Xy dng mt thng hiu phn khng trong mt mi trng ngy cng chng M.

Tawfik Mathlouthi hy vng gii phng th gii khi s thng tr ca ngi M. ng m ra mt cng ty cnh tranh vi Coca-Cola v s dng s tin thu c t vic bn sn phm ca mnh, Mecca Cola, gip ngi dn Palestine. Trong khi mt s ngi c th cho rng sn phm ch c th tiu th tt mt s nc Arab th Mecca Cola pht trin thnh cng trn th trng ung khp Chu u. Phn tch s thnh cng ca mt thng hiu phn khng v xu hng ngy cng pht trin ca vic marketing chng M. Cu hi tho lun : Nu bn thy mt sn phm Mecca Cola trn mt k hng, bn c nh mua khng ? Ti sao c v ti sao khng ? Tho lun :
1. Ti s khng mua. V n gin l ti khng thch ci th nc ung gi l Cola,

bt k l Coca-Cola, Pepsi-Cola hay Mecca Cola, Cola Zamzam, Ti ch thch ung bia.
2. Ti s mua. L do l : 2.1 Li ch cm tnh : li ch cm tnh n gin l ci g tt p m ti suy

ngh v chnh mnh khi ti s dng sn phm hay dch v ca bn. Chnh li ch cm tnh, ch khng phi xc cm t nhin, mi mang tnh truyn ti thng tin, kch thch v hu ch i vi qu trnh pht trin thng hiu.
1

(Ngun: Dr. Sharon Livingston - Brand Aid & The Blake Project, Lc dch: Thanh Nhn DNA Branding http://www.dna.com.vn/) Xut pht t li ch cm tnh, tht s l ti mun th xem Mecca Cola c g khc so vi Coca-Cola hay Pepsi-Cola m ti tng ung.
2.2 Lm t thin ch vi mc ch.. t thin, mong mun chia s t nhiu vi

nhng ngi kh khn, nhng ngi khng gp may mn, khng c iu kin vn ln trong cuc sng, mong mun gp mt phn nh x hi tt hn. Nu bn lm t thin c mc ch nh nh bng tn tui ca bn thn mnh hay l mt phng n marketing ca cng ty... c l cng khng sao, v d sao cng l mt phn vic tt nu bn l ngi tt v cng ty bn lm n chn chnh. Vi Mecca Cola, 20% li nhun ca cng ty s c dng vo mc ch t thin gip ngi dn Palestine v h tr cho cc t chc phi chnh ph Chu u. Nh vy, khi ti mua 1 sn phm Mecca Cola m ti tin chc rng gi ca n khng th t hn 1 sn phm Coca-Cola hay Pepsi Cola th ti phn no ng gp cho cng vic t thin trn th gii. i vi ti, nh th th hay hn l k mt ch k sung vo mt t giy no phn i chin tranh, bo v ha bnh trn th gii.
2.3 Ti ng h vic ty chay Coca Cola v dng vn minh Ty phng ton

cu ho nhn loi
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Xut pht t cuc ty chay hng ha gia M v Lin Hip u Chu qua s bt ng chnh kin v vn Iraq. Ti Php khng ty chay mnh m hng ha M nh c nhng cho bn nc ngt hiu "Mecca Cola" do x nghip Php tn l Tawfik Mathlouthi sn xut v bt u bn ra th trng t thng 11 nm 2002 nhng ch thu hp trong gii tiu th ngi Hi Php m thi. Nay nc ngt Mecca Cola bn rng ri qua cc th trng B, c v khp ni trn t Php. Hng Mathlouthi nhn c rt nhiu n t hng n ni ch nhn ca n tht ln y qu l mt "hin tng". Theo mng li thng tin ca BBC, Coca-Cola b mt s thit hi ti cc th trng Rp do b khch hng ty chay v hng v tiu th nc ngt Mecca-Cola ca Php (Mecca l tn ca mt thnh a Hi gio Rp Saudi). Hin ti cc cng ty ni ting ca Hoa K thc s b e da do t vn ty chay m ra. Theo Samuel Phillips Huntington - Cuc chin gia cc nn vn minh (Clash of Civilizations)-1996 : Phe Islam, nht l gii c bn c l rt kh chu trc ln lt ca vn minh Ty phng trn ton cu v trn mi a ht. S trn ngp ca vn minh Ty phng, nht l kinh t, in hnh qua tt c nhng mt hng tiu th, c bit phng tin v mi trng truyn thng trong nhng thp k gn y, tr thnh mt mi e da ln cho tn vong ca tn ngng Islam. Mi e do bt ngun t nhng xung t ca hai h gi tr ca hai nn vn minh khc nhau. Mt trong nhng ngh ca Huntington a ra trc khi kt thc lun thuyt xung t ca ng, l M v khi Ty phng nn t b c m dng vn minh Ty phng ton cu ho nhn loi.