0131l\u0131\u011f\u0131nda bu ara\u00e7lar Sovyetler ile takas ediliyor. Pepsi firmas\u0131 kola satma i\u00e7in donanmay\u0131 ve petrol tankerleri ile takas yap\u0131yor ve \u00f6deme al\u0131yor. Tabi bu medyada \u201cy\u00fczy\u0131l\u0131n anla\u015fmas\u0131\u201d olarak lanse ediliyor. Sovyetler \u00e7\u00f6kene kadar gayet iyi bir b\u00fcy\u00fcme yakalayan Pepsi, sovyetlerin \u00e7\u00f6k\u00fc\u015f\u00fc ile de d\u00fc\u015f\u00fc\u015fe ge\u00e7iyor ve 15 farkl\u0131 \u00fclkeye ayr\u0131lan Sovyetlerin par\u00e7alar\u0131nda b\u00fcy\u00fcmeye \u00e7al\u0131\u015f\u0131yor. Ukrayna\u2019da tersane ve Belarus\u2019ta bir \u015fi\u015feleme tesisi olu\u015fturuyor ve bu \u00fclkelerde faaliyet g\u00f6stermeye \u00e7al\u0131\u015f\u0131yor.<\/span><\/p>\n

\"pepsinindenizaltifilosu\"<\/p>\n

\u0130lgili i\u00e7erik: Marka y\u00f6netimi nas\u0131l yap\u0131l\u0131r?<\/a><\/p>\n

Rekabet ve F\u0131rsatlar\u0131n De\u011fi\u015fmesi<\/h3>\n

Sovyetlerin \u00e7\u00f6k\u00fc\u015f\u00fc ise bir firma i\u00e7in inan\u0131lmaz bir f\u0131rsat olarak beliriyor ve Coca Cola firmas\u0131 Pepsi ile nihayet o topraklarda rekabete giriyor ve pazar\u0131 ele ge\u00e7irmeye ba\u015fl\u0131yor. Agresif bir pazarlama stratejisi izleyen Coca Cola eski fabrikalar\u0131 ucuza sat\u0131n al\u0131yor ve b\u00fcy\u00fcmeye ba\u015fl\u0131yor. Rusya\u2019da \u00f6zelle\u015ftirmenin \u00f6nemli bir par\u00e7as\u0131 oluyor ve Rusya Uzay \u0130stasyonunu destekleyecek pazarlama faaliyetleri y\u00fcr\u00fct\u00fcyor ve 1996\u2019da Rusya\u2019da Pepsi\u2019den liderli\u011fi al\u0131yor.\u00a0<\/span><\/p>\n

Bug\u00fcn Pepsi i\u00e7in Rusya hala Amerika d\u0131\u015f\u0131ndaki en b\u00fcy\u00fck pazar olma \u00f6zelli\u011fi ta\u015f\u0131yor ve b\u00fcy\u00fcmeye \u00e7al\u0131\u015f\u0131yor. D\u00fcnyan\u0131n en \u00e7ok bilinen kola markas\u0131 olmasa da bir zamanlar Sovyet Rusya\u2019y\u0131 nas\u0131l domine etti\u011fini unutmamal\u0131 ve kendi hayallerimiz i\u00e7in Pepsi Co\u2019dan ilham almal\u0131y\u0131z. Siz de kendi i\u015finizi geli\u015ftirmek b\u00fcy\u00fctmek, dijital pazarlama ile harika noktalara getirmek istiyorsan\u0131z Earnado ile hemen tan\u0131\u015fabilir, SEO, sosyal medya ve reklam y\u00f6netimi ile i\u015finizi b\u00fcy\u00fctebilirsiniz.<\/span><\/p>\n

\u00d6neri i\u00e7erik: Marka stratejisi nas\u0131l olu\u015fturulur?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pepsi d\u00fcnyan\u0131n neredeyse en \u00e7ok sat\u0131lan kola marka ve Coca Cola ile birlikte d\u00fcnyan\u0131n i\u00e7ecek pazar\u0131n\u0131 domine ediyor. Bu Amerikan markas\u0131 Sovyetler, Rusya\u2019y\u0131 nas\u0131l domine etti ve pazara giri\u015f yaparak nas\u0131l lider oldu bu i\u00e7eri\u011fimiz size bu hikayeyi anlataca\u011f\u0131m. Haz\u0131rsan\u0131z…<\/p>\n","protected":false},"author":320,"featured_media":51448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[102,1265,244,60],"tags":[],"class_list":["post-51446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-girisimcilik","category-marka-hikayeleri","category-markalasma","category-pazarlama"],"yoast_head":"\nPepsi Sovyet Pazar\u0131na Nas\u0131l Girdi? 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