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warmatebuli pozicionirebis saidumlo<br />
marketingi _ es aris yvelaferi<br />
Tqvens garSemo. marketingia is<br />
reklamebi, romlebsac uyurebT<br />
televiziiT, naxulobT JurnalgazeTebSi,<br />
romlebiTac gadatenilia<br />
Tqveni safosto yuTebi da<br />
veb-gverdebi. saxlSi, skolaSi,<br />
samsaxurSi, yvelgan sadac xarT,<br />
rasac akeTebT – xedavT marketings.<br />
da mainc, marketingi imaze<br />
metia, vidre amas myidvelis Tvali<br />
aRiqvams...<br />
marketologebi Zalian bevrs<br />
Sromoben imisaTvis, rom maTi<br />
produqti momxmareblisTvis<br />
pozicionirebuli iyos; rom<br />
Tqven, ^Tundac erTi wuTi mainc<br />
dauTmoT maT produqtze fiqrs;<br />
wamiT SeCerdeT bilbordTan da<br />
ara mxolod produqtis saxeli<br />
daimaxsovroT, aramed konkurentebisgan<br />
gamijnoT da gansxvavebuli<br />
pozicia mianiWoT Tqvens<br />
cnobierebaSi.<br />
Tumca, Tqven xom Zalian gadatvirTuli<br />
xarT produqtisa da<br />
momsaxurebis Sesaxeb informaciiT...<br />
rTulia TiToeuli yidvis<br />
gadawyvetilebis miRebisas<br />
produqtis Sefaseba. yidvis<br />
procesis gasamartiveblad momxmareblebi<br />
produqtebs, momsaxurebasa<br />
da kompaniebs garkveul<br />
kategoriebad yofen da maT<br />
gonebaSi `poziciebs aniWeben~.<br />
produqtis pozicia es aris myidvelis<br />
aRqmis, STabeWdilebisa<br />
da grZnobis erToblioba,<br />
romelic mas sxva konkurent<br />
produqtebTan SedarebiT am<br />
produqtze Camouyalibda.<br />
Tqven produqtis pozicionirebas<br />
axdenT rogorc marketologebis<br />
daxmarebiT, aseve maT gareSe,<br />
magram marketologebs ar<br />
surT TavianTi produqtebis<br />
bedi ubralo SemTxvevas miandon.<br />
isini Zalisxmevas ar iSureben,<br />
rom sworad da zustad moaxdinon<br />
sakuTari brendis pozicionireba.<br />
Mercedesbenz-ma warmatebuli<br />
pozicionireba moaxdina, rodesac<br />
ganacxada, rom maRali fasis<br />
sanacvlod uzrunvelyofs<br />
saukeTeso xarisxs, gamZleobas,<br />
funqcionirebasa da stils.<br />
aseTi produqtebi myidvels<br />
garkveul prestiJs aniWebs da<br />
statusisa da mdidruli stilis<br />
simbolos warmoadgens. Toyota<br />
Echo da Ford focus-i pozicionirebulia<br />
rogorc ekonomiuri<br />
manqanebi, Mercedes-i da<br />
Cadillac-i _ rogorc mdidruli<br />
manqanebi, BMW da Porche ki _<br />
rogorc sportuli. Volvo amtki-<br />
cebs, rom misi manqana yvelaze<br />
usafrTxoa. sloganma, romelic<br />
GEORGIAN BUSINESS TODAY<br />
kompaniam momxmarebels SesTavaza<br />
_ `yvelaze usafrTxo manqana<br />
Tqveni ojaxisTvis!~ erTi-orad<br />
gazarda rogorc momxmareblebis<br />
raodenoba, aseve maTi<br />
loialuroba. Toyota - am sawvavis<br />
damzogav Tavis hibridul<br />
model Prius-is pozicionirebas<br />
axdens rogorc energiis<br />
ekonomiis maRalteqnologiur<br />
gadawyvetas. `ramdenad Sors<br />
waxvalT planetis gadasar-<br />
Cenad?~ _ kiTxulobs igi.<br />
produqtis SemoqmedebiTi gziT<br />
pozicionireba erTaderTi gzaa<br />
Zlier konkurentebis dasamarcxeblad.<br />
magaliTisTvis Segvi-<br />
Zlia ganvixiloT Wal-Mart-isa<br />
da Whole Foods-is bazari.<br />
Wal Mart-i TiTqmis yvelafers<br />
yidis, rac niSnavs imas, rom igi<br />
ulmobel konkurencias uwevs<br />
TiTqmis yvela sacalo movaWres,<br />
msxvilsa Tu wvrils. is Zlieria<br />
da misi damarcxeba yvela sxva<br />
mewarmisTvis urTules amocanas<br />
warmoadgens. saukeTeso qmedeba<br />
am SemTxvevaSi Wal Mart-isTvis<br />
arapirdapiri konkurenciis<br />
gaweva iqneboda. swored ase<br />
iqceva Wdole Foods-i, patara<br />
maRalxarisxiani sasursaTo qseli.<br />
igi Wal-Mart-is 2700 maRaziis<br />
sapirispirod mxolod 143<br />
maRazias flobs da misi wliuri<br />
Semosavali 3 miliard dolarze<br />
naklebs Seadgens maSin, roca<br />
Wal Mart-is Semosavali 300<br />
miliard dolars aRwevs. miuxedavad<br />
imisa, rom es samarTlian<br />
brZolas sulac ar gavs, Whole<br />
Foods-i ayvavebis gzas adgas.<br />
igi warmatebas frTxili da Wal<br />
Mart-isgan moSorebuli pozicionirebis<br />
xarjze aRwevs.<br />
Whole Foods-is Zlier pozi-<br />
24 warmatebuli pozicionirebis saidumlo
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