Mu ci ryo mu 1992, ikintu gitangaje isi cyabereye muri Philippines.Mu gihugu hose habaye imvururu, kandi icyateye iyi mvururu mu byukuri ni ukubera agapira ka Pepsi.Ibi ni ibintu bitangaje.Bigenda bite?Nigute agapira gato k'icupa rya Coke gafite ikintu kinini?
Hano tugomba kuvuga ku kindi kirango kinini - Coca-Cola.Nibimwe mubinyobwa bizwi kwisi kandi nikirango kiza imbere mubijyanye na Coke.Nko mu 1886, iki kirango cyashinzwe i Atlanta, muri Amerika kandi gifite amateka maremare cyane..Kuva yavuka, Coca-Cola yabaye umuhanga cyane mu kwamamaza no kwamamaza.Mu mpera z'ikinyejana cya 19 no mu ntangiriro z'ikinyejana cya 20, Coca-Cola yakoresheje uburyo bwo kwamamaza burenga 30 buri mwaka.Mu 1913, umubare wibikoresho byo kwamamaza byatangajwe na Coca-Cola wageze kuri miliyoni 100.Imwe, biratangaje.Ni ukubera ko Coca-Cola yashyize ingufu mu kwamamaza no ku isoko ko yiganjemo isoko ry’Amerika.
Amahirwe ya Coca-Cola yo kwinjira ku isoko ryisi ni Intambara ya Kabiri y'Isi Yose.Aho ingabo z’Amerika zajyaga hose, Coca-Cola yajyayo.Umusirikare ashobora kubona icupa rya Coca-Cola ku mafaranga 5. ”Mu Ntambara ya Kabiri y'Isi Yose rero, Coca-Cola na Stars na Stripes byari ibintu bimwe.Nyuma, Coca-Cola yubatse uruganda rukora amacupa mu birindiro bikomeye bya gisirikare by’Amerika ku isi.Uru ruhererekane rwibikorwa byatumye Coca-Cola yihutisha iterambere ry’isoko ryisi, kandi Coca-Cola yahise ifata isoko rya Aziya.
Ikindi kirango gikomeye cya Coca-Cola, Pepsi-Cola, cyashinzwe hakiri kare cyane, nyuma yimyaka 12 gusa ugereranije na Coca-Cola, ariko birashobora kuvugwa ko "bitavutse mugihe gikwiye".Coca-Cola yari isanzwe ari ibinyobwa byo ku rwego rwigihugu muri kiriya gihe, hanyuma nyuma yisoko ryisi yose muri rusange Ryari ryihariwe na Coca-Cola, kandi Pepsi yamye ihezwa.
Mu myaka ya za 1980 na 1990 ni bwo PepsiCo yinjiye ku isoko rya Aziya, bityo PepsiCo ifata icyemezo cyo guca ku isoko rya Aziya, ibanza guhanga amaso Filipine.Nkigihugu gishyuha gifite ibihe bishyushye, ibinyobwa bya karubone birakunzwe cyane hano.Murakaza neza, isoko rya 12 rinini ryibinyobwa ku isi.Coca-Cola nayo yari ikunzwe muri Philippines muri iki gihe, kandi hafi ya byose byateje ikibazo cyihariye.Pepsi-Cola yashyizeho ingufu nyinshi kugirango iki kibazo gikemuke, kandi kirahangayitse cyane.
Mugihe Pepsi yabuze, umuyobozi ushinzwe kwamamaza witwa Pedro Vergara yazanye igitekerezo cyiza cyo kwamamaza, aricyo gufungura umupfundikizo no kubona igihembo.Nizera ko abantu bose babimenyereye cyane.Ubu buryo bwo kwamamaza bwakoreshejwe mubinyobwa byinshi kuva icyo gihe.Igikunze kugaragara cyane ni “icupa rimwe”.Ariko ibyo Pepsi-Cola yamijagiye muri Philippines muri iki gihe ntabwo byari imvura y '"icupa rimwe", ahubwo ni amafaranga ataziguye, azwi ku izina rya "Millionaire Project".Pepsi izacapa imibare itandukanye kumacupa.Abanyafilipine bagura Pepsi bafite nimero kumacupa y'amacupa bazagira amahirwe yo kubona pesos 100 (amadorari 4 y'amanyamerika, hafi 27) kugeza kuri miliyoni 1 (hafi 40.000 US $).Amafaranga 270.000) ibihembo byamafaranga atandukanye.
Umubare ntarengwa wa miliyoni 1 pesos uri mumacupa abiri yamacupa, yanditseho numero "349 ″.Pepsi kandi yashora imari mu gikorwa cyo kwamamaza, akoresha hafi miliyoni 2.Ni ikihe gitekerezo cya miliyoni 1 pesos muri Filipine ikennye mu myaka ya za 90?Umushahara wumunyafilipine usanzwe ni nka 10,000 pesos kumwaka, na miliyoni 1 pesos irahagije kugirango umuntu usanzwe abe umukire muto.
