“ nikoras ” (SemdgomSi “novagis”) maRaziaTa qselis marketinguli koncefcia

1. “nikoras” (SemdgomSi “novagis”) maRaziaTa qselismarketinguli koncefcia

2. prezentaciis gegma • Sesavali • rogori unda iyos safirmo maRazia • momxmareblis molodini • segmenti • asortimentis kvleva da Sedegebi • maRaziaTa qselis safaso politika • strategiuli programebi

3. Sesavali bazris gamokveTili tendenciaa, rom sul ufro met momxmarebels uCndeba adgilobrivi warmoebisa da naturaluri produqciis SeZenis survili. midgoma, rom "importirebulia, anu kargi da xarisxiania", kvebis produqtebze ukve naklebad vrceldeba.

4. Sesavali kompania "nikora" momxmarebels sTavazobs farTo asortimentis, naturalur, ekologiurad sufTa produqcias ojaxis nebismieri wevrisaTvis, romelSic fasisa da xarisxis maqsimaluri Tanafardobaa da romlis gemovnuri Tvisebebi maqsimaluradaa morgebuli bazris moTxovnebTan. es kompania momxmareblisaTvis gamorCeulia inovaciuri teqnologiebiTa da mudmivi siaxleebiT.

5. Sesavali yovelive zemoTqmulidan da kompaniis misiidan gamomdinare, romelic momxmareblisaTvis umaRlesi xarisxis sakvebi produqtis maRali klasis momsaxurebiT miwodebaSi gamoixateba, amasTanave, bazris tendenciebis gaTvaliswinebiT, SegviZlia ganvsazRvroT “nikoras” (SemdgomSi “novagis”) safirmo qselis samomavlo strategia.

6. rogori unda iyos safirmo maRazia • supermarketis stilis, originaluri dizainis mqone sakvebi produqtebis maRazia, myudro, sasiamovno garemosa da ojaxuri atmosferoTi, dakompleqtebuli keTilganwyobili, kvalificiuri, sasiamovno garegnobis momsaxure personaliT. • ojaxisaTvis sayvareli maRazia, romlis mimarT ndobis xarisxi sakmaod maRalia da romelSic Sesvla momxmarebels CvevaSi aqvs gamjdari. martivad rom avxsnaT, am maRaziis pirveladi daniSnuleba ar unda iyos xorcis produqtebis SeZena da Semdeg ukve, sxva danarCeni produqciis xels gayoleba, aramed piriqiT – prioritetuli unda gaxdes yoveldRiuri moxmarebis sakvebi produqtebis SeZena.

7. rogori unda iyos safirmo maRazia • maRazia, romelSic TiToeuli myidveli, interierisa Tu servisis gavleniT, Tavs Sinaurad da gansakuTrebulad igrZnobs. • maRazia, romelic SesaZleblobas iZleva, momxmarebelma erTi SesvliT SeiZinos yvela sasurveli sasursaTo produqti.

8. rogori unda iyos safirmo maRazia • lokalizebuli iqneba momxmareblis sacxovrebel an samuSao adgilTan axlos, romelic gamiznuli unda iyos yoveldRiuri moxmarebisaTvis da ara umetes erTi kviris maragis Sesaqmnelad. • maRazia asociaciurad unda iwvevdessiTbos, ojaxuri simyudrovis, sandoobis SegrZnebebs, raSic asortimentisa da servisis garda, interierisa da eqsterieris dizaini udides monawