1. marketingis safuZvlebi 2014
Tavi VII – produqti da momsaxureba
Caucasus University
2014

2. ლექციის თემები
•produqtis klasifikacia
•brendingi
•momsaxureba vs produqti

3. produqti
yvelaferi rac SeuZlia kompaniam SesTavazos bazars, raTa
miipyros momxmareblis yuradReba da Tu SesaZlebeli
iqneba daakmayofilos misi moTxovnebi
 fizikuri nivTi
 momsaxureba
 movlena (Event)
 pirovnebebi
 adgili
 ideeebi
 CamoTvlilis kombinaca

4. momsaxureba
produqtis forma, romelic Sedgeba qmedebebisgan da
upiratesobebisgan ,romelic iwvevs momxmareblis
kmayofilebas raime xelSesaxebi nivTis kuTvnilebis
gareSe
 sabanko momsaxureba
 sastumro momsaxureba
 saxlis remonti
 iuridiuli konsultacia

5. produqti da momsaxureba
wminda
materialuri
produqti
wminda
momsaxureba
puri ganaTlebarestorani

6. produqtis doneebi

7. produqtis klasifikacia (momxmarebeli)
samomxmareblo
- yidulob xSirad
- yidulob momentalurad
-iafi
-masiurad “gareklamebuli”
-bevri gayidvis wertili
(saponi, gazeTi, Sokoladi)
specializirebuli
- maRali fasi
- specialuri procedurebi SesyidvisTvis
- unikaluri maxasiaTeblebi
- brendis aRiareba
- gayidvis ramodenime wertili
(lamborjini, roleqsi)
ძირითადი მოხმარების
- yidulob naklebad xSirad
- SedarebiT maRali fasi
-masiurad “gareklamebuli”
-naklebi gayidvis wertili
(tansacmeli, teqnika)
პასიური მოთხოვნის
- inovaciuri
- produqtebi, romlebzec
momxmarebels ar fiqrobs
- Wirdeba bevri reklama da piradi
gayidvebi
(dazRveva, sisxlis Cabareba)

8. produqtis klasifikacia (warmoeba)
• wiaRiseuli
• warmoebuli detalebi
nawilebi da wiaRiseuli
• warmoebisTvis saWiro danadgarebi
• sawarmoo teqnika
sawarmoo produqti
• sawarmoo maragi
• remonti
• saTadarigo nawilebi
maragebi da momsaxureba

9. produqti
produqtis maxasiaTeblebi
brendingi
SefuTva
etiketi
produqtis mxardamWeri
maxasiaTeblebi

10. produqtis atributebi
• produqtis “unari” Seasrulos Tavisi daniSnuleba –
garkveul doneze da sixSiriT
produqtis xarisxi
• ansxvavebs produqts konkurentebis nawarmisgan
produqtis maxasiaTeblebi
• gadmoscems produqtis vizualur maxasiaTeblebs
da stils
stili da dizaini

11. brendi
saxeli, logo, dizaini an samives kombinacia, romlebic
momxmareblisTvis warmoadgens erTi konkretuli produqtis an
mwarmoeblis “simbolos” da ganasxvavebs mas sxva
konkurentisgan
1. APPLE $183.0 billion
2. IBM $ 116.0 billion
3. Google $107.9 billion
4. McDonald's $95.2 billion
5. Microsoft $76.7 billion
6. Coca-Cola $74.3 billion
7. Marlboro $73.6 billion
8. AT&T $68.9 billion
9. Verizon $49.2 billion
10.China Mobile $47.0 billion
warmoadgens uZlieres iaraRs safaso konkurenciis pirobebSi

14. 800 $ 500 $

15. brendi aris is Tu ras
fiqroben Senze

16. brendi aris is Tu ras
fiqroben Senze
brendingi aris marTva
imisa Tu ras fiqroben
Senze

17. produqtis kategoria
brendissaxeli
arsebuliaxali
arsebuli axali
brendingis strategia
seriis gafarToeba brendis ganvrcoba
mravali (multi)
brendi
axali brendi

18. seriis gafarToeba
mocemuli produqtis kategoriisaTvis axali
maxasiaTeblebis damatebas imave brendis saxelis
qveS
axali surneli, forma,
feri, damatebiTi
ingredientebi . . .
Coca Cola - Coca Cola Zero

19. brendis ganvrcoba
produqtis axal kategoriaSi modificirebuli an axali
produqtis gamoSvebas warmatebuli brendis saxelis
gamoyenebiT
Barbie – Ken – Barbie house

20. Multi ბრენდი
kompania qmnis axal (xSirad konkurent) brends arsebuli
produqtebis kategoriaSi
Mars – Twix - Pedigree

21. Multi ბრენდი
kompaniam SesaZloa daadginos, rom misi brendis saxeli
fermkrTaldeba da axali brendis saxelia saWiro.
axali brendis saxelis Seqmna, produqtis axali kategoriaSi
an axali segmentisaTvis
Toyota - Lexus

22. servisi - momsaxureba

23. momsaxurebis strategia

24. kino rusTaveli
ra mouxerxos kino “rusTavelis” administraciam misi
produqtis (momsaxurebis) maxasiaTeblebs

25. ? ? ? ? ? ?
? ? ? ? ? ?kiTxvebi
? ? ? ? ? ? kiTxvebi
kiTxvebi