Ibirori bya Pepsi rero byateje igihugu cyose muri Filipine, kandi abantu bose bagura Pepsi-Cola.Muri icyo gihe, Filipine yari ituwe n'abaturage barenga miliyoni 60, kandi abantu bagera kuri miliyoni 40 bitabiriye kwihutira kugura.Umugabane w isoko rya Pepsi wazamutse mugihe gito.Amezi abiri nyuma yo gutangira ibirori, ibihembo bito byashushanyijeho kimwekindi, hasigaye gusa igihembo cyambere cyo hejuru.Hanyuma, umubare wigihembo cyambere watangajwe, “349 ″!Ibihumbi n'ibihumbi by'Abanyafilipine bari batetse.Barishimye bararusimbuka, bibwira ko batangije ibintu byaranze ubuzima bwabo, kandi amaherezo bari hafi guhindura amafi yumunyu kuba umukire.
Barishimye cyane biruka kuri PepsiCo kugirango bacungure igihembo, kandi abakozi ba PepsiCo barumiwe rwose.Ntihakagombye kubaho abantu babiri gusa?Nigute hashobora kubaho abantu benshi cyane, bapakiye cyane, mumatsinda, ariko urebye umubare uri kumutwe wamacupa mumaboko yabo, mubyukuri ni "349 ″, bigenda bite?Umutwe wa PepsiCo hafi yikubita hasi.Byaragaragaye ko isosiyete yakoze amakosa mugihe icapa nimero kumacupa ikoresheje mudasobwa.Umubare “349 ″ wacapishijwe ari mwinshi, kandi ibihumbi n'ibihumbi by'amacupa yuzuye amacupa yujujwe uyu mubare, ku buryo hari Abanyafilipine ibihumbi magana.Muntu, kanda iyi nimero.
Twakora iki ubu?Ntibishoboka guha miliyoni imwe pesos kubantu ibihumbi magana.Bigereranijwe ko kugurisha isosiyete yose ya PepsiCo bidahagije, bityo PepsiCo yahise itangaza ko umubare wibeshye.Mubyukuri, umubare nyawo wa jackpot ni "134 ″, ibihumbi amagana by'Abanyafilipine Gusa urohama mu nzozi zo kuba umuherwe, uhita umubwira ko kubera amakosa yawe, yongeye kuba umukene, Abanyafilipine bashobora kubyemera bate?Abanyafilipine rero batangiye kwigaragambya hamwe.Baragenda mu mihanda bafite ibyapa, bashinja PepsiCo n'indangururamajwi kuba batubahirije ijambo ryayo, kandi bakubita abakozi n'abashinzwe umutekano ku muryango wa PepsiCo, biteza akaduruvayo mu gihe gito.
PepsiCo abonye ko ibintu bigenda byiyongera, kandi izina ry’isosiyete ryangiritse cyane, PepsiCo yahisemo gukoresha miliyoni 8.7 z'amadolari (hafi miliyoni 480 za pesos) kugira ngo ayigabanye kimwe mu bihumbi magana yatsindiye, bashoboraga kubona ama pasi 1.000 gusa.Hafi ya, kuva kuri miliyoni 1 kugeza kuri 1.000 pesos, aba Filipine baracyagaragaje ko batishimiye cyane kandi bakomeje kwigaragambya.Muri iki gihe ihohoterwa naryo riragenda ryiyongera, kandi Filipine ni igihugu gifite umutekano muke kandi kidashobora gufasha imbunda, kandi abajura benshi bafite intego zikomeye na bo barifatanije, bityo ibyabaye byose biva mu myigaragambyo n’amakimbirane ashingiye ku mubiri bihinduka amasasu n'ibitero bya bombe ..Gari ya moshi nyinshi za Pepsi zarashwe n’ibisasu, abakozi benshi ba Pepsi bishwe n’ibisasu, ndetse n’inzirakarengane nyinshi zaguye muri iyo mvururu.
Muri ibi bihe bidashobora kugenzurwa, PepsiCo yavuye muri Philippines, kandi Abanyafilipine bari batanyuzwe niyi myitwarire "yiruka" ya PepsiCo.Batangiye kurwanya imanza mpuzamahanga, bashiraho ubumwe bwihariye “349 ″ bwo gukemura amakimbirane mpuzamahanga.ikibazo cy'ubujurire.
Ariko Philippines ni igihugu gikennye kandi kidakomeye nyuma ya byose.PepsiCo, nk'ikirango cy'Abanyamerika, igomba gucumbikirwa na Amerika, igisubizo rero ni uko nubwo Abanyafilipine bingana kangahe, bananiwe.Ndetse n'Urukiko rw'Ikirenga muri Filipine rwemeje ko Pepsi nta nshingano afite yo gucungura agahimbazamusyi, anavuga ko itazongera kwakira uru rubanza mu gihe kiri imbere.
Kuri iyi ngingo, ibintu byose birarangiye.Nubwo PepsiCo itigeze yishyura indishyi muri iki kibazo, isa nkaho yatsinze, ariko PepsiCo ishobora kuvugwa ko yananiwe burundu muri Philippines.Nyuma yibyo, nubwo Pepsi yagerageje gute, ntishobora gufungura isoko rya Filipine.Nisosiyete ikora uburiganya.
Igihe cyo kohereza: Kanama-26-2022