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10 | P a g ewin gamoCndnen. 1995 wels TbilisSi TiTqmis erTdroulad gamoCnda oriaxali qseli- “vule-vu” da “isi-pari”. droTa ganmavlobaSi orive qselidaixvewa da gafardovda. dResdReobiT saqarTveloSi “isi-pari”-s 14 da“vule-vu”-s 11 maRaziaa warmodegnili. cota mogvianebiT 1998 welsparfiumeriebis maRaziaTa qselebs Seemata kidev erTi axali qseli“lutecia”, romelic 6 savaWro obieqts aerTianebs. mis qselSi Sedis aseve“iv-roSes” ori maRazia.“vule-vu”-Si fasebi maRalia da fasdaklebebi mxolod sadResaswaulodReebSi xdeba. moTxovna “vule’vu”-s produqciaze swrafad izrdeba. sulraRac or weliwadSi 4 maRazia gaixsna. “vule-vu”-s aTvisebuli aqvs yvelasegmenti. asortimenti sakmaod farToa. “vule-vu”-s momxmareblis 70-80procenti maRalSemosavliania, xolo momxmareblis 20 procenti “vule-vu”-Si xarisxiani produqciis gamo Sedis.“isi-pari”-Si warmodegnilia axalgazrduli brendebi, magaliTad “naomiqembeli”, “meqsi”, “la kosta”. maRazia gaTvlilia sazogadoebis yvelasegmentze. aqvT eqskluziuri brendebic. aqvT SedarebiT ZviradRirebulibrendebic magaliTad “la priri” romelic aris Sveicaruli firma daromlis produqciac damzadebulia Tevzis uZvirfases qviTirze, romlisfasic 1500-5000 laramde adis. amasaTan isi-parim 2007 wels qselSi erT erTiZviradRirebuli brendi “bugati” Semoitana. sunamo sami originalurisaxiTaa gamoSvebuli- “ bugati prestiJi” “ bugati maltipili” “bugatiluqsi” e.w. oqros bugatis” Rirebuleba 6600 laria. mas saqarTvloi Tavisimyidvelebi hyavs.parfiumeriis maRaziaTa qsels mZafr konkurencias uwevs bazroba, sadacfasebi SedarebiT dabalia da warmodgenili produqciis asortimentimravalferovani. Tumca bazrobaze warmodgenili produqciadabalxarisxiania. eqspertebis mosazrebiT bazris am segmentSi didiafalsifikaciis riski.
11 | P a g eunda aRvniSnoT, rom didi sirTules eavawydiT maRaziebis gamokvlevisas,radgan menejerebi ar gvawvdidinen informacias bazarze arsebulikonkurenciis gamo.kvlevis SedegebiCatarda kvleva, romlis farglebSic gamoikiTxa sunamos momxmareblebi.sul gamokiTxul iqna 81 sunamos momxmarebeli, aqedan 59 qali da 22mamakaci. romelTa asaki gansxvavebuli iyo erTmaneTisagan, Tumca ZiriTadad16-25 wlamde meryeobda. kvlevis farglebSi aseve gamokiTxen sunamosmaRaziebimomxmareblisTvis sasurveli maRaziebi6050403020100isi-parivule-vu sxvamaRazialuteciabazrobarogorc diagramidan Cans, Cvens mier gamokiTxuli momxmareblebis 53.1%sunamos yidvas ~isi-pari~-Si amjobinebs, 16% upiratesobas ~vule-vu~-s
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