Chapter 7

■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. gansazRvroT produqtis mcneba da produqtisa da momsaxurebis ZiriTadi tipebi; 22.. aRweroT kompaniebis mier

misaRebi gadawyvetilebebi individualur produqtsa da momsaxurebasTan, produqtis seriasTan da produqtis

kompleqsTan dakavSirebiT; 33.. ganixiloT brendingis strategia - kompaniebis mier brendebis Seqmnisa da misi

Semdgomi marTvis dros miRebuli gadawyvetilebebi; 44.. gansazRvroT oTxi maxasiaTebeli, romlebic gavlenas

axdenen momsaxurebis marketingze; 55.. ganixiloT produqtTan dakavSirebuli ori damatebiTi sakiiTxi.

produqti, momsaxureba da

brendingis strategia

axla, rodesac marketingul strategias axlos gaecaniT, Cven mogzaurobas

ganvagrZobT marketinguli kompleqsisken – kompaniebis strategiebis

danergvisaTvis saWiro marketinguli iaraRisken. am da momdevno TavSi

SeviswavliT, Tu rogor ayalibebs da marTavs kompania pro-duqts. Semdeg,

momdevno TavebSi, gadavxedavT faswarmoqmnis, distribuciisa da marketinguli

komunikaciebis sxvadasxva sakiTxebs. xSirad, produqti aris marketinguli

analizis pirveli da umTavresi nawili. kompaniebis mier individualuri

brendis, momsaxurebisa da produqtis SeTavazebis marTvis xarisxi did

gavlenas axdens maT warmatebaze bazarze . Cven, erTi SexedviT, martivi

SekiTxviT daviwyebT: ra aris produqti? rogorc mogvianebiT dar-wmundebiT,

pasuxi arc Tu ise martivia.

pirvel etapze Cven ganvixilavT kosmetikuri produqciis marketingis

magaliTs. daimaxsovreT es, erTi SexedviT, martivi kiTxva – ra aris produqti?

kosmetikis industriis magaliTi gviCvenebs, rom arc ise advilia am kiTxvaze

pasuxis gacema. marTlac, ra aris kosmetikuri produqti? kosmetikis iseTma

mwarmoeblebma rogoricaa Aveda ician,rom,rodesac qali kosmetikas yidulobs,

igi bevrad, bevrad mets iZens, vidre lamaz boTlSi Tavmoyril surnelovan

ingredientebs.

kosmetikis mwarmoebeli kompaniebi, mTeli msoflios maStabiT, yovel wels

miliardobiT dolaris Rirebulebis losionebs, sacxebsa da sunamoebs

yidian, romelic 160 miliardi dolaris momcveli msoflio silamazis

industriis nawils warmoadgens. erTi mxriv, es produqtebi, ubralod, zeTebisa

da qimiuri saSualebebis nazavia, romlebsac sasiamovno surneli da

damamSvidebeli efeqti gaaCniaT. magram kosmetikis kompaniebma ician, rom isini

bevrad ufro mets yidian, vidre ingredientebis naerTs – isini yidian pirobas,

romelsac es koncentrati momxmarebels hpirdeba.

ra Tqma unda, iseve rogorc yvela biznesSi, kosmetikis biznesSic

produqti da misi xarisxi warmatebisa Tu warumateblobis gansamzRvrelia.

magaliTad, sunamos mwarmoeblebi acxadeben, `Tu sunamos ar eqneba surneli is

arc gaiyideba~. Tumca 180 dolaris Rirebulebis sunamos warmoeba SesaZloa

mxolod 10 dolari Rirdes. amrigad, momxmareblebisaTvis sunamos Sarms

matebs bevri ram misi ingredientebis Rirebulebis garda. iseTi sunamoebis

saxelebi, rogorebic aris Obsession, Passion, Gossip, Wildheart, Opium, Joy, White Linen,Youth Dew, Eternity da Love, gvTavazoben, sunamoebis karg surnelze bevrad met

siamovnebas.

7ggzzaammkkvvlleevvii || ideebis kvaldakval

264 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Sedgena

ras gvpirdeba kosmetika? New York Times-is qveviT moyvanili angariSis

mixedviT, kosmetika bevrad metia, vidre ubralod makiaJi.

gasul kviras mewamuli feris abazanaSi viweqi (me mjera Philosophy-is mierdamzadebuli abazanisasaqafeblis), vardisferi pudri wavisvi (5S-is mier

damzadebuli Rebirth `ganwyobis asamaRleblad da sulieri mdgomareobis

ganaxlebisaTvis~); Cemi damatenianebeli iyo Bliss-i (Aveda-s Chakra VII-i, `mxia-

ruli brwyinvaleba da amaRlebuli ganwyoba~); Cemi frCxilebis laqi Spiritual-iiyo (Tony and Tina-gan, `dagexmarebiT Tqvens saukeTeso `me~-sTan dakavSirebaSi~),

kbilebi sufTa mqonda, guli _ Ria. kosmetikis mwarmoebelma kompaniebma imedis

uZvelesi cneba Secvales da igi boTlSi moaTavses.

`kosmetika aris Cveni Tanamgzavri RvTaebrivisaken~. magaliTad, es aris is,

risi mosmenac Tony and Tina-sgan SegiZliaT. toni da Tina (entoni gilisi da

qristina bornsteini) sasiamovno, axalgazrda xelovanebi arian. erTi lon-

donidan aris, meore ki niu-iorkSi gaizarda. frCxilebis laqi Chakra romelic

ori wlis win Seqmnes maTi ironiuli SeniSvna iyo silamazis biznesTan

dakavSirebiT. magram mogvianebiT, megobris SeTavazebis Semdeg, Tony and TinaSeuerTda silamazis bizness da dReisaTvis isini 2 milioni dolaris

Semosavlis mqone kosmetikur kompanias floben Semdegi ganacxadiT: `adamia-

nuri cnobierebis evoluciis dasaxmareblad.~ isini awarmoeben Semdeg pro-

duqcias: frCxilebis sxvadasxva feris laqebs (Vibrational Remedies), sxeulis

brwyinvalebis saSualebebsa da Tmis saRebavebs, tuCis sacxebsa da Tvalis

Crdilebs. maTi SeZena SegiZliaT Nordstrom-Si, Fred Segal-sa da Bloomingdale-Si,sadac gasul TveSi maT saukeTeso maCveneblebiT gayides Hard Candy da UrbanDecay. `Cven vfiqrobT, rom male ferebis Terapia axal medikamentad iqceva~, –

ambobs toni. axal xanaSi cisartyela (Rainbow) gansacvifreblad farTovdeba.

Philosophy, 3 wlis win arizonaSi Seqmnili kompania amzadebs garkveuli saxis

kosmetikur nakrebs - `TviTdaxmarebis programas~ _ saxelad Rainbow Connection.Svidferiani abazanis surnelovani qafis metalis yuTSi Tqven 45 dolars

ixdiT. `SearCieT Tqveni abazanis surnelovani qafis feri Tqveni emociuri

cxovrebis im nawilis mixedviT romelsac yvelaze metad Wirdeba yuradReba,

magaliTad, egoizmi, TviTdafaseba.~ _ vkiTxulobT broSuraSi. `Cemi azriT, Cemi

roli gulisxmobs, Tqvens daxmarebas bedis bilikze dasarCenad. laparaki ar

aris imaze, Tu rogor gamoiyurebiT. silamazes Tqveni qmedebebi gansazRvravs~,

– ambobs Philosophy-is damaarsebeli qristina karlino.

5S, iaponuri kompania Shiseido-s filiali, gvTavazobs Zalauflebas `xuTi

miTiuri da fundamenturi mniSvnelobiT~ (islamis 5 dasayrdeni, konfucianobis

5 klasikosi da a.S.) romelic efuZneba ufro emociur, vidre fizikur

grZnobebs. 5S-is SoHo-s maRaziaSi Tqven yidulobT ara mSrali kanisaTvis

saWiro saSualebebs, aramed `mkvebav~, `gamaZlierebel~ da `RvTaebriv~

saSualebebs. kompanias ferebiT Terapiis swams, amitom misi produqcia xasxasa

vardisferSia gadawyvetili. myidveli 5S-is vardisferi sapnis, pudrisa datoneris saSualebiT xelaxla ibadeba. am produqtebis mizani ar aris, rom

Tqven ukeTesad gamoiyurebodeT, aramed is rom ukeTesad igrZnoT Tavi,

ukeTesad imoqmedoT da ukeTes pirovnebad CamoyalibdeT. Tqveni saukeTeso

`me~-s aRmosaCenad sulac ar gWirdebaT indoeTSi erTTviani viziti: amisTvis

mxolod abazanis es surnelovani qafi, tuCis sacxi da Ramis sacxi unda

SeiZinoT. silamazis biznesis Zveli strategia (acduneT Tqveni mamakaci!)

axalma Zalam daCrdila. me aRar maqvs naoWebi. me Chakra micavs.

marTlac, Aveda-s gamoCenamde vin ra icoda Cakras Sesaxeb? 1989 wels,

mcenareul ingredientebze damzadebuli kosmetikis kompania Aveda-m sunamosada damatenianebeli saSualebebis saxelebis misaniWeblad, savaWro niSnad

Chakra airCia. Tumca, cota xnis win Estee Lauder kompaniis mier Aveda-s Sesyidvamdaamtkica, rom cvalebadma istoriam is sabolood aitaca. `Aveda ar aris mar-

ketinguli idea, – ambobs Estee Lauder-is vice-prezidenti janet vagneri, – es aris

vnebaze damyarebuli rwmena. Cemi azriT, pirvel rigSi, gamowveva unda iyos

gamamxnevebeli, xolo Semdeg yuradReba produqtze unda gamaxvildes.~

yovelive es SesaZloa mxolod erT did siyalbes hgavdes, magram misi

safuZveli logikuria. aseTi brendebis warmateba amtkicebs, rom produqti

bevrad metia, vidre, ubralod, fizikuri raoba. marTlac, kosmetikis SeZenisas

qali bevrad, bevrad mets yidulobs, vidre zeTebs, qimikatebsa da sunamoebs.

kosmetikis imiji, dapirebebi, pozicionireba, ingredientebi, misi saxeli da

SefuTva, kompania, romelic mas amzadebs, maRazia, romelic mas yidis – yovelive

TTaavvii 77 produqti, momsaxureba da brendingis strategia 265

es mTliani kosmetikuri produqtis Semadgeneli nawilebia. Aveda, Philosophy da5S kosmetikis gayidvisas bevrad mets sTavazoben momxmarebels, vidre,

ubralod, materialur produqts. isini yidian cxovrebis stils, TviTgamoxat-

vas, gamorCeulobas da sulierebas; miRwevebs, warmatebasa da statuss; roman-

tikas, gatacebasa da fantazias; mogonebebs, imidebsa da ocnebebs.1

cxadia, kosmetika kosmetikaze bevrad metia, rodesac mas Aveda yidis. es Tavi

macdurad martivi kiTxviT iwyeba: ra aris produqti? am SekiTxvaze pasuxis

gacemis Semdeg Cven gadavxedavT produqtis klasifikaciis gzebs momxmareb-

lisa da biznes bazrebis mixedviT. Semdeg ganvixilavT marketologebis mier

miRebul mniSvnelovan gadawyvetilebebs individualur produqtTan, produq-

tis seriasTan da produqtis kompleqsTan dakavSirebiT. SevexebiT kritikulad

mniSvnelovan sakiTxs, Tu rogor ageben da marTaven marketologebi brendebs.

da bolos, ganvixilavT produqtis iseTi gansakuTrebuli formis maxasiaTeb-

lebsa da marketingul moTxovnilebebs, rogoric aris momsaxureba.

■❚ rraa aarriiss pprroodduuqqttii??

Sony-s DVD pleeri, Ford Taurus-i, dasveneba kosta-rikaze, yava moka Starbucks-Si,Fidelity-s onlain-investiciebiT momsaxureba da ojaxis eqimis rCevebi _ yovelive

esproduqtebia. Cven ganvsazRvravT pprroodduuqqttss, rogorc raRacas, rac SeiZleba

bazars mivawodoT yuradRebis misaqcevad, SesaZenad, gamosayeneblad an

moxmarebisTvis da romelic TavisTavad, survils an saWiroebas unda akmay-

ofilebdes. produqti moicavs ufro mets, vidre realur saqonels. misi

vrceli ganmarteba aseTia: produqti moicavs fizikur obieqtebs, momsaxure-

bebs, movlenebs, adamianebs, adgilebs, organizaciebs, ideebs an am yvelafris

sxvadasxva kombinaciebs. amitom am wignSi Cven ganvixilavT termins _ pro-

duqti, rogorc zemoT CamoTvlilTagan erT-erTs an maT nazavs.

msoflio ekonomikaSi udidesi mniSvnelobis gamo, Cven gansakuTrebul

yuradRebas vuTmobT momsaxurebas. mmoommssaaxxuurreebbaa aris produqtis forma,

romelic moicavs saqmianobebs, sargeblebs an kmayofilebebs, romlebic gasayi-

dad aris SeTavazebuli. es yovelive aramaterialuria da ar warmoadgens vin-

mes sakuTrebas, magaliTad, sabanko da sastumro servisi, aviaxazebi, sacalo

vaWroba da saremonto momsaxureba. mogvianebiT momsaxurebis Temas ufro

dawvrilebiT ganvixilavT.

pprroodduuqqttii,, mmoommssaaxxuurreebbaa ddaa ggaammooccddiilleebbaa

produqti aris marketinguli SeTavazebis mTavari elementi. marketinguli kom-

pleqsis dagegmva iwyeba im SeTavazebis formulirebiT, romelic miznobriv

myidvelebs faseulobas awvdis da maT moTxovnilebebs akmayofilebs. swored

es SeTavazeba aris bazisi, romelzedac kompania myidvelebTan momgebian, myar

urTierTobebs afuZnebs.

kompaniis sabazro SeTavazeba xSirad Seicavs rogorc materialur saqo-

nels, aseve momsaxurebebs. Oorive komponenti SesaZloa iyos mTeli SeTavazebis

mcire Tu didi Semadgeneli nawili. erTi mxriv, SeTavazeba SeiZleba warmoad-

gendes wminda materialur saqonels, rogorebicaa saponi, kbilis pasta an mar-

ili, romelTac Tan ar axlavT momsaxureba. meore mxriv, SeiZleba iyos wminda

momsaxureba, rodesac SeTavazeba, upirveles yovlisa, momsaxurebas gulisxmobs.

magaliTad, eqimis mier gasinjva, finansuri momsaxureba. am or ukiduresobas

Soris, miuxedavad yvelafrisa, SesaZloa aRmovaCinoT saqonlisa da momsaxure-

bis kombinaciebi.

dRes, rodesac produqtebi da momsaxurebebi sul ufro da ufro farTod

gamoiyeneba, bevri kompania sakuTari momxmareblisaTvis axal faseulobebs

qmnis, raTa maTi SeTavazebebi gansxvavebuli iyos. maSin rodesac produqti

materialuria, xolo momsaxureba _ aramaterialuri, STabeWdileba mogonebaa,

romelic personaluria da individualuri myidvelis gonebaSi mkvidrdeba.

STabeWdileba yovelTvis mniSvnelovani iyo gasarTob industriaSi _

Disney-im Seqmna waruSleli STabeWdileba Tavisi filmebiTa da parkebiT.

miuxedavad amisa, dRes sxvadasxva kompania TavianT tradiciul saqonelsa da

pprroodduuqqttii (Product)yvelaferi rac SeiZ-

leba bazars miewo-

dos yuradRebis mi-

saqcevad, SesaZenad,

gamosayeneblad an

moxmarebisTvis rome-

lic survils an sa-

Wiroebas akmayofi-

lebs.

mmoommssaaxxuurreebbaa (Service)saqmianoba an sarge-

beli romelsac

erTi mxare meores

sTavazobs. aseTi

garigeba raime mate-

rialuris flobas

ar gulisxmobs.

gindaT donati (funTuSa)? pirvelad

ra mogdiT TavSi? xuTi wlis win,

albaT, ityodiT Dunkin’Donuts-s _ yavi-sa da donatebis jer kidev umsxvi-

lesi msoflio qsels. magram dRes,

samxreTuli fenomeni Krispy Kreme-isgansakuTrebuli popularobis gamo,

Tqveni pasuxi, albaT, sul sxvanairi

iqneba. Krispy Kreme-is saxelma da mis-

ma cnobilma bafTisebrma logom

mTeli qveyana da msoflio moiara.

kompania gemrieli da fumfula do-

natebiT sul ufro da ufro met

myidvels akmayofilebs.

Krispy Kreme-is wyalobiT, msoflio

donatebs sxvanairad miirTmevs. dRes

kompania da misi franCaizerebi yo-

veldRiurad 7.5 milion, yovelwliu-

rad ki 2.7 miliard donats amzade-

ben. mTeli msoflios masStabiT

arsebul Krispy Kreme-is maRaziebsdaaxloebiT 22 wuTSi SeuZliaT

imdeni donatis gamocxoba, romelTa

grovac Empire State Building-ze maRali

iqneba. yovel kviras gamomcxvari do-

natebi sakmarisia niu-iorkidan los-

anjelesamde gasaWimad. am procesSi

isini iyeneben 1.3 milion kilo

fxvnils da daaxloebiT 5 olimpiu-

ri sacurao auzis amosavsebad saWi-

ro Sokolads.

magram myidvelTaTvis Krispy Kreme-imxolod donati ki ara jadosnuri

momentia, rodesac is dauviwyar STa-

beWdilebas iRebs. kompania TiToeu-

li gayiduli donatiT kidev erT

bednier myidvels qmnis, romelsac

erTi suli aqvs, sanam sxvebs am gan-

cdis Sesaxeb Seatyobinebs. Tu Tqven

ar gagisinjavT fumfula, cxeli

Krispy Kreme, es imas niSnavs, romTqven, ubralod, ar gicxovriaT.

Krispy Kreme-is magiuri momentebi1933 wlidan iRebs saTaves, rodesac

verdon rudolfma kentukis Statis

qalaq paduhaSi donatebis maRazia

iyida da Krispy Kreme-is unikaluri,

fumfula _ donatis gayidva daiwyo.

1937 wels rudolfis ojaxma Tavisi

biznesi CrdiloeT karolinaSi, vin-

ston-salemSi, gadaitana. verdonma

swored aq, momxmarebelTa moTxov-

nebze sapasuxod, sacalo vaWrobis

fanjara ganaTavsa, saidanac igi

Krispy Kreme: mmaarrTTllaacc rroomm,, ttkkbbiillii ggaammooccddiilleebbaa

7.1

myidvelTaTvis Krispy Kreme-i mxolod donati ki ara jadosnuri momentia,

rodesac is dauviwyar STabeWdilebas iRebs.

momsaxurebebs sxva saxes aZleven, raTa axali STabeWdilebebi Seqmnan. magali-

Tad, restornebi bevrad met faseulobas sTavazoben momxmareblebs vidre

ubralod saWmliT momsaxurebaa. Sarbucks-is stumrebi fuls ufro metSi ixdian,

vidre, ubralod yavaSi. kompania momxmarebels sTavazobs espreso yavis

mosaduRebeli manqanebis ukan mdgom winsafrian msaxiobebs, Tbil, magram

Tanamedrove garemos, rac maT dadebiTi emociebiTa da kmayofilebiT avsebs.

Krispy Kreme-i ubralod ki ar yidis Rvezels, aramed qmnis magiur wuTebs, rom-

lis SegrZneba misi maRaziis nebismier stumars iqauri surneliT SeuZlia

(ixileT marketingi muSaobis procesSi 7.1).


mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


axal, cxel donatebs yidda.

franCaizis saSualebiT kompaniis

gafarToebis Semdeg, rudolfma dai-

naxa yovel savaWro wertilze KrispyKreme-is momxmarebelTa STabeWdi-

lebiT uzrunvelyofis saWiroeba.

amitom man qarxana aaSena, romelic

yvela maRazias erTsa da imave dona-

tebis damzadebisaTvis saWiro ingre-

dientebs awvdida. man agreTve dai-

wyo iseTi sadistribucio sistemis

ganviTareba, romelic donatebis war-

moebis process avtomatur reJimSi

gadaiyvanda.

kompaniis Tanamimdevrul xaris-

xze fokusireba dResac grZeldeba.

rudolfi gulmodgined gegmavs

Krispy Kreme-is TiToeuli maRaziis

Sesaxeb gadawyvetilebas _ maRaziis

dizainiT dawyebuli, TanamSromlebis

uniformiT damTavrebuli. TiToeuli

posteri da TiToeuli niSani, mowyo-

bilobis TiToeuli nawili da fqvi-

lis, Saqris fxvnilis da karamelis

fxvnilis TiToeuli tomara KrispyKreme-sgan unda iyos SeZenili. amri-

gad, Krispy Kreme-is nebismier maRazia-Si, nebismier adgilas misi TiToeuli

myidveli erTnair, jadosnur siamov-

nebas iRebs.

rogorc Cans, Krispy Kreme-is ja-

dosnuri garemo izidavs yvelas, miu-

xedavad maTi asakis, sqesis, eTniku-

robisa da socialur-ekonomikuri

mdgomareobisa. àxali maRaziis gaxs-

nis molodinSi xalxi saaTobiT

dgas rigSi. . . isini erTmaneTSi

saubroben da erTmaneTs Krispy Kreme-is Sesaxeb sakuTar STabeWdilebebs

uziareben. . . gasaocaria, ramdeni

biznesi iciT, romlis molodinSi

xalxi saaTobiT dgas rigSi? me ara-

feri minaxavs, rac odnav mainc uax-

lovdeba siyvarulis im Zlier

grZnobas, romelsac es xalxi am

brendis mimarT ganicdis~, _ ambobs

Krispy Kreme-is maRaziaTa qselis gan-

viTarebis mTavari vice-prezidenti.

Krispy Kreme-i imdenad fokusire-

bulia Tavis mier Seqmnil STabeWdi-

lebaze, rom, realurad, sakuTari

brendis gansazRvras maRaziis STa-

beWdilebebis saSualebiT axorcie-

lebs. mis wignSi `sacalo vaWrobis

garemo~, romelic TiToeuli axali

maRaziis dizains detalurad aR-

wers, vkiTxulobT: `Cveni brendi da

myidvelebis STabeWdilebebi, es aris

yoveli CvenganisaTvis udidesi moti-

vacia. araferia imaze mniSvnelovani,

vidre am Zvirfasi monapovris dacva

da gafrTxileba. srulyofilebis,

dauRalavi simtkicisa da momxmareb-

lisa da brendis urTierTobis Camo-

yalibebis Jini _ es aris Krispy Kreme-is warmatebis saZirkveli.~

Krispy Kreme-is Zlieri brendis

saxeli amartivebs axal bazarze

momxmareblis mizidvis process. misi

mimdevrebisaTvis es kompania TiTqmis

kults warmoadgens, amitom bevri

raionisaTvis Krispy Kreme-is Sesvla

sadResaswaulo movlenaa. oregonSi

momxmareblebi Krispy Kreme-is axali

maRaziis gaxsnas marSirebiT, orkes-

trisa da gundis TanxlebiT, Sex-

vdnen. rodesac sietlTan axali ma-

Razia gaixsna, mondomebulma myidve-

lebma trotuarze karvebi gaSales,

raTa meore dRes, dilis 5:30-ze, maRa-

ziaSi pirvelebi Sesuliyvnen. rode-

sac denverSi misi debiuti Sedga, di-

lis transportis moZraobis grafiki

ramdenime saaTis ganmavlobaSi

areul iyo.

Krispy Kreme-is saxelis cnobado-

bis uzrunvelsayofad adgilobrivi

franCaizerebi xSirad aTobiT dona-

tebiT, usasyidlod, amarageben adgi-

lobriv radiosadgurebs, an qalaqis

policiasa da saxanZro departamen-

tebs. rodesac feniqsSi axali maRa-

zia gaixsna, cnobilma samarTaldam-

cavma jo arpaiom, àmerikis yvelaze

jiutma, unamuso Serifma~, romelmac

patimrebs aiZula, vardisferi Siga-

sacvali etarebinaT, erT-erTma pir-

velma gasinja Krispy Kreme-is axali

donati. zRvis napiras satelevizio

kamerebis TandaswrebiT man mSvenieri

fraza warmoTqva: ès donatebi imde-

nad kargia, rom isini aralegaluri

unda iyos.~ stimulirebis aseTi

forma Krispy Kreme-is stilia. ugem-

rielesma donatebma garkveuli ro-

lic ki Seasrules filmSi PrimaryColors da iseT satelevizio SouebSi,

rogorebic aris Elly McBea, NYPD Blueda Ramis Sou jei lenosTan erTad.

amrigad, Krispy Kreme bevrad ufro

metia, vidre ubralod donatebis gam-

yidveli. myidvelisaTvis igi qmnis

jadosnur wamebs, romelTa saSuale-

biT Krispy Kreme–i nebismieri adamia-nisaTvis dauviwyari xdeba. `me mina-

xavs lurjsayeloiani muSa, orsu-

li qali, baikeri, biznesmeni da

`rols roisis~ mflobeli qali, rom-

lebic Krispy Kreme-is maRaziaSi rig-Si idgnen da erTmaneTs didi xnis

unaxavi megobrebiviT esaubrebodnen~,

_ aRniSnavs kompaniis marketingis me-

nejeri jenifer gardneri. KrispyKreme–is moyvaruli jeni krami am-

bobs: `Tqven es unda gamocadoT. ami-

saTvis, es donati unda miirTvaT!~

Krispy Kreme-i bevrad metia, vidre ub-ralod donati, es, marTlac, momxmare-

blis tkbili mogonebaa. myidvelis-

Tvis jadosnuri momentebis Seqmna

Krispy Kreme-Tvisac sakmaod momge-

biani iyo, radgan sul raRac, ori

wlis ganmavlobaSi misi gayidvebi 73

procentze metiT gaizarda.

wwyyaarrooeebbii:: Portions adapted from a case written byPeter Attwater, student at the University of NorthCarolina at Chapel Hill, April 2003. Other informationfrom “It’s Official: Krispy Kreme Coming toClackamas,” April 8, 2003, accessed online atwww.katu.com; Sarah MacDonald, “It’s a Drive-Thruor No Go,” April 17, 2003, Daily News Transcript,accessed online at www.neponsetvalleydailynews.com; Christina Dyrness, “HotTechnology Now,” News & Observer, April 23, 2003,p. 1F, 3F; and information accessed online atwww.krispykreme.com/mediarelations.html, July 2003.

bevri sacalo movaWrec iyenebs STabeWdilebas. Niketown-is maRaziebi

qmnian e.w. sareklamo gazeTebs, sadac momxmarebels sTavazoben inter-

aqtivebs, dagegmil saqmianobebsa da mastimulirebel movlenebs

savaWro garemoSi. iseT maRaziebSi, rogorebicaa Sharper Image da

Brookstone, xalxi axali wesebiT TamaSobs _ isini sxedan skam-

masaJorebSi da ufro metad amiT tkbebian, vidre Tavad vaW-

robiT.2Nniu-iorkSi,Times Square-ze,Toys “R” Us-is saTamaSoebis maRaziaSi

Sesvlisas Tqven ara marto vaWrobT, aramed axal STabeWdilebebs

iRebT.3

■ STabeWdilebebis marketingi:

Tqven ubralod ki ar midixarT

sayidlebze niu-iorkis Toys “R” Us-ismaRaziaSi, aramed Tqven iq iZenT

dauviwyar STabeWdilebebs.

pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss ddoonneeeebbii.. produqtis Semqmnelebs sWirdebaT pro-

duqtisa da momsaxurebis 3 donis ganxilva (ixileT suraTi 7.1). yvelaze

mniSvnelovani done aris ZiriTadi sargebeli, romelic pasuxobs kiTxvaze –

sinamdvileSi, ras yidulobs momxmarebeli? produqtis dizainis Seqmnis

procesSi mwarmoebelma, pirvel rigSi, unda gansazRvros ZiriTadi problemis

gadamWreli sargebeli, romelsac momxmarebeli eZebs. pomadis SeZenisas qali

yidulobs ufro mets, vidre, ubralod, tuCis fers: Revlon-is warmomadgenelma

Carlz revsonma es didi xnis win aRmoaCina. `qarxanaSi vamzadebT kosmetikas,

maRaziaSi ki vyidiT imeds!~ Carlz Svabi ara marto finansur momsaxurebebs

sTavazobs myidvels, aramed maTTan `finansuri ocnebebi’’-s ganxorcielebis

pirobasac debs.

meore doneze produqtis Semqmnelebi ZiriTadi sargeblidan realur pro-

duqtze gadadian. maT unda ganaviTaron produqtis da momsaxurebis

maxasiaTeblebi, dizaini, xarisxis done, brendis saxeli da SefuTva. magaliTad,

Sony-is videokamera realuri produqtia. misi saxelis, nawilebis, stilis, niSan-

Tvisebebis, SefuTvisa da sxva atributebis kombinirebiT xdeba ZiriTadi sarge-

blis miwodeba _ moxerxebuli, maRalxarisxiani saSualeba, romelsac

mniSvnelovani wuTebis aRbeWdva SeuZlia.


ssuurraaTTii 77..11

produqtis sami done


da bolos, produqtis Semqmnelebma ZiriTadi

sargeblisa da realuri produqtis bazaze gazviade-

buli produqti unda Seqmnan da amiT momxmareblebs

damatebiTi momsaxurebebi da sargebeli SesTavazon.

