{"id":59,"date":"2011-06-01T12:29:41","date_gmt":"2011-06-01T10:29:41","guid":{"rendered":"http:\/\/www.argia.eus\/anti-orena\/?p=59"},"modified":"2011-06-01T12:29:41","modified_gmt":"2011-06-01T10:29:41","slug":"danoneren-marka","status":"publish","type":"post","link":"https:\/\/blogak.argia.eus\/garbine-ubeda\/2011\/06\/01\/danoneren-marka\/","title":{"rendered":"Danoneren marka"},"content":{"rendered":"
\"Activia

Activia jogurta, poto berrian<\/p><\/div>\n

Len Fisher-en Gaileta nola busti <\/em>dibulgazio liburua izango zuten gogoan, poto berria aurkeztu zigutenean. Edo, besterik ez bada, izenburua bera. \u201cGailetak esnetan bustitzea bezalako arrunkeria zientziaz bezti badaiteke \u2013otuko zitzaien Activia markako marketing saileko buruargiei\u2013 guk ikerketaren soineko distiratsua jantziko diogu geure jogurtari\u201d. Smokinga, nolabait esatearren. Edo toreroaren trajea, nondik begiratzen den.<\/p>\n

Izan ere, zenbat azalpen enpiriko, zenbateko xehaketa, diseinu berria garatzeko eta bide batez patentatzeko\u00ad argudioetan: \u201cgiza garunak formak hautematen ditu lehenik, gero koloreak eta ondoren hizkiak\u201d. \u201cFrogatuta dagoenez, forma biribilduek plazer handiagoa ematen dute\u201d\u2026<\/p>\n

Potoarekin batera landutako kontzeptu fisikoa hobeto definitzeko, halaber, termino berria ere asmatu ziguten Danonekokoek: koilaragarritasuna<\/em>. Koilara + garri + tasuna. Aski baliagarria, begi bistakoa denez, jateko tresnaren eta ontziaren arteko interakzioa neurtzeko. Kutxa Espazioko arduradunei asko gustatuko zitzaielakoan nago.<\/p>\n

Esan beharra daukat, halere, proiektua justifikatzeko zifrek eman zidatela balentria geometriko honen benetako neurria, eta horiei esker egiaztatu ahal izan nuela behingoz, Activiaren efektu heste-askatzaile sonatua:<\/p>\n

Estatu eta sail ezberdinetako hogeita hamar teknikari, hiru urte eta erdiz jo eta su lanean, hamar milioi euroko gastua \u2013barka, inbertsioa\u2013, zer eta betiko plastiko poluitzailea bere horretan uzteko, hura baztertzeko zirkinik ere ez egiteko. Biribila eta beraz plazer emailea izanagatik ere. Koilaragarritasunak maila gorena lortuta ere.<\/p>\n

Eta kakalarriari bidea libre utzi diogunez, bota dezadan honoko kezka ere: non dira zaborraren arazoaz, hondakinak bereizteaz, birziklatzeaz eta kontsumoaren gehiegikeriaz kezkatuta dauden jende eta erakunde horiek guztiak? Ez al die honek ezer egiten ez duen bizilagun egoskorrak baino tripako min handiagorik eragin?<\/p>\n","protected":false},"excerpt":{"rendered":"

Len Fisher-en Gaileta nola busti dibulgazio liburua izango zuten gogoan, poto berria aurkeztu zigutenean. Edo, besterik ez bada, izenburua bera. \u201cGailetak esnetan bustitzea bezalako arrunkeria zientziaz bezti badaiteke \u2013otuko zitzaien Activia markako marketing saileko buruargiei\u2013 guk ikerketaren soineko distiratsua jantziko diogu geure jogurtari\u201d. Smokinga, nolabait esatearren. Edo toreroaren trajea, nondik begiratzen den.<\/p>\n","protected":false},"author":85,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,16,31],"tags":[],"class_list":["post-59","post","type-post","status-publish","format-standard","hentry","category-ikerkuntza","category-kontsumoa","category-zaborra"],"yoast_head":"\nDanoneren marka - Anti-orena<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogak.argia.eus\/garbine-ubeda\/2011\/06\/01\/danoneren-marka\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Danoneren marka - Anti-orena\" \/>\n<meta property=\"og:description\" content=\"Len Fisher-en Gaileta nola busti dibulgazio liburua izango zuten gogoan, poto berria aurkeztu zigutenean. Edo, besterik ez bada, izenburua bera. \u201cGailetak esnetan bustitzea bezalako arrunkeria zientziaz bezti badaiteke \u2013otuko zitzaien Activia markako marketing saileko buruargiei\u2013 guk ikerketaren soineko distiratsua jantziko diogu geure jogurtari\u201d. Smokinga, nolabait esatearren. 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