“İnsan ona əlçatmaz olan şeylərin fanatıdır”. Bu söz hər sahədə özünü doğruldur. Təqribən 10 il öncə Azərbaycanda enerji içkiləri yerli əhali üçün əlçatmaz və eyni zamanda da qeyri-müəyən içki hesab olunurdu. Bakının ən elit məkanlarında, restoranlarında, marketlərində satılan enerji içkiləri xalqımıza məhz “HELL ENERGY”in sayəsində əlçatan oldu. Alışdığımız qiymətdən 2-3 dəfə ucuz olan “HELL”ə qısa müddətdə o qədər böyük tələbat yarandı ki, hətta çörək, su qədər bizə doğmalaşdı.
“HELL”i bu qədər sevdirən nə oldu?
Bu yerdə mütləq şirkətin düzgün pr, marketinq qurduğunu deməliyəm. Hətta subyektiv fikrim ondan ibarətdir ki, içkini əhaliyə sevdirən məhz reklam işinin düzgün olması və qiymətinin münasib olmasıdır. Azərbaycanda gənclərin ən çox izlədiyi və pərəstiş etdiyi “Bozbaş pictures”ə sponsorluq “Hell” üçün kuliminasiya nöqtəsi oldu. Bu işin üzdə görünən siması isə heç şübhəsiz şirkətin marketinq direktoru Müşviq İsgəndərovdur. Onun media, sosial şəbəkələr və tanınmış simalarla xoş rəftarının sayəsində “HELL” bu gün Azərbaycan bazarında şəksiz liderə çevrilib.
Bakıdan – Macarıstanın kasıb qəsəbəsinə…
Əslində, “HELL ENERGY”dən səfər təklifi gələndə düşündüm ki, Macarıstana gedib, əhali üçün qaranlıq qalan məqamlara aydınlıq gətirmək lazımdır. İlk növbədə isə mediada yayılan “HELL Ermənistan içkisidir” iddasına son qoymaq üçün. Beləliklə, Bakı – İstanbul – Budapeşt – Miskolç şəhərlərini keçərək “HELL ENERGY”in istehsal olunduğu zavoda çatdıq. Öncə onu qeyd edim ki, “HELL ENERGY” 2006-ci ildə ailə biznesi olaraq yaradılıb, hazırda isə dünyanın bir çox ölkəsində satılan və tələb olunan bir brenddir. Şirkətin zavodu Macarıstanın kasıb bir qəsəbəsində yerləşir və məhz “HELL”in sayəsində həmin regionda işsizlik nisbəti azalıb. Məhz bu qəsəbədən dünyanın 50-yə yaxın ölkəsinə ixrac olunur və zavodunda hər gün 4,5 milyon ədəd enerji içkisi istehsal edilir.
Kimə olar, kimə olmaz?
Macarıstanda bizimlə görüşən “HELL”in rəhbər şəxsləri suallara olduqca açıq və təmkinli yanaşdılar. Onlar hətta tənqidləri də qəbul etdiklərini söylədilər. “HELL ENERGY” azyaşlı uşaqlara, məktəblilərə, hamilə qadınlara və yaşlı insanlara tövsiyyə olunmur. Hətta şagirdlər istifadə etməsin deyə enerji içkisi məktəb bufetlərində satılmır. Avropa Qida Təhlükəsizliyi Təşkilatı (EFSA) sağlam insanın gün ərzində 5 qutu enerji içkisindən istifadə edə biləcəyini qeyd etsə də, “HELL ENERGY” şirkəti məsuliyyətli istehsalçı olaraq, gün ərzində 1 dəfədən çox içməyi tövsiyə etmir.
“HELL ENERGY”nin tərkibi nədən ibarətdir?
Şirkətin media ilə görüşü zamanı bu da açıqlandı. Beləliklə, yerli mətbuatda heç vaxt yayımlanmayan faktı açıqlayıram:
“HELL”in tərkibi:
– 88.2% su;
– 10.4% şəkər;
– 0.6% limon turşusu;
– Qabarcıqlar – Karbon dioksid;
– Taurin;
– Sodyum sitratlar;
– Kofein;
– Karamel;
– Vitamin B tərkibli 5 maddə.
İstehsal zamanı pasterizasiyadan istifadə etdikləri üçün enerji içkilərində konservantlar yoxdur. Əslində, bu da mediamızda yayımlanan “öküz sperması”ndan yaranıb iddiasını alt-üst edir.
Azərbaycan bazarında şəksiz lider…
Şirkət rəsmiləri “HELL”in satış statistikası haqda da məlumat verdi. Bizim üçün maraqlı olan fakt isə bu idi ki, “HELL”in dünyada ən çox satıldığı ölkə demək olar ki, Azərbaycandır. Hazırda şirkət Azərbaycan və Bolqarıstanın enerji içkilər bazarının 50 faizindən çoxuna nəzarət edir. Macarıstan və Yunanıstan enerji bazarlarının isə təqribən 40 faizdən çox hissəsini əhatə edir.
Son nəticə…
Son olaraq onu deyim ki, Macarıstan səfərindən xoş təəsüratlarla ayrıldıq. Haqqında bu qədər qara pr kampaniyasının aparılmasına baxmayaraq, şirkət mediaya, ictimaiyyətə açıq olduğunu bir daha nümayiş etdirmiş oldu.
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