Sony-m myidvels ufro meti unda SesTavazos, vidre

ubralo videokamera. rodesac momxmarebeli Sony-isvideokameras yidulobs, Sony-m da misma liderebma

myidvels unda miscen garantia mis Semadgenel naw-

ilebsa da xarisxze, Tan unda daurTos videokameris

gamoyebinebis instruqciebi, saWiroebis SemTxvevaSi,

uzrunvelyon swrafi SekeTebis momsaxurebiT da

telefonis ufaso nomeriT, raTa myidveli, prob-

lemisa Tu SekiTxvis gaCenis SemTxvevaSi, maT

daukavSirdes.

momxmarebeli produqts uyurebs, rogorc sarge-

belTa kompleqts, romelic maT moTxovnilebebs

akmayofolebs. amitom, produqtis ganviTarebisas pro-

duqtis Semqmnelebma, pirvel rigSi,unda gansazRvron,

ramdenad akmayofilebs produqti momxmareblis

ZiriTad moTxovnilebebs. Semdeg maT unda Seqmnan

realuri produqti da ipovon gzebi, Tu rogor

Seqmnan iseTi sargebeli, romelic yvelaze meti

kmayofilebiT uzrunvelyofs momxmarebels.

pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss kkllaassiiffiikkaacciiaa

produqti da momsaxureba maTi momxmarebelTa

tipebis safuZvelze or ZiriTad klasad iyofa:

samomxmareblo produqcia da sawarmoo daniSnu-

lebis produqcia. aq sityva produqtSi gaerTianebu-

lia, agreTve, STabeWdilebebi, organizaciebi, adami-

anebi, adgilebi da ideebi. M

ssaammoommxxmmaarreebblloo pprroodduuqqcciiaa.. ssaammoommxxmmaarreebblloo pprroodduuqqtteebbii aris pro-

duqtebi da momsaxurebebi, romlebsac saboloo momxmarebeli per-

sonaluri gamoyenebis mizniT iZens. Cveulebriv, marketologebi aseTi

produqciisa da momsaxurebebis klasifikacias imisda mixedviT axde-

nen, Tu rogor yidulobs maT momxmarebeli. samomxmareblo produq-

cia moicavs yovedRiuri moxmarebis produqtebs, ZiriTadi moxmarebis

produqtebs, gansakuTrebul produqtebsa da pasiuri moTxovnis pro-

duqtebs. isini erTmaneTisgan gansxvavdebian momxmareblis yidvis

qcevisa da maTi bazarze miwodebis mixedviT (ixileT cxrili 7.1).

yyoovveellddRRiiuurrii mmooxxmmaarreebbiiss pprroodduuqqtteebbii aris produqtebi da mom-

saxurebebi, romelTac momxmarebeli xSirad, dauyovnebliv da mini-

maluri ZalisxmeviT yidulobs. magaliTad, saponi, tkbileuli, gazeTi

da swrafi kvebis nawarmi. Cveulebriv, yoveldRiuri moxmarebis pro-

duqtebi dabalfasiania da marketologebi maT rac SeiZleba met adg-

ilas ganalageben, raTa saWiroebis SemTxvevaSi yvela

momxmareblisTvis xelmisawvdomi iyos.

ZZiirriiTTaaddii mmooxxmmaarreebbiiss pprroodduuqqtteebbii aris samomxmareblo pro-

duqtebi, romelTac momxmarebeli arCevs da yidulobs produqtis

xarisxis, fasis, stilisa da sxva sasurveli niSan-Tvisebebis

mixedviT. aseTi produqtisa da momsaxurebis yidvaze momxmarebeli

did drosa da energias xarjavs, raTa informacia moiZios da

Sedarebebi moaxdinos. magaliTad, aveji, tansacmeli, manqanebi, sastum-

rosa da aviaxazebis momsaxurebebi. Cveulebriv, ZiriTadi moxmarebis

produqtebis marketologebi produqcias SedarebiT cota maRaziaSi

anawileben, magram amavdroulad momxmarebels saSualebas aZleven

arCevani Sedarebis Sedegad gaakeTon.

■ ZiriTadi, realuri da gazviadebuli produqti: mom-

xmarebeli aRiqvavs Sony-is am kameras, rogorc arama-terialuri maxasiaTeblebisa da momsaxurebis rTul

narevs.

ssaammoommxxmmaarreebblloo pprroo--

dduuqqcciiaa (Consumerproduct)produqtebi da mom-

saxurebebi, romle-

bic saboloo momx-

marebelma persona-

luri gamoyenebis

mizniT SeiZina

yyoovveellddRRiiuurrii

mmooxxmmaarreebbiiss pprroodduuqqttii

(Convenience product)samomxmareblo pro-

ducqia, romelTac

momxmarebeli xSi-

rad, dauyovnebliv

da minimaluri Za-

lisxmeviT yidulobs

ZZiirriiTTaaddii mmooxxmmaarreebbiiss

pprroodduuqqttii (Shoppingproduct)samomxmareblo pro-

duqti, romelsac

momxmarebeli arCevs

da yidulobs pro-

duqtis xarisxis, fa-

sis, stilisa da sxva

sasurveli niSan-

Tvisebebis mixedviT.

ggaannssaakkuuTTrreebbuullii pprroodduuqqtteebbii aris unikaluri maxasiaTeblebis an brendis

mqone produqtebi, romelTa SesaZenad myidvelTa garkveuli jgufi

gansakuTrebul interess iCens. magaliTad, gansakuTrebuli brendebi, feraris

markis avtomobilebi, maRalfasiani fotodanadgarebi, dizainerebis mier

Sekerili samosi, medicinisa da samarTlis specialistebis momsaxureba.

Cveulebriv, myidvelebi gansakuTrebul produqtebs erTmaneTs ar adareben.

isini amaze mxolod im dros xarjaven, romelic dilers saWiro produqtis

motanisaTvis sWirdeba.

ppaassiiuurrii mmooTTxxoovvnniiss pprroodduuqqtteebbii aris samomxmareblo produqcia, romelTa

Sesaxebac myidvelebma an ar ician araferi an ician, magram maT SeZenaze nakle-

bad fiqroben. inovaciaTa umravlesoba myidvelisaTvis SeumCneveli rCeba, sanam

maT reklamas ar naxaven. cnobili, magram pasiuri moTxovnis produqtebis

klasikuri magaliTebia: sicocxlis dazRveva, sasaflaos nakveTi, sisxlis

donoroba wiTeli jvrisTvis. TavianTi mravalferovnebis gamo, pasiuri

moTxovnis es produqtebi didi raodenobis reklamas, personalur gayidvasa da

sxva marketingul Zalisxmevas saWiroeben.

ssaawwaarrmmoooo ddaanniiSSnnuulleebbiiss pprroodduuqqcciiaa.. ssaawwaarrmmoooo ddaanniiSSnnuulleebbiiss pprroodduuqqtteebbii aris

produqtebi,romelTac organizaciebi an individualuri myidvelebi Seisyidian

Semdgomi gadamuSavebis an biznesSi gamoyenebis mizniT. amdenad, gansxvaveba

samomxmareblo produqtsa da sawarmoo daniSnulebis produqts Soris

emyareba produqciis Sesyidvis mizans. Tu momxmarebeli gazonis saWrel man-

qanas saxlisaTvis yidulobs, igi samomxmareblo produqtia; magram Tu igive

momxmarebeli imave manqanas salandSafto biznesisaTvis yidulobs, maSin igi

sawarmoo daniSnulebis produqts warmoadgens.

sawarmoo daniSnulebis produqti moicavs sam ZiriTad jgufs: masalebsa

da nawilebs, ZiriTad saSualebebs, maragebsa da momsaxurebebs. masalebi da naw-

ilebi Seicavs nedleulsa da warmoebul masalebs. nedleuli Sedgeba agro-

produqtebisagan (xorbali, bamba, Sinauri cxovelebi, xili, bostneuli) da bune-

brivi produqtebisagan (Tevzeuli, cxvris xorci, gadaumuSavebeli navTobi,

rkinis madani). warmoebuli masala da nawilebi Sedgeba komponenturi


ccxxrriillii 77..11 Msamomxmareblo produqciasTan dakavSirebuli marketinguli sakiTxebi ssaammoommxxmmaarreebblloo pprroodduuqqcciiiiss ttiippeebbii

mmaarrkkeettiinngguullii yyoovveellddRRiiuurrii ZZiirriiTTaaddii ggaannssaakkuuTTrreebbuullii ppaassiiuurrii

ssaakkiiTTxxeebbii mmooxxmmaarreebbiiss mmooxxmmaarreebbiiss pprroodduuqqtteebbii mmooTTxxoovvnniiss

pprroodduuqqtteebbii pprroodduuqqtteebbii pprroodduuqqtteebbii

momxmareblis xSiri Sesyidva, naklebad xSiri Zlieri brendisadmi produqtis mcire

qceva minimaluri dagegmva, Sesyidva, meti dageg- upiratesobis miniWeba cnobadoba da codna

produqtebis erTmaneT- mva da Zalisxmeva. da loialurobis (codnis SemTxvevaSi

TTan minimaluri Seda- brendebis Sedareba grZnoba. gansakuTrebu- patara an negatiuri

reba, manimaluri fasis, xarisxis, li yidvis Zalisxmeva, interesi)

Zalisxmeva stilis mixedviT minimaluri brendebis

Sedareba, fasebze nak-

lebad mgrZnobiare

fasi dabali fasi SedarebiT maRali maRali fasi cvalebadi

fasi

distribucia farTo, intensiuri SerCeviTi distribucia eqskluziuri distribu- cvalebadi

mosaxerxebeli SedarebiT nakleb cia erT an ramdenime

adgilebi maRaziebSi maRaziaSi

stimulireba masiuri stimulireba reklamireba da perso- ufro frTxilad gamiz- agresiuli reklami-

mwarmoeblis mier naluri gayidva mwar- nuli stimulireba mwar- reba da personaluri

moeblis da gadamyidve- moeblisa da gadamyidve- marketingi mwarmoeb-

lis mier lis mier lisa da gadamyidve-

lis mier

magaliTebi kbilis pasta, Jurna- televizori, aveji, fufunebis saqoneli, sicocxlis dazRve-

li, sarecxi fxvnili Casacmeli rogoricaa Rolex-is va,wiTeli jvrisTvis

saaTi sisxlis donoroba

ggaannssaakkuuTTrreebbuullii

pprroodduuqqttii (Specialtyproduct)samomxmareblo pro-

duqti,romelsac uni-

kaluri maxasiaTeb-

lebi an brendi aqvs,

romlis SesaZenad

myidvelTa garkveuli

jgufi gansakuTre-

bul interess iCens.

ppaassiiuurrii mmooTTxxoovvnniiss

pprroodduuqqttii (Unsoughtproduct)samomxmareblo pro-

duqti,romelis Sesa-

xebac myidvelebma an

ar ician araferi an

ician, magram mis SeZe-

naze naklebad fiqro-

ben.

ssaawwaarrmmoooo ddaanniiSSnnuu--

lleebbiiss pprroodduuqqttii

(Industrial product)aris produqti,ro-

melsac organizacie-

bi an individualuri

momxmareblebi Seisyi-

dian Semdgomi gadamu-

Savebis an biznesSi

gamoyenebis mizniT


masalebisagan (rkina, Zafebi, cementi,

mavTulebi) da komponenturi nawilebis-

agan (Zravebi, saburavebi da a.S.). warmoe-

buli masalis umravlesoba pirdapir

sawarmoo momxmarebelze iyideba. am Sem-

TxvevaSi fasi da momsaxureba mTavari

marketinguli faqtorebia amitom brendi

da reklama naklebad mniSvnelovania.

ZiriTadi saSualebebi sawarmoo

daniSnulebis produqtebia, romlebic

xels uwyoben myidvelis produqciis

warmoebasa da operaciebs. igi moicavs

sawarmoo simZlavreebsa da damxmare mow-

yobilobebs. sawarmoo simZlavreebi Sed-

geba Senobebisa (fabrika-qarxnebi, ofise-

bi) da fiqsirebuli mowyobilobebisagan

(generatorebi, burRebi, didi kompi-

uteruli sistemebi, liftebi, dazgebi da

a.S.). damxmare mowyobilobebi moicavs

portatul danadgarebsa da samuSao

iaraRebs (xelis iaraRebi, avtomtvirTa-

vebi da sxva) da saofise mowyobilobas (kompiuterebi, faqsebi, saweri magidebi).

isini naklebad gamZlea, vidre sawarmoo saSualebebi da, ubralod, warmoebis

process uwyoben xels.

biznesproduqtebis bolo jgufia momarageba da momsaxureba. momarageba

aerTianebs operatiul maragebs (sapoxi masala, qvanaxSiri, qaRaldi, fanqrebi)

da SesakeTebel da saremento sagnebs (saRebavebi, lursmnebi, cocxebi). maragi

aris sawarmoo sferos xelsayreli produqtebis erToblioba, radgan mis

Sesyidvas minimaluri Zalisxmeva sWirdeba. biznesmomsaxurebebi moicavs sare-

monto da SesakeTebel momsaxurebebs (fanjrebis gawmenda, kompiuteris

SekeTeba da a.S.) da biznessakonsultacio momsaxurebebs (iuridiuli, menej-

ment-konsaltingi, sareklamo da sxva). aseTi momsaxurebis SeZena konqtraqtis

safuZvelze xdeba. magaliTad, Aramark-i sTavazobs yvelafers, dawyebuli

sakvebiT, damTavrebuli saxlisaTvis saWiro nivTebiT, TeTreuliT, saofise

momsaxurebiT, manqana-danadgarebis SekeTebiT, mowyobilobebiTa da momaragebis

jaWvis marTviT.

oorrggaanniizzaacciieebbii,, aaddaammiiaanneebbii,, aaddggiilleebbii ddaa iiddeeeebbii.. bolo wlebSi marketologebma

produqtis cneba ganavrces da dRes igi, materialur produqtebTan da

momsaxurebasTan erTad, organizaciebs, adamianebs, adgilebsa da ideebsac

moicavs.

organizaciebi xSirad axorcieleben saqmianobebs, raTa Semdgom TviT

organizacia `gayidon~. organizaciis marketingi Sedgeba saqmianobisgan, rom-

lis mizania, Seqmnas, SeinarCunos an Secvalos miznobrivi momxamreblebis

damokidebuleba da qmedeba organizaciisadmi. rogorc mogebaze orientire-

buli, aseve arakomerciuli organizaciebi qmnian organizaciis marketings. biz-

nesfirmebi sazogadoebriv urTierTobebsa da korporaciul sareklamo kam-

paniebs uweven sponsorobas, raTa kargi imiji Seiqmnan. korparaciuli imijis

reklama ZiriTadi iaraRia, romelsac kompania sxvadasxva bazarze Tavisi pro-

duqtis gasatanad iyenebs. magaliTad, Lucent-i aqveynebs reklamas Semdegi

teqstiT: `Cven vqmniT imas, rac xels uwyobs komunikacias’’. IBM-s surs, Seqmnaskompania, romlis mizani `biznesproblemebis gadaWra~ iqneba. maT msgavsad,

arakomerciul organizaciebs, rogorebicaa eklesiebi, kolejebi, saqvelmoqmedo

organizaciebi, muzeumebi da samsaxiobo xelovnebis jgufebi, TavianTi organi-

zaciebi bazarze gaaqvT, raTa fondebi moizidon da wevrebisa Tu sponsorebis

yuradReba miizidon.

produqtad SeiZleba adamianic ganixilebodes. adamianis marketingi

Sedgeba im saqmianobisagan, romlis mizania Seqmnas, xeli Seuwyos an Secvalos

damokidebuleba Tu qmedeba calkeuli adamianebisadmi. yvela adamiani Tu

organizacia personalur marketings awarmoebs. dRes prezidentebs bazarze

gaaqvT sakuTari Tavi, sakuTari partiebi da politikuri platformebi, raTa

miiRon xmaTa saWiro raodenoba da xalxis mxardaWera. xelovnebisa Tu

■ biznes momsaxurebebi: Aramark sTavazobs yvelafers, dawyebuli sak-

vebiT, damTavrebuli saxlisaTvis saWiro nivTebiT, TeTreuliT, saofi-

se momsaxurebiT, manqana-danadgarebis SekeTebiT, mowyobilobebiTa da

momaragebis jaWvis marTviT.

sportis warmomadgenlebi marketings iyeneben,

raTa sakuTari kariera gaaumjobeson da Ta-

vianTi gavlena da Semosavali gazardon. iseTi

profesionalebi, rogorebic arian eqimebi,

iuristebi, buRalterebi da arqiteqtorebi,

TavianT Tavs bazarze waradgenen, raTa reputa-

cia Seiqmnan da sakuTari biznesi gazardon.

personalur marketings agreTve aqtiurad

iyeneben biznesebi, saqvelmoqmedo organizaciebi

Tu religiuri jgufebi. xSirad, cnobil

adamianebTan urTierToba da saqmianoba am

organizaciebs TavianTi miznebis ukeT

miRwevaSi exmareba. amitomaa, rom aTobiT

sxvadasxva kompania, rogorebicaa – Nike, Target,Buick, American Express, Disney da Titleist – golfis

supervarskvlav Taiger vudsTan urTierTobaSi

weliwadSi 100 milion dolarze mets ixdian.4

adgilis marketingi moicavs saqmianobas,

romlis mizania, Seqmnas, xeli Seuwyos an

Secvalos damokidebuleba da qmedeba cal-

keuli adgilebisadmi. qalaqebi, saxelmwifoebi,

regionebi da TviT erebic ki erTmaneTs epaeqre-

bian, raTa miizidon turistebi, axali macxovre-

blebi, kompaniebis ofisebi da fabrika-qarxnebi.

magaliTad, texasi aqveynebs aseT reklamas:

`aqauroba sxva mTeli saxelmwifos tolfasia~;

niu-iorki sajarod gahyviris: `me miyvars niu-

iorki~;5 miCigani acxadebs `didi tbebi _ dauvi-

wyari dro~ turistebis misazidad, xolo `didi

tbebi _ bevri samuSao adgili~ adgilobrivi

macxovreblebis mosaxiblad da `didi tbebi _

uzarmazari farTobi~ biznesebis dasainterese-

blad. irlandiis ganviTarebis saagentom 1,200

kompania miizida, romlebic mzad arian,

irlandiaSi TavianTi mcenareebi moaSenon. imav-

droulad, irlandiis turistulma sabWom mzardi turistuli biznesi Semdegi

reklamis saSualebiT Seqmna: `icxovre sxva cxovrebiT _ megobrulad, lamazad

da dauZabavad~. irlandiis saeqsporto sabWom ki irlandieli eqspor-

tiorebisaTvis mimzidveli bazrebi Seqmna.6

bazarze ideebis gatanac aris SesaZlebeli. erTi SexedviT, mTlianad mar-

ketingi ideis marketingia, iqneba es kbilebis gaxexvis zogadi idea Tu speci-

fikuri idea, rom Crest-is kbilis pasta `yoveldRiur Rimils~ uwyobs xels.

magram, am SemTxvevaSi ZiriTadi fokusireba socialuri ideebis marketingze

xdeba. am sferos daerqva ssoocciiaalluurrii mmaarrkkeettiinnggii, rac socialuri marketingis

institutis ganmartebiT, komerciuli marketingis koncefciebisa da iaraRebis

gamoyenebaa, sakuTari da mTeli sazogadoebis yofis gasaumjobeseblad da

calkeul individTa saqcielze zegavlenis mosaxdenad.7

socialuri marketinguli programebi axorcielebs sazogadoebriv

gamajansaRebel kampaniebs, raTa Semcirdes mwevelTa, alkoholuri sas-

melebisadmi midrekilTa, narkomanTa da WarbwonianTa ricxvi. sxva socialuri

marketinguli saqmianobebi mimarTulia garemos dacvisken, raTa xeli

SeuSalon bunebis dabinZurebas da sufTa haeri SeinarCunon. danarCenebi

zrunaven ojaxebze, adamianTa uflebebze, rasobriv Tanasworobaze. amerikis

sareklamo sakonsulom ganaxorciela aTobiT sareklamo kampania, romlebic

exeboda jandacvas, ganaTlebasa da garemos dacvas (ixileT marketingi

muSaobis procesSi 7.2).

magram socialuri marketingi ufro mets gulisxmobs, vidre, ubralod,

reklamas. socialuri marketingis instituti marketinguli saSualebebis

ufro farTod gamoyenebisaken mogviwodebs. `socialuri marketingi aWarbebs

marketinguli kompleqsis erT-erT elements _ stimulirebas da moicavs yvela

danarCens, raTa socialur cvlilebebi miRweul iqnas~, _ acxadebs socialuri

marketinguli institutis aRmasrulebeli direqtori.8


■ korparaciuli imijis reklama ZiriTadi iaraRia, romelsac

kompania sxvadasxva bazarze Tavisi produqtis gasatanad

iyenebs.

ssoocciiaalluurrii mmaarrkkee--

ttiinnggii (Socialmarketing)miznobriv jgufze

gaTvlili programis

Seqmna, Sesruleba da

kontroli maTive so-

cialuri ideis, mize-

zisa da gamocdile-

bis gasaziareblad.


rogor mogwonT yvelasTvis nacnobi

es frazebi? `megobrebi TavianT me-

gobrebs arasodes aZleven saSuale-

bas, saWes nasvam mdgomareobaSi mius-

xdnen~, `mxolod Tqven SegiZliaT

SeewinaaRmdegoT tyeSi gaCenil xan-

Zars~ `gonebis dakargva yvelaze di-

di ubedurebaa~, `me amerikeli var~.

gavixsenoT CvenTvis kargad cnobili

gmirebi: Smokey Bear, Rosie the Riveter, theCrash Test Dummies da McGruff the CrimeDog. ra saerTo aqvs yvela am fraza-

sa da personaJs erTmaneTTan? Ti-

Toeuli maTgani arakomerciuli or-

ganizaciis, Ad Council-is, mier Seiqmna,romelsac sazogadoebaSi dadebiTi

cvlilebebis Sesaqmnelad reklamis

gamoyenebis xangrZlivi istoria aqvs.

Ad Council 1942 wels Camoyalibda,

swored im periodSi, rodesac xalxi

gansakuTrebiT cinikurad iyo gan-

wyobili reklamisadmi da im fuli-

sadmi, romelic reklamis dadebiTi

mxareebis warmoCenaSi ixarjeboda.

misi misiaa: `mniSvnelovani sazoga-

doebrivi sakiTxebis identificireba

da am sakiTxebTan dakavSirebul moq-

medebaTa stimulireba komunikaciuri

programebis saSualebiT.~ aqedan ga-

momdinare, Ad Council-i muSaobs imisa-Tvis, raTa sareklamo saagentoebi

(romlebic TavianT dros swiraven),

sponsorebi (romlebic TavianT

fuls swiraven) da media (romelic

sareklamo drosa da sivrces swi-

ravs) daakavSiros arakomerciul

organizaciebsa da samTavrobo saa-

gentoebTan, romelTac mastimulire-

beli Zala sWirdebaT.

am gaerTianebuli wamaxalisebeli

Zalisxmevis meSveobiT Ad Council-masazogadoebrivi momsaxurebis sakiT-

xebze aTasobiT kampania Camoayaliba

iseT sakiTxebze, rogorebicaa bav-

Svebis cxovreba, janmrTeloba, ga-

naTlebis gaumjobeseba, sazogadoe-

brivi keTildReoba, garemos dacva,

piradi usafrTxoeba da ojaxebis

gamyareba. am kampaniebis meSveobiT

Seiqmna ara mxolod momxibvleli

sloganebi, aramed xeli Seewyo dade-

biT da grZelvadian socialur

cvlilebebs. Ad Council-is kampaniebmabevr sakiTxTan dakavSirebiT mniS-

vnelovan Sedegebs miaRwies:

■ buneba: Smokey Bear-i, romelic 1944

wels daarsda, bavSvebsa da mozar-

debs asanTiT TamaSs, koconis Cauq-

roblad datovebas ukrZalavda, da

wylisa da niCabis axlos qonas

urCevda. kampaniis dawyebidan

xanZris Sedegad dakarguli tyis

nakveTebis raodenoba 22 milion-

idan 4 milionamde Semcirda.

■ ganaTleba: Ad Council-i SeuerTda

sareklamo saagento - Young &Rubicam-s, raTa kampaniisaTvis saWi-

ro saerTo Setyobineba Seeqmna:

`gonebis dakargva yvelaze didi

ubedurebaa.~ dResdReobiT kampa-

Ad Council: rreekkllaammaa yyvveellaass ssaakkeeTTiillddRReeoodd

7.2

gagrZeleba ix. gv. 232

Ad Council-ma sazogadoebrivi momsaxurebis sakiTxebze aTasobiT kampania

Camoayaliba.



niam, romelic daarsebidan ukve

ocdameaTe wels iTvlis, UnitedNegro College-s 1.9 miliard dolarze

meti gadasca da 300,000-ze met stu-

dents kolejis damTavrebaSi daex-

mara.

■ janmrTeloba: 1940-ian wlebSi AdCouncil-is kampania amerikelebs mou-

wodebda, gamoeyenebinaT poliomie-

litis sawinaaRmdego vaqcina, rom-

lis gayidvac im periodSi arc Tu

ise ioli saqme iyo, radgan vaqcina-

cia mkurnalobis sami arasasiamov-

no etapisgan Sedgeboda. dRes am

qveyanaSi poliomieliti arc ki

axsendebaT.

■ danaSaulis Seswavla da aRkveTa:

1978 wels, National Crime PreventionCouncil-Tan da sareklamo firma

Saatchi & Saatchi-sTan erTad, AdCouncil-ma Seqmna personaJi McGruffthe Crime Dog-i. mas Semdeg McGruff-mabavSvebsa da mozardebs erTgvari

gakveTilebi Cautara, raTa maT gae-

goT, ra aris danaSauli da rogor

unda SeuSalon xeli mis warmoSo-

bas. misi slogani ki aseTi iyo:

`wvlili SeitaneT danaSaulis

aRmofxvraSi~. 2000 wels Catare-

bulma kvlevam aCvena, rom amerike-

li bavSvebis 92% aTviTcnobierebs

kampaniis mier SemoTavazebul

rCevebs da isini Tavs usafrTxod

grZnoben. 1989-1990 wlebSi McGruffthe Crime Dog-is popularoba mxo-

lod Mickey Mouse-ma daCrdila.

■ usafrTxoebis Rvedis gamoyeneba:

rodesac 1985 wels Vince&Larry-mubeduri avtoSemTxvevis testire-

bisas manqanis saqare minidan `gamo-

frenili~ manekeni satelevizio

qseliT pirvelad uCvena, usafrTxoe-

bis qamrebs mosaxleobis mxolod

21% iyenebda, xolo Statebis

umravlesobas maTi savaldebulo

gamoyeneba dakanonebuli arc ki

hqonda. kampaniis Semdeg Statebis

umetesobam miiRo es kanoni, usaf-

rTxoebis zRvedebis gamoyenebis

procentuli maCvenebeli ki 21%-dan

73%-mde gaizarda, risi wyalobi-

Tac daaxloebiT 85,000 adamiani

sikvdils gadaurCa.

■ manqanis marTva arafxizel mdgo-

mareobaSi: Ad Council-is mier manqa-nis arafxizel mdgomareobaSi mar-

Tvis winaaRmdeg kampaniis warmoebis

Semdeg Zveli gamonaTqvami `kidev

erTi msxverpli gzaze~ Seicvala

SemdegiT: `megobrebi saSualebas

ar aZleven megobrebs, manqana araf-

xizel mdgomareobaSi marTon.~ ame-

rikelTa 68% acxadebs, rom maT pi-

radad SeuCerebiaT adamianebi, rom-

lebic nasvam mdgomareobaSi saWis

marTvas apirebdnen.

■ socialuri sakiTxebi: Ad Council-ismentoruli kampaniis dawyebidan

pirveli 18 Tvis ganmavlobaSi 6000-ze

met bavSvs daeniSna aRmzrdeli.

sazogadoebis aRqma bavSvebis mi-

marT cudi damokidebulebis Sesa-

xeb procentulad 1970-iani wle-

bidan 10%-idan dRemde 90%-s miaR-

wia. organizacia Prevent Child AbuseAmerica-s xelmZRvanelis TqmiT,

`rodesac Cven es kampania daviwyeT,

sazogadoebis mier am Temis gacno-

bierebis done Zalian dabali iyo.

magram Ad Council-Tan Cvenma partni-

orobam gamoaaSkarava da aRmofx-

vra bavSvebisadmi cudi damokide-

bulebisa da maTze zewolis faqtebi.~

Ad Council-ma uzarmazari mxardaWe-ra gauwia socialuri marketingis

misias. mediis 28,000 warmomadgenelma

mas ufaso sareklamo farTi da dro

dauTmo. asobiT socialurma korpo-

raciam, fondma da individma ki fon-

debi Camoayaliba. iseTi didi sarek-

lamo saagentoebi, rogorebicaa

J.Walter Thomson, Young and Rubicam, BBDO,Doyle Dane Bernbach, Foote, Cone&Belding

da Marstellar, mTel TavianT energias

Ad Council-is kampaniaTa warmoebas

axarjaven. da rogorc Cans, isini

amas marTlac Zalian kargad arTme-

ven Tavs. magaliTad, Marstellar-is kampa-nia `SevinarCunoT amerikis silama-

ze~ Tavisi sloganiT _ `dabinZure-

bis saTave xalxia da masve SeuZlia

amisTvis wertilis dasma~ _ isto-

riaSi erT-erTi yvelaze aRsaniSnavi

kampaniaa. man saukunis `reklamis

epoqis~ CamonaTvalis aseulSi or-

mocdameaTe adgili daikava, xolo

Foote-isa da Cone & Belding-is SmokeyBear-is saerTo kampaniam `mxolod

Tqven SegiZliaT xeli SeuSaloT

tyeSi xanZris gaCenas~ _ 26-e adgili.

Ad Council-ma socialuri marketin-

gis kampaniebma xeli Seuwyo sarek-

lamo industriis efeqtur da sasur-

veli mxaris gamoaSkaravebas. man

daamtkica, rom reklamis gamoyeneba

kargis misaRwevadac SeiZleba da

rom misi warmateba sxva socialuri

marketingis Zalisxmevas warmoSobs.

arakomerciuli jgufebi, rogoricaa

Partnership for a Drug free America, dama-tebiT sazogadoebriv momsaxurebebs

awarmoeben. satelevizio qselebi ax-

la TavianT varskvlavebs Rirseuli

saqmeebis stimulirebisaTvis iyeneben

(magaliTad, NBC-is seria `rac ufrometi ici.~). `Ad Council iyo modeli,

romelmac daamtkica, rom mas

SeuZlia muSaoba~, _ ambobs Ad Council-is yofili prezidenti rut vudeni.

reklama erTgvari biZgia produqte-

bisaTvis; is adamianis sicocxles

aumjobesebs da sikvdilisganac ki

ixsnis.

wwyyaarrooeebbii:: See Bob Garfield, “Inspiration and Urge-to-Serve Mark the Best of the Ad Council,” Advertising Age,April 29, 2002, pp. c2–c20; and MEDIAWEEK SpecialAdvertising Section, June 10, 2002. Portions adapted from“The Advertising Council,” accessed atwww.adcouncil.org/about/, July 2003.

■❚ ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss SSeessaaxxeebb

produqtisa da momsaxurebis Sesaxeb gadawyvetilebas marketologebi sam do-

neze axorcieleben: pirvel etapze gadawyvetilebebs iReben individualuri

produqtis, Semdgom produqciis seriisa da bolos, produqtis kompleqsis

Sesaxeb. ganvixiloT TiToeuli maTgani.

ggaaddaawwyyvveettiilleebbeebbii iinnddiivviidduuaalluurrii pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss SSeessaaxxeebb

suraTi 7.2 gviCvenebs individualuri produqtisa da momsaxurebis ganviTa-

rebasa da marketingTan dakavSirebul mniSvnelovan gadawyvetilebebs. Cven

yuradRebas im gadawyvetilebebze gavamaxvilebT, romlebic Seexeba produqtis

maxasiaTeblebs, brendings, SefuTvas, etiketsa da produqtis mxardamWer mom-

saxurebebs.

pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss mmaaxxaassiiaaTTeebblleebbii.. produqtisa Tu momsaxurebis

Seqmna moicavs im sargebelTa gansazRvras, romlebsac produqti Tu momsax-


ureba sTavazobs myidvels. am sargeblis gadmocema xdeba iseTi maxasiaTeb-

lebis meSveobiT, rogorebicaa produqtis xarisxi, niSan-Tvisebebi, stili da

dizaini.

pprroodduuqqttiiss xxaarriissxxii.. pprroodduuqqttiiss xxaarriissxxii aris pozicionirebis erT-erTi

umTavresi saSualeba. igi myidvelis kmayofilebaze pirdapir zegavlenas

axdens, ase rom mas produqtisa da momsaxurebis warmatebasTan mWidro kavSiri

aqvs. mokled rom iTqvas, xarisxi ganisazRvreba rogorc `naklovanebisagan

Tavisufali~. Tumca, bevri myidvelze orientirebuli kompania mocemul

gansazRvrebas ugulebelyofs da xarisxs momxmareblis kmayofilebad ganmar-

tavs. amerikis xarisxis sazogadoeba (American Society for Quality) ki mas aRiqvams

rogorc produqtisa da momsaxurebis maxasiaTebel niSans,romlis mizani momx-

mareblis moTxovnilebebis ukeT dakmayofilebaa. Siemens-i xarisxs

Semdegnairad gansazRvravs: `xarisxi aris is, rodesac Cveni momxmarebeli ukan

brundeba sayidlebisTvis, gayiduli produqti ki ar brundeba.~9 aseTi myid-

velze orientirebuli gansazRvrebebi xazs usvams imas, rom xarisxi iwyeba

momxmareblis saWiroebebiT da sruldeba momxmareblis kmayofilebiT.

xarisxis sruli marTva (TQM) aris midgoma, romelSic CarTulia kompaniis

mTeli personali produqtis, momsaxurebisa da biznesprocesebis xarisxis

gaumjobesebis mizniT. bolo ori aTwleulis manZilze xarisxis sruli marTva

Zlier daexmara did Tu patara kompaniebs bazris wilis gazrdasa da mogebis

maCvenebelis gaumjobesebaSi. miuxedavad amisa, axlaxan xarisxis sruli marTva

kritikis obieqtad iqca sxvadasxva garemoebebisda gamo. Zalian bevri kompania

xarisxis sruli marTvis arasrulfasovan programebs qmnida, zogi ki mis

principebs Zalian viwrod gansazRvravda da momxmareblis faseulobasa da

kmayofilebas ar ukavSirebda. amis Sedegad, bevrma aseTma programebma kraxi

ganicada,ramac xarisxis sruli marTvisadmi uaryofiTi damokidebuleba gamoi-

wvia.

momxmareblis kmayofilebisaTvis xarisxis principebi warmatebis miRwevis

aucilebeli pirobaa. miuxedavad imis,rom bevri firma xarisxis sruli marTvis

midgomas oficialurad ar iyenebs, mravali prestiJuli kompaniisaTvis myid-

velze orientirebuli xarisxi biznesis keTebis mTavari saSualeba gaxda.10

produqtis xarisxs ori ganzomileba gaaCnia – done da Tanamimdevruloba.

produqtis ganviTarebisas marketologma, pirvel rigSi, xarisxis done unda

gansazRvros, rac mas miznobriv bazarze produqtis poziciis damkvidrebaSi

daexmareba. aq produqtis xarisxi niSnavs produqtis funqcionirebis xarisxs,

anu produqtis unars, Seasrulos Tavisi daniSnulebebi. magaliTad, Rolls-Royce-is funqcionirebis xarisxi ufro maRalia, vidre Chevrolet-is _ is ufro msub-uqad dadis, ukeTesi samarTavia da ufro metxans Zlebs. magram kompaniebi

iSviaTad cdiloben, bazars umaRlesi donis xarisxi SesTavazon, radgan

momxmarebelTa mxolod Zalian mcire raodenobas SeuZlia SeiZinos iseTi

maRalxarisxiani produqti, rogorsac Rolls-Royce-is avtomobili, Sub-Zero-s maci-vari, an Rolex-is majis saaTi sTavazobs. piriqiT, kompaniebi irCeven xarisxis

dones, romelic miznobrivi bazris saWiroebebsa da konkurenti produqtebis

xarisxis dones emTxveva.

garda xarisxis donisa, maRali xarisxi SeiZleba xarisxis

Tanamimdevrullobis maRal donesac niSnavdes. am SemTxvevaSi, produqtis

xarisxi niSnavs produqtis naklovanebisagan Tavisuflebas da funqcionirebis

gamiznuli donis mudmivobas. yvela kompaniam Sesabamisi xarisxis maRali

donisaTvis unda ibrZolos. am mxriv, Chevrolet-is xarisxi Rolls-Royce-is xarisxistolfasia, Tumca pirveli funqciurad meores jobia, meores SeuZlia im

xarisxis SenarCuneba, romelSic myidveli fuls ixdis da romelsac igi misgan

moelis.

dRes bevrma kompaniam myidvelze orientirebuli xarisxi Zlier strate-

giul iaraRad aqcia.

ssuurraaTTii 77..22

gadawyvetilebebi

individualuri pro-

duqtis Sesaxeb

pprroodduuqqttiiss xxaarriissxxii

(Product quality)produqtis SesaZleb-

loba Seasrulos

Tavisi funqciebi. is

moicavs: produqtis

gamZleobas, saimedo-

obas, sizustes, funq-

cionirebas, SekeTebis

simartives da sxva

mniSvnelovan atri-

butebs.


pprroodduuqqttiiss nniiSSaann--TTvviisseebbeebbii.. produqtis SeTavazeba mravalferovani niSan-

TvisebiT aris SesaZlebeli. martivi modeli, yovelgvari danamatis gareSe, aris

sawyisi wertili. amis Semdeg kompanias SeuZlia maRali donis modelebi

Seqmnas sxvadasxva niSan-Tvisebebis damatebiT. niSan-Tviseba aris is konkuren-

tuli saSuleba, romelic am kompaniis produqts konkurenti produqtisagan

ganasxvavebs. konkurenciis gawevis erT-erTi yvelaze mniSvnelovani gzaa, gaxde

pirveli mwarmoebeli saWiro da faseuli axali niSan-Tvisebebis matarebeli

produqtebis.

rogor unda gansazRvros kompaniam axali niSan-Tvisebebi da rogor unda

gadawyvitos, Tu romeli daamatos Tavis produqts? kompaniam periodulad

Tavisi produqtebis myidvelTa gamokiTxvebi unda Caataros da maT sxvadasxva

SekiTxvebi dausvas. magaliTad, Tu rogor moswonT maT produqti? produqtis

romeli specifikuri niSan-Tviseba moswonT yvelaze metad? ra saxis niSan-

Tvisebis damateba SeiZleba produqtis gasaumjobeseblad? am SekiTxvebze

pasuxebi kompanias niSan-TvisebebTan dakavSirebul uamrav ideebs aZlevs. amis

Semdeg fasdeba TiToeulis faseuloba: niSan-Tvisebas, romelsac momxmare-

blebi naklebad afaseben, kompania ukuagdebs, xolo romelsac upiratesobas

aniWeben, piriqiT, arsebul produqts daumatebs.

pprroodduuqqttiiss ssttiillii ddaa ddiizzaaiinnii.. momxmarebelTa faseulobis gazrdis kidev erTi

saSualebaa gansxvavebuli produqtis stilisa da dizainis Seqmna. dizainis

cneba ufro vrcelia, vidre stilis cneba. stili aRwers produqtis vizualur

mxares. sensaciuri stili yuradRebas unda ipyrobdes, Tvals atyvevebdes da

sasiamovno esTetikur SegrZnebas warmoSobdes, magram misi daniSnuleba ar

aris produqtis funqcionirebis gazrda. stilisagan gansxvavebiT, dizaini

ufro metia, vidre garegnuli mxare. kargi dizaini uzrunvelyofs produqtis

advil gamoyenebadobas da, aseve, mis garegnul saxes.

karg stilsa da dizains SeuZlia yuradRebis mipyroba, produqtis funq-

cionirebis gazrda, warmoebis xarjebis Semcireba da miznobriv bazarze

produqtisaTvis konkurentunarianobis miniWeba. qvemoT moyvanilia ori

magaliTi:

Apple-is iMac-ma – brtyelekranianma, kvercxiseburi formis da

futuristuli, naxevrad gamWvirvale qeisis mqone personalurma kompi-

uterma – srulebiT Secvala personalur kompiuterze Sexeduleba.

ukve aRar arsebobs uzarmazari mowyobiloba,romelic Tqvens samuSao

oTaxSi did adgils ikavebda. am kompiuteris erT Rilakze TiTis

daWeriT internetSi SedixarT (swored amas aRniSnavs aso “i” sityvaSiiMac). iMac-ma yuradReba dizainiT miipyro da amiT uamravi myidveli

miizida. erT weliwadSi man milionze meti kompiuteri gayida. Apple-mapersonaluri kompiuterebis industria daipyro. dRemde man 10 mil-

ionze meti iMac gayida. `winaaRmdeg SemTxvevaSi, is CaiZireboda. man

msoflios yuradReba miipyro da Apple-s brwyinvaleba daubruna~, _

■ produqtis dizaini: iMac-is gan-sxvavebulma dizaini daexmara

Apple-s erT-erTi lideris adgili

daebrunebina personaluri kompi-

uterebis industriaSi. Discover2GO-s sakredito baraTi, romel-

zec gasaRebebia asxmuli da spe-

cialuri qeisiT aris daculi.


ambobs industriis erT-erTi warmomadgeneli. 4 wlis Semdeg Apple-makvlav uzarmazar warmatebas miaRwia, rodesac iMac-is axali dizaini

Seiqmna – futuristuli manqana brtyeli ekraniT. sul raRac, 3 TveSi

Apple-is moyvarulebma am TvalismomWreli kompiuterebis TiTqmis

meoTxedi milioni daitaces.11

xelSi giWiravT brtyeli, plastikuri sagani da yuradRebiT

akvirdebiT, risi gakeTeba SeuZlia mas. Semdeg xvdebiT, rom es plas-

tikuri sagani,romelzec gasaRebebia asxmuli,jibis danasaviT iSleba.

nacnobi cifrebisa da xelmoweris danaxvisTanave xvdebiT, rom es

sakredito baraTia! ufro zustad, es aris Discover 2GO baraTi,

romelzec gasaRebebia asxmuli da specialuri qeisiT aris daculi.

momxmarebelTa azriT, Discover 2GO mniSvnelovani aRmoCenaa

adamianebisaTvis, romelTac surT sportul darbazebSi, savaWro cen-

trebsa Tu restornebSi mxolod gasaRebebiTa da sakredito baraTiT

siaruli. industriis mxriv, es aris dizainSi didi inovacia. Discover2GO baraTi Jurnalebma USA Today-m da Business Week-ma wlis erT-erT

saukeTeso produqtad miiCnia. baraTi sakredito baraTebis mar-

ketingis eqspertebmac aRiares. `is originaluri da gansxvavebulia.

amavdroulad, gaaCnia Tavisi funqcia. es aris baraTi, romlis

gamoyenebac maSinac ki SegiZliaT, roca xelSi gasaRebi giWiravT~,12

_ ambobs erT-erTi konsultanti.

bbrreennddiinnggii.. profesional marketologTa ganmasxvavebeli unaria, Seqmnan,

SeinarCunon, daicvan da gaaZlieron TavianTi produqtisa da momsaxurebis

brendebi. bbrreennddii aris saxeli, sityva, simbolo an dizaini, an maTi kombinacia,

romelic garkveul produqts axasiaTebs da mas konkurentebisagan ganasx-

vavebs. momxmarebeli brends miiCnevs produqtis mniSvnelovan nawilad, rome-

lic mis TvalSi produqtis faseulobas zrdis. magaliTad, momxmarebelTa

umravlesoba sunamos White Linen-is boTlSi aRiqvams, rogorc maRalxarisxian,

ZviradRirebul produqts, magram igive sunamo uniSno boTlSi dabalxarisxi-

anad aRiqmeba.

brendingma ise gaidga fesvebi, rom dRes mis gareSe arafers awarmoeben.

marili SefuTulia brendirebul paketebSi, avtomobilis nawilebi _ eleq-

trosanTlebi, saburavebi, filtrebi _sxvadasxva brendis saxelebs atareben.

TviT xili, bostneuli da Sinauri frinvelebic brendirebulia: Sunkist-isforToxali, Dole-is ananasi, Chiquita-s banani, Fresh Express Perdue _ wiwilebi.

brendi myidvels did daxmarebas uwevs. misi saxeli momxmarebels

exmareba, is produqti amoarCios, romelic mas, misi azriT, met sargebels

moutans. brendi myidvels produqtis xarisxzec miuTiTebs. myidvelma,romelic

yovelTvis erTsa da imave brends yidulobs, icis, rom yoveli SeZenisas erTsa

da imave niSan-Tvisebebs, sargebelsa da xarisxs iRebs. brendi mwarmoebelsac

did daxmarebas uwevs, radgan misTvis brendis saxeli da savaWro niSani pro-

duqtis legalizaciis mTavari saSualebaa, romelic icavs mas konkurentebis

mier produqtis kopirebisagan. brendi gamyidvels bazris segmentaciaSic

exmareba. magaliTad, General Mills sTavazobs Cheerios-is, Wheaties-is, Total-is, Kix-is,Lucky Charms-is, Trix-isa da sxva burRuleulis brendebs da ara marto erT

ZiriTad produqts yvela momxmareblisaTvis.

brendis Seqmna da ganviTareba, albaT, marketologis yvelaze mniSvne-

lovani amocanaa. ufro detalurad brendis strategias momavalSi ganvixi-

lavT.

SSeeffuuTTvvaa.. SSeeffuuTTvvaa gulisxmobs produqtisaTvis saTavsis an Sesanaxi

saSualebis Seqmnasa da warmoebas. igi Sedgeba produqtis sawyisi saTavsisagan

(Colgate-is kbilis pastis tubi). is aseve, SeiZleba Seicavdes meorad SefuTvas,

romelsac produqtis gamoyenebis dawyebisas agdeben (muyaos yuTi, romelSic

Colgate-is tubi devs). sabolood, is SeiZleba Sedgebodes gadasazidi

SefuTvisgan, romelic produqtis gadatanisa da misi identificirebisaTvis

aris aucilebeli (yuTi, romelSic Colgate-is aTobiT tubia moTavsebuli).

etiketic da beWduri informaciac,romelic SesafuTi masalis SigniT an gareT

aris moTavsebuli, SefuTvis Semadgenel nawils warmoadgens.

bbrreennddii (Brand)saxeli, sityva, sim-

bolo an dizaini, an

maTi kombinacia, ro-

melic garkveul

produqts axasiaTebs

da mas misi konku-

rentebisagan ganasx-

vavebs.

SSeeffuuTTvvaa (Packaging)produqtisaTvis

Sesanaxi konteineris

an saTavsis dizaini,

Seqmna da warmoeba.

tradiciulad, SefuTvis mTavari funqcia produqtis Senaxva da dacva iyo.

bolo xanebSi ki sxvadasxva faqtorebma SefuTva mniSvnelovan marketingul

saSualebad Camoayaliba. gazrdili konkurencia da bumi sacalo vaWrobis

maRaziaSi SefuTvis mTavari amocanebis ricxvs mniSvnelovnad zrdis.

magaliTad, igi unda ipyrobdes yuradRebas, is kargad unda aRwerdes produqts

da, rac yvelaze mTavaria, igi xels unda uwyobdes produqtis gayidvas.

dResdReobiT kompaniebi kargad aTviTcnobiereben kargi SefuTvis

mniSvnelobas,radgan swored misi saSualebiT xdeba myidvelis mier kompaniisa

Tu brendis aRqma da arCeva. magaliTad, saSualo zomis supermarketebSi, sadac

1,500-1,700 saxeobis produqti iyideba, tipuri myidveli wuTSi 300 saxeobis pro-

duqts Cauvlis da navaWris 60%-s instinqturad iZens. aseT maRalkonkurentul

garemoSi SefuTva SesaZloa gamyidvelis myidvelze zegavlenis moxdenis

ukanaskneli Sansi iyos. àrc Tu ise didi xnis win SefuTva mxolod pro-

duqtis Sesanaxi saSualeba iyo, mis brends ki, Cveulebriv,televiziis meSveobiT

vecnobodiT~, _ ambobs SefuTvis eqsperti. dRes ki sabazro garemos cvlilebam

`SefuTvas produqtis gayidvaSi mzardi mniSvnelobis roli daakisra.~13

novatorul SefuTvas kompaniisTvis, konkurentebTan SedarebiT, upirateso-

bis miniWeba SeuZlia. bolo dros, SefuTuli samomxmareblo saqonlis mwar-

moebelma firmebma kvlevebis Casatareblad investiciebi gazardes, raTa iseTi

SefuTvis dizaini ganeviTarebinaT, romelic momxmareblis Tvals daatyvevebda.

aRsaniSnavi magaliTebia Skippy Squeez It-is tubSi moTavsebuli araqisis karaqi,

specialurad im ojaxebisaTvis, romlebic mTeli dRe saxlidan gasulebi

arian, da `koka-kolas~ qilebi, romelTa dawyobac macivris Taroebze moxerxe-

bulad SeiZleba.

rogor aaRelva Dutch Boy Paint-ma saRebavebis biznesi? es iseTi

martivia,rom sasaciloc kia. warmoidgineT saRebavis advilad satare-

beli qila, romlis gasaxsneladac saxraxnisi

ar aris saWiro, gadmosxmisas ar Jonavs da dax-

urvisas CaquCis aucileblobas ar moiTxovs.

ai, isic – Dutch Boy-is saRebavebis axali

SesafuTi masala: es axali qila mTlianad

plastmasisaa, xraxniani TaviT, gverdiTa

saxelurebiTa da gadmosasxmeli tuCiT. is

bevrad ufro msubuqia da, amavdroulad,

uJangavia. ìs iseTi advilad gamosayenebeli da

msubuqia,rogorc yaviT savse finjani~, _ ambobs

Dutch Boy-is marketingis menejeri. TqvenSi

albaT gaocebas iwvevs, Tu ratom dasWirda am

ideis Seqmnas amdeni xani. axali saTavsi Rirs

erTi Tu ori dolariT meti, vidre Cveulebrivi

qila, magram amas momxmareblisaTvis mniSv-

neloba ara aqvs. Dutch Boy-is momxmarebelTa

50%-ze meti axla plastmasis konteinerebs

yidulobs, axali maRaziebi ki, rogoricaa Wal-Mart-i, dRes maT elviseburi siswrafiT yidis.

ès saocari siaxlea – namdvilad yuradRebis

Rirsia. am axalma SefuTvam gazarda ara marto

gayidvebi, aramed gaaumjobesa distribucia

ufro maRali sacalo vaWrobis fasebSi~,14 _

ambobs erT-erTi damkvirvebeli.

cudi dizainis mqone SefuTvam SeiZleba

momxmarebelTa gaRizianeba gamoiwvios da pro-

duqtis gayidvebi Seamciros (ixileT marketingi

muSaobis procesSi 7.3). magaliTad, ramdenime wlis

win kompania Planters Lifesavers-ma scada, moxaluli

araqisisTvis novatoruli SefuTva gamoeyenebina,

raTa moxaluli yavis asociacia gamoewvia. man es

moxaluli, mariliani araqisi hermetul paketebSi

moaTavsa, swored iseTSi, rogorsac yavisTvis

iyenebdnen. samwuxarod, aseTma SefuTvam Tavisi


■inovaciuri SefuTva: warmoidgineT saRebavis advilad

satarebeli qila, romlis gasaxsneladac saxraxnisi ar

aris saWiro, gadmosxmisas ar Jonavs da daxurvisas

CaquCis aucileblobas ar moiTxovs.


rogorc Cans, zogierTi ram arasd-

ros Seicvleba. robert d. stiuar-

tis, Quaker Oats-is yofili Tavmjdoma-

ris, misamarTiT dawerili es klasi-

kuri werili araCveulebrivad gad-

moscems im absolutur imedgacrue-

bas, romelic nebismier Cvengans ga-

nucdia e.w. advilad gasaxsneli pa-

ketebis gaxsnisas.

Zvirfaso batono stiuart:

var 86 wlis, sakmaod janmrTeli

qvrivi qalbatoni (SesaZloa Tqven

TvliT, rom xnieri var, magram, Cemi

azriT, es dro Cemgan jer kidev Za-

lian Sorsaa.)

rogorc giTxariT, var sakmaod

janmrTeli. miuxedavad Camoyalibe-

buli Sexedulebisa, ar var uZluri

da xandazmuli. yovel dRe me da Ce-

mi ori doberman-pinCeri mkvircxlad

gavdivarT 3 mils. magram me amas

Tavs varTmev, radgan jer kidev maqvs

amis Zala.

minda, am weriliT Tqveni yurad-

Reba gavamaxvilo Tqveni Aunt Jemima-skefiris SefuTvisa da vaflis miqsis

autanel, macdunebel da gansakuTre-

bulad [mcdar] warweraze. am paketze

vkiTxulobT: `gaxsnisaTvis - Sekum-

SeT aq da gamoqaCeT~.

batono stiuart, miuxedavaT imi-

sa, rom me mivaweqi, SevkumSe, amoviox-

re, SevebrZole, davgrixe, gavwvaldi,

gavbrazdi, daviqance, gadavagde, isev

mivaweqi da CavWeri . . . ooo! me ver

SevZeli imis gakeTeba, rac instruq-

ciaSi ewera – `SekumSeT aq da gamo-

qaCeT~. sul tyuilad, ver SevZeli!

vfiqrob, rom amisTvis Zala ar meyo!

odesme Tu gicdiaT TqvenTviTon

gagexsnaT igi da Sedegi Tu migi-

RiaT?

Cemi gardacvlili meuRle iara-

Rebis koleqcioneri iyo. sxva momak-

vdinebel iaraRebTan erTad, Caketil

kabinetSi Thompson-is tyviamfrqvevichqonda. kargia, kabineti Caketili rom

iyo. oh, ramdenjer momdomebia Tqveni

paketis afeTqeba.

am SurismaZiebluri fantaziis

ganxorcielebisgan saketma da qa-

lurma sinazem mixsna. amis nacvlad,

Tqveni Aunt Jemima-s gemrieli bli-

nebis Sekvris gasaxsnelad bufetSi

patara danas vinaxav.

wlebis ganavlobaSi Cems danas

ori mizeziT viyenebdi. ara marto

paketis gasaxsnelad, aramed misi

saSualebiT gaafTrebis gamosax-

atavad im sadistebis mimarT, romleb-

mac ganzrax SeimuSaves es gamaRizia-

nebeli SesafuTi saSualeba,

romelsac paketi uwodes.

zogjer, marcxis gancdis gamo mi-

si Tavis gaWris Semdeg ar vCerdebi:

imedgacruebiT, SurisZiebis survi-

liTa da gaSmagebiT afeTqebul pa-

kets mTlianad vanadgureb. magram es

mainc mcire safasuria (yovel SemT-

xvevaSi, masas doberman-pinCerebi

gamolokaven).

mas ASemdeg, rac Aunt Jemima Tavisi

wiTeli paketiT pirvelad SeifuTa,

SesafuTi saSualebis uamravi gone-

bamaxviluri da mosaxerxebeli axal-

axali dizaini SemuSavda. ar gne-

bavT, Tqveni marketinguli arakeTil-

mosurneobis, romliskenac ase gabe-

dulad miiswrafviT, Secvla, da ufro

humanuri SefuTvis danergva? nuTu

amaze ar zrunavT, mister stiuart?

me namdvilad daxmarebis sur-

viliT gwerT da am werilis asls,

aseTive ganwyobiT, Container Corp.-isprezidents, baton Takers vugzavni.

darwmunebuli var, am saqmeSi maTi

Wkviani, axalgazrda dizainerebi

uzomo daxmarebas gagiweven. me mainc

vfiqrob, rom cdad Rirs.

marTlac, mister stiuart, imedi

maqvs, morig Wirveul dedabrad ar

CamTvliT. me sazogadoeba var _

Tqveni warmatebis wyaro.

roberta pavlofi

malverni, pensilvania.

wwyyaarrooeebbii:: This letter was reprinted in “Some DesignsShould Just Be Torn Asunder,” Advertising Age,January 17, 1983, p. M54.

ggaammaaRRiizziiaanneebbeellii,, rrTTuullaadd ggaassaaxxssnneellii ppaakkeetteebbii

7.3

advilad gasaxsnelia?


saqme zedmetad kargad Seasrula: momxmareblebs araqisis axali brendi sur-

nelovan yavaSi aeriaT da supermarketSi arsebuli yavis safqvavSi dafqves.

Sedegad ki miiRes webovani masa, imedgacruebuli myidvelebi da uamravi

gabrazebuli maRaziis menejeri.15

axali produqtisaTvis kargi SefuTvis Seqmna Zalian bevri gadawyve-

tilebis miRebas moiTxovs. Tavdapirvelad, kompaniam unda Seqmnas SefuTvis

koncefcia, romlis mizania, gansazRvros, ra unda iyos SefuTva da ra unda

gaakeTos SefuTvam produqtisaTvis. ra aris misi mTavari daniSnuleba – pro-

duqtis dacva, gavrcelebis axali meTodis danergva, produqtis xarisxis

gansazRvra Tu kidev sxva ram? Semdeg unda gadawydes SefuTvis specifikuri

elementebis sakiTxebi,rogorebicaa zoma,forma, masala,feri,teqsti da brendi.

am elementebma urTierTSeTanxmebulad unda imuSaon, raTa bazarze produqtis

poziciasa da mis marketingul strategias mxari dauWiron.

bolo wlebSi produqtis usafrTxoebac SefuTvis erT-erT mTavar

daniSnulebad iqca. Cven ukve yvelani SeveCvieT Znelad gasaxsnel,bavSvebisagan

damcav SefuTvebs. 1980-iani wlebidan ki wamlebisa da sakvebi produqtebis

mwarmoebelma kompaniebma temperaturisagan damcavi SefuTvebis Seqmna daiwyes.

SefuTvasTan dakavSirebuli sakiTxebis gadaWrisas kompaniam garemosTan

kavSirsac didi yuradReba unda miaqcios. sabednierod, bevri kompania

`mwvaneTa~ siaSi Caewera da SesafuTad garemosTvis `megobrul~ masalebs

iyenebs. magaliTad,SC Jonhnson-ma Tavisi Agree Plus SampunisaTvis axali SesafuTi

masala Seqmna, romelSic 80%-ze naklebi plastmasaa gamoyenebuli; P&G-ma

Tavisi dezodorantebisaTvis gareTa muyaos yuTebi gaauqma, riTac weliwadSi

3,4 milioni kilo qaRaldis ekonomia gaakeTa.

eettiikkeettii SeiZleba iyos ubralo iarliyi, romelic produqtzea mimagrebuli, an

mTeli grafikuli gamosaxuleba, romelic produqtis SefuTvis ganuyofeli

nawilia. mas ramdenime funqcia akisria. sul mcire, etiketi aRniSnavs produqts

an brends. etiketi produqtis Sesaxeb sxva informaciasac aRwers – magaliTad,

vin, sad da rodis daamzada igi, misi Semadgenloba, gamoyenebis wesebi.

sabolood, etiketma Tavisi momxibvleli gamosaxulebiT SeiZleba produqtis

gayidvasac ki Seuwyos xeli.

SefuTvisa da etiketis legalurobas grZeli istoria aqvs. 1914 wels

vaWrobis federaluri komisiis aqtiT araswori, ukanono etiketi Tu SefuTva

usamarTlo konkurenciad gamocxadda. etiketma SesaZloa myidveli Seacdinos,

Tu masSi ar aris mocemuli produqtis mniSvnelovani ingredientebis CamonaT-

vali Tu usafrTxoebis zomebi. amis Se-

degad, etikets axla ramdenime federa-

luri da saxelmwifo aqti akontrolebs.

maTgan yvelaze cnobilia samarTliani

SefuTvisa da etiketis aqti, romelic

1966 wliT TariRdeba. am kanoniT

miRebul iqna mTeli paketi aucilebeli

saetiketo moTxovnebisa, ganisazRvra

saxaliso etiketis industriis stan-

dartebi da federalur saagentoebs

specifikur industriebSi SefuTvis

regulaciebis dawesebis neba daerToT.

bolo dros etiketze gavlenas

axdens produqtis erTeulis fasis (er-

Teuli standartuli sazomi), gaxsnis

TariRis (produqtis Taroze moTavsebis

TariRi), sakvebis Semadgenlobis (gansaz-

Rvravs produqtSi nivTierebaTa Semcve-

lobas) aRniSvnis moTxovnebi. 1990 wels

miRebuli sakvebi etiketisa da saganma-

naTleblo aqti gamyidvelisagan moiTxovs

sakveb produqtebze misi Semcvelobis

Sesaxeb detaluri informaciis miwode-

bas. gamyidvelebma unda SeZlon momx-

mareblis darwmuneba, rom etiketi yvela

saWiro informacias Seicavs.


■ inovaciuri etiketi aris erT-erTi gza produqtis stimulirebisTvis.


pprroodduuqqttiiss mmxxaarrddaammWWeerrii mmoommssaaxxuurreebbaa.. myidvelis momsaxureba produqtis stra-

tegiis Semadgeneli elementia. bazarze kompaniis SeTavazeba moicavs Tanmxleb

momsaxurebebs, romlebic SesaZloa SeTavazebis umniSvnelo an mTavari nawili

iyos. am TavSi, mogvianebiT, ganvixilavT momsaxurebas, rogorc TviT produqts,

amjerad ki _ rogorc realuri produqtis damatebiT maxasiaTebels.

pirveli nabiji momxmarebelTa periodul gamokiTxvas gulisxmobs, raTa

kompaniam SeZlos momsaxurebis faseulobis Sefaseba da axali ideebis miReba.

magaliTad, Cadillac-i manqanis mflobelebTan regularulad atarebs fokus-

jgufebs da miRebul saCivrebs saguldagulod ganixilavs. aseTi gulmodgine

monitoringis saSualebiT man Seiswavla, rom myidvelebi imedgacruebulebi

arian maT mier pirvel jerze uxarisxod Sesrulebuli saremonto

samuSaoebiT.

rodesac kompania momxmarebelTaTvis faseul mravalferovan mxardamWer

momsaxurebebs gaaanalizebs, man is danaxarjebi unda Seafasos, romlebic am

momsaxurebebis SeqmnisaTvisaa saWiro. amis Semdeg mas ukve SeuZlia momsaxure-

bebis iseTi paketis Seqmna,romelic rogorc momxmarebels dakmayofilebs,iseve

kompanias mogebas moutans. momxmareblebis gamokiTxvebze dayrdnobiT, Cadillac-ma Seqmna sistema, romelic TiToeul dilers pirdapir ukavSirebs inJinerTa

aTkacian jgufs, romelsac rTuli, SesakeTebeli samuSaoebis dros daxmareba

SeuZlia. CamoTvlili qmedebebis saSualebiT Cadillac-ma SeZlo erT weliwadSi

momsaxurebis Sefasebis gaumjobeseba. ukanaskneli wlebis ganmavlobaSi ki

kompaniam amerikis myidvelTa kmayofilebis indeqsis TiTqmis mwvervals

miaRwia.16

dResdReobiT mravali kompania iyenebs telefons, faqss, internetsa da

interaqtiur xmovan da monacemTa teqnologiebs, raTa produqtis mxardamWeri

momsaxurebebi Seqmnas. ganvixiloT Semdegi magaliTi.

14 Tebervalia da Tqven sul axlaxans gagaxsendaT, rom dRes

wminda valentinis dRea. yvavilebis maRaziaSi wasasvleli dro aRar

grCebaT, ase rom Tqven SedixarT veb-gverdze www.1800FLOWERS.com.amas mosdevs mcire pauza. wiTeli vardebi? yuTSi Tu larnakSi? aTi

Tu oci cali? rogorc ki Tqveni tvini angariSs iwyebs, veb-gverdze

Rilaks amCnevT. daaWireT mas TiTi; misi meSveobiT Tqven abonentTa

momsaxurebis centris warmomadgenels daukavSirdebiT, romelic fun-

qciebis aTvisebaSi dagexmarebaT. Tqvens ekranze `saWorao~ gverdi

ixsneba, sadac SegiZliaT specialur agents gauTaveblad elaparakoT.

momsaxurebis centris warmomadgeneli specialur gverdebsac

gawvdiT, sadac sxvadasxva yvavilis Taigulebi Tu maTi fasebi

SegiZliT ramdenime wuTSi naxoT.17

ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqcciiiiss sseerriiiiss SSeessaaxxeebb

individualuri produqtebisa da momsaxurebebis sakiTxebis gadaWris garda,

produqtis strategia produqciis seriis Seqmniskenac mouwodebs. pprroodduuqqcciiiiss

sseerriiaa aris produqtTa jgufi, romelTac msgavsi funqciebi axasiaTebT,

momxmarebelTa erTsa da imave jgufebisTvisaa gankuTvnili, erTi da imave

tipis savaWro dawesebulebebSi iyideba an msgavsi fasebi aqvT. magaliTad,

Nike-i sportuli fexsacmlisa da tansacmlis, Nokia _ satelekomunikacio pro-

duqtis da Charles Shwab-i finansuri momsaxurebis saxiT, ramdenime produqtis

serias qmnian.

produqciis seriasTan dakavSirebuli mTavari gadawyvetileba produqciis

seriis sigrZis _ produqciis seriaSi Semavali sagnebis ricxvis – gansazRvraa.

seria Zalian moklea, Tu menejers produqtTa ricxvis damatebiT mogebis

gazrda SeuZlia; da piriqiT, seria Zalian grZelia, Tu mas mogebis gazrda,

piriqiT, produqtTa moklebiT SeuZlia. kompaniam Tavisi produqciis seriis

sigrZe saguldagulod unda marTos da masSi Semavali produqtTa ricxvi

droTa ganmavlobaSi gaazrebulad unda cvalos.

produqciis seriis sigrZeze gavlenas axdens kompaniis miznebi da

resursebi. magaliTad, kompaniis mizans SesaZloa jvaredini gayidva warmoad-

gendes. Hevlett-Packard yidis rogorc printerebs aseve kartrijebs. sxva mizani

SeiZleba iyos ekonomikuri ryevebisgan Tavdacva da reagireba: GGap tansacm-

lis maRaziaTa sxvadasxva qsels marTavs (Banana Republic, Gap, Old Navy), romleb-

pprroodduuqqcciiiiss sseerriiaa

(Product line)produqtTa jgufi,

romelTac msgavsi

funqciebis axasia-

TebT, momxmarebelTa

ersa da imave jgu-

febisTvisaa gankuT-

vnili, erTi da imave

tipis savaWro dawe-

sebulebebSi iyideba

an msgavsi fasebi

aqvT.


sac sxvadasxva produqciis seriebi aqvT gasayidaT da sxvadasxva safaso poli-

tika aqvT.

kompanias Tavisi produqciis seriis gavrcoba orgvarad SeuZlia: seriis

gavrcobiT an seriis SevsebiT. produqciis seriis gavrcoba xdeba maSin, rode-

sac kompania Tavisi produqciis serias arsebul diapazonTan SedarebiT

afarToebs. kompanias seriis gavrcoba SeuZlia zeviT (ufro maRali ekonomi-

uri mdgomareobis myidvelebze gasasvlelad), qveviT an orive mimarTulebiT.

kompaniebs, romlebic bazris zeda nawilSi arian ganlagebulni, saSualeba

aqvT,TavianTi produqciis seria bazris qveda mimarTulebiT gaWimon. amiT maT

SesaZlebloba eZlevaT bazris is nawili Seavson, sadac axali konkurentebis

Semosvlis saSiSroebaa. kompaniebs agreve SeuZliaT dabalfasiani produqtebi

daimaton, im SemTxvevaSi Tu aseTi produqtebi swrafad ikaveben adgils

gamiznul segmentTa Soris. swored am mizeziT, DaimlerChrysler-ma Tavisi Mercedes-is seria bazris qveda mimarTulebiT ganavrco. naklebad mdidruli manqanebis

bazarze wardgeniT, sadac naklebia Tavdasxmebi iaponeli avtoSemqmnelebis

mxridan,romlebic ganviTarebis maRal doneze dganan,Daimler Chrysler-ma Mercedes-is C klasis manqanebi SesTavaza bazars. es warmatebuli modelebi 30,000

dolarad iyideba da ar uSlis xels Mercedes-is sxva modelebis 100,000

dolarad da ufro maRal fasSi gayidvas. amis msgavsad, Rolex-ma Rolex Tudor-ismajis saaTi Seqmna, romlis sacalo fasi daaxloebiT 1,350 dolars Seadgens,

maSin rodesac Rolex Submariner 3,875 dolarad aris Sefasebuli.

kompaniebs, romlebic bazris SedarebiT dabal doneze arian ganlage-

bulni, TavianTi produqciis seriebis zeda mimarTulebiT gavrcoba SeuZliaT.

zogjer kompania amas Tavisi produqciis prestiJis asamaRleblad akeTebs.

zogjer ki mis yuradRebas bazris zeda nawilSi arsebuli zrdis tempebi an

maRali marJa ipyrobs. magaliTad, iaponiis yvela wamyvani saavtomobilo kompa-

nia am tipis bazrisaTvis gankuTvnil avtomobilebs qmnis: Toyota-am Seqmna Lexus-is produqciis seria, Nissan-ma Infinity-is, Honda-am ki Acura-si.

kompaniebs, romlebic bazris saSualo ekonomiuri mdgomareobis fenebze

gadian, TavianTi produqciis seriis orive mimarTulebiT ganvrcoba SeuZliaT.

Marriott-ma Tavisi sastumroebis qselis seria swored orive mimarTulebiT

ganavrco. regularul sastumroebs man Renaissance-is sastumroTa qseli, bazris

zeda nawilis momsaxurebisTvis, xolo TownePlace Suites-is qseli ki zomieri da

bazris SedarebiT dabali nawilis dakmayofilebisaTvis daumata. TiToeul

sastumroTa serias sakuTari samizne segmenti gaaCnia. Renaissance-is mizanimaRali donis aRmasrulebel pirTa mizidvaa, Marriott-is – maRali da saSualo

menejerTa, Courtyard-is – vaWrobaSi CarTuli adamianebis, xolo, Fairfield Inn-is -damsvenebelTa da biznesmogzaurTa. Marriott-is ExecuStay-is qseli gaTvalis-wineb-

ulia im adamianebis misaRebad, romlebic sastumroSi 30 an meti dRiT rCebian

da grZelvadiani stumris statusiT sargebloben. Marriott-is Residence Inn-isTavazobs mSvid, saxlis atmosferos, im adamianebisaTvis, romlebic mTeli

cxovreba mogzauroben; Marriott-is TownePlace Suites-i ki – komfortul garemos

■ produqtis seriis gavrcoba:

Marriot sTavazobs brendebis srul

kompleqts. TiToeuli mimarTulia

sxvadasxva miznobriv bazarze.


mogzaurTaTvis saSualo fasad.18 am strategiis mTavari riski imaSi mdgomare-

obs, rom zogierTi mogzauri sastumroTa SedarebiT dabalfasiani qseliT

kmayofilia, radgan iq isini iReben yvelafers, rac surT. miuxedavad amisa,

Marriott-s bazris qveda nawilSi mimaval momxmareblis dapyroba urCevnia, maTi

konkurentebisaTvis daTmobas.

produqciis seriis gavrcobis alternativaa produqciis seriis Sevseba -

arsebuli seriisaTvis sxva modelebis damateba. produqciis seriis

SevsebisaTvis ramdenime mizani arsebobs: Semosavlebis gazrda, dilerebis dak-

mayofileba, zedmeti SesaZleblobebis gamoyeneba, sruli seriis mqone kompaniis

statusis mopoveba da cariel adgilTa amovseba, konkurentunarianobis gasam-

yareblad. Sony-m Tavisi volqmenis serias mzis energiaze momuSave, wyalgam-

Zle, zemsubuqi, qamarze dasamagrebeli, minidiskiani da sxva volqmenebi daamata.

seriis Sevsebas SesaZloa ukuCvenebac qondes, Tu mas kanibalizacia da

momxmarebelTa dezorientacia mohyva. amitom, kompaniebi darwmunebulni unda

iyvnen, rom axali modeli arsebulisagan SesamCnevad gansxvavdeba.

ggaaddaawwyyvveettiilleebbeebbii pprroodduuqqttiiss kkoommpplleeqqssiiss SSeessaaxxeebb

kompanias,romelsac ramodenime produqciis seria gaaCnia aqvs saqme produqtis

kompleqsTan. pprroodduuqqttiiss kkoommpplleeqqssii (aann pprroodduuqqttiiss aassoorrttiimmeennttii) moicavs yvela

saxeobis an dasaxelebis produqciis seriebs, romlebsac konkretuli gam-

yidveli sTavazobs momxmarebels. Avon-is produqtTa asortimenti moicavs

produqciis xuT ZiriTad serias: silamazis produqcias, gamajansaRebel

produqcias, samkaulebsa da aqsesuarebs, saCuqrebsa da `STamagonebel~

produqcias (saCuqrebs, wignebs, musikasa da saxlis aqsesuarebs). TiToeuli

produqciis seria Tavis mxriv Sedgeba ramdenime qveseriisagan. magaliTad,

silamazis seria moicavs makiaJs, kanis movlis saSualebebs, saabazano

kompleqts, sunamosa da Tavis movlis sxvadasxva saSualebas. TiToeuli seria

Tu qveseria Sedgeba uamravi individualuri nivTisagan. sul Avon-isproduqtTa asortimenti Seicavs 7,300 individualur produqts, maSin rodesac

Kmart-is – 15,000 erTeuls, 3M-is – 60,000-ze mets, xolo General Electic-is ki –250,000 erTeul sxvadasxva produqts.

kompaniis produqtis asortiments (kompleqs) oTxi mniSvnelovani

maxasiaTebeli gaaCnia: sifarTove, sigrZe, siRrme, erTgvarovneba. produqtTa

asortimentis sifarTove aRniSnavs kompaniaSi arsebuli gansxvavebul

produqtTa seriebis ricxvs. P&G-s bazarze gaaqvs namdvilad farTo

asortimenti – 250 brendi, romlebic ganawilebulebi arian sxvadasxva

produqciis seriaTa jgufebSi. es seriebi Seicavs qsovilebisa da saxlis

movlis, bavSvis, qalisa Tu ojaxis movlis saSualebebs; silamazisa da

janmrTelobisTvis saWiro produqtebs, sakveb da sasmel produqtebs da sxvas.

produqciis asortimentis sigrZe gulisxmobs im produqtTa raodenobas,

romlebsac kompania produqciis seriebSi aerTianebs. P&G-s, Cveulebriv,

TiToeul seriaSi bevri brendi aqvs. magaliTad, is yidis 7 saxeobis

TeTreulis fxvnils, 6 saxeobis xelis sapons, 5 saxeobis Sampunsa da 4 saxeobis

WurWlis sarecx saSualebas.

produqciis seriis siRrme gulisxmobs TiToeul seriaSi produqtTa

sxvadasxva variantTa raodenobas. P&G-is kbilis pastis 13 saxeoba arsebobs:

Crest Multicare, Crest Cavity Protection, Crest Tartar Protection, Crest Sensitivity Protection, CrestDual Action Whitening, Crest Whitening Plus Scope, Kid’s Cavity Protection, Crest Baking Soda &Peroxide Whitening (gaiazreT niSis marketingis Taobaze! gaixseneT ganxilva me-6

Tavidan).19

dabolos, produqciis asortimentis erTgvarovneba gansazRvravs, Tu

rogor urTierTkavSirSia produqciis sxvadasxva seriebi gamoyenebis,

warmoebis saWiroebebis da sadistribucio arxebis TvalsazrisiT. P&G-isproduqciis seriebi erTgvarovania, radgan is aris samomxmareblo produqcia,

romelic erTi da imave sadistribucio arxebis saSualebiT miewodeba

momxmarebels. seria naklebad erTgvarovania maSin, rodesac is myidvelisaTvis

sxvadasxva funqcias asrulebs.

produqciis kompleqsis es ganzomilebebi saSualebas gvaZlevs, ganvsaz-

RvroT kompaniis produqtis strategia. kompanias SeuZlia biznesi oTxi gziT

gazardos. mas produqtTa asortimentis gafarToeba axali produqtis seriebis

damatebiT SeuZlia. am SemTxvevaSi kompaniis ukve arsebul seriaTa reputacia

pprroodduuqqttiiss kkoommpplleeqq--

ssii ((aann pprroodduuqqttiiss

aassoorrttiimmeennttii)) Productmix (or productassortment)yvela saxeobis an

dasaxelebis pro-

duqtis seria, romel-

sac konkretuli

gamyidveli sTava-

zobs momxmarebels.

vrceldeba axal seriebzec. kompanias SeuZlia arsebuli produqciis seria

gaagrZelos,raTa ufro sruli seriis mepatrone gaxdes, an am produqtis ufro

meti versia daamatos da amiT Tavisi produqciis asortimenti gaafarToos.

sabolood, kompania miiRebs produqciis erTgvarovnebis ufro maRal

maCvenebels an – piriqiT, rac damokidebulia imaze, Tu ra surs kompanias –

Zlieri reputacia erT Tu ramdenime sferoSi.


imisaTvis rom ukeT aRiqvaT Tu ramdenad didi da rTuli SeiZleba kompa-

niis produqtis SeTavazeba gaxdes, gamoikvlieT Proctel&Gamble-isproduqtis kompleqsi.

■ P&G-s veb-gverdis (www.pg.com), yovelwliuri angariSebis an sxva in-

formaciis gamoyenebiT, CamoayalibeT kompaniis yvela produqtis

seriis da individualuri produqtebis sia. ra gakvirvebT yvelaze

metad am siaSi?

■ aris P&G-is produqtis kompleqsi erTgvarovani? ra strategiis an

logikis safuZvelze airCia kompaniam aseTi produqtis kompleqsi?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

■❚ bbrreennddiinnggiiss ssttrraatteeggiiaa:: ZZlliieerrii bbrreennddiiss SSeeqqmmnnaa

zogierTi analitikosi brends, rogorc kompaniis mTavar aqtivs ganixilavs,

romelic specifikuri produqtebisa da saSualebebis arsebobas axangrZlivebs.

Quaker Oats-is damfuZnebelma jon stiuartma erTxel ganacxada: `im SemTxvevaSi,

Tu es biznesi CaiSleboda, Tqven mogcemdiT miwas, agurebsa da kirqvas, me ki

davitovebdi brendsa da savaWro niSans da amiT me ufro movigebdi, vidre

Tqven.~ mas McDonald’s-is generaluri direqtoric eTanxmeba:20

McDonald’s-is direqtorTa sabWos wevrma, romelic Coca-Cola-SimuSaobda, erTxel saubarSi Cveni brendis faseulibis Sesaxeb gviTxra:

im SemTxvevaSi,Tu Cveni aqtivebi _ Senoba--nagebobebi da aRWurviloba,

romlebsac Cven vflobT, bunebrivi katastrofis Sedegad ganadgur-

deboda, Cven myisve SevZlebdiT mis aRsadgenad fulis sesxiT aRebas.

da es yvelaferi gakeTdeboda Zlieri brendis xarjze. is marTalia.

Bbrendi ufro mniSvnelovania, vidre am yvela aqtivebis erToblioba.

amgvarad, brendi Zlieri aqtivia, romelic kompaniam gulmodgined unda

anviTaros da marTos. wignis am nawilSi Cven SevexebiT brendis Seqmnisa da

ganviTarebis ZiriTad strategiebs.

bbrreennddiiss kkaappiittaallii

brendi ufro metia, vidre ubralo saxeli da simbolo. es aris momxmareblis

mier produqtisa da misi daniSnulebis aRqma da misdami damokidebuleba –

yvelaferi, rasac momxmareblisTvis produqti da momsaxureba warmoadgens.

brendi arsebobs momxmareblis gonebaSi, ase rom Zlieri brendis namdvili

faseuloba aris misi Zala, moipovos momxmareblis yuradReba da SemdgomSi

loialoba.

brendebi erTmaneTisagan gansxvavdeba Zalisa da faseulobis mixedviT,

romelic maT sabazro sivrceSi gaaCniaT. zogierTi brendi, rogorebicaa Coca-Cola,Tide,Nike,Harley-Davidson,Volkswagen da a.S. – bazarze ukve gamocdilia,radgan

aTeulobiT wlis ganmavlobaSi arseboben da Zalauflebas mudmivad

inarCuneben. `es brendebi brZolaSi imarjveben ara mxolod imitom, rom maT

gaaCniaT meti sargebeli, sando momsaxureba da inovaciuri teqnologiebi,

aramed imitom, rom maT mWidro urTierToba aqvT kulturasTan,~21 – ambobs

brendis eqsperti.

Zlier brends gaaCnia didi brendis kapitali. bbrreennddiiss kkaappiittaallii

warmoadgens pozitiur, ganmasxvavebel efeqts, romelic, brendis codnis

SemTxvevaSi, gavlenas axdens momxmareblis gamoxmaurebaze, produqtsa Tu mom-

bbrreennddiiss kkaappiittaallii

((Brand equity)pozitiuri, ganmasx-

vavebeli efeqti, ro-

melic, brendis cod-

nis SemTxvevaSi, gav-

lenas axdens momxma-

reblis gamoxmaure-

baze, produqtsa Tu

momsaxurebaze.


saxurebaze. brendis kapitali ganisazR-

vreba momxmareblis mzadyofniT, gadaixa-

dos ufro meti sasurveli brendisaT-

vis. erT-erTi kvlevis Sedegebma aCvena,

rom momxmareblis 72% mzadaa, gadaixa-

dos 20%-iT meti fasi Tavis mier

arCeuli bendisTvis, romelic hgavs an

axlosaa sxva konkurent brendebTan;22

40%-ma ganacxada, rom mzadaa gadaixa-

dos 50%-iT meti; Tide-sa da Heinz-ismoyvarulebi 100%-zec Tanax-mani arian;

Coke-is msmelebi ixdian 50%-iT mets,

Volvo-s momxmareblebi ki – 40%-iT.

brendi, romelsac gaaCnia Zlieri

brendis kapitali, faseuli aqtivia.

brendis Sefaseba aris procesi, romlis

mizani brendis finansuri faseulobis

dadgenaa. aseTi fasis gansazRvra Zne-

lia. miuxedavad amisa, erT-erTma ga-

mokvlevam aCvena, rom Coca-Cola-s brendisRirebuleba 70 miliardi dolaria,

Microsoft-is – 65, xolo IBM-is – 52

miliardi dolari. msoflioSi yvelaze

cnobili brendis mflobelebs Soris

arian: General Electric, Intel, Nokia, Disney,McDonald’s, Marlboro, Mercedes.23

didi brendis kapitali kompanias

bevr upiretesobas aniWebs. Zlieri bren-

di ganapirobebs momxmarebelTa maRal

cnobadobas da maT loialobas. is, rom

maRaziaSi Sesul momxmareblebs misi

brendis Taroebze xilvis imedi aqvT, kompanias gadamyidvelebTan SevaWrebisas

did upiratesobas aZlevs. radgan brendis saxels maRali gamZleoba aqvs,

kompanias SeuZlia ufro advilad ganavrcos produqciis seria da brendi.

magaliTad Coca-Cola-m Tavisi Zlieri brendis saxeli gamoiyena Diet Coke-isa da

Vanlla Coke-is dasanergad; Procter & Gamble-ma WurWlis sarecxi fxvnili IvorySeqmna. amavdroulad, kompaniisTvis Zlieri brendi konkurenciisagan erTgvari

Tavdacvaa.

am yvelaferTan erTad, Zlieri brendi qmnis bazas momxmarebelTan Zlieri

da mogebiani urTierTobebis Sesaqmnelad. amgvarad, fundamenturi aqtivi,

romelic brendis Rirebulebas usvams xazs, aris momxmareblis kapitali –

momxmarebelTa urTierTobebis faseuloba, romelsac brendi ayalibebs. Zlie-

ri brendi mniSvnelovania, magram, sinamdvileSi, is loialuri momxmareb-lebis

wyebas warmoadgens. marketingSi ZiriTadi yuradReba momxmareblis kapitalis

Seqmnas eniWeba, romelSic brendis menejmenti erT-erTi mTavari iaraRia.24

ZZlliieerrii bbrreennddiiss SSeeqqmmnnaa

yvela marketologis erT-erTi mTavari amocana brendingia. suraTi 7.3

gviCvenebs, rom brendis strategiasTan dakavSirebuli gadawyvetilebebi

moicavs brendis pozicionirebas, brendis saxelis SerCevas, brendis

sponsorobasa da brendis ganviTarebas.

bbrreennddiiss ppoozziicciioonniirreeoobbaa.. marketologebma miznobrivi momxmareblis gonebaSi

TavianTi brendis pozicia naTlad unda daamaxsovron. maT brendis

pozicionireba sam doneze SeuZliaT.25 brendi SesaZloa pozicionirebuli iyos

produqtis maxasiaTeblebis mixedviT. Dove-is sapnis mwarmoeblebs SeuZliaT

ilaparakon produqtis Semadgeneli gamwmendi kremis maxasiaTeblebze.

realurad, maxasiaTeblebi aris yvelaze naklebad sasurveli done brendis

pozicionirebisas, vinaidan konkurentebs advilad SeuZliaT maTi kopireba.

ufro mniSvnelovani ki isaa, rom momxmareblebs metad ainteresebT is, Tu ra

sargebeli moaqvs am maxasiaTeblebs maTTvis.

■ Zlieri brendi ZviradRirebuli aqtivia. ramdeni nacnobi brendi da

brendis simbolo SegiZliaT am suraTze moZebnoT?

brendis ukeTesad pozicionireba SesaZlebelia

sasurvel sargebelTan misi saxelis asocirebiT. ase

rom Dove-is marketologebs SeuZliaT ilaparakon ara

marto brendis gamwmendi kremis maxasiaTebelze,

aramed Sedegad miRebuli sufTa kanis sargebelzec.

zogierTi warmatebuli brendi, romelic sargeblis

mixedviT aris pozicionirebuli arian Volvo (usaf-rTxoeba), Hallmark (mzrunveloba), Harley-Davidson-i(Tavgadasavlebi), FedEx-i (amanaTis garantirebuli, 24-

saaTSi mitana), Lexus-i (xarisxi).uZlieresi brendebi pozicionirebulebi arian

Zlier rwmenasa da faseulobebze dayrdnobiT. aseTi

brendi aRZravs Zlier emociebs myidvelSi. amdenad,

Dove-is marketologebs SeZliaT ilaparakon ara

marto gamwmend kremsa da Sedegad miRebuli sufTa

kanis sargebelze, aramed imazec, Tu raoden mimzid-

veli xdeba adamiani maTi gamoyenebis Semdeg. brendis

eqsperti mark gobi amtkicebs, rom warmatebulma

brendma momxmarebelSi universaluri emociebi unda

aRZras.26 misi sadizainero saagento, romelsac iseT

brendebze umuSavia, rogorebicaa Starbucks, Victoria’sSecret, Godiva, Versace da Lancome, produqciis materialur

maxasiaTeblebs naklebad aqcevs yuradRebas. is upi-

ratesobas brendis irgvliv gaocebis, aRfrTovanebisa

da siyvarulis Seqmnas usvams xazs.

brendis pozicionirebisas marketologma bren-

disaTvis unda Camoayalibos misia da xedva imisa, Tu

rogori unda iyos da ra unda gaakeTos brendma.

brendi aris kompaniis sityva, piroba, myidvelTaTvis

Seqmnas niSan-TvisebaTa, sargebelTa, momsaxurebaTa da

STabeWdilebebis mudmivobis wyeba. es aris erTgvari

kontraqti momxmarebelTan,raTa man gaigos,Tu rogor

unda Seqmnas produqtma da momsaxurebam faseuloba

da momxmareblis kmayofileba. brendis kontraqti

martivi da gulwrfeli unda iyos. magaliTad, Motel 6-isTavazobs sufTa oTaxebs, dabal fasebsa da karg momsaxurebas, magram ar

pirdeba ZviradRirebul avejs Tu uzarmazar abazanas. misgan gansxvavebiT,Ritz-Carlton sTavazobs mdidrul oTaxebsa da namdvilad STambeWdav garemos, magram

ara dabal fasebs.

bbrreennddiiss ssaaxxeelliiss SSeerrCCeevvaa.. kargad SerCeuli saxeli produqtis warmatebaze

udides gavlenas axdens. brendisaTvis saukeTeso saxelis SerCeva rTuli

amocanaa. es procesi iwyeba produqtisa da misi sargeblebis, miznobrivi

bazrisa da arsebuli marketinguli strategiebis saguldagulo SeswavliT.

brendis saxelis SerCevisas unda gaviTvaliswinoT Semdegi punqtebi: 1. is

unda Seicavdes raRacas, rac produqciis sargebelsa da xarisxs Seexeba. 2.misi warmoTqma,cnoba da damaxsovreba advili unda iyos. amarTlebs mokle sax-

elebi: Tide, Crest, Puffs. magram zogjer grZeli saxelic efeqturia: ~Love MyCarpet” – xaliCis mwmendavi, “I Can’t Believe It’s Not Butter” – margarini. 3. brendis sax-

eli unda iyos gansxvavebuli. magaliTad, Taurus, Kodak, Oracle. 4. unda iyos gavr-


■ brendis pozicionireba: uZlieresi brendebis pozi-

cionireba cildeba ubralo maxasiaTebelsa da sarge-

bels. `gaanTavisufleT Tqveni fantazia~ - mogviwo-

debs ~Godiva~-s reklama

ssuurraaTTii 77..33

ZiriTadi gadawyvetilebebi brendis strategiis Sesaxeb


cobadi: Amazon.com-ma saqmianoba onlain wignebis gayidviT daiwyo, magram sax-

eli ise SearCia, rom SemdgomSi sxva kategoriebSic emuSava. 5. saxeli advilad

unda iTargmnebodes ucxo enebze. sanam niu-jersis Standart Oil-i saxels

Sesacvlelad 100 milioni dolars gadaixdida da Exxon-s dairqmevda, manmosinja ramdenime saxeli 54 enaze 150-ze met ucxour bazarze (magaliTad,

aRmoCnda, rom saxeli Enco iaponur enaze damuxruWebul Zravas niSnavs). 6.

SesaZlebeli unda iyos misi registracia da kanoniT dacva. brendis saxeli

registrirebuli ar iqneba im SemTxvevaSi, Tu is sxva arsebuli brendebis

saxelebTan dakavSirebiT kanons daarRvevs.

SerCeuli brendis saxeli daculi unda iyos. bevri firma cdilobs,

Seqmnas brendis saxeli, romelic sabolood produqciis kategoriasTan iqneba

gaigivebuli. brendis saxelebma, rogorebicaa Kleenex, Levi’s, Xerox, Pampers daFiberglass, warmatebas swored am gziT miaRwies. miuxedavad amisa, SeiZleba kom-

panias saxelTan dakavSirebiT safrTxe daemuqros. Tavidan daculi bevri

brendis saxelebi, rogorebicaa celofani, aspirini, neiloni, kerosini,

linoleumi, io-io, batuti, eskalatori, Termosi da e.w. mSrali sauzme _ dRes

sazogado saxelebia, romelTa gamoyeneba yvela gamyidvels SeuZlia.

bbrreennddiiss ssppoonnssoorroobbaa.. mwarmoebels gaaCnia sponsorobis oTxi alternativa.

produqti SeiZleba Seiqmnas, rogorc mwarmoeblis brendi (an erovnuli

brendi), magaliTad Kellogg-i da IBM-i Tavis nawarms sakuTari, mwarmoeblis,

brendis saxeliT yidian. mwarmoebels agreTve SeuZlia produqcia gadamyid-

vels miyidos, romelic mas kerZo brendad aqcevs (romelsac xSirad maRaziis

an distributoris brends eZaxian). Tumca bevri mwarmoebeli sakuTari brendis

saxels qmnis, zogi upiratesobas bazris licenzirebul brends aniWebs. dabo-

los, or kompanias SeuZlia Zalebi gaaerTianos da erToblivi brendi Seqmnas.

mmwwaarrmmooeebblliiss bbrreennddii kkeerrZZoo bbrreennddiiss wwiinnaaaaRRmmddeegg.. mwarmoeblis brends gaaCnia

grZeli, dominirebuli sacalo vaWrobis gamocdileba. bolo dros bevrma

sacalo da biTumad movaWreebma Seqmnes kkeerrZZoo bbrreennddeebbii (maRaziis brendebi).

magaliTad, Sears-ma ramdenime kerZo brendiSeqmna _ DieHard-is elementebi, Craftsman-issamuSao iaraRebi, Kenmore-is saojaxo

mowyobilobebi da Weatherbeater-is saRebavebi.Wal-Mart-i sTavazobs Sam’s Choice-is sasmelsa

da sakveb produqtebs, Spring Valley-is sakvebproduqtebs, Ol’ Roy-s ZaRlis sakvebs da

White Cloud-is brendis tualetis qaRalds,

xelsaxocebs, fxvnilsa da qsovilis dasar-

bilebel saSualebas. es kompaniebi amas

imisTvis akeTeben, rom erovnul (mwarmoe-

blebis) brendebs konkurencia gauwion. BestBuy-m VPR-i personaluri kompiuterebis

kerZo brendi warmoadgina, romelic Dell-skonkurencias uwevs. JC Penney-s aqvs 6 kerZodidi brendi, romelTa Sorisac aris Stafford,St. John’s Bay da Arizona. zogierT SemTxvevaSi,

kerZo brendi dizaineris brendsac ki

utoldeba. magaliTad, Saks Fifth Avenue-s aqvssakuTari tansacmlis Platinum-is seria,

romelSic Sedis 1,000-dolariani Jaketebi da

500 dolariani bambis perangebi. kerZo

brendis daarseba rTulia, misi stimulireba

ki _ ZviradRirebuli. miuxedavad amisa, mas

gadamyidvelisTvis maRali mogeba moaqvs.

aseve, gadamyidvels eZleva saSualeba

eqskluziuri produqcia, romlis yidvac

konkurentebTan SeuZlebelia, SesTavazos

momxmarebels. amas, SesaZlebelia mohyves

maRaziis klienturis zrda da maTi

loialoba.

kkeerrZZoo bbrreennddii ((Private(or store) brand)pozitiuri, ganmasx-

vavebeli efeqti, ro-

melic, brendis cod-

nis SemTxvevaSi, gav-

lenas axdens momxma-

reblis produqtze

Tu momsaxurebaze

gamoxmaurebisas.

■ kerZo brendi: Loblaw-s brendi iseTi popularuli gaxda, rom

licenziebs gascems sxvadasxva sacalo movaWres aSS-sa da

kanadis masStabiT.

am e.w. brendebis brZolaSi, romelic mwarmoeblebis brendsa da kerZo

brends Soris mimdinareobs, sacalo movaWreebs bevri upiratesoba gaaCniaT.

isini akontroleben maRaziebSi produqciis ganlagebas da maT fasebs.

gadamyidvelebi kerZo brends konkurent mwarmoebelTa brendebTan SedarebiT

nakleb fass adeben da amiT dabali biujetis mqone myidvelebs izidaven. bevri

maRaziis mepatrone darwmunebulia,rom maRaziis sakuTari brendi xSirad didi

mwarmoeblebis mier aris Seqmnili.

bevri sacalod movaWre mwarmoebels savaWrod gamoyofili adgilis

gadasaxadsac uwesebs, romelsac calobiT movaWre moiTxovs manam, sanam axal

produqts miiRebs da is maRaziis Taroze moxvdeba. am gadasaxadis mimarT fed-

eraluri vaWrobis komisia kritikulad aris ganwyobili da wuxs, rom aman

SeiZleba konkurencia Seaviwrovos, radgan SedarebiT patara

mwarmoeblebisaTvis, romelTac ar SeuZliaT gadasaxadis gadaxda, SeizRuda

sacalo vaWrobiT momxmarebelze gasvlis SesaZlebloba.27

iqidan gamomdinare, rom kerZo brendebis xarisxi dRiTi dRe umjobesdeba

da TavianTi maRaziis qselebSi momxmareblebis met ndobas ipoveben, kerZo

brendi mwarmoeblis brends Zlier konkurencias uwevs.28

amerikis supermarketebSi kerZo brendis mqone produqtebs sasursaTo pro-

duqtebis kategoriebis 40%-Si pirveli, meore da mesame adgilebi ukaviaT.

mTlianobaSi, is amerikis supermarketebis, afTiaqebisa da masobrivi maRaziebis

gayidvebis 20%-ze mets ipyrobs. kerZo iarliyis mqone samosi ki mTeli

gayiduli samosis 36%-s Seadgens.29 imisaTvis rom kerZo brendebi CamoiSoron,

wamyvani brendebis mwarmoeblebi iZulebulni arian, fuli kvlevasa da

ganviTarebaSi daabandon,raTa axali brendi, axali niSan-Tvisebebi da xarisxis

gaumjobesebis axali saSualebebi Seqmnan. isini cdiloben Camoayalibon

Zlieri sareklamo programebi, raTa maRali cnobadoba da upiratesoba

SeinarCunon da mTavar distributorebTan partniorobis gzebs eZeben.

lliicceennzziirreebbaa.. bevr mwarmoebels sakuTari brendis saxelis Sesaqmnelad wlebi

da milionebis daxarjva sWirdeba. zogierTi kompania licenzias iRebs sax-

elebisa da simboloebis gamoyenebaze, romlebic an sxva mwarmoeblebis mier

iyo Seqmnili, an cnobili adamianebis Tu popu-

laruli kinoebisa da wignebis gmirTa sax-

elebs warmoadgenen.

tansacmlisa da aqsesuarebis gamyidvelebi

did honorarebs ixdian, raTa meti momxib-

vleloba Sematon TavianT produqcias _

kostiumebs, halstuxebs,TeTreuls, - iseTi cno-

bili inovatorebis saxelebsa Tu inicialebis

miniWebiT, rogorebic arian Calvin Klein, TommyHilfiger, Gucci Tu Armani. bavSvebisaTvis gankuT-

vnili produqciis gamyidvelebi tansacmels,

saTamaSoebs, saskolo nivTebs, sacvlebs,

Tojinebs, sakvebsa da sxva sagnebs sayvareli

gmirebis saxelebs aweren. licenzirebulia

gmirTa iseTi saxelebi, rogorebicaa klasi-

kuri Sesame Street, Disney, Peanuts, Winnie the Pooh, theMuppets, Scooby Doo da Dr. Seuss da Tanamedrove

Teletubbies, Pokemon, Powerpuff Girls, Rugrats, Blue’sClues, Harry Potter-is gmirebi. sacalo vaWrobaSi

saTamaSoebis gayidvebis TiTqmis naxevarze

meti satelevizio Souebisa da kinosuraTebis

gmirebis gamosaxulebis mqone produqtebze

modis, rogorebicaa Scooby Doo, SpongeBob, The LionKing, Batman, Star Trek, Star Wars, Spider-Man, Men inBlack an Harry Potter.30

bolo wlebSi saxelebisa da gmirebis

licenzireba Zalze gaxSirda. aSS-sa da

kanadaSi licenzirebuli produqciis wliuri

sacalo vaWroba 1977 wels 4 miliardi dolar-

idan, 1987 wels 55 miliardamde gaizarda, dRes


■ multfilmis personaJis licenzireba: Warner Brothers-maLooney Tunes-is personaJebi msoflioSi yvelaze ZviradRirebul

licenziad aqcia.


ki maCvenebelma 71 miliards miaRwia. bevri kompaniisaTvis dapatenteba

maRalmogebiani biznesia. magaliTad, Warner Brothers-ma Looney Tunes-is personaJebimsoflioSi yvelaze ZviradRirebul licenziad aqcia. wliurad Bugs Bunny-is,Daffy Duck-is, Fogharn Leghorn-is, Looney Tunes-isa Tu 100-ze meti sxva personaJis

gamosaxulebis mqone produqciis sacalo vaWrobidan 6 miliard dolars

iRebs. Warner Brothers-ma jer kidev unda gamoavlinos Tavisi meorexarisxovani

personaJebis potenciali. magaliTad, Tazmanian Devil-i mxolod 5 multfilmSi

Cans, magram urTierTdapatentebis SeTanxmebiT iseT organizaciebTan, rogore-

bicaa Harley-Davidson-i da NFL-i, Taz-i metad popularuli gaxda. Warner Brothers-iimave potencials elis Michigan Frog-isa da Speedy Gonzales-isagan laTinur

bazarze.31

dapatentebis yvelaze mzardi kategoria korporaciuli brendis dapaten-

tebaa, radgan sul ufro meti komerciuli Tu arakomerciuli organizacia

sakuTar saxelebs apatentebs,raTa damatebiTi Semosavali da brendis aRiareba

moipovon. magaliTad, Coca-Cola-s 57 qveyanaSi 320 patenti gaaCnia da 10,000-zemeti saxeobis produqts awarmoebs, dawyebuli bavSvebis tansacmliT da

`boqserebiT~ (SortebiT) damTavrebuli sayureebiT, Coca-Cola-s Tojina barbiTa

da TviT saTevzao satyuariT, romelsac Coca-Cola-s pawawina boTlis forma

aqvs. gasul wels 1 miliardze meti dolaris Rirebulebis Coca-Cola-s dapaten-tebuli produqcia gaiyida.32

eerrTToobblliivvii bbrreennddiinnggii.. miuxedavad imis, rom kompaniebi ukve didi xania

eerrTToobblliivvii bbrreennddiiss produqcias uSveben, bolo xanebSi am sferoSi gamococ-

xleba SeiniSneba. produqciis erToblivi brendingi xdeba im SemTxvevaSi,

rodesac sxvadasxva kompaniis ori aRiarebuli brendis saxeli erTsa da imave

produqtzea gamoyenebuli. magaliTad,Nabisco SeuerTda Pillsbury-s da Pillsbury OreoBars-is sacxobi kompleqsi Seqmna; Kellogg-i SeuerTda ConAgra-s, raTa HealthyChoice From Kellogg’s Cereals Seeqmna; Ford-ma da Eddie Bauer-ma Seqmnes sportuli man-

qana Ford Explorer-i; General Electric-ma Culligan-Tan TanamSromlobiT wylis macivari

Seqmna; Mattel-i daukavSirda Coca-Cola-s, raTa bazarze Soda Fountain Sweetheart Barbiegaetana. erToblivi brendingis umravles SemTxvevaSi, erTi kompania meore kom-

paniis cnobil brendis gamoyenebaze licenzias iRebs da mas Tavis brendTan

kombinaciaSi iyenebs.

erTobliv brendingis bevri upiratesoba gaaCnia. imis gamo, rom TiToeuli

brendi gansxvavebul kategoriaSi dominirebs, kombinirebuli brendebi ipy-

roben momxmareblis ufro met yuradRebasa da zrdis brendis kapitals.

erToblivi brendingi kompanias aseve saSulebas aZlevs, Tavisi arsebuli

brendi iseT kategoriaSi gaavrcelos, sadac misi marto danergva mraval

sirTulesTan iqneba dakavSirebuli.

erTobliv brendings SezRudvebic gaaCnia. Cveulebriv, aseTi saxis

urTierTobebi rTul kontraqtebTan da licenziebTanaa dakavSirebuli.

erToblivi brendirebis SemTxvevaSi partniorma kompaniebma erTmaneTTan sag-

uldagulod unda SeaTanxmon sareklamo, gayidvebis stimulirebisa da sxva

marketinguli Zalisxmevebi. da bolos, erToblivi brendingis SemTxvevaSi,

partniorebs unda sjerodeT rom TiToeuli maTgani brneds kargad mixedavs.

magaliTad ganvixiloT Kmart-isa da Martha Stewart-is brendebis Serwymis

SemTxveva. rodesac Kmart-ma gakotrebis Sesaxeb gaakeTa gancxadeba, man MarthaStewart-is brends Crdili miayena. mogvianebiT ki, rodesac Martha Stewart-iaraeTikur Tu ukanono finansur garigebebSi daadanaSaules, aman Kmart-isadmiuaryofiTi asociacia gamoiwvia. Nabisco-s erT-erTi menejeri amas Semdegnairad

ayalibebs: `sakuTari brendis sxvisTvis gadacema RviZli Svilis gasxvisebas

hgavs – am dros Sen darwmunebuli unda iyo rom yvelaferi saukeTesod

iqneba.~33

bbrreennddiiss ggaannvviiTTaarreebbaa.. rodesac saqme brendis ganviTarebas exeba, kompanias oTxi

arCevani gaaCnia (ixileT suraTi 7.4): seriis gafarToebis strategia (arsebuli

brendis saxelis qveS arsebuli produqciis kategoriaSi gafarToeba); brendis

gafarToebis strategia (arsebuli brendis saxelis qveS axali produqciis

kategoriaSi Sesvla); mravali brendis strategia (axali brendis saxelis qveS

imave produqciis kategoriaSi gafarToeba); axali brendis strategia (axali

brendis saxelis danergva axali produqciis kategoriaSi).

eerrTToobblliivvii bbrreennddiinn--

ggii ((Co-branding)erTsa da imave pro-

duqtze arsebuli

ori sxvadasxva kom-

paniis brendis sax-

elebis gamoyeneba.

sseerriiiiss ggaaffaarrTTooeebbiiss ssttrraatteeggiiaa.. sseerriiiiss ggaaffaarrTTooeebbiiss ssttrraatteeggiiaa gulisxmobs

mocemuli produqtis kategoriisaTvis axali maxasiaTeblebis damatebas imave

brendis saxelis qveS. es maxasiaTeblebi SeiZleba iyos axali surneli, forma,

feri, damatebiTi ingredientebi Tu zoma. magaliTad, Dannon-ma waradgina ram-denime produqciis seriis gafarToeba, romelSic Sedis 7 axali iogurtis

aromati, cximebisagan Tavisufali iogurti da ekonomiuri zomis iogurti.

Morton Salt-ma Tavisi seria gaafarTova da axla is moicavs Morton Coarse KosherSalt-s, Morton Lite Salt-s (naklebi sodiT), Morton Popcorn Salt-sa da Morton Nature’s Season-is sezonur narevs. axali produqtebis umravlesoba warmoadgens seriis

gafarToebas.

kompania seriis gafarToebis strategias irCevs rodesac is warmoadgens

axali produqtis bazarze Setanis dabalfasian da naklebad sarisko gzas. an

rodesac seriis gafaraToeba akmayofilebs momxmareblis mravalferovan

survilebs, an ubralod maSin rodesac kompanias gadamyidvelisagan Taroze

ufro meti sivrce surs, rom daisakuTros. Tumca, produqciis seriis

gafarToebis strategia garkveuli saxis riskTanacaa dakavSirebuli. zed-

metad gafarToebulma brendis saxelma SeiZleba dakargos Tavisi specifikuri

mniSvneloba da momxmareblis imedgacrueba da guldawyveta gamoiwvios.

magaliTad, momxmarebeli adgilobriv supermarketSi burRuleulis yidvisas

xedavs 150-ze met brends (SesaZloa, vTqvaT marto Wvavis 30-ze met gansxvave-

bul brends), rac iwvevs momxmareblis dabnevasa da gaRizianebas.

seriis gafarToebasTan dakavSirebuli kidev erTi riski isaa, rom erTi

produqtis gayidvebis zrda SeiZleba seriaSi sxva produqtis gayidvebis

Semcirebis xarjze moxdes. produqciis seriis gafarToeba Tavis daniSnulebas

saukeTesod maSin asrulebs, rodesac is gayidvebs konkurent brendis xarjze

zrdis da ara maSin, rodesac is kompaniis sxva produqtebis kanibalizacias

axdens.


■ seriis gafarToeba:

Morton yidis marilisa

da sakmazebis produq-

tis serias yvelanairi

SemTxvevisTvis.

ssuurraaTTii 77..44

brendis ganviTa-

rebis strategiebi

pprroodduuqqcciiiiss sseerriiiiss

ggaaffaarrTTooeebbaa ((Lineextension)warmatebuli bren-

dis saxelis gamoye-

neba, romelic miznad

isaxavs mocemuli

produqtis katego-

riisaTvis axali

produqtis damatebas

imave brendis saxe-

liT, axali surne-

liT, formiT, feriT,

damatebiTi ingre-

dientebiTa Tu

zomiT.


bbrreennddiiss ggaannvvrrccoobbiiss ssttrraatteeggiiaa.. bbrreennddiiss ggaannvvrrccoobbiiss ssttrraatteeggiiaa moicavs pro-

duqtis axal kategoriaSi modificirebuli an axali produqtis gamoSvebas

warmatebuli brendis saxelis gamoyenebiT. Mattel-ma gamoiyena Barbie-s Tojinis

warmatebuli brendi da axali kategoriebi Seqmna, romelic moicavs barbis

saxlis avejs,barbis kosmetikas, barbis eleqtronikas Tu barbis wignebs, barbis

sportul inventarsa da TviT barbis jguf - Beyond Pink-s. Honda Tavisi komap-

niis saxels sxvadasxva produqciisaTvis iyenebs, rogorebicaa, avtomobilebi,

motocikletebi, gazonis sakreWi manqanebi, katerebi da buranebi. es Honda-saZlevs saSualebas ganacxados rom mas SeuZlia `6 Honda 2-adgilian garaJSi~

moaTavsos. Swiss Army-s mzis saTvaleebi, Disney Cruise Lines-i, Cosmopolitan-is nakle-

bcximiani rZis produqtebi, Century 21 Home Improvements da Brinks-is saxlis

usafrTxoebis sistemebi – yvelaferi brendis ganvrcobis magaliTebia.

brendis ganvrcobis strategia axal produqts swraf aRiarebasa da ufro

swraf gavrcelebis saSualebas aZlevs. is zogavs reklamis xarjebsac,

romelic, Cveulebriv, axali brendis saxelis Semnisas aris saWiro. amasTanave,

brendis ganvrcobis strategia riskTanacaa dakavSirebuli. brendis ganvr-

cobebi, rogorebicaa Bic pantyhose, Heinz-is Sinauri cxovelebis sakvebi, LifeSavers-is saReWi rezina da Clorox-is TeTreulis fxvnili, Tavidanve marcxisaTvis iyv-

nen ganwirulni. ganvrcobam SesaZloa mTavari brendis imijic ki daazianos. da,

Tu brendis ganvrcobam kraxi ganicada, es aucileblad Crdils miayenebs momx-

mareblis sxva, imave brendis saxelis mqone, produqtebisadmi damokidebulebas.

ufro metic, brendis saxeli miuxedavad misi warmatebulobisa calkeuli

produqtisaTvis SesaZloa arc Tu ise zusti da Sesabamisi iyos. magaliTad,

albaT aravin iyidis Texaco-s rZesa Tu Alpo-s souss. xSiri gamoyenebis Sedegad,momxmarebels gonebaSi gansakuTrebuli aRqma gaaCnia TiToeul brendisadmi,

amitom kompaniebma, romlebic brendis gavrcobas cdiloben, kargad unda

gamoikvlion da gansazRvron, Tu ramdenad asocirdeba axali produqcia am

aRqmasTan.34

mmrraavvaallii bbrreennddiiss ssttrraatteeggiiaa.. xSirad, kompaniebi erTsa da imave kategoriaSi

sxvadasxva brendebss nergaven. magaliTad P&G-s TiToeuli Tavisi produqtis

kategoriaSi mravali sxvadasxva brendi gaaCnia. mravali brendis strategia

gvTavazobs yidvis gansxvavebul motivebze sxvadasxva niSan-TvisebaTa da

mimarTvaTa Seqmnis SesaZleblobas. is agreTve kompanias gadamyidvelis

Taroebis meti nawilis dakavebis saSualebas aZlevs.Aaseve kompanias SesaZloa

surdes, Tavisi ZiriTadi brendi damcavi brendebis SeqmniT daicvas. Seikosxvadasxva brendis saxelebs iyenebs Tavisi ZviradRirebuli (Seiko Lasalle) da

iafi saaTebisaTvis (Pulsar), raTa Seiko-s ZiriTadi brendis flangebi daicvas.

mravali brendis strategiis mTavari uaryofiTi mxare aris is, rom

TiToeulma brendma SesaZloa bazris mxolod mcire nawili daikavos da arc

erTi maTgani didad momgebiani ar iyos.A kompania, SesaZloa, iZulebuli gaxdes

uamrav brendebze Tavisi resursebi xarjos, imis magivrad rom ramdenime

Zlieri maRalmomgebiani brendi Seqmnas. am SemTxvevaSi kompaniebma unda

Seamciron mocemul kategoriaSi arsebuli brendebis ricxvi da axali brendis

SesarCevad ufro mkacr procedurebs mimarTon.

aaxxaallii bbrreennddiiss ssttrraatteeggiiaa.. kompaniam SesaZloa daadginos, rom misi brendis sax-

eli fermkrTaldeba da axali brendis saxelia saWiro. Aan kompaniam SesaZloa

axali brendis saxeli Seqmnas, rodesac is produqciis axal kategoriaSi

Sedis,roelsac arc erTi arsebuli brendis saxeli ar Seesabameba. magaliTad,

Honda-m Acura-s brendi Seqmna, raTa misi mdidruli manqana ukve aRiarebuli

Honda-s seriisagan ganesxvavebina. Toyota-m ki Scion-is avtomobili Seqmna,

romelic ZiriTadad Taoba Y-zea gamiznuli. iaponuri Matsushita Tavisi pro-

duqciis calkeuli ojaxebisaTvis sxvadasxva saxelebs iyenebs: Technics,Panasonic, National da Quasar.

iseve rogorc mravali brendis strategia, axali brendis strategiis

SeTavazebac kompaniis resursebis did danaxarjebs iTxovs. da zogierT

industriaSi, rogoricaa samomxmareblo SefuTuli saqoneli, momxmareblebi da

sacalo movaWreni aTviTcnobiereben, rom arsebobs zedmetad bevri brendi,

romelTa Sorisac gansxvaveba Zalzed mcirea. ase rom P&G, Frito-Lay da samomx-mareblo produqtis sxva didi mwarmoeblebi axla iyeneben megabrendis

bbrreennddiiss ggaannvvrrccoobbaa

((Brand extension)modificirebuli an

axali produqtis

gamoSveba warmate-

buli brendis sax-

elis gamoyenebiT.


strategias, rac niSnavs susti brendebis gauqmebasa da resursebis xarjvas im

brendebze, romelTac bazarze TavianT kategoriaSi pirveli an meore adgilis

miRweva SeuZliaT.

bbrreennddeebbiiss mmeenneejjmmeennttii

kompaniebma brendebis menejmenti guldasmiT unda awarmoon. pirvel rigSi,

brendebis Sesaxeb informacia mudmivad unda miewodebodes momxmarebels. mar-

ketologebi, xSirad, Zalian did Tanxas xarjavs reklamaze, raTa TavianTi

brendi metad cnobadi gaxadon da momxmareblis loialoba daimsaxuron.

magaliTad, AT&T Tavisi brendis ganviTarebis xelSesawyobad yovelwliurad

TiTqmis miliard dolars xarjavs, McDonald’s ki – 600 milions.35

aseTi sareklamo kampania xels uwyobs brendis saxelis aRiarebas, misi

cnobadobis zrdas da SesaZloa momxmareblis mxridan brendis upirate-

sobasac. Tumca faqtia, rom brendis popularoba xdeba ara mxolod reklamiT,

aramed masTan dakavSirebuli gamocdilebiT rac reklamasTan erTad moicavs

brendis piradad gamocdas, pirad urTierTobas kompaniis personalTan, satele-

fono kontaqts, kompaniis veb-gverdebsa da a.S. TiToeulma aman brendis aRqmasa

da mis mimarT damokidebulebaze SesaZloa dadebiTi an uaryofiTi gavlena

iqonios. amitom kompaniam amaSi iseTive Zalisxmeva unda Cados, rogoric

reklamis damzadebaSi.

brendis adgili uryevia, sanam mTeli kompania mis arsebobas xels uwyobs.

aqedan gamomdinare, kompaniam Tavisi TanamSromlebi unda daatreningos, raTa

isini yovelTvis momxmarebelze orientirebulebi iyvnen. kompaniam Tavis mom-

saxure personalSi unda danergos sakuTari produqciisa da momsaxurebisadmi

pativiscema, raTa maTi enTuziazmi mogvianebiT momxmarebels gadaeces. iseTma

kompaniebma, rogorebicaa Nordstrom, Lexus, Dell da Harley Davidson, warmatebassakuTari momsaxure personalis, rogorc enTuziazmiT Sepyrobili brendis

Semqmnelebis CamoyalibebiT miaRwies. kompaniebs SeuZliaT TavianTi person-

alis dasaxmareblad seminarebi Caataron, raTa maT ukeT gaigon da

gaaTviTcnobieron, Tu raSi mdgomareobs brendis ZiliTadi arsi. bevri kompa-

nia ufro Sors midis da Tavis distributorebsa da dilerebs wvrTnis, raTa

isini momxmareblebs ukeT moemsaxuron.

am yvelafridan gamomdinare, SeiZleba davaskvnaT, rom kompaniis brendebis

marTva mxolod brendis menejeris kompetencia ar aris. brendis menejerebs im

aucilebeli operaciebis sawarmoeblad sakmarisi Zala Tu SesaZlebloba ar

gaaCniaT, rom TavianTi brendi Seqmnan da gazardon. metic, brendis menejeri

xSirad yuradRebas amaxvilebs moklevadian Sedegebze, maSin rodesac brendis

menejmenti, rogorc kompaniis aqtivi, grZelvadian strategias moiTxovs. amde-

nad,zogierTi kompania axla mTavari brendebis samarTavad brendis menejmentis

gundebs qmnis. Canada Dry-m da Colgate-Palmolive-ma brendis kapitalis menejerebis

Tanamdebobebi Seqmnes, raTa SeinarCunon da daicvan TavianTi brendis imiji da

xarisxi. Hewlett-Packard-ma daniSna momxmarebelTa urTierTobis aRmasrulebeli

direqtori momxmareblebisa da B2B-is ganyofilebebSi. maTi saqmea, Tvalyuri

adevnon, Seafason da gaaumjobeson momxmarebelTa damokidebuleba HP-is pro-duqciisadmi. isini TavianTi sapasuxismgeblo saqmianobis Sedegebs pirdapir

prezidents awvdian.

dabolos, kompaniisaTvis aucilebelia Tavisi brendebis Zlieri da susti

mxareebis perioduli gamokvleva.36 SekiTxvebi ZiriTadad aseTi saxis iqneba:

SeZlo Tu ara Cvenma brendma momxmareblisaTvis sargeblis miwodeba? swori

pozicionireba aqvs Tu ara brends? akmayofilebs Tu ara brendis pozicia

momxmareblis yvela moTxovnas? aqvT Tu ara brendis menejerebs gacnobiere-

buli, Tu ra mniSvneloba aqvs mas momxmareblisTvis? iRebs Tu ara brendi

saWiro mxardaWeras?

gamokvlevam SesaZloa aRmoaCinos zogierTi brendebis pozicionirebis

Secvlis aucilebloba, rac damokidebulia momxmareblis prioritetebis

cvalebadobaze an axal konkurentebze. zogierT SemTxvevaSi, xdeba produqtis,

momsaxurebis an TviT kompaniis sruli rebrendingi. amas mowmobs VerizonCommunication, romelic Seiqmna Bell Atlantic-isa da GTE-is gaerTianebis Sedegad.

kompaniam gadawyvita, rom arc erTi Zveli saxeli axali kompaniis pozicias ar

Seefereboda. `Cven gvWirdeboda uZlieresi brendi, raTa yvela Cveni Zveli sax-


elebi ukan mogvetovebina~, – ambobs Verizon-is vice-prezidenti brendis menej-

mentisa da marketinguli momsaxurebis sferoSi. Zvelma saxelebma xalxs Tavi

moabezra, maT Zvelmoduri satelefono kompaniis imiji Camoayalibes da

`inovaciaTa axali arealis marketings CamogvaSores,romelic moicavs maRali

siCqaris mqone internet-momsaxurebebs~. axali brendis Seqmnis ideam

gaamarTla. Verizon Wireless-i axla satelefono momsaxurebis wamyvani mimwodebe-

lia, romelsac bazris 21% ukavia. mas mosdevs Cingular Wireless-i, meore axali

brendi, romelic Bell South-isa da SBC Communications-is erToblivi wamowyebis

mier Seiqmna.37

aRsaniSnavia rom, axali brendis Seqmna da momxmareblebis masTan Segueba

Zalzed did Zalisxmevas moiTxovs. Verizon-ma axali brendis 4-kvirian rekla-

maze 10 milion dolarze meti daxarja. da es mxolod dasawyisi iyo. kompania

iZulebuli gaxda Tavisi 70,000-iani satvirTo manqanebis parki, garaJebi Tu

serviscentrebi gadaeReba. kompanias aseve dasWirda 250,000 taqsofonis xelaxa-

li etiketireba, 91 mln momxmareblis angariSis uwyisisTvis axali dizainis

Seqmna da video da sxva saganmanaTleblo RonisZiebebis gatareba saxlebSi

momsaxure personalisaTvis.

