قصة نجاح بيبسى

من لم يتذوق طعم البيبسي , هذا الشراب المرطب الذي دخل الى افواه الملايين ولم يترك زاويه من دون ان يغزوها في 195 دوله في مختلف انحاء كوكب الارض. يعمل لدى شركة بيبسي العالميه حوالي نصف مليون شخص في مصانعها والمطاعم التي تملكها.

فكره بسيطه انطلقت من راس صيدلي كان يحاول ان يركب دواء لمعالجة سوء الهضم , واذا به يكتشف شرابا لذيذا ومرطبا غير من نمط الاكل والشرب في العالم , وصار يطلبه الصغير قبل الكبير.

كيف توصل كاليب برادهام الى هذا الاكتشاف؟؟

البداية

ولد كاليب برادهام عام 1876 في نيوبرن في الولايات المتحده الامريكيه. اضطر الى ترك الجامعه قبل ان يتخرج من جامعة ميريلاند الطبيه عندما افلس والده وفشلت تجارته ز وليكسب قوت يومه , تحول كاليب برادهام الى التعليم ودرس في مدرسة اوكس سميث في نيوبرن الى ان تزوج من ساره شاريتي كريدل.

بعدما ترك التدريس عمل في صيدلية بولوك , والتي اشتراها بعدما اصبح متمكنا من علم الصيدله.

بدا من خلال عمله في الصيدليه بمزج الوصفات الطبيه والشرابات الطبيه, ووظف خلال عمله مساعدا له ليستطيع التفرج الى مزج خلطه من شراب بنكهة الفواكه مع ماء الصودا.

وفي يوم صيف حار ورطب سنة 1898 في نيوبرن اكتشف كاليب برادهام , والبالغ من العمر 22 سنه , شرابا لذيذا ومرطبا يقدمه الى زبائن الصيدليه. لينجح هذا الشراب المرطب نجاحا غير متوقع , ويعرف باسم بيبسي كولا.

كان كاليب برادهام على يقين ان الناس سياتون الى صيدليته اذا قدم لهم شيئا يحبونه وينعشهم في ايام الحر. وكانت خلطته اللذيذه مكونه من مستخلص نبته الكولا , الفانيلا, وزيوت نادره .

قرر كاليب برادهام ان يسمي شرابه المميز باسم بيبسي كولا لانه كان في رايه يعالج مرض سوء الهضم , والذي يعرف ب dyspepsia.

تأسيس الشركة

حظي شراب بيبسي بشعبيه عارمه , ما دفع كاليب الى الاعلان عن هذا الشراب الغازي والمرطب . وتدافع الناس على طلبه وبدات المبيعات بالارتفاع الى درجه اقتنع بها كاليب برادهام بان يفتح شركه لتسويق شرابه المميز.

اسس عام 1902 شركة ( بيبسي كولا ) من الغرفه الخلفيه في صيدليته , وتقدم ببراءة اختراع ليسجل اختراعه كماركه مسجله. في البدايه , كان يخلط الشراب ويبيعه من خلال ماكينات مياه الصودا. ولكن , بما ان الحاجه هي ام الاختراع قرر كاليب برادهام ان يبيع بيبسي في قوارير صغيره ليستطيع ان يشربها أي كان وفي أي مكان.

من نجاح الى نجاح

تطور العمل بشكل كبير , وفي 16 يونيو 1903 حصلت بيبسي كولا على ماركتها المسجله من مكتب تسجيل الماركات والعلامات التجاريه في الولايات المتحدة الامريكيه. وخلال السنة نفسها باع كاليب برادهام 7968 جالونا من البيبسي , وكانت دعايته تقول (( منعش ومقو ومهضم )) ثم بدا ببيع حقوق الامتياز لتعبئة بيبسي في العلب المعدنيه والزجاجات , وارتفع العدد من 2 عام 1905 الى 15 في عام 1906 والي 40 في عام 1907 , ومع نهاية العام 1910 اصبح لدى بيبسي فروع في 24 ولايه.

وكان هذا الانجاز من اهم ما فعله كاليب برادهام , وزادت مبيعات شركته على 100000 جالون من الشراب في السنه.

