marketingis safuZvlebi 2014 Tavi VII – produqti da momsaxureba
Caucasus University2014
ლექციის თემები
•produqtis klasifikacia
•brendingi
•momsaxureba vs produqti
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
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
produqti da momsaxureba
wminda
materialuri produ
qti
wminda
momsaxureba
puri ganaTlebarestorani
produqtis doneebi
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)
produqtis klasifikacia (warmoeba)
• wiaRiseuli• warmoebuli detalebi
nawilebi da wiaRiseuli
• warmoebisTvis saWiro danadgarebi• sawarmoo teqnika
sawarmoo produqti
• sawarmoo maragi• remonti• saTadarigo nawilebi
maragebi da momsaxureba
produqti
produqtis maxasiaTeblebi
brendingi
SefuTva
etiketi
produqtis mxardamWeri maxasiaTeblebi
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
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 billion2. IBM $ 116.0 billion3. Google $107.9 billion 4. McDonald's $95.2 billion5. Microsoft $76.7 billion6. Coca-Cola $74.3 billion7. Marlboro$73.6 billion8. AT&T $68.9 billion9. Verizon $49.2 billion10.China Mobile $47.0 billion
warmoadgens uZlieres iaraRs safaso konkurenciis pirobebSi
800 $ 500 $
brendi aris is Tu ras fiqroben Senze
brendi aris is Tu ras fiqroben Senze
brendingi aris marTva imisa Tu ras fiqroben Senze
produqtis kategoria
bre
nd
is s
axe
liars
eb
uli
axali
arsebuli axali
brendingis strategia
seriis gafarToeba brendis ganvrcoba
mravali (multi) brendi axali brendi
seriis gafarToeba
mocemuli produqtis kategoriisaTvis axali
maxasiaTeblebis damatebas imave brendis
saxelis qveS
axali surneli, forma, feri, damatebiTi ingredientebi . . .
Coca Cola - Coca Cola Zero
brendis ganvrcoba
produqtis axal kategoriaSi modificirebuli an axali
produqtis gamoSvebas warmatebuli brendis
saxelis gamoyenebiT
Barbie – Ken – Barbie house
Multi ბრენდი
kompania qmnis axal (xSirad konkurent) brends arsebuli produqtebis kategoriaSi
Mars – Twix - Pedigree
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
servisi - momsaxureba
I
• arafizikuri– SeZenamde momsaxurebas ver Seexebi, daynosav, igrZnob, dainaxav an gaigeb
II• ganuyofeli– SeuZlbelia momsaxurebis
gancalkeveba misi momwodeblisgan
III
• heterogenulia– momsaxurebis miwodebis adgili, sixSire xarisxi da meTodi damokidebulia momwodebelze
IV
• dausawyobebeli– SeuZlebelia momsaxurebis Senaxva an dasawyobeba samomavlod gamoyenebis mizniT
momsaxurebis strategia
kino rusTaveli
ra mouxerxos kino “rusTavelis” administraciam misi produqtis (momsaxurebis) maxasiaTeblebs
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kiTxvebi