■❚ mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggii

bolo wlebis ganmavlobaSi momsaxurebis seqtori mkveTrad gaizarda.

dResdReobiT momsaxureba Seadgens amerikis mTliani Sida produqtis 74%-s.

maSin rodesac 1970 wels amerikaSi samuSao adgilebis 55% momsaxurebis

seqtorSi iyo, DdRes is mTliani dasaqmebis 82%-mde gaizarda. momsaxurebis seq-

tori msoflio ekonomikaSic mkveTrad izrdeba da mTeli saerTaSoriso

vaWrobis meoTxeds warmoadgens.38

momsaxurebis industria Zalzed mravalferovania. mTavroba gvTavazobs

sasamarTlo, saavadmyofo, samxedro, policiisa da saxanZro departamentebs,

fostisa Tu skolebis momsaxurebas. kerZo, arakomerciuli organizaciebi

gvTavazoben muzeumebis, saqvelmoqmedo fondebis, eklesiebis, kolejebisa da

saavadmyofoebis momsaxurebas; biznesorganizaciaTa umravlesoba ki – aviax-

azebis, bankebis, sastumroebis, sadazRvevo kompaniebis, sakonsultacio, samedi-

cino Tu iuridiuli firmebis, gasarTobi kompaniebis, uZravi qonebis firmebis,

sareklamo da kvleviTi saagentoebis, sacalo vaWrobis momsaxurebebs.

mmoommssaaxxuurreebbiiss ZZiirriiTTaaddii mmaaxxaassiiaaTTeebblleebbii ddaa nniiSSaann--TTvviisseebbeebbii

marketinguli programis Seqmnis dros kompaniam mxedvelobaSi unda miiRos

momsaxurebis oTxi ZiriTadi maxasiaTebeli: aramaterialuroba, ganuyofloba,

heterogenuloba da malfuWebadoba.

mmoommssaaxxuurreebbiiss aarraammaatteerriiaalluurroobbaa momsaxurebis ZiriTadi maxasiaTebelia

is, rom misi danaxva, gasinjva, SegrZneba, gageba an ynosva SeuZlebelia mis

SeZenamde. magaliTad, adamiani, romelic kosmetikur operacias ikeTebs, Sedegs

operaciamde ver naxavs. aviaciis mgzavrebs xelT aqvT mxolod bileTi da

piroba imisa, rom isini TavianTi bargiT usafrTxod iqnebian gadayvanilni

daniSnulebis adgilze. imisaTvis rom gaurkvevlobis faqtori Seamciron, myid-

velebi momsaxurebis xarisxis `signalebs~ eZeben. isini momsaxurebis xarisxTan

mmoommssaaxxuurreebbiiss aarraammaa--

tteerriiaalluurroobbaa ((Serviceintangibility)momsaxurebis mTava-

ri maxasiaTebeli

aris is, rom danaxva,

gasinjva, SegrZneba,

gageba an ynosva

SeuZlebelia SeZenamde.

ssuurraaTTii 77..55

momsaxurebis oTxi

maxasiaTebeli


dakavSirebiT daskvnebs akeTeben im adgilis, xalxis, fasis, manqana-danadgare-

bisa da komunikaciebis mixedviT, romelTac isini xedaven.

amdenad, momsaxurebis mimwodeblis amocanaa, sxvadasxva gzebis saSualebiT

momsaxureba materialuri gaxados da misi xarisxis Sesaxeb momxmarebels

swori informacia miawodos. erT-erTi analitikosi mtkicebulebis marTvas

uwodebs SemTxvevas, rodesac momsaxurebis organizacia Tavis momxmarebels

Tavisi SesaZleblobebs organizebulad da patiosnad usabuTebs. ase maga-

liTad, Mayo Clinic-i TvalnaTel mtkicebulebis marTvas awarmoebs.39

aravis uyvars saavadmyofoebSi siaruli, radgan yovelTvis nervi-

ulobasa da SiSTan aris dakavSirebli. ufro metic, pacientebisTvis

Zalze Znelia `produqtis~ xarisxis gansazRvra. SeuZlebelia misi

gasinjva an ukan dabruneba im SemTxvevaSi,Tu ar mogewonebaT; saWiroa

Sesabamisi ganaTleba, imisaTvis rom ukeT gansazRvroT misi xarisxi-

anoba. amgvarad,rodesac samedicino sferos ganvixilavT,umravlesoba

Cvengani qvecnobierad deteqtivis rolSi gvevlineba, romelic eZebs

kompetenturobis, mzrunvelobisa da patiosnebis samxilebs. Mayo Clinic-iam samxils beds ar andobs. vizualurad STambeWdavi maniSneblebis

frTxili marTviT, igi pacientebsa da maT ojaxebs sakuTar siZlie-

resa da faseulobebze konkretul samxilebs sTavazobs. magaliTad,

klinikis momsaxure personalis yvela qmedeba mimarTulia paciente-

bis keTildReobisaken. `Cemi eqimi saxlSi mirekavs, Cemi janmrTelobis

mdgomareoba rom Seamowmos. igi cdilobs Tavisi ganrigi Cemsas

SeuTavsos~. – ambobs erT-erTi pacienti. Mayo-s fizikuri garemocdadebiTi niSan-TvisebebiT xasiaTdeba. misi dizaini specialuradaa

Seqmnili, raTa stresi Seamsubuqos; is sTavazobs myudro, dadebiT

garemos,zrunavs da pativs scems pacientebs, upiratesobas aniWebs kom-

petenturobas, da saWiro gzis povnas giadvilebT. Sedegi? Zalze

dadebiTi sityvieri marketingi da momxmarebelTa mudmivi loialobaa,

ramac Mayo Clinic-s saSualeba misca, jandacvaSi yvelaze mcire

reklamiT namdvilad yvelaze Zlieri brendi Seeqmna.

fizikuri saqoneli iwarmoeba, maRaziaSi Tavsdeba, mogvianebiT ki iyideba

da moixmareba myidvelis mier. momsaxureba ki, piriqiT – pirvelad iyideba,

Semdeg erTsa da imave dros iwarmoeba da moixmareba. mmoommssaaxxuurreebbiiss ggaannuuyy--

oofflloobbaa gulisxmobs, rom SeuZlebelia momsaxurebisa da misi mimwodeblis

erTmaneTisagan gancalkeveba nebismier SemTxvevaSi iqneba es mimwodebeli

adamiani Tu manqana. Tu momsaxure personali uzrunvelyofs momsaxurebiT, is

am momsaxurebis nawili Tavad xdeba. gamomdinare iqidan,rom am procesSi momx-

marebelic aris CarTuli, mimwodebel-momxmareblis urTierTobac momsaxure-

bis marketingis mniSvnelovani maxasiaTebelia. mimwodebelic da momxmare-

belic gavlenas axdenen momsaxurebis Sedegze.

mmoommssaaxxuurreebbiiss hheetteerrooggeennuulloobbaa ((ccvvllaaddoobbaa)) gulisxmobs, rom momsaxurebis

xarisxi damokidebulia imaze, Tu vin, rodis, sad da rogor sTavazobs mas momx-

marebels. magaliTad, zogierT sastumros, vTqvaT Marriott-s, sxvebTan SedarebiT

ukeTesi momsaxurebis gamo, kargi reputacia aqvs. da mainc, SesaZloa Marriott-iserT sastumroSi registraciis dafasTan mdgomi erTi momsaxure personali

Tbili da saqmis mcodne iyos, maSin rodesac mis gverdiT mdgomi TanamSromeli

usiamovno da neli. Marriott-is erTi da imave momsaxure personalis momsaxure-

bis xarisxic ki mravalferovania imisda mixedviT, Tu rogori ganwyobilebaze

iqneba igi momxmarebelTan urTierTobisas.

mmoommssaaxxuurreebbiiss mmaallddffuuWWeebbaaddoobbaa momsaxurebis maxasiaTebelia, romlis

mixedviTac momsaxurebis Senaxva da Semdgomi gamoyeneba SeuZlebelia.

zogierTi eqimi pacients gacdenili konsultaciebisaTvis ajarimebs, radgan

momsaxurebis xarisxi mcirdeba,rodesac pacienti arRvevs dagegmil kurss. mom-

saxurebis malfuWebadoba problema araa, rodesac moTxovna myaria. Tumca

rodesac moTxovna aramyaria, momsaxurebis mimwodebel firmebs xSirad

rTulad gadasaWreli problemebi aqvT. magaliTad, pikis saaTis gamo, satrans-

porto kompaniebi ufro met manqana-danadgarebs saWiroeben, vidre aqvT. amde-

nad, momsaxurebis firmebi xSirad strategiebs qmnian, raTa moTxovna da

miwodeba erTmaneTs ukeTesad Seewyos. sastumroebi kurortebze arasezonur

periodSi SedarebiT dabal fasebs aweseben, raTa ufro meti stumari miizidon.

mmoommssaaxxuurreebbiiss ggaannuu--

yyoofflloobbaa ((Serviceinseparability)momsaxurebis mTava-

ri maxasiaTebeli

romlis mixedviTac

momsaxureba iwarmoe-

ba da moixmareba er-

Tsa da imave dros

da misi da misi mim-

wodeblis erTmaneTi-

sagan gancalkeveba

SeuZlebelia.

mmoommssaaxxuurreebbiiss hheetteerroo--

ggeennuulloobbaa ((ccvvllaaddoobbaa))

((Service variability)momsaxurebis mTava-

ri maxasiaTebeli

romlis mixedviTac

momsaxurebis xaris-

xi Zalzed cvaleba-

dia da damokidebu-

lia imaze, Tu vin,

rodis, sad da ro-

gor sTavazobs mas

momxmarebels.

mmoommssaaxxuurreebbiiss mmaallffuu--

WWeebbaaddoobbaa ((Serviceperishability)momsaxurebis mTava-

ri maxasiaTebeli,

romlis mixedviTac

momsaxurebis Semd-

gomi gamoyenebisaT-

vis an gadayidvisT-

vis Senaxva SeuZle-

belia.


restornebi ki naxevar ganakveTze qiraoben momsaxure personals, romelic

saWiroebis SemTxvevaSi imuSavebs.

mmaarrkkeettiinngguullii ssttrraatteeggiiaa mmoommssaaxxuurreebbiiss mmiimmwwooddeebbeellii kkoommppaanniieebbiissaaTTvviiss

produqtis mwarmoebeli kompaniebis msgavsad, momsaxurebis mimwodebeli kargi

firmebic iyeneben marketings, raTa miznobriv bazarze TavianTi adgili daim-

kvidron. magaliTad, Southwest Airlines-i sTavazobs arc Tu ise komfortul mom-

saxurebas dabali samgzavro fasebiT; Wal-Mart-i pirdeba `yovelTvis dabal

fasebs, yovelTvis’’; Ritz-Carlton-is sastumroebi dauviwyar gamocdilebas sTa-

vazobs, romelic `acocxlebs grZnobebs, axangrZlivebs kargad yofnas da stum-

rebis farul survilebsa da ocnebebsac ki axorcielebs~; Mayo-Clinic-Si `pir-veli adgili pacientis moTxovnilebebs ukavia~. momsaxurebis es da sxva

kompaniebi TavianT adgils tradiciuli marketinguli kompleqsis mixedviT

gansazRvraven.

Tumca imis gamo, rom momsaxureba realuri produqtisagan gansxvavdeba, is

xSirad damatebiT marketingul saqmianobebs moiTxovs. produqciis biznesSi

produqti standartizebulia da momxmarebels Taroze elis. magram momsax-

urebis biznesSi momxmarebeli da momsaxure personali urTierToben,raTa mom-

saxureba erToblivi ZalisxmeviT Seqmnan. amgvarad, servisis mimwodebelma

momxmarebelTan efeqturad unda iTanamSromlos, raTa umaRlesi faseulobis

mqone momsaxureba Seqmnas. Tavis mxriv, efeqturi urTierToba uSualod rigis

momsaxure personalis unarebsa da maT mxardamWer procesebzea damokidebuli.

mmoommssaaxxuurreebbaa--mmooggeebbiiss jjaaWWvvii.. warmatebuli servisis mimwodebeli kompaniebi yu-

radRebas amaxvileben rogorc momxmarebelze aseve Tavis momsaxure person-

alze. isini aRiqvamen mmoommssaaxxuurreebbaa--mmooggeebbiiss jjaaWWvvss, rogorc servisis mimwo-

debeli kompaniis mogebebis kavSirs momsaxure personalTan da momxmareblis

kmayofilebasTan. es jaWvi Sedgeba 5 SemaerTebeli rgolisagan:40

■ SSiiddaa mmoommssaaxxuurreebbiiss xxaarriissxxii:: maRali donis momsaxure personalis SerCeva da

gawvrTna, xarisxiani samuSao garemos Seqmna, rac Sedegad iZleva...

■ kkmmaayyooffiill ddaa nnaayyooffiieerrii mmoommssaaxxuurree ppeerrssoonnaallii:: ufro kmayofili, loialuri

da gamrje momsaxure personali, risi Sedegicaa...

■ uuffrroo ddiiddii mmoommssaaxxuurreebbiiss ffaasseeuulloobbaa:: ufro efeqturi momsaxurebis faseu-

lobis Seqmna, momsaxurebis miwodeba, rasac mohyveba...

■ kkmmaayyooffiillii ddaa llooiiaalluurrii mmoommxxmmaarreebblleebbii:: kmayofili momxmareblebi, rom-

lebic loialurni rCebian da am momsaxurebas momavalSic gamoiyeneben, mis

Sesaxeb sxva momxmareblebsac acnobeben, risi Sedegicaa...

■ mmoommssaaxxuurreebbiiss mmoommggeebbiiaannoobbaa ddaa zzrrddaa:: umaRlesi donis momsaxurebis mimwode-

beli kompaniis mTavari mizani.

amitom, momsaxurebis momgebianobisa da zrdis miznis miRweva iwyeba imaTze

zrunviT,vinc,Tavis mxriv, momxmarebelze zrunavs. (ixileT marketingi muSaobis

procesSi 7.4)

amdenad, momsaxurebis marketingi moiTxovs ufro mets, vidre, ubralod,

tradiciul – oTx P-s. suraTi 7.6 gvaCvenebs rom is agreTve Sida marketingsa

da interaqtiur marketings saWiroebs. SSiiddaa mmaarrkkeettiinnggii aris momsaxurebis mwar-

ssuurraaTTii 77..66

momsaxurebis mar-

ketingis sami tipi

SSiiddaa mmaarrkkeettiinnggii

((Internal marketing)marketingi warmar-

Tuli momsaxurebis

mimwodebeli kompa-

niis mier mimarTuli

klienturasTan mo-

muSave da maTi mxar-

damWeri TanamSrom-

lebis gawvrTnisa da

motivaciis Seqmnisa-

ken, raTa moxdes gun-

duri muSaobis wax-

aliseba da klien-

turis kmayofilebis

donis zrda.

mmoommssaaxxuurreebbaa--mmooggeebbiiss

jjaaWWvvii ((Service-profitchain)jaWvi, romelic mom-

saxurebis mimwode-

beli kompaniis moge-

bas akavSirebs mom-

saxure personalisa

da momxmareblis

kmayofilebasTan.


Ritz-Carlton-i, saxelganTqmuli Tavisi

gamorCeuli momsaxurebiT, mdidruli

sastumroebis kargad cnobili qse-

lia, romelic siamovnebas aniWebs

korporaciuli da Tavisufali mog-

zaurebis zeda 5 procents. kompaniis

kredo aris mediduri momxmareblis

momsaxureba: `Ritz-Carlton-i adgilia,

sadac mTavari mizani Cvens stumreb-

ze gulwrfeli zrunva da maTi kom-

fortis uzrunvelyofaa. gpirdebiT,

rom Cvens stumrebs saukeTeso perso-

naluri momsaxurebiTa da xelsayre-

li pirobebiT vuzrunvelvyofT, sa-

dac isini siamovnebas miiReben yo-

velTvis Tbil, daxvewil da myudro

garemoSi. Ritz-Carlton-is mizania stum-rebis grZnobebis gamococxleba, ke-

TildReobis STagoneba da maTi ga-

mouTqmeli survilebisa da moTxov-

nilebebis Sesrulebac ki.~ kompaniis

veb-gverdi gvauwyebs: `aq TqvenTvis

simSvide isadgurebs. msoflio, rome-

lic sul axlaxan Tqvens karTan id-

ga, axla Tqvens fexebTan aris~.

es kredo bevrad metia, vidre

furcelze dawerili sityvebi – Ritz-Carlton-i Tavis danapirebs pirnaTlad

asrulebs. wamsvleli stumrebis 95

procenti acxadebda, rom maT, marT-

lac, dauviwyari dro gaatares. faq-

tobrivad, Ritz-Carlton-Si gansakuTre-

buli momsaxurebis miwodeba banalur

WeSmaritebad iqca. aviRoT manhetenis

mkvidrTa _ nensi da harvei hefnerebis

STabeWdileba neapolis Ritz-Carlton-Sigatarebli drois Sesaxeb (Travel &Leisure-is Jurnalis ukanaskneli mona-

cemebis mixedviT, amerikis SeerTebu-

li Statebis saukeTeso da msof-

lios rigiT meoTxe sastumro).

New-York Times-i wers:

`sastumro eleganturi da mSve-

nieria,~ – ganacxada mister hefner-

ma, – `magram metad mniSvnelovani

maTi momsaxure personalis mier

gamoxatuli mzrunvelobaa.. Tqveni

siamovnebisTvis isini sakmarisze

mets akeTeben.~ rodesac gasul

wels neapolSi am wyvilis vaJi

avad gaxda, sastumros momsaxure

personals Ramis nebismier dros

cxeli, Tafliani Cai mihqonda. ro-

desac mister hefners saqmeze sax-

lSi dabruneba mouxda da misi

ukan dasabrunebeli frena gadai-

do, sastumros mZRoli mTeli

Ramis ganmavlobaSi foieSi icdida.

aseTma personalurma, maRalxaris-

xianma momsaxurebam Ritz-Carlton-i sam-Tavrobo delegatebs Soris favori-

tad aqcia. `rodesac maT sastumroSi

umaRlesi donis ASexvedrebs vmar-

TavT, isini Cven mefur maspinZlobas

gviweven da ukmayofiloebi arasodes

davrCenilvarT,~ – acxadebs Sexved-

rebis erT-erTi organizatori. `ro-

desac organizatori Tavis ufros-

Tan da kolegebTan Ritz-Carlton-is HalfMoon Bay-s rekomendacias uwevs, mis-Tvis SesaZloa udides sirTules

warmoadgendes maTi darwmuneba, rom

iq Catarebuli Sexvedra, marTlac,

saqmiani iqneba,~ – ambobs meore.

`umaRlesi donis momsaxure person-

ali, Ritz-Carlton-is myudroeba da sil-

Ritz-Carlton-i:: zzrruunnvvaa iimmaaTTzzee,, vviinncc mmoommxxmmaarreebbeellzzee

zzrruunnaavvss

7.4

Ritz-Carlton-is warmatebas safuZvlad martivi filosofia udevs - momxmarebelze zrunvisaTvis, pirvel rigSi, imaTze

unda izrunoT, vinc momxmarebelze zrunavs.



amaze: eleganturi, Grand Dame-is sti-lis patara apartamentebi, cicabo

kldeze myudrod ganTavsebuli gol-

fis or moedans Soris, wynari okea-

nis xediT, mTeli dRis samuSaos

sul sxva elfers aZlevs.~

1992 wels Ritz-Carlton-i iyo sastum-roebs Soris pirveli kompania, ro-

melmac Malcolm Baldrige-is erovnuli

xarisxis jildo moipova. 1983 wels

kompaniam, faqtobrivad, yvela ZiriTa-

di jildo miiRo, romlebsac stumar-

Tmoyvareobis industria imsaxurebs.

ufro mniSvnelovani ki isaa, rom mom-

saxurebis xarisxs Sedegad momxmare-

blis SenarCuneba da maTi loialu-

roba mohyva. Ritz-Carlton-is momxmareb-lis 90 procentze meti ukan brun-

deba. da, miuxedavad maRali fasebisa,

oTaxebis 70 procenti mudmivad daka-

vebulia, rac industriis saSualo

maCvenebels 9%-iT aRemateba.

momxmareblis dakmayofilebaze

pasuxismgeblobis ZiriTadi nawili

Ritz-Carlton-is momxmarebelTan ur-

TierTobis TanamSromlebs ekisrebaT.

amrigad, sastumroebis qseli Zalian

zrunavs saWiro personalis moZeb-

naze. `Cven arc viyvanT, arc vqiraobT,

Cven virCevT~, – ambobs Ritz-Carlton-iskadrebis marTvis direqtori. `Cven

mxolod is adamianebi gvWirdeba,

romlebic xalxze zrunaven~, – aRniS-

navs kompaniis xarisxis marTvis

vice-prezidenti. SerCevis Semdeg

TanamSromlebi momxmareblis gane-

bivrebis xelovnebaSi intensiur mom-

zadebas gadian. axali TanamSromle-

bi eswrebian ordRian kurss, sadac

umaRlesi menejmenti maT `Ritz-Carlton-is20 wess~ acnobs. wesi nomer pirveli:

`yvela TanamSromeli Seityobs, gai-

Tavisebs da ganamtkicebs kredos~.

imisaTvis rom stumari arasodes

dakargon, TanamSromlebma yvela Ro-

ne unda ixmaron. `rodesac saqme mom-

xmareblis problebis gadaWras exe-

ba, Ritz-Carlton-Si molaparakebebs ar

awarmoeben~, – ambobs xarisxis mar-

Tvis aRmasrulebeli direqtori.

personali swavlobs, rom nebismieri,

vinc momxmareblis mxridan ukmayofi-

lebas miiRebs, mis gadaWramde es

ukmayofileba mis problemad rCeba

(Ritz-Carlton-is merve wesi). maT aswav-

lian, rom, miuxedavad maTi saqmisa,

isini momxmarebels yovelTvis unda

daexmaron, mniSvneloba ar aqvs, rasac

ar unda akeTebdnen isini. Ritz-Carlton-is TanamSromlebi floben ufleba-

mosilebas, xelmZRvanelobasTan Se-

Tanxmebis gareSe, problema adgilze

gadaWran. stumris saCivris dakmayo-

filebisTvis TiToeul TanamSro-

mels SeuZlia 2,000 dolaris daxar-

jva. stumris bednierebisaTvis yovel

maTgans SeuZlia sakuTar dadgenil

movaleobas gadauxvios. `Cven momxma-

reblis kmayofilebas individualur

doneze vmarTavT, – ambobs aRmasru-

lebeli, – es aris Cveni gafrTxile-

bis sistema.~ amrigad, rodesac momx-

mareblis problemebis Sesaswavlad

konkurentebi jer kidev saCivrebis

baraTebs kiTxuloben, Ritz-Carlton-s esproblemebi ukve gadaWrili aqvs.

Ritz-Carlton-i Tavis TanamSromlebs

siamayis grZnobas unergavs. `Tqven

emsaxurebiT, – amboben isini, – magram

Tqven mosamsaxureebi ar xarT.~ kom-

paniis devizia: `Cven varT qalbato-

nebi da batonebi da vemsaxurebiT

qalbatonebsa da batonebs.~ TanamS-

romlebi acnobiereben TavianT

wvlils Ritz-Carlton-is warmatebaSi.`SesaZloa Cven ar SegviZlia aseTi

sastumroebis floba, – ambobs Temi

patoni, TanamSromeli, – magram Cven

imis uzrunvelyofa SegviZlia, rom aq

mosul adamianebs kidev erTxel mos-

vlis survili gavuCinoT.~

da asec iqcevian. rodesac saqme

momxmareblis kmayofilebas exeba,

arc erTi detali ar aris Zalian

patara. momxmarebelTan urTierTo-

bis personals aswavlian, rom stum-

rebs Tbilad da gulwrfelad mie-

salmon, saxeliT mimarTon, rodesac

amis SesaZlebloba miecemaT. stum-

rebTan isini saTanado enaze, Semdegi

frazebiT saubroben – dila mSvido-

bis, rasakvirvelia, bednieri viqnebi,

kidev mobrZandiT, moxaruli var da

arasdros – gaumarjos an rogor

midis saqmeebi? Ritz-Carlton-is wesebisTanaxmad, imis nacvlad, rom ubralod

miuTiTon mimarTuleba, TanamSrom-

lebi movaleebi arian, stumari mis-

Tvis sasurvel adgilamde miacilon,

sami zaris gamosvlis Semdeg tele-

fons `RimiliT~ upasuxon da amayi

da mzrunveli gamometyveleba Sei-

narCunon. neapolis Ritz-Carlton-is gen-eraluri direqtori ambobs: `rode-

sac stumrebs sakuTar saxlSi epa-

tiJebi, ginda, rom yvelaferi srulyo-

fili iyos~.

Ritz-Carlton-i saxelganTqmuli mom-

saxurebis Rvawlmosil TanamSrom-

lebs aRiarebs da ajildoebs. xuT-

varskvlaviani dajildoebis progra-

mis mixedviT, gamorCeul Semsruleb-

lebs asaxeleben menejerebi da ko-

legebi, gamarjvebulebi ki TavianTi

miRwevebis aRsaniSnav sadResaswau-

lo sadilze dekoratiul TefSs

iReben. isini agreTve oqros sanimu-

So fuladi kuponebiT jildovde-

bian, romlebic maT saSualebas aZ-

levT sasurveli nivTebi saCuqrebis

maRaziebSi Seisyidon da uqme dReeb-

Si sastumroSi ufasod daisvenon.

Ritz-Carlton-i Tavisi TanamSromlebis

stimulirebas iseTi RonisZiebebis

saSualebiT axorcielebs, rogoric

aris supersportuli dRe, TanamSrom-

lebis SesaZleblobebis sanaxaoba,

TanamSromlebis iubiles aRsaniSnavi

sauzme, saojaxo piknikebi da sxva

gansakuTrebuli Tematikis RonisZie-

bebi. amis Sedegad Ritz-Carlton-isTanamSromlebic iseTive kmayofile-

bi arian, rogoric maTi momxmareble-

bi. TanamSromlebis denadoba weli-

wadSi 30 procentze naklebia, maSin

rodesac sxva mdidrul sastumroeb-

Si es maCvenebeli 45 procents utol-

deba.

Ritz-Carlton-is warmatebas safuZ-vlad martivi filosofia udevs –

momxmarebelze zrunvisaTvis, pirvel

rigSi, imaTze unda izrunoT, vinc

momxmarebelze zrunavs. kmayofili

TanamSromlebi maRali xarisxis mom-

saxurebas uzrunvelyofen, rac Sem-

dgomSi kmayofili momxmareblis ar-

sebobis pirobas warmoadgens. kmayo-

fili momxmarebeli, Tavis mxriv, kom-

paniis gayidvebsa da sargebels uz-

runvelyofs.

wwyyaarrooeebbii:: Quotes and other information fromEdwin McDowell, “Ritz-Carlton’s Keys to GoodService,” New York Times, March 31, 1993, p. D1;Howard Schlossberg, “Measuring CustomerSatisfaction Is Easy to Do—Until You Try,” MarketingNews, April 26, 1993, pp. 5, 8; Ginger Conlon, “TrueRomance,” Sales & Marketing Management, May1996, pp. 85–90; “The Ritz-Carlton, Half Moon Bay,”Successful Meetings, November 2001, p. 40; and theRitz-Carlton Web site at www.ritzcarlton.com, August2003. Also see Patricia Sheehan, “Back to Bed: Sellingthe Perfect Night’s Sleep,” Lodging Hospitality, March15, 2001, pp. 22–24; Nicole Harris, “Can’t Sleep? Trythe Eye Gel in the Minibar—Hotels Roll Out Productsto Help Tired Travelers Snooze,” Wall Street Journal,June 20, 2002, p. D1; and Scott Neuman, “Relax, PutYour Feet Up,” Far Eastern Economic Review, April17, 2003, p. 36.


moebeli kompaniebis mier warmarTuli marketingi,, romelic mimarTulia

klienturasTan momuSave da maTi mxardamWeri TanamSromlebis gawvrTnisa da

motivaciis Seqmnisaken, raTa moxdes gunduri muSaobis waxaliseba da klien-

turis kmayofilebis donis zrda. marketologebma organizaciaSi unda

izrunon rom momuSave personali momxmarebelze orientirebuli iyos. realu-

rad, Sida marketingi win unda uswrebdes gare marketings. Ritz-Carlton-i ori-entacias Tavis momsaxure personalze iRebs, maTSi siamayis grZnobas aRrmavebs

da saukeTeso momsaxurebis SemqmnelTa dajildoebiT maT motivacias uzrdis.

iinntteerraaqqttiiuurrii mmaarrkkeettiinnggii warmoadgens momsaxurebis mimwodebeli kompaniis

mier warmoebul marketings, romelic aRiarebs, rom momsaxurebis xarisxi

didad aris damokidebuli servisis miwodebis dros arsebuli myidvel-gamyid-

velis urTierTobis xarisxze. produqciis gayidvisas produqciis xarisxi

naklebad aris damokidebuli misi yidvis dros arsebul garemoze. magram mom-

saxurebis marketingSi servisis xarisxi damokidebulia rogorc momsaxurebis

mimwodebelze, aseve miwodebis xarisxze. amitom, momsaxurebis mimwodebelma

kompaniebma interaqtiuri marketingi unda awarmoon. ase rom Ritz-Carlton-i arCevsmxolod `im xalxs, romlebic xalxze zrunaven.~ isini maT momxmarebelTan

urTierTobisTvis wvrTnian,raTa maTi yoveli moTxovnebi ukeT daakmayofilon.

sadReisod bazarze kompaniebma `maRalteqnologiuri~ urTierTobebis dam-

yareba unda icodnen. magaliTad, momxmarebels SeuZlia Charles Shwab-is veb-saitze Sevides da miiRos Tavis angariSze informacia, investiciebis Sesaxeb

kvleva, realuri kvotebi da yvelaferi Shwab-is saswavlo centris Sesaxeb. maT

aseve SeuZliaT monawileoba miiRon onlain mimdinare movlenebSi da qselis

saSualebiT myidvelis momsaxurebis warmomadgenlebs gaesaubron. momxmare-

blebs,romlebic pirad urTierTobebs eZeben, SeuZliaT momsaxurebis warmomad-

genlebs telefonis saSualebiT daukavSirdnen an Shwab-is filialebs estum-

ron. amrigad, Shwab-s interaqtiuri marketingi samive doneze aqvs daxvewili –

satelefono zarebi, qseluri momsaxureba da vizitebi.41

dResdReobiT konkurenciisa da danaxarjebis zrdam,da amavdroulad pro-

duqtiulobisa da xarisxis klebam ufro gansxvavebuli momsaxurebis mar-

ketingis saWiroeba warmoSva. momsaxurebis mimwodebelma kompaniebma sami

ZiriTadi amocana unda gadaWran: maT unda gazardon konkurentuli diferen-

ciacia, momsaxurebis xarisxi da produqtiuloba.

mmoommssaaxxuurreebbiiss ddiiffeerreenncciiaacciiiiss mmaarrTTvvaa.. dResdReobiT, rodesac fasebs Soris

intensiuri konkurenciaa, momsaxurebis mimwodebeli marketingis specialistebi

xSirad Civian, rom konkurentebisagan gansxvaveba Znelia, gamomdinare iqidan,

rom momxmareblebs naklebad ainteresebT momsaxurebis erTmaneTisagan difer-

encireba, radgan isini fasze ufro metad zrunaven, vidre mimwodebelze.

fasTa Soris konkurenciis mogvareba SesaZlebelia diferencirebuli

SeTavazebis, miwodebisa da imijis SeqmniT. SeTavazeba SesaZlebelia inova-

torul niSan-Tvisebebs Seicavdes, romlebic erTi kompaniis SeTavazebas

konkurenti kompaniis SeTavazebisagan ganasxvavebs. zogierTi sastumro

sTavazobs manqanis daqiravebis, bankisa da biznescentrTa momsaxurebebs. aviax-

azebma SemoiRes iseTi inovaciebi, rogorebicaa TviTmfrinavSi kinofilmis

Cveneba, bileTebis winaswari dajavSna, dedamiwasTan satelefono kavSiri da

loialuri mgzavrebis dajildoeba, raTa amiT TavianTi SeTavazeba sxvebisagan

gamorCeuli gaxadon. britaneTis aviaxazebi sTavazobs sawolebsa da kerZo

kabinebs, cxel abazanasa da sauzmis SekveTebs.

momsaxurebis mimwodebel kompaniebs SeuZliaT TavianTi momsaxurebis

miwodebis procesi gamoarCion ufro sando da unariani momsaxure personalis

meSveobiT da ufro maRali donis fizikuri garemos SeqmniT, sadac momsaxure-

bis produqtis miwodeba xdeba. magaliTad, bevri banki Tavis momxmarebels

sTavazobs operaciebis internet-bankiT ganxorcielebis saSualebas, rac

Tavidan aSorebs momxmarebels servis centrSi misvlis, manqanis dayenebisa da

rigSi dgomis aucileblobas.

dabolos, momsaxurebis mimwodebel kompaniebs TavianTi imijis Secvlaze

SeuZliaT simboloebisa da brendingis saSualebiTac imuSaon. CikagoSi HarrisBank-ma Tavis simbolod aiRo lomi, romelic gamosaxulia mis sakancelario

nivTebze, reklamebze da rbil saTamaSo cxovelebze, romlebsac axal

meanabreebs sTavazobs. Harris-is kargad nacnobi lomi gamosaxavs Zalauflebis

iinntteerraaqqttiiuullii mmaarrkkee--

ttiinnggii ((Interactivemarketing)momsaxurebis mTava-

ri maxasiaTebeli,

romlis mixedviTac

momsaxurebis Semd-

gomi gamoyenebisaT-

vis an gadayidvisT-

vis Senaxva SeuZle-

belia.


simbolos. momsaxurebis sxva cnobili

simboloebia The Merril Lynch-is xari,

MGM-is lomi da sxva.

mmoommssaaxxuurreebbiiss xxaarriissxxiiss mmaarrTTvvaa.. erT-erTi

yvelaze ZiriTadi saSualeba, romliTac

momsaxurebis mimwodebel kompanias

SeuZlia sakuTari Tavi konkurentebis-

gan ganasxvaos aris ufro maRali xa-

risxis miwodeba. produqtis mwarmoeb-

lebis msgavsad,momsaxurebis mimwodeblebs

sWirdebaT imis gansazRvra, Tu ras

moelis miznobrivi momxmarebeli mom-

saxurebis xarisxisagan. samwuxarod,

momsaxurebis xarisxis gansazRvra da

Sefaseba gacilebiT ufro Znelia, vidre

fizikuri saqonelis. magaliTad, ufro

Znelia varcxnilobis xarisxis gansaz-

Rvra, vidre Tmis saSrobis. momxmareb-

lis SenarCuneba SesaZloa xarisxis

saukeTeso sazomi iyos. momsaxurebis

mimwodebeli kompaniebis unari Seinar-

Cunon TavianTi momxmareblebi,damokide-

bulia imaze, Tu rogor awvdian isini

momxmareblebs im faseulobas, romelsac elian.42

maRali donis momsaxurebis mimwodebel kompaniebs mudmivi momxmareblebi

hyavT da maRali donis momsaxurebis standartebs qmnian. isini akvirdebian

rogorc TavianT, aseve konkurentebis momsaxurebas. isini amas akeTeben 100%-

iani unaklo momsaxurebis Sesaqmnelad. 98%-iani Sesasrulebeli samuSaos

maCvenebeli SesaZloa kargic iyos, magram am standartis gamoyenebiT yoveldRe

daikargeboda FedEx-is 64,000 gzavnili; TiToeuli nabeWdi gverdidan amovarde-

boda 10 sityva; yoveldRiurad Seuvsebeli darCeboda 400,000 eqimis daniSnule-

ba da weliwadSi 8 dRe sasmeli wyali uvargisi iqneboda.43

TiToeuli momsaxurebis xarisxi yovelTvis gansxvavebulia, radgan is

momxmareblebsa da momsaxure personals Soris urTierTobazea damokidebuli.

maqsimaluri Zalisxmevis miuxedavad, saukeTeso kompaniebsac ki aqvT SemTxveve-

bi, roca momsaxurebis miwodeba gviandeba, Tumca momsaxurebis gamosworebis

swor warmarTvas ukmayofilo momxmareblis Semorigeba SeuZlia. aRsaniSnavia

rom, kargad gamosworebulma momsaxurebam SesaZloa meti momxmarebelic ki

miizidos da maTi loialoba daimsaxuros, vidre Tavidanve warmatebiT miwode-

bulma momsaxurebam. amitom, kompaniebma unda izrunon ara marto kargi momsax-

urebis Seqmnaze, aramed momsaxurebis miwodebis dros daSvebuli Secdomebis

gamosworebazec.

pirvel rigSi, saWiroa momsaxurebaSi uSualod CarTul (ase vTqvaT mom-

saxurebis wina xazis) personalisaTvis Zalauflebis miniWeba – anu maTi daw-

inaureba, pasuxismgeblobis dakisreba da waxaliseba, raTa maT gaaT-

viTcnobieron, izrunon da miznad daisaxon momxmarebelTa moTxovnilebebis

dakmayofileba. magaliTad, Marriott-Si kargad gawvrTnil personals ufleba

aqvs, gaakeTos yvelaferi, raTa stumars siamovneba mianiWos. isini menejmentsac

unda daexmaron stumris problemebis gamomwvevi mizezebis moZiebaSi da mia-

wodon informacia imis Taobaze, Tu rogor unda gaaumjobeson maT mTeli sas-

tumros momsaxureba da stumris komforti.

mmoommssaaxxuurreebbiiss pprroodduuqqttiiuulloobbiiss mmaarrTTvvaa.. danaxarjebis swrafi zrdidan gamomd-

inare, momsaxurebis mimwodebeli kompaniebi cdiloben gazardon momsaxurebis

produqtiuloba. amis gakeTeba ramdenime gziTaa SesaZlebeli. maT SeuZliaT

arsebuli momsaxure peronali ukeT gawvrTnan an daiqiraon ukeTesebi, rom-

lebic imuSaveben mets da ufro ostaturebi iqnebian; an, xarisxze

orientirebiT, maT SeuZliaT `momsaxurebis industrializacia~, manqana-

danadgarebis damateba da produqciis standartizacia, magaliTad,McDonald’s-isswrafi kvebis sacalo vaWroba; bolos, momsaxurebis mimwodebels SeuZlia

■ momsaxurebis diferencireba: British Airways ganasxvavebs Tavis SeTava-

zebas imiT, rom pirveli klasis mgzavrebs sTavazobs `saZinebel kabi-

nebsa~ da sxva damatebiT momsaxurebas.