بلغ نجاح بيبسي كولا ذروته العام 1909 حيث افتتح كاليب برادهام مقرا جديدا ورائعا افتخرت به مدينة نيوبرن , ووضعته على البطاقات البريديه للمدينه . وقبل سنة 1908 اعتبرت شركته من اوائل من تحولوا من العربات الى السيارات في نقل بضاعتهم.

اصبح كاليب برادهام صاحب شعبيه كبيره بفضل ما قدمه وبفضل حسه التجاري المرهف. وتم ترشيحه لمنصب حاكم في ولايته, واستمرت شركته في النجاح. وهكذا فان بيبسي كولا حلقت عاليا وبنجاح كبير لمدة 17 سنه , ولم تعرف الفشل وكان شعار بيبسي الناجح الذي طرحه كاليب برادهام (( اشرب بيبسي كولا فهي حتما سترضيك))

اعلان الافلاس

بعد 17 عاما من النجاح جائت الحرب العالميه الاولى وانتكست بيبسي متاثرة بما يجري حولها, وتقلبت اسعار السكر بشكل خطير ما اثر في بيبسي كولا. وكان كاليب برادهام مجبرا على المخاطره ببعض الصفات حتى يستطيع الاستمرار, الى ان اضطر في النهايه , وبعد 3 سنوات مرهقه, ان يعلن افلاسه, بعدما خزن السكر بكميات هائله وهبط سعره بشكل مفاجئ عشرات المرات, وكان ذلك من سوء حظ كاليب برادهام, ولم يبق من مصانع بيبسي سوى اثنين عام 1921.

عاد كاليب برادهام الى صيدليته ووضع اسم بيبسي برسم البيع . وبالفعل باعه ال روي ميغارغل , والذي تعاقب بعده اربعة مالكين للاسم فشلوا جميعا في ايصال بيبسي الى بر الامان والى التحليق عاليا , الى ان جاء مصنع شوكلاته ناجح يدعى (( تشارلز غوثCharles G. Guth )) ,  اسم الشركة كانت Loft Candy Company  , وكان هذا الشخص بمثابة المنقذ لبيبسي , حيث استفادت الشركه من خبرته ومن افكاره.

وبعد 15 سنه من الفشل من تاريخ افلاس كاليب برادهام وقفت الشركه على رجليها مره ثانيه. وخلال الحرب العالميه الثانيه عادت الشركه الى الوراء وعانت من الركود و الوضع الاقتصادي المتازم, وكان الناس لا يدفعون 5 سنتات مقابل مشروب مرطب, الى ان ضاعف ((روث)) حجم البيبسي مقابل السعر نفسه منافسا بذلك شركات المرطبات الاخرى.

عادت بيبسي للاقلاع من جديد بعد الحرب العالميه الثانيه بافكار جديده وشعارات جديده واعلانات متميزه منها اغنية الدعايه الشهيره Nickel, Nickel .

تعتبر بيبسي العالميه من افضل الشركات في العالم وترتيبها 21 في الشركات ال 500 الاولى في الولايات المتحده وتملك بيبسي مطاعم بيتزاهت , كنتاكي, فرايد تشيكن, وسلسلة مطاعم تاكوبيل.

فكره بسيطه ورغبه متواضعه اكتشفتا شرابا اسود اللون وصل الى كل زاويه من الكره الارضيه , وطافت مياهه السوداء بكميات تستطيع ان تملأ الانهار

Automotive dealer management systems, are you using your tools correctly

The potential of many of the UKs dealerships will never be realised unless they start to use the tools they are provided with in the correct way. There is also a good argument that some dealerships are working so hard to achieve their potential that their old antiquated DMS cannot provide the tools needed. Many dealerships need to change their DMS solution because of this. However some view change as troublesome and worrying. There is a simple question that needs to be levelled is your dealership achieving what it should if the answer to this is no then a review of your DMS is essential.

