ch 07 mk 2014
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marketingis safuZvlebi 2014 Tavi VII – produqti da momsaxureba
Caucasus University2014
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ლექციის თემები
•produqtis klasifikacia
•brendingi
•momsaxureba vs produqti
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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
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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
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produqti da momsaxureba
wminda
materialuri produ
qti
wminda
momsaxureba
puri ganaTlebarestorani
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produqtis doneebi
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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)
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produqtis klasifikacia (warmoeba)
• wiaRiseuli• warmoebuli detalebi
nawilebi da wiaRiseuli
• warmoebisTvis saWiro danadgarebi• sawarmoo teqnika
sawarmoo produqti
• sawarmoo maragi• remonti• saTadarigo nawilebi
maragebi da momsaxureba
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produqti
produqtis maxasiaTeblebi
brendingi
SefuTva
etiketi
produqtis mxardamWeri maxasiaTeblebi
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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
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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
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800 $ 500 $
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brendi aris is Tu ras fiqroben Senze
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brendi aris is Tu ras fiqroben Senze
brendingi aris marTva imisa Tu ras fiqroben Senze
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produqtis kategoria
bre
nd
is s
axe
liars
eb
uli
axali
arsebuli axali
brendingis strategia
seriis gafarToeba brendis ganvrcoba
mravali (multi) brendi axali brendi
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seriis gafarToeba
mocemuli produqtis kategoriisaTvis axali
maxasiaTeblebis damatebas imave brendis
saxelis qveS
axali surneli, forma, feri, damatebiTi ingredientebi . . .
Coca Cola - Coca Cola Zero
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brendis ganvrcoba
produqtis axal kategoriaSi modificirebuli an axali
produqtis gamoSvebas warmatebuli brendis
saxelis gamoyenebiT
Barbie – Ken – Barbie house
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Multi ბრენდი
kompania qmnis axal (xSirad konkurent) brends arsebuli produqtebis kategoriaSi
Mars – Twix - Pedigree
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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
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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
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momsaxurebis strategia
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kino rusTaveli
ra mouxerxos kino “rusTavelis” administraciam misi produqtis (momsaxurebis) maxasiaTeblebs
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kiTxvebi