7.5bb iizz nn ee ss ii ss aa qq aarrTTvv eellooSSii

TTiibbiissii bbaannkkii -- xxaarriissxxii bbuummeerraannggiiaa,, rroommeelliicc uukkaann bbrruunnddeebbaa wwaarrmmaatteebbaadd

Tibisi bankSi misvla momxmareblis-

Tvis ukve mravali welia sasi-

amovno procesSi monawileobasTan

asocirdeba. komfortuli garemo,

xelsayreli adgilmdebareoba, pro-

cedurebis siswrafe da rac mTava-

ria keTilganwyobili da Tavaziani

momsaxure personali, es is faq-

torebia, romlebic klientebis

arCevansa da Tibisi bankisadmi maT

loialurobas ganapirobebs.

Tibisi banki 1992 wels, 500 aSS

dolaris sawesdebo kapitaliT

daarsda da arsebobis pirvelive

wlebSi SeZlo Zlieri poziciis

dakaveba. warmatebuli saqmianobis

uwinaresi faqtori operirebis

sawyis etapzeve gaxda saerTaSo-

riso sabanko standartebze gadas-

vla da klientebze orientirebu-

loba, ramac momxmareblis ndobis

mopovebasTan erTad, bankis momsax-

urebaze moTxovnilebis gazrda

ganapiroba.

2000 wels Tibisi banki pirveli

qarTuli kompania iyo, romelsac

saerTaSoriso reitingi mieniWa.

2002 wlidan moyolebuli, Tibisi

banki zedized 4-jer dasaxelda

“Financial Times Group”-is yovelwliur

sabanko reitingSi, rogorc wlis

saukeTeso qarTuli banki. ukve

mesame welia,Tibisi banki imarjvebs

Jurnal ,,Global Finance”-s yovelw-

liur sabanko reitingSi. 2006 wels

ki saerTaSoriso sareitingo

saagento ,,Fitch Ratings”-ma grZelva-

dian perspeqtivaSi Tibisi bankis

zrdis Sefaseba ,,stabiluri~ Secva-

la da banks axali reitingi - ,,po-

zitiuri’’ mianiWa. es Sefasebebi

TavisTavad mouTiTebs msoflios

wamyvan sabanko wreebSi Tibisi ban-

kis oficialur aRiarebaze,rogorc

saerTaSoriso standartebis Sesa-

bamisi, warmatebuli da perspeqtiu-

li bankisa.

Tibisi banki erTgvari finansu-

ri ,,supermarketia’’ -

banks dafuZnebuli

aqvs finansur indust-

riaSi moRvawe iseTi

kompaniebi, rogorebi-

caa sadazRvevo kompa-

nia ,,GPI holdingi~,

,,Tibisi brokeri~, ,,Ti-

bisi lizingi~ da sxva.

dResdReobiT Tibi-

si banki Tavis mTavar

konkurentul upirate-

sobad klientze mor-

gebul serviss miiC-

nevs. bankis misiaa

uzrunvelyos kliente-

bis kmayofilebis maRa-

li done da kompaniis

Rirebulebis stabil-

uri zrda. aqedan ga-

momdinare maRali xa-

risxis serviss bankis

mxridan udidesi yu-

radReba eTmoba.

Tibisi bankis klie-

ntze orientirebuli

sistema Semdegnaira-

daa awyobili: Tibisi

banki efeqturi marketinguli komu-

nikaciebis saSualebiT atyobinebs

.momxmareblebs axali, an arsebuli

produqtebis gaumjobesebis, aseve

specialuri SeTavazebebis Sesaxeb,

rasac win uswrebs bankis Tanam-

Sromlebis aqtiuri momzadeba. am

etapis gavlis Semdeg TanamSrom-

lebi mzad arian klients saTanado

donis servisi miawodon.

momxmareblebis mxriv bankze

STabeWdilebis Seqmnas mniSvnelov-



nad ganapirobebs momsaxure per-

sonalTan urTierToba. momxmare-

blebma SeiZleba uari Tqvan

bazarze saukeTeso maxasiTeblebis

mqone produqtzec ki, Tu maTTvis

bankTan urTierToba arasasiamovno

da arakomfortulia. swored am

mizeziT banki gansakuTrebulad

zrunavs im TanamSromlebis kompe-

tenciis amaRlebaze, visTanac klie-

ntebs uSualod aqvT Sexeba. am

mizniT banks sakuTari `treining

centri~ aqvs dafuZnebuli, Tumca

Tavdapirvelad yvelaferi momsax-

ure personalis gonivruli Ser-

CeviT iwyeba. SerCevisas mxedvelo-

baSi miiReba kandidatis ganaTleba,

samuSao gamocdileba, teqnikuri

unarCvevebi da pirovnuli Tvisebe-

bi. fsiqologiuri da profesiuli

testirebis warmatebulad gavlis

Semdeg kandidatebis saboloo Ser-

Ceva mxolod ramodenime intervius

Sedegad xdeba.

Semdgom etapze mimdinareobs Ta-

namSromlebis teqnikuri momzadeba,

magram maRali xarisxis servisis

uzrunvelsayofad, mxolod es sak-

marisi ar aris. Tibisi banks

SemuSavebuli aqvs sakuTari momsax-

urebis kulturis standarti –

`servis+~. am standartis damkvidr-

ebis mizniT, TanamSromlebTan in-

tensiurad muSaoben fsiqologebi,

ris Sedegad TanamSromlebi klien-

tTan urTierTobis xelovnebas

euflebian.

amrigad, momzadebis sruli pro-

cesis dasrulebis Semdeg, Tanam-

Sromlebs unda SeeZloT momxmareb-

lebisTvis ara marto sabanko

produqtebis asortimentis saTana-

dod gacnoba da TiToeuli pro-

duqtis detalurad daxasiaTeba,

aramed maTTvis servisis maqsimalu-

rad sasiamovnod miwodeba da rac

aranakleb mniSvnelovania - klien-

tis nebismier problemaze swrafi

da efeqturi reagireba.

momsaxurebis maRali donis uz-

runvelyofis kidev erT saSualebaa

filialebSi gunduri muSaobis wax-

aliseba. TanamSromlebis saqmia-

noba fasdeba im gundebis mixedviT,

romlebsac isini miekuTvnebian.

mier mopo-vebul informaciaze

daydrnobiT gamovlenili

saukeTeso gundis wevrebi

mniSvnelovan finansur waxalisebas

iReben. amgvari motiva-ciis sistema

sagrZnoblad aisaxeba bankis

TanamSromlebis mier miwo-debul

servisze.

maRali xarisxis servisis

SenarCunebas xarisxis mudmivi mo-

nitoringi da kontroli sWirdeba.

Tibisi banki did mniSvnelobas

aniWebs ukukavSiris sistemas da

mudmivad cdilobs klientebs

agrZnobinos, rom maTi azri ser-

visis Taobaze bankisTvis umniS-

vnelovanesia. swored amitom banks

aqvs danergili specialuri `cxeli

xazis~ servisi, romlis saSualebiT

momxmareblebi awvdian banks SeniS-

vnebsa da winadadebebs filialebSi

ganTavsebuli werilebis yuTebis

saSualebiT, qol-centrSi darekviT,

an martivad el-fostis gagzavniT.

miRebul SeniSvnebs bankis Tanam-

Sromlebi regularulad ganixila-

ven da Sesabamisi ganyofilebebi

maTze saTanado reagirebas axdenen.

klientebTan ukukavSiris kidev

erTi mniSvnelovani elementi regu-

laruli gamokiTxvebia, romlebsac

Tibisi banki weliwadSi ramodeni-

mejer atarebs.

aRsaniSnavia, momxmareblebis kma-

yofilebas sagrZnoblad zrdis

Tibisi bankis filialebis interie-

ri da komfortuli garemo. bankis

marjaniSvilis filiali ganTavse-

bulia meoce saukunis dasawyisSi

aSenebul, unikaluri arqiteqto-

ruli RirebulebiT gamorCeul Se-

nobaSi, romelic TbilisSi moder-

nis arqiteqturis erT-erT saukeTeso

nimuSs warmoadgens.

momxmarebelze orientirebuli,

maRali xarisxis servisi Tibisi

bankSi warmatebis erT-erTi da ara

erTaderTi mTavari winapirobaa.

Tibisi banki didi xania inovaciu-

robiT gamoirCeva adgilobriv ba-

zarze teqnologiuri produqtebis

ganviTarebis mxriv.

1998 wels Tibisi bankma danerga

banki-klientis eleqtronuli mom-

saxureba, riTac momxmarebels

filialSi miusvelad da drois

mniSvnelovnad dazogviT, mravali

sabanko servisiT sargeblobis

saSualeba mieca.

2004 wels Tibisi bankma daiwyo

saqarTveloSi sruliad axali mom-

saxureba _ bankomatebidan komuna-

luri gadasaxadebis gadaxda da

bankomatiT angariSze Tanxis Seta-

na;

mniSvnelovani siaxle iyo Tibi-

si bankis axali, adgilobrivi

bazrisTvis inovaciuri servisi _

avtomaturi komunaluri gadaric-

xvebi. es servisi didi SeRavaTia

maTTvis, visac komunalur gada-

saxadebze zrunva did drosa da

energias arTmevs. avtomaturi ko-

munaluri gadaricxvebis saSua-

lebiT banki klientis davalebiT,

damoukideblad asrulebs komuna-

luri gadasaxadis srul cikls,

dawyebuli davalianebis gagebidan,

dasrulebuli komunaluri gadasa-

xadis gadaricxvamde. momxmarebeli

ki SMS SetyobinebiT iRebs in-

formacias misi angariSidan denis,

gazis da sxva gadasaxadebis ga-

daxdis Sesaxeb.

2005 wels Tibisi bankma, pir-

velma SesTavaza momxmarebels 20

wliani ipoTekuri sesxi. sesxis

dafarvis grZelma vadam kidev uf-

ro moxerxebuli gaxada Tibisi

bankSi kreditis aReba.

dabolos, 2006 wlidan Tibisi

bankma daiwyo ko-brend baraTebis

gamoSveba. saqarTveloSi pirveli

ko-brend baraTi iyo kompania

`magTikomisa~ da Tibisi bankis er-

Toblivi baraTi Visa-Comfort_i. Sem-degi iyo TBC Cosmo _ Tibisi ban-

kisa da Jurnalis ”Cosmopolitan”erToblivi plastikuri baraTi,

romelic mxolod qalebiTvis gan-

kuTvnili pirveli baraTia. cota

xnis win ki, Tibisi bankma da kom-

paniam ,,lukoil jorjia~ axali,

avtomobilebis mflobelTaTvis

gankuTvnili sakredito baraTi

gamouSves.

yvela zemoTxsenebuli plasti-

kuri baraTi klientebs sxvadasxva

saxis SeRavaTebis, fasdaklebebis

da bonusebis miRebis saSualebas

aZlevs. TiToeuli inovaciuri

produqtis danergva ki erT mTavar

mizans emsaxureba – maqsimaluri

komforti klients.

iinnoovvaattoorruullii mmiiddggoommaa ddaa

mmoommxxmmaarreebbeellzzee oorriieennttiirreebbuullii

sseerrvviissii -- sswwoorreedd eess aarriiss

ssaaqqaarrTTvveellooss lliiddeerrii bbaannkkiiss

wwaarrmmaatteebbiiss ggaarraannttii!!


gamoiyenos teqnologiis SesaZleblobebi, romelsac kompaniebSi droisa da

xarjebis dazogvis garda, momsaxurebis mimwodebeli personalis nayofierebis

gazrda SeuZlia.

miuxedavad amisa, kompaniebma Tavi unda aaridon zedmet produqtiulobas,

radgan man SesaZloa momsaxurebis xarisxis donis dacema gamoiwvios. momsax-

urebis industrializaciisa Tu xarjebis Semcirebis mcdelobam SeiZleba mom-

saxurebis mimwodebeli kompaniis saqmianoba efeqturi gaxados mxolod mokle

periodis ganmavlobaSi, magram Seamciros kompaniis grZelvadiani

SesaZleblobebi rogorebicaa, inovaciebis Seqmna, momsaxurebis xarisxis

SenarCuneba an momxmarebelTa moTxovnilebebisa Tu survilebis dakmayo-

fileba.

■❚ ddaammaatteebbiiTTii ssaakkiiTTxxeebbii pprroodduuqqttiiss SSeessaaxxeebb

mocemul nawilSi ganxilul iqneba damatebiTi sakiTxebi produqtTan

mimarTebaSi: socialuri pasuxismgebloba produqtis Sesaxeb gadawyvetilebis

miRebisas da saerTaSoriso produqtisa da momsaxurebis marketingi.

pprroodduuqqttiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii ddaa ssoocciiaalluurrii ppaassuuxxiissmmggeebblloobbaa

produqtis Sesaxeb gadawyvetilebebma sazogadoebis didi nawilis yuradReba

miipyro. mwarmoeblebma guldasmiT unda ganixilon sazogadoebrivi wesebi da

maTi regulireba, rac moicavs iseT sakiTxebs rogoricaa axali produqtebis

damateba Tu Zvelis gauqmeba, patentis dacvas, produqtis xarisxi da

usafrTxoeba, produqtis garantia.

axali produqtebis miRebisas mTavrobam SesaZloa kompaniebs produqtebis

damatebaSi SeuSalos xeli, Tu maT gavlena eqnebaT konkurenciis Sesustebaze.

kompaniebma, romlebic produqtebs auqmeben, unda icodnen, rom maT aqvT kanoniT

gaTvaliswinebuli valdebulebebi, werilobiTi an sityvieri, mommarageblebis,

dilerebisa da momxmareblebis mimarT, romelTac gauqmebul produqtSi wili

aqvT. agreTve, kompanias ar SeuZlia ukanonod Seqmnas sxva kompaniis mier

Seqmnili produqtis msgavsi axali produqti da unda daicvas sapatento kanonebi.

mwarmoeblebi specifikur kanonebs unda daemorCilon, romlebic pro-

duqtis xarisxsa da usafrTxoebas exeba. magaliTad, sakvebis, wamlebisa da kos-

metikis federaluri aqti aSS-Si myidvels icavs usafrTxo da falsificire-

buli sakvebis, wamlebisa da kosmetikisagan. uamravi kanoni arsebobs, romlebic

xorcisa da Sinauri frinvelebis industriaSi sanitariul pirobebs icavs.

gatarda kanonebi qsovilebis, qimiuri nivTierebebis, avtomobilebis,

saTamaSoebis,wamlebisa da momwamvleli nivTierebebis usafrTxoebisaTvis. 1972

wels aSS-Si SemoRebulma samomxmareblo produqtis usafrTxoebis aqtma

daafuZna momxmareblis produqtis usafrTxoebis komisia, romelsac potenciu-

rad mavne produqtebis akrZalva da kanonis damrRvevis mkacri dasja evaleba.

Tu myidveli defeqturi produqtiT dazianda, mas SeuZlia mwarmoeblis Tu

dileris winaaRmdeg sasamarTloSi saqme aRZras. federalur Tu Statebis

sasamarTloebSi weliwadSi daaxloebiT 110,000 aseTi saqme aRiZvreba.

msajulebi gasamrjelod saSualod 1,8 milion dolars iReben, xolo individ-

ualuri jildo milionobiT dolars aRemateba.44 zogierTi kompania amis

gadalaxvas fasebis aweviT cdilobs, zogierTi ki `produqtis mmarTvels~

niSnavs,romelic movalea, momxmarebeli safrTxisagan daicvas, xolo kompania –

valdebulebebisagan, produqtTan dakavSirebuli potenciuri problemebis

gadaWriT.45

bevri mwarmoebeli produqtTan erTad werilobiT garantias sTavazobs

myidvels, raTa igi produqtis xarisxianobaSi daarwmunos. myidvelTa dacvis

mizniT aSS-is kongresma 1975 wels SemoiRo Magnuson-Moss-is garantiis kanoni.igi moiTxovs srul garantiebs, romlebSic Sedis dazianebuli produqtis

SekeTeba, Secvla an Tanxis anazRaureba. winaaRmdeg SemTxvevaSi, kompaniam

Tavidanve unda gansazRvros, rom is mxolod SezRudul garantias sTavazobs.

ssaaeerrTTaaSSoorriissoo pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggii

saerTaSoriso produqtisa da momsaxurebis marketingis specilistebi

gansakuTrebul winaaRmdegobebs awydebian. Tavdapirvelad, maT unda


gansazRvron, romeli produqti danergon da romel qveyanaSi. Semdeg maT unda

gadawyviton, ra raodenobis produqti da momsaxureba unda Seqmnan, raTa

msoflio bazris moTxovna daakmayofilon.

erTi mxriv, kompaniebma TavianTi SeTavazebis standartizeba SeuZliaT

moaxdinon. es kompanias exmareba mudmivi, msoflioSi aRiarebuli imijis

SeqmnaSi. is amcirebs warmoebis xarjebs da auqmebs kvlevisa da ganviTarebis,

reklamis, axali produqtis dizainis xarjebs. meore mxriv, momxmareblebi

erTmaneTisagan gansxvavdebian kulturiT, urTierTdamokidebulebiTa da

qceviT. bazrebi ki erTmaneTisagan gansxvavdeba ekonomikuri pirobebiT,

konkurentunarianobiT, kanonebiTa da fizikuri garemoTi. amitom kompaniebma

TavianTi produqti unda moargon TiToeul aseT gansxvavebas.

visac evropis garSemo umogzauria, icis is problema,rasac iwvevs

sxvadasxva eleqtrZabva, gansxvavebuli eleqtroSesaerTeblebi da sxva

Semawuxebeli pirobebi. eleqtromowyobilobebis mwarmoebelma kompa-

nia Philips-ma 12 saxis uTo unda awarmoos, raTa mxolod evropul

bazars moemsaxuros. problema imaSi mdgomareobs, rom evropas ele-

qtrogadamyvanebis universaluri standartebi ar gaaCnia. uToebs

sxvadasxva saxis Sesaer-Tebeli aqvs,romlebic sxvadasxva qveynisaTvis

aris gaTvaliswi-nebuli. zogierTs 3 kbilana aqvs, zogs 2, zogierTi

CamrTvelSi pirdapir an kuTxurad Sedis; is SeiZleba iyos mrgvali an

samkuTxa, msxvili, wvrili da zogjer damiwebis mqone. CamrTvelis

forma wriulia, oTkuTxedi, xuTkuTxedi da eqvskuTxedic ki, zogierTi

dasvretili, zogic dakbiluli. erT-erT frangul SesaerTebels

gasaRebis RriWos magvari kbilana aqvs. ras eZebT _ am problemis

gadaWras? mogzaurobis erT-erTi qseluri momsaxureba saerTaSoriso

mogzaurTaTvis 65.00@dolarad gulmodgined damuSavebul 10-nawilian

adapter-CamrTvels yidis.46

saerTaSoriso marketingis specialistebisaTvis aseve problemas warmoad-

gens SefuTvac. magaliTad, saxelebis, etiketebisa Tu feris SerCeva ar aris

advili. firmas, romelsac logod yviTeli yvavili aqvs, amerikaSi RimiliT

Seegebebian, meqsikaSi ki _ piriqiT, radgan yviTeli yvavili asocirdeba

sikvdilTan an upativcemlobasTan. amis msgavsad, Nature’s Gift-i SesaZloa dakon-

servebuli sokosaTvis amerikaSi misaRebi saxeli iyos, magram ara germaniaSi,

radgan germanulad `gift~ sawamlavs niSnavs. SefuTvam aseve unda gaiT-val-

iswinos msoflios momxmarebelTa gansxvavebuli fizikuri maxasiaTeblebi.

magaliTad, iaponiaSi civi sasmelebi

patara qilebSi iyideba, raTa iaponelTa

patara xelebisaTvis ufro mosaxerxe-

beli iyos. amgvarad, miuxedavad imisa,

rom produqtisa da SefuTvis standar-

tizacia SesaZloa kompaniisaTvis sarge-

bliani iyos, magram maT met-naklebad

mainc unda moargon TavianTi produqti

saerTaSoriso bazris specifikur moT-

xovnilebebs.

globalizaciis pirobebSi momsax-

urebis sferoSi moRvawe marketolo-

gebi gansakuTrebuli sirTuleebis

winaSe dganan. momsaxurebis zogierT

industrias saerTaSoriso saqmianobaTa

xangrZlivi istoria aqvs. magaliTad,

komerciuli sabanko industria erT-

erTi pirveli iyo, romelic saerTa-

Soriso donemde gaizarda. bankebs

globaluri momsaxurebebi unda gaeta-

rebinaT, raTa daekmayofilebinaT ucx-

ouri valutis gacvlasa da kreditebze

arsebuli moTxovnebi TavianTi qveynis

klientebisaTvis, romelTac sazRvarga-

■ sacalod movaWreebi iyvnen erT-erTi boloebi, romlebmac daiwyes

globaluri biznesis keTeba. suraTze moyvanilia holandiuri mflo-

belobis sacalo movaWre kompania Macro, romelic yidis amerikul pro-

duqts kuala-lumpurSi.


reT valutis gamoyeneba surdaT. bolo wlebSi bevri banki, marTlac, glob-

aluri gaxda. germaniis Deutsche Bank 75 qveyanaSi 12 mln momxmarebelze mets

emsaxureba. Tavisi klientebisaTvis, romelTac globaluri biznesis warmoeba

surT mas SeuZlia fulis gacema ara marto frankfurtSi, aramde ciurixSi,

londonSi, parizsa da tokioSi.47

profesinaluri da biznesmomsaxurebebis industriebs, rogorebicaa

buRalteria, menejment-konsaltingi da reklamireba, globalizacia sul

axlaxan SeexoT. am firmebis saerTaSoriso zrda im klienti kompaniebis glob-

alizacias mohyva, romelTac isini emsaxurebian. magaliTad, McCann-Erickson-i,udidesi amerikuli sareklamo saagento, romelic msoflios 130 qveyanaSi fun-

qcionirebs. is emsaxureba iseT saerTaSoriso klientebs, rogorebicaa Coca-Cola, General Motors, ExxonMobile, Microsoft, Jonson&Jonson, Unilever, romelTa produq-

ciac gatanilia aSS-is, kanadis, koreisa da TviT yazaxeTis bazrebzec ki.

McCann-Erickson-i erTaderTi kompaniaa im internacionalur jgufSi, romelic,

Tavis mxriv, sareklamo da marketinguli momsaxurebebis msoflioSi cnobil,

uzarmazar qsels warmoadgens.48

yvelaze bolos globalizacia sacalo movaWreebs SeexoT. imis gamo, rom

maTi Sida bazrebi ukve gajerebulia, iseTi amerikeli sacalo movaWree-

bisaTvis, rogorebic arian Wal-Mart, Kmart, Toys “R” Us, Office Depote, Saks Fifth Avenueda Disney, sazRvargareTi swrafad mzard bazrebad iqca. magaliTad, Wal-Mart-i,1995 wlidan moyolebuli, yovelwliurad axal qveyanaSi Sedis; gasul wels

saerTaSoriso bazarze misi gayidva 10%-iT gaizarda, ramac 35 miliard

dolarze meti Seadgina. ucxoeli sacalo movaWreebic aseTive svlas akeTeben.

iaponeli sacalo movaWre Yaohan axla aziaSi udides savaWro centrs, 21-sarTulian Nextage Shanghai Tower-s meTaurobs CineTSi, xolo safrangeTis

Carrefour-i wamyvani sacalo movaWrea braziliasa da argentinaSi. maRaziebis

azieli mepatroneebi amerikul produqcias axla holandielTa Makro-smaRaziebSi yiduloben, romelic dRes samxreT-aRmosavleT aziis maRaziaTa

udidesi qselia da regionSi misi gayidva or miliard dolars Seadgens.49

momsaxurebis mimwodebel kompaniebs, romelTac sxva qveynebSi muSaobis

survili aqvT, yovelTvis xelgaSlili ar egebebian. iq, sadac produqtis mwar-

moeblebs, Cveulebriv, tarifebi, kvotebi an valutis SezRudvebi aqvT, rodesac

TavianTi produqcia ucxo bazarze SeaqvT, momsaxurebis mimwodebeli kom-

paniebi metad mniSvnelovan barierebs awydebian. zogierT SemTxvevaSi,wesebi da

regulacia, rac momsaxurebis saerTaSoriso mimwodebel kompaniebze gavlenas

axdens, maspinZeli qveynis tradiciebiTaa gamowveulia. sxva SemTxvevaSi, isini

qveynis momsaxurebis mimwodebel kompaniebs Zlieri konkurentebisagan icavs.

sxva SemTvevebSi SezRudvebi mxolod momsaxurebis mimwodebeli ucxouri kom-

paniebis qveyanaSi damkvidrebis Sesaferxebladaa dawesebuli.

miuxedavad aseTi sirTuleebisa, momsaxurebis mimwodebeli kompaniebis

globalizaciis zrdis tendencia grZeldeba, gansakuTrebiT es exeba sabanko

industrias, aviaxazebs, telekomunikaciasa da profesionalur momsaxurebebs.

doneze. ZiriTadi produqti Sedgeba im ZiriTadi

problemis gadamWreli sargeblebisagan, romel-

Tac momxmareblebi produqtis yidvisas eZeben.

realuri produqti arsebobs ZiriTadi pro-

duqtis irgvliv da Seicavs xarisxis dones,

sxvadasxva niSan-Tvisebebs, dizains, brendis sax-

elsa da SefuTvas. gazviadebuli produqti war-

moadgens realur produqts damatebuli mraval-

ferovani momsaxurebebi da sargeblebi, romelTac

produqtTan erTad gvTavazoben. am momsaxure-

bebsa da sargeblebSi SeiZleba ganvixiloT

garantia,daniSnulebis adgilamde ufaso mitana,

damontaJeba da Senaxva.

droa, SevCerdeT da mimovixiloT is

ZiriTadi koncefciebi, romlebzec am

TavSi gavamaxvileT yuradReba _

kerZod, visaubroT produqtsa da mom-

saxurebaze. produqti ufro metia,

vidre, ubralod, materialuri niSan-Tvisebebis

martivi kombinaciis mqone sagani. sinamdvileSi,

bevri marketinguli SeTavazeba Sedgeba rogorc

materialuri saqonlisagan, aseve momsaxurebis-

agan, dawyebuli wminda materualuri saqonliT

da damTavrebuli wminda momsaxurebebiT. myid-

velisaTvis SeTavazebuli TiToeuli pro-

duqtisa Tu momsaxurebis ganxilva SesaZloa 3

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


11.. ggaannssaazzRRvvrreeTT pprroodduuqqttii ddaa pprroodduuqqtteebbiissaa ddaa

mmoommssaaxxuurreebbeebbiiss ZZiirriiTTaaddii kkllaassiiffiikkaacciieebbii..

ufro vrclad rom ganvixiloT, produqti

yvelaferi rac SeiZleba bazars mivawodoT

yuradRebis misaqcevad, SesaZenad, gamosayeneblad

an moxmarebisTvis romelic, raime survils an

saWiroebas akmayofilebs. produqtebi moicavs

rogorc fizikur sagnebs, aseve, momsaxurebebs,

movlenebs, adamianebs, adgilebs, organizaciebs,

ideebs Tu yvela am erTeulis kombinaciebs.

momsaxureba produqtia, romelic Sedgeba

saqmianobebis, sargeblebisa Tu im kmayofilebi-

sagan, romelsac gasayidad gvTavazoben da

romelic ZiriTadad aramaterialuria. magali-

Tad, sabanko, sastumro da saremonto momsa-

xurebebi.

produqti da momsaxureba maTi momxmareb-

lebis tipebis safuZvelze or ZiriTad klasad

iyofa: samomxmareblo produqcia saboloo

momxmareblis mier personaluri gamoyene-bis

mizniT SeZenili produqcia da ZiriTadad

klasificirdeba momxmarebelTa yidvis Cvevebze

dayrdnobiT (yoveldRiuri moxmarebis produq-

ti, ZiriTadi moxmarebis produqti, gansakuTrebu-

li produqti da pasiuri moTxovnis produqti.

sawarmoo daniSnulebis saqonels organizaciebi

an individualuri momxmareblebi Semdgomi gada-

muSavebis an biznesSi gamoyenebis mizniT Seis-

yidian. sxva sabazro erTeulebi, rogorebicaa

organizaciebi, adamianebi, adgilebi da ideebi,

SesaZloa aseve produqtad ganvixiloT.