I am often asked about what changes are needed to dealerships to gain that competitive edge? The simple reply to that is you know your dealership, staff and customers better than I. What I can say is that without dedicated, trained and motivated staff even the best DMS in the world will fail. People and process are the most important things in any dealership. Lets be clear about this, DMS is just a device used to achieve set down objectives. It helps if your DMS contains all the tools necessary.

Many in the industry now see that tools such as Showroom systems, Customer relationship management (CRM), analytical reporting, Internet marketing and time management systems are essential. These all should be available integrated into the DMS. There are many of these products available as stand-alone but few integrate, this means yet more work for the user duplicating information.

Choosing a DMS that suits your business is a bit like choosing a business partner, it needs very careful thought and consideration. The following were listed in the last issue as relevant questions to ask and are still essential today.

· How will it give us a return on investment and over what time

· Where will it cut costs/enhance efficiency

· Is it designed to grow with our business

· Is it capable of operating multi-company, multi site, multi-franchise

· Will it communicate efficiently with customers on the web, in the call centre and on the dealership floor

· How good is the CRM part of the system

· How easy will it be for staff to adapt to the system? What training is required

· From talking to other users of the system, how good is the suppliers customer support

Once you have chosen and implemented the DMS that's where it begins. So many dealers forget that constant training and reviews of process need to be addressed. It is recognised that the average dealer should book at least two days training a year. A decent DMS provider should always be prepared to share their experiences on good working practices. I also think that as business partners the dealer and the DMS provider should document process controls. Simple but effective training training training.

I'd echo other industry observer's recent comments about the current obsession with running a hosted DMS solution. It's imperative for a DMS to have access to web services providing third party data delivery, and indeed using the internet as a transport mechanism for multi-site connectivity is a cost effective solution. However, running a DMS over the web where the server is in a datacentre all too often ends in tears. The UK communications infrastructure is not mature enough to reliably run a remote web server based application as intensive as a DMS with adequate performance. How many problems do you have with slow Internet connections? We offer the service, but we don't actively promote it. Keep your DMS server within your business.

Most dealers owe it to their potential to review the DMS market. I believe that Gemini Systems Dealer Management Systems should be one of the systems reviewed.

Blogging: one of the best Internet marketing methods that won't cost you a cent.

Blogging: the act of writing in one's weblog. To blog something is to write about something in one's weblog. This usually involves linking to something the author finds interesting on the internet.

A weblog is a public web site where users post informal journals of their thoughts, comments, and philosophies. So basically, a blog is an online journal. A blog could be set up to no cost at all, and can be used for just for the fun of it or for business reasons.

Blogging itself isn't new at all, it's populary is. Thousants of teenagers all around the world see blogging as an outlet for their emotions, their opinions and interests. Smart marketers however, have discovered that blogging is one of the best Internet marketing methods that won't cost you a cent. 

Blogging for your Internet business is one surefire way to boost the visibility of your products and services. 

Find some tips to boost your internet advertising with the help of a blog below:
* Keep your customers informed about changes to your website. Important updates, like your new products and affiliate sites, could also be announced through your blog

* Use your blog as an archive: keep track of your business objectives and plans through open writing. What could be better than searchable information that could be easily accessed by anyone browsing the web, right?

* Write reviews, give your opinion or advice on on specific services or products that are related to your business.

* Be sure to include links that will fetch back links and subsequently improve your ranking on search engines. Affiliate links in the form of advertisement banners could also be included in your blog to earn more extra income.

* Add fresh and quality content to your weblog on a regular basis: search engines like fresh content. 

*Post quality content articles to your blog. Allow your visitors to reprint those articles on condition that the author by-lines remain unchanged, and the link url's are left intact. This way, links to your website will spread around the net.

* Encourage your visitors to leave comments and feedback. It's the best way to learn and improve your products/services.

* Exchange links with other bloggers.

In fact, when it comes to blogging, the sky is the limit. Once you're comfortable using a weblog, it's up to you to get creative. Add sound, video, eBooks, pictures, advertisements, ... and give your website the boost it deserves! 

Email Marketing Tips - How To Start Your Own Opt In List

Having your own opt in list is essential if you want to succeed on the internet. Its common knowledge that email marketing is one of the most reliable ways of generating consistent free targeted traffic for your website.

