ch 07 mk 2014

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