22.. ggaanniixxiilleeTT iiss ggaaddaawwyyvveettiilleebbeebbii,, rroommeellTTaacc

kkoommppaanniieebbii iiRReebbeenn TTaavviiaannTTii pprroodduuqqcciiiiss,, mmoomm--

ssaaxxuurreebbiiss,, pprroodduuqqttiiss sseerriiiissaa ddaa pprroodduuqqttiiss

kkoommpplleeqqssiiss SSeessaaxxeebb..

individualur produqtTan dakavSirebuli

gadawyvetilebebi moicavs produqtis Tvisebebs,

brendings, SefuTvas, etiketsa da produqtis

damatebiTi momsaxurebebs. produqtis Tvisebebis

Sesaxeb miRebuli gadawyvetilebebi moicavs

produqtis xarisxs, niSan-Tvisebebs, stilsa da

dizains. brendingTan dakavSirebuli gadawyveti-

lebebi moicavs brendis saxelis SerCevas da

brendis strategiis ganviTarebas. SefuTva

moicavs bevr ZiriTad sargebels, rogorebicaa

dacva, ekonomia, moxerxebuloba da stimulireba.

SefuTva xSirad gulisxmobs etiketis dizainis

Seqmnas, romelic ganasxvavebs mas sxvebisagan,

aRwers mis niSan-Tvisebebs da produqtis

stimulirebas axdens. kompaniebi qmnian produq-

tis mxardamWer momsaxurebebsac momsaxurebis

sargeblis gasazrdelad.

kompaniebis umravlesoba awarmoebs produq-

tis serias da ara mxolod erT produqts. pro-

duqciis seria aris produqtTa jgufi, romel-

Tac msgavsi funqciebis axasiaTebT, momxmarebelTa

erTsa da imave jgufebisTvisaa gankuTvnili,

erTi da imave tipis savaWro dawesebulebebSi

iyideba. seriis gavrcoba gulisxmobs produq-

ciis seriis gafarToebas zeviT, qveviT an orive

mimarTulebiT, raTa Seivsos is ZiriTadi adgi-

li, romelic SesaZloa konkurentma daikavos.

misgan gansxvavebiT, sasaqonlo seriis Sevseba

gulisxmobs arsebul seriaSi sagnebis damat-

ebas. produqciis seriaTa erTianoba, romelsac

gamyidveli myidvelebs sTavazobs, produqtis

kompleqss Seadgens. kompleqsis aRwera SeiZleba

oTxi sxvadasxva sididiT: siRrme, sigrZe, sifar-

Tove da erTgvarovneba. am sidideebis saSuale-

biT kompanim produqtis strategia unda Camoa-

yalibos.

33.. ggaanniixxiilleeTT bbrreennddiinnggiiss ssttrraatteeggiiaa __ ggaaddaawwyyvvee--

ttiilleebbeebbii,, rroommeellTTaacc kkoommppaanniiaa TTaavviissii bbrreennddiiss

SSeeqqmmnniissaa ddaa mmaarrTTvviiss ddrrooss iiRReebbss..

zogierTi analitikosi brends, rogorc

kompaniis ZiriTad aqtivs ganixilavs. brendi

ufro metia, vidre, ubralod, saxeli da simbolo

_ is moicavs yvelafers, rasac produqti Tu

momsaxureba momxmarebelisTvis niSnavs. brendis

kapitali aris pozitiuri, ganmasxvavebeli

efeqti, romelic brendis codnis SemTxvevaSi

gavlenas axdens momxmareblis produqtze an

momsaxurebaze gamoxmaurebisas. brendi, romel-

sac Zlieri brendis kapitali gaaCnia, Zalze

faseuli aqtivia.

brendis Seqmnisas kompaniebma unda miiRon

gadawyvetilebebi brendis pozicionirebaze, sa-

xelis SerCevaze, mis sponsorobasa da mis Sem-

dgom ganviTarebaze. yvelaze Zlieri brendis po-

zicionireba mis irgvliv Zlieri momxmareblis

rwmenisa da faseulobis Seqmnaa. brendis saxe-

lis SerCeva gulisxmobs brendisaTvis saukeTe-

so saxelis SerCevas, rac efuZneba produqtis

sargeblebis, miznobrivi bazrisa da marketin-

guli strategiebis saguldagulo mimoxilvas.

mwarmoebels brendis sponsorobasTan dakavSi-

rebiT oTxi alternativa aqvs: mas SeuZlia

gamouSvas mwarmoeblis brendi (an erovnuli

brendi), mihyidos brendi gadamyidvelebs, romle-

bic iyeneben kerZo brends, bazarze gaitanos

licenzirebuli brendebi an sxva kompaniasTan

gaerTiandes, raTa erToblivi brendis mqone

produqti Seqmnas. rodesac saqme brendis

ganviTarebas exeba, kompanias aseve 4 arCevani

aqvs. mas SeuZlia gamoiyenos sasaqonlo seriis

gafarToebis, brendis gafarToebis, multibren-

dis Tu axali brendis (axali brendis saxelebi

axali produqtis kategoriebSi) strategia.

kompaniebma TavianTi brendebi yuradRebiT

unda Seqmnan da marTon. momxmarebeli mudmivad

informirebuli unda iyos brendis pozicioni-

rebis Sesaxeb. am SemTxvevaSi reklama SeiZleba

dagvexmaros, magram brendis SenarCuneba xdeba

ara mxolod reklamiT, aramed brendTan dakavSi-

rebuli gamocdilebis xarjze. myidvelebi

brends ecnobian nacnobebTan urTierTobebis

Sedegad. kompaniam maT mimarT iseTive yuradReba

unda gamoiCinos, rogoric reklamebis warmoebi-

sadmi. amdenad, kompaniis brendis aqtivebis mar-

Tva mxolod brendis menejers ar unda evale-

bodes. zogierTi kompania axla brendis aqtivis

marTvis gunds qmnis, romelTac ZiriTadad

mxolod brendebis marTva evalebaT. dabolos,

kompaniebma periodulad unda Seamowmon brendis

Zlieri da susti mxareebi. zogjer, SesaZloa

brendisaTvis poxicionirebis Secvla gaxdes

saWiro, rac SeiZleba momxmarebelTa priori-

tetebis cvalebadobam an axalma konkurentebma

gamoiwvios. sxva SemTxvevaSi ki,SesaZloa moxdes

produqtis, momsaxurebisa Tu kompaniis rebren-

dingi.

44.. ggaannaassxxvvaavveeTT ooTTxxii mmaaxxaassiiaaTTeebbeellii,, rroommlleebbiicc

mmoommssaaxxuurreebbiiss mmaarrkkeettiinnggzzee ggaavvlleennaass aaxxddeennss ddaa

iiss ddaammaatteebbiiTTii mmaarrkkeettiinngguullii mmoossaazzrreebbeebbii,,

rroommlleebbssaacc mmoommssaaxxuurreebbaa mmooiiccaavvss..

momsaxurebas aqvs 4 ZiriTadi maxasiaTebeli: is

aris aramaterialuri, ganuyofeli, heteroge-

nuli da malfuWebadi. TiToeuli es maxasiaTe-

beli aCens problemebs da damatebiT marketin-

gul saqmianobebs moiTxovs. marketologebi

muSaoben, raTa ipovon gzebi, rom momsaxureba

metad materialuri gaxadon, im momsaxure per-

sonalTa nayofiereba gaizardon, romelnic Ta-

vianTi produqtisgan ganuyofelni arian, momsa-

xureba metad standartizebuli gaxadon,

moTxovna da miwodeba erTmaneTs ukeT mieu-

sadagon.

warmatebuli momsaxurebis mimwodebeli kom-

paniebi yuradRebas amaxvileben rogorc myid-

velebze, aseve TavianT TanamSromlebze. maT

ician momsaxureba-mogebis jaWvi Sesaxeb, rome-

lic kompaniis mogebas TanamSromlebisa da


myidvelis kmayofilebasTan akavSirebs. mom-

saxurebis marketinguli strategia moicavs ara

marto gare mareketings,aramed Siga marketingsac,

raTa TanamSromlebis motivireba moaxdinos, da

interaqtiur marketings, raTa momsaxurebis

mimwodeblebis momsaxurebis unar-Cvevebi gaaum-

jobesos. warmatebis misaRwevad momsaxurebis

mimwodebelma kompaniebma konkurentebisagan gan-

masxvavebeli momsaxureba unda Seqmnan, momsa-

xurebis maRali xarisxi SemogvTavazon da

momsaxurebis nayofierebis gazrdis gzebi

ipovon.

55.. ggaanniixxiilleeTT pprroodduuqqttTTaann ddaakkaavvSSiirreebbuullii oorrii

ddaammaatteebbiiTTii ssaakkiiTTxxii:: ssoocciiaalluurrii ppaassuuxxiissmmggeebb--

lloobbaa pprroodduuqqttiiss ggaaddaawwyyvveettiilleebbeebbiiss ddrrooss,,

ssaaeerrTTaaSSoorriissoo pprroodduuqqttiissaa ddaa mmoommssaaxxuurreebbiiss

mmaarrkkeettiinnggii..

marketologebma mxedvelobaSi unda miiRon

produqtTan dakavSirebuli ori damatebiTi

sakiTxi: pirveli _ socialuri pasuxismgebloba,

romelic gulisxmobs sazogadoebrivi politi-

kis sakiTxebsa da kanonebs, rogoricaa produq-

tis damateba an gauqmeba, patentis dacva, pro-

duqtis xarisxi da usafrTxoeba, produqtis

garantia, meore _ gansakuTrebuli problemebi,

romlebic produqtis da momsaxurebis saerTa-

Soriso bazarze gatanas Tan axlavs. kerZod,

saerTaSoriso bazarze gasvlisas marke-

tologebma unda gadawyviton, ramdenad moaxdi-

non TavianTi SeTavazebebis standartizacia Tu

adaptacia msoflio bazrebisaTvis.

TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

bbrreennddii Brandbbrreennddiiss ggaavvrrccoobbaa Brand extensionbbrreennddiiss kkaappiittaallii Brand equityggaannssaakkuuTTrreebbuullii pprroodduuqqttii Specialty product eerrTToobblliivvii bbrreennddiinnggii Co-brandingiinntteerraaqqttiiuullii mmaarrkkeettiinnggii Interactive marketingkkeerrZZoo bbrreennddii Private brandmmoommssaaxxuurreebbaa Service mmoommssaaxxuurreebbaa--mmooggeebbiiss jjaaWWvvii Service-profit chainmmoommssaaxxuurreebbiiss aarraammaatteerriiaa--lluurroobbaa Service intangibilitymmoommssaaxxuurreebbiiss hheetteerrooggeennuulloobbaa Service viabilitymmoommssaaxxuurreebbiiss ggaannuuyyoofflloobbaa Service inseparabilitymmoommssaaxxuurreebbiiss mmaallffuuWWeebbaaddoobbaa Service perishability ppaassiiuurrii mmooTTxxoovvnniiss pprroodduuqqttii Unsought product

pprroodduuqqttii Productpprroodduuqqttiiss kkoommpplleeqqssii ((aann Product mix (or productpprroodduuqqttiiss aassoorrttiimmeennttii)) assortment)pprroodduuqqttiiss sseerriiaa Product linepprroodduuqqttiiss xxaarriissxxii Product qualityssaammoommxxmmaarreebblloo pprroodduuqqttii Consumer productssaawwaarrmmoooo ddaanniiSSnnuulleebbiiss Industrial product pprroodduuqqttii

SSeeffuuTTvvaa Packagingsseerriiiiss ggaavvrrccoobbaa Line extensionZZiirriiTTaaddii mmooxxmmaarreebbiiss pprroodduuqqttii Shopping productSSiiddaa mmaarrkkeettiinnggii Internal marketingssoocciiaalluurrii mmaarrkkeettiinnggii Social marketingyyoovveellddRRiiuurrii mmooxxmmaarreebbiiss Convenience product pprroodduuqqttii


ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. brendis kapitali pozitiuri ganmas-

xvavebeli efeqtia, romelic miiReba

myidvelebisgan, romelTac brendis

saxeli ician da, aqedan gamomdinare, produqtsa

Tu momsaxurebaze Sesabamisi reaqcia aqvT.

daasaxeleT sami kompania, romelTac, Tqveni az-

riT, maRali brendis kapitali aqvT. rogor ex-

mareba firmas brendis maRali kapitali konku-

rent kompaniebTan brZolisas?

22.. estumreT sursaTis maRazias da SexedeT

konkurenti produqtebis SefuTvas or an sam

sxvadasxva produqtis kategoriaSi. romeli Se-

fuTvaa saukeTeso? ratom? ra funqciebs asru-

leben es SefuTvebi?

33.. estumreT kompania Kraft Food-is veb-gverds

(www.kraft.com/index.html), gadaxedeT sxvadasxva

brendis CamonaTvals. SeafaseT kompaniis pro-

duqtis kompleqsi Semdegi sazomebis mixedviT:

sifarTove, sigrZe, siRrme da erTgvarovneba.

44.. magaliTisTvis ganixileT Cheerios-is burRu-leulis poziciebi Semdegi sakiTxebTan mimar-

TebaSi _ produqtis maxasiaTeblebi, sargebeli,

Zlieri rwmena da faseuloba.

55.. romeli sakiTxebi unda miiRos mxedvelobaSi

mwvane muxudos konservebis mwarmoebelma, rode-

sac arCevani unda gaakeTos mwarmoeblis brends,

maRaziis brends, licenzirebul brendsa da

erToblivi brendis mqone produqts Soris?

66.. ganixileT, rogor gansxvavdeba mSrali qimw-

menlms kompaniis momsa xureba avtonawilebis

maRaziis servisisgan _ aramaterialurobis, ganu-

yofelobis, heterogenulobisa da malfuWeba-

dobis poziciebidan.

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. ganixileT brendis ganvrcobis strategiebi da

SeafaseT, ramdenad kargad ergeba brendTan

dakavSirebuli asociaciebi axal produqts:

Kodak-ma firebis garda daiwyo elementebis war-

moeba, Winnebago-m sacxovrebel trailerebis

gamoSvebas daamata karvebis warmoeba, Fisher-Price-ma saTamaSoebis Semdeg bavSvebisTvis saTvalee-

bis CarCoebis gamoSveba daiwyo, Harley-Davidson-mamotocikletebs daamata sigaretebi, Dankin’ Donuts-maki saqmianoba burRuleulis warmoebiT ganav-

rco. Tqveni azriT, gaamarTlebs Tu ara brendis

aseTi ganvrcoba?

22.. CamoTvaleT xuTi damaxasiaTebeli niSan-Tvi-

seba rac brendis karg saxels unda qondes.

Tqvens mier CamoTvlili niSan-Tvisebebis mixed-

viT gayidvaSi arsebuli produqtebis sami kargi

da sami cudi brendis saxeli amoarCieT. war-

moidgineT, rom xsniT picerias. ra iqneba kargi

saxeli am biznesisaTvis?

33.. aRwereT iseTi produqti, romelic saWiroebs

adaptacias sxvadasxva qveyanaSi misi gayidvis

dros. agreTve, aRwereT produqti, romelic gayi-

deba yvela qveyanaSi standartulad. Camoaya-

libeT is ZiriTadi principebi, rodesac saWiroa

iimmooggzzaauurreeTT

tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

sastumro Hilton-is produqtis kom-

pleqsi warmodgenilia 9 sxvadasxva

sastumros brendiT, romlebic mTel

msoflioSia ganlagebuli. ewvieT

sastumro Hilton-is brendis sam veb-gverds

(www.hilton.com; www.hamptoninn.com; www.conradho-tels.com) da pasuxi gaeciT qvemoT moyvanil Se-

kiTxvebs.

11.. rogori pozicia ukavia am sam brends erTma-

neTis mimarT?

22.. ganixileT Hilton-is sastumroebis mravalfero-

vani brendebi produqciis seriis ganvrcobisa

da seriis Sevsebis koncefciidan gamomdinare.

33.. ratom iyenebs Hilton TiToeuli sastumrosTvis

sxvadasxva brendis saxels? eTanxmebiT Tu ara

am midgomas?


kompaniebi TavianTi brendis saxelis

dacviT arian dainteresebulni, miuxe-

davad imisa, Tu sad aris is _ fizikur

Tu virtualur samyaroSi. e.w. `kibers-

kvaterebi~ arian is pirebi, romlebic

aregistrireben arsebuli, cnobili kompaniis veb-

gverdis misamarTis msgavs domeinebs.. magali-

TisTvis SeadareT veb-gverdis amazom.com meore

veb-gverdis saxelwodebas amazon.com.

kiberskvaterebi, Cveulebriv, amas imisTvis

akeTeben, rom msgavsi veb-gverdis misamarTebis

meSveobiT miizidon momxmarebeli an im imediT,

rom isini kompanias, mniSvnelovani mogebis mi-

Rebis mizniT, msgavs domeins ukan mihyidian. 2000

wels kiberskvatingisgan momxmarebelTa dasaca-

vad miRebuli kanoniT, aSS-Si kiberskvatingi

arakanonierad gamocxadda. am kanonis mixedviT,

individebi, romlebic dominirebul saxels `cu-

di miznebiT~ gamoiyeneben, 100,000 dolariT daja-

rimdebian.

11.. ratom unda ainteresebdeT kompaniebs `kibers-

kvaterebi~?

22.. zogierTi adamianis azriT, domeini unda

gamoiyenebodes mxolod erTi kompaniis mier da

arc erT sxva kompanias Tu individs ar unda

hqondes pretenzia araregistrirebuli domeinis

gamoyenebaze. ras fiqrobT amaze ?

33.. riT gansxvavdeba kibersivrceSi erTi brendis

saxelis dacva savaWro niSnis dacvisgan?

eeTTiikkiiss ssaammyyaarrooSSii

Accenture-is biznessituacia moTavse-

bulia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

2005 wlis 21 ivniss kompa-

nia àqsisma~ Caatara sac-

xovrebeli kompleqsis

axali koncefciis – àqsispalasis~ _ prezen-

tacia, romelic momavali obieqtis teritoriaze

gaimarTa. kompania àqsisis~ prezidentma

aleqsandre meJeviZem da Tbilisis imdroin-

delma merma zurab WiaberaSvilma damswre

sazogadoebas ganumartes, rom axali koncefcia

moicavs sastumros tipis sacxovrebels, romel-

Sic iqneba sportul-gamajansaRebeli moednebi,

gasarTobi da savaWro obieqtebi da xuTvar-

skvlaviani sastumrosTvis damaxasiaTebeli mom-

saxureba.

kompleqsis prezentacias didi gamoxmaureba

mohyva. prezentaciidan ori Tvis Semdeg 16,000 m2-

ze meti sacxovrebeli farTi gaiyida. kompania

àqsisisTvis~ es arnaxuli warmateba iyo. realu-

ri gayidvebi dagegmilze 4-jer meti iyo. klien-

tebis grZel rigebs àqsisSi~, iseve rogorc sxva

arc erT samSeneblo kompaniaSi, SeCveulebi ar

iyvnen. proeqtis cnobadobam potenciur segmen-

tSi 95.2-98.6%* Seadgina.

sawyis etapze gazrdili gayidvebi àqsispa-

lasis~ inovaciuri ideis damsaxureba iyo. 2 Tvis

Semdeg gayidvebis tempi Semcirda da stabiluri

gayidvebis SualedSi moeqca. Semcireba, erTi

mxriv, gamoiwvia vrceli infrastruqturis gada-

saxadma (yovelTviuri Sesatani, romelic faravs

komunalur, usafTxoebis da dasufTavebis safa-

surs. survilis SemTxvevaSi, mosaxle damatebiT

ixdis auzis, sportuli moednebisa da individua-

luri tipis momsaxurebis safasurs), romelic,

mosaxleobis azriT, ramdenime aseuli dolari

unda yofiliyo. meore mxriv ki, miznobrivi

bazris mier àqsispalasis~ aRqmam, rogorc eli-

taruli, prestiJuli sacxovreblisa, romelsac

mosaxleobis mxolod mcire nawili Tu gawvde-

boda finansurad.

2005 wlisTvis uZravi qonebis bazari erT-erTi

yvelaze mimzidveli sfero iyo saqarTveloSi.

mSeneblobis mTliani moculoba am droisTvis

900,000 m2 - ze meti iyo, rac daaxloebiT 20%-iT

aRemateboda 2003 wlis maCvebels. aman gamoiwvia

bazarze mZafri konkurencia. 25 kompaniaze meti

cdilobda klientebis mizidvas damatebiTi mom-

saxurebis SeTavazebiTa da vizualuri masalis

gaumjobesebiT. aseTi viTareba gamoiwvia iman,

rom binebis umravlesoba mSeneblobis dawyebam-

de iyideba. ar arsebobs proeqtis naxvisa Tu

Sexebis saSualeba da amitom gansakuTrebul

mniSvnelobas iZens vizualuri masala, romelsac

klienti ecnoba binis Sesyidvisas. aseTebia:

saxlis eqsterieri, gegma, xelSekrulebis forma,

agreTve kompaniis ofisis ieri da a.S. amas gar-

da, momxmareblebis mozidvas xels uwyobs

sityvieri marketingi da gayidvebis Semdgomi

momsaxureba.

2006 wels, mSeneblobis moculobis mxriv,

àqsisi~ me-2 adgilze iyo (15%) da konkurentebze

sagrZnoblad maRali cnobadoba da ndoba hqonda

mopovebuli (ix. Ddiagramebi 1 da 2). potenciuri

bazris 96.3-99.7%-s * garkveuli warmodgena aqvs

àqsisisze~. amave segmentis daaxloebit 70%-s

kompaniisadmi pozitiuri ganwyoba aqvs. aseTi

maRali maCveneblebi kompaniisaTvis, romlis

saqmianobis sferoc ufro metad momsaxurebas

moicavs, saSualoze bevrad maRalia.

àqsisi~ daarsda 1998 wels. Tavdapirvelad,

kompania mravalsarTulian sacxovrebel saxlebs

aSenebda. 3 wlis Semdeg daiwyo Tanamedrove,

mravalfunqciuri kompleqsebis _ kondominiu

me-bis _ mSenebloba, rac saqarTveloSi pirvel

precedents warmoadgenda dasavleTSi yvelaze

popularuli am tipis sacxovrebli saxlis

mSeneblobisa. kondominiumis koncefcia gulis-

xmobs Tanamedrove arqiteqturasa da kompleqsur

momsaxurebas. binis mflobelebs saSualeba eZ-

levaT, kompleqsis sxva mcxovreblebTan erTad,

saziarod, TavianT saxlSi iqonion is damatebiTi

infrastruqtura da momsaxurebis paketebi, rom-

lebsac damoukideblad finansurad ver gawvde-

bodnen. aseTi mSeneblobebi Tavis TavSi moicavs

vrcel infrastruqturas, komerciul, gasarTob,

sportul-gamajansaRebel kompleqsebsa da

momsaxurebas (dacva, dasufTaveba).

2005 wels kompaniam kidev ori siaxle Semoi-

tana regionSi: pirveli A klasis qarTuli bizne-

sis centri da sruliad gansxvavebuli sacxovre-

beli koncefcia – àqsispalasi~.

àqsispalasi~ iyo sruliad axali produqti,

romelic kondominiumis saxecvlilebad iTvle-

qqaarrTTuullii bbiizznneessssiittuuaacciiaa

vviissTTvviiss aarriiss `̀aaqqssiiss~~ ppaallaassii??

ddiiaaggrraammaa 11 mmSSeenneebblloobbiiss mmooccuulloobbiiss ggaannaawwii--

lleebbaa bbaazzaarrzzee

boda. am proeqts, gansxvavebiT Cveulebrivi kon-

dominiumisgan, axasiaTebs bevrad meti saxeobis

momsaxureba (magaliTad, kurieri, sabavSvo eqs-

kursiebi da avtosamrecxao).

am produqtis imijis dasamkvidreblad Catar-

da mravali RonisZieba. maT Soris:

■ pirvel etapze gaimarTa proeqtis prezen-

tacia, romelic Catarda momavali mSeneblobis

teritoriaze. miwveuli iyo 200-mde stumari,

maT Soris Tbilisis meri da politikuri

elitis sxva warmomadgenlebi. prezentacia

wamyvani telearxebiT gaSuqda da farTo

gamoxmaureba gamoiwvia.

■ prezentaciis dResve reitingul arxebze àqsi-

sispalasis~ saimijo klipebis seriis Cveneba

daiwyo, rac mimarTuli iyo uprecedento kom-

pleqsis Sesaxeb miznobrivi bazris infor-

mirebisken.

■ ori Tvis Semdeg, 2005 wlis agvisto-seqtem-

berSi, gadawyda qalaqis Semosasvleli trase-

bis datvirTa palasis momsaxurebis amsaxveli

bilbordebis seriiT. am aqciisTvis biZgi iyo

dasavleTidan momavali damsvenebelTa didi

raodenoba.

■ Semodgomaze Seiqmna palasis axali klipi,

romelSic aqcenti palasSi arsebul momsax-

urebebze keTdeboda. es klipi saqarTveloSi

erT-erTi ZviradRirebuli aRmoCnda da is iyo

pirveli, romelic uaxlesi teqnologiiT

gadaiRes _ kameriT, romelic wamSi 4000 kadrs

iRebs.

■ zemoT CamoTvlil kampaniebs Tan erTvoda:

statiebi da saimijo reklamebi YJurnal-gaze-

TebSi, bilbordebi qalaqis centSi, bukletebi.

palasis pozicionireba dagegmili iyo saSua-

lo fenis mosaxleobaze. maTTvis saxeli asoci-

rebuli unda yofiliyo momsaxurebasTan. marke-

tinguli Zalisxmevis Sedegad asec moxda, Tumca

sityvieri marketingis gavleniT kompleqsis

imiji ufro metad daukavSirda iseT zedsar-

Tavebs,rogorebicaa _ feSenebeluri, elitaruli

da ZviradRirebuli.

aseTi damokidebuleba, savaraudod, produqtis

saxelma gamoiwvia _ palasi.. aseve didi gavlena

moaxdina kompleqsis farglebSi reklamirebulma

momsaxurebis paketebma:

■ gansxvavebuli momsaxureba sxvadasxva asako-

brivi jgufebisTvis;

■ ukabelo internetidan dawyebuli, jgufuri

eqskursiebiT damTavrebuli momsaxureba;

■ sabazo aucilebeli paketebi;

■ mravalferovani momsaxureba survilis mixed-

viT (auzi, sportuli moednebi da individu-

aluri tipis momsaxureba);

■ monacemTa bazaze dayrdnobiT SerCeuli indi-

vidualuri momsaxureba.

àqsisis~ marketingis departamentma araswori

aRqmis Secvla beWvdiTi mediis daxmarebiT sca-

da, Tumca Sedegi sasurvelze mcire iyo.

sabolood, gaCnda mosazreba, rom aseTi aRqma

SesaZloa arc yofiliyo saziano.

pozicionirebis Secvlis momxreebi Tavis

mosazrebas asabuTebdnen maRalSemosavliani

segmentis simciriT, rac mniSvnelovani problema

aRmoCndeboda àqsispalasis~, rogorc axali

produqciis, seriisTvis (àqsisi~ Tbilisis

sxvadasxva ubanSi ramdenime àqsispalasis~

mSeneblobas gegmavs). erTi aseTi kompleqsis

moculoba saSualod 600 biniT Semoifargle-

boda, Sesabamisad, àqsispalasis~ segmenti

maqsimalurad mravalricxovani unda yofiliyo.

maRalSemosavliani segmenti ki saqarTvelos

mosaxleobis mcire nawils Seadgens.

am mosazrebis mowinaaRmdegeebi Tvlidnen, rom

potenciuri momxmareblebis kmayofileba kidev

ufro maRali iqneboda, Tu isini SeZenil

produqts aRiqvamdnen, rogorc eqskluziurs da

ara masobrivad xelmisawvdoms. magram àqsisis~

ofisSi misvlisas fasi, romelsac isini

Seityobdnen, maTTvis mosalodnelze naklebi

aRmoCndeboda, es gazrdida kmayofilebas da

Sesyidvis SesaZleblobas.

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::

11.. Tqveni SexedulebiT CamoayalibeT kondo-

miniumis, àqsisis~ palasis miznobrivi bazris

demografiuli, fsiqografiuli maxasiaTeb-

lebi.

22.. aRwereT palasis brendis ganviTarebis stra-

tegia (ix.marketingi muSaobis procesSi 7.4).

33.. SeimuSaveT palasisi brendis pozicionirebis

strategia.

44.. CamoayalibeT etapobrivi sqema, romlis mixed-

viTac palasis Zlier brends SeqmnidiT.


ddiiaaggrraammaa 22 mmoommxxmmaarreebbeellTTaa ggaannwwyyoobbaa ssaammSSeenneebblloo

kkoommppaanniieebbiiss mmiimmaarrTT

Chapter 7

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Transcript of Chapter 7