Once you have your own responsive opt in list it can open up a variety of different opportunities, such as selling advertising space and setting up joint ventures with other list owners.

The first thing you need to do is collect email addresses from your visitors and you can do this by offering a free report or starting a newsletter using an auto responder, allowing you to set up a series of messages that will be sent out automatically on your behalf on a timeframe you specify.

Its important to choose the most reliable auto responder at the start because it can be very stressful and time consuming to transfer your opt in list from one place to another.

For best results you should not use a free auto responder service because advertisements will be added to all your outgoing emails. You will have no control over which ads are shown and this will distract your subscribers and dramatically reduce the response rates to your emails.

You can either pay a monthly fee and use a third party hosted auto responder service like Aweber or Get Response, or you can pay a one time fee and install an auto responder script like Auto Response Plus on your domain.

The problem with auto responder scripts is that the number of subscribers you can store will be limited depending on how much disk space you have with your hosting plan, and you will also need to backup your list on a regular basis in case a problem occurs and all of the information is lost

Its much easier and safer to use a third party hosted auto responder service because you will not have to worry about installing a script and your subscribers will be stored securely on a dedicated server with no limits.

Its essential that you focus on one specific topic for your opt in list as this will dramatically increase your response rates. You need to create a landing page consisting of a short sales letter that encourages visitors to subscribe, and a subscription form that allows visitors to enter their name and email address. You should also offer some quality bonus gifts to increase your conversion rates.

Double opt in lists are becoming more popular because they provide extra security as subscribers must confirm their email address, but many people will forget to complete this confirmation which results in fewer active subscribers so you may prefer to use the single opt in feature.

Once you have set up your landing page and follow up messages you will need to start sending visitors to your website. Submitting content to article directories and writing press releases are the most effective ways of generating unlimited free targeted traffic

Keyword Selection Process For Search Engine Optimization

Keyword selection is the most important piece of information you need to figure out to be successful online. To build a search engine friendly website, you have to have content and that content must be filled with words that would be used to identify your company and its products. Keywords are words that are searched for often on the major search engines. These are important because you want people to easily find your website when they are looking for the type of product you offer.

The first step in the process of keyword selection is finding the right keywords. There is a free tool available on overture for keyword selection, the url is:

http://inventory.overture.com/d/searchinventory/suggestion/

Overture is the company that handles Yahoo's pay-per-click advertising and other programs. This tool will tell you how many times any given keywords were searched for during the period one or two months prior. It can give you a very good idea of what keywords or keyword phrases to optimize your site for by using the free tool above.

You should always try to mix up the popularity of the keywords you choose. The most searched keyword or phrase is important to optimize your website for, but you should choose some lesser searched phrases, as well. This should make it easier for your prospective customers to find you. The lesser searched keywords and phrases are not optimized for as often as the most searched terms and will be much easier for your company to rank well for them.

Once you know what your main keywords are, you need to take one or two keywords and create a page of content based on the keywords you chose. You can do this by writing information on your products. If you offer furniture and hard wood furniture is one of the keyword phrases you have chosen, you should write a page on the quality of the wood you use in your furniture products. By using the term "hard wood furniture" as often as possible, you will be able to show the search engines why you should be ranked for that term. Feel free to scatter your other main keywords throughout the content you write for your website. This can only help you obtain good rankings for those keywords. You must create a page of content for every one or two keywords you want to rank well for.

Once you have content written for your keywords, it is important to have a solid linking structure for the interior of your website. Search Engines look at exterior and interior links to figure out what is important to your customers and help them find you easier. In English, this means that you will rank better by using the correct words inside the hyperlinks used on your website. These words are given extra weight by search engines by being used inside a link. You should include a link to another content page inside of every content page you write that points to a separate content or product page inside of your website.

The last, and possibly the most important, piece of your search engine optimization puzzle must be the exterior links pointing to your website. Major search engines, especially Google, put a very large focus on the words that are used to link to your website from other web pages. It is also important to obtain links from "authority" sites. A relevant site's link is worth much more than a site that has nothing to do with what your company does. By following the simple steps above, you will be on your way to better search engine rankings for the most important keywords.

How to Effectively Promote Your Website

1. Take advantage of the search engines. Submit your site to search engines. There are those that offer services free of charge. You can submit to Google, Yahoo, Altavista, Infoseek, Lycos and other trusted search engines. You can submit with an interval of 3 to four months. Try a redirection, if you cannot submit the real URL.
2. Do some reciprocal linking. This is one of the best ways to lead viewers towards your website. In this method, you exchange link with other websites. That way no site is disadvantaged. To find sites, you can again use the search engines.
3. Exchange banners. This is also one of the most productive ways to promote your website. However, they do not bring much traffic. Choose wisely when deciding banner ratios. Some sites are also offering paid banner submission. Decide on the matter cleverly. Select the ones with good traffic to influence your traffic as well.
4. Write articles and press releases. People wants to read news and tips more than reading ads. Moreover, a good number of articles and news releases with your website as footer is a promotional tool. Submit them to high-ranking sites in order to market your site.
5. Use meta tags. Always use the same on your site especially on the index page. The essence is that when search engines add up your homepage to their database, what they will look for is a special tag with keywords and description of the page. Give your title, description and keywords to make it easier for the search engines to locate you.
6. Patronize online classifieds. Millions of online ads programs are available in the net. Choose a category where your site belongs and add your site. Resubmit every 2 months to update them.
7. Make signatures. Use signatures which are linked to your websites. You can use these signatures when posting a reply in forums, chat rooms and guest books.
8. Maximize webrings. This is also a productive way of promoting. All you have to do is to find and join webrings which are similar to the topics in your site. They will bring in slow but stable traffic.
9. Do some promos. Promotions like discounts can be a tempting strategy that can boost both your traffic as well as sales.
Promote your site and be productive like you never been before. 

Overview Of An Affiliate Marketing Program

An affiliate marketing program is a revenue-sharing marketing strategy where a merchant pays their affiliates a commission for referring business to their website. The webmaster signs up as an affiliate in the affiliate marketing program and gets a login id. He then collects information about the marketing material for the affiliate marketing program and uses it on his web site as banners, ad- links and search boxes. If a visitor to the website is interested in one of the affiliate marketing program links then he clicks the referred link and purchases the product. The marketer identifies that the particular sale has been through the affiliate marketing program, and he pays the affiliate his commission. By having an affiliate marketing program the owner does not pay for expensive advertising but pays when a sale, lead or subscription action occurs.

There are numerous benefits that an affiliate marketing program has to a marketer. Affiliate marketing programs have become one of the easiest way to advertise the products in the market. An agreement is formed between the website owner or affiliate and the merchant. The website owner allows the merchant to promote his product through his site and the merchant pays the affiliate commission for the sales generated through these sites via the affiliate marketing program. Affiliate marketing programs are a cost effective medium to provide brand awareness. It also provides a wider market for the merchant. The marketer gets a chance to identify new markets which he might not have thought of without the affiliate marketing program. Affiliate marketing programs have beaten the traditional advertising techniques by giving maximum exposure world wide. The affiliates can introduce the products and services to the niche markets which have been neglected and thus boost the business of the marketer.

There is affiliate marketing program software called Affiliate Network Pro which enables a person to start his own affiliate program. There are many features including multi-language, instant payment module, affiliate directory,, sales reports, anti fraud blocking, email messages and reminders etc. Financial affiliate marketing programs are also available which provide facilities such as auto loans, debt recovery and settlement programs, and the best converting payday loans.

Affiliate marketing programs are not just for customers, but it also provides a strategy for development of business to business partners. Here the merchant and the affiliate become partners. If a person owns a website, sells his products through the site, and if he pays other website owners, or bloggers for sending customers to his site, then he becomes the marketer. If you have a website and direct surfers to various merchants for services and products through blogs, or e-mail links then you become the affiliate. There are several merchants who are affiliates too. They have their own affiliate marketing program, receive traffic from other affiliates and they also direct traffic to other merchants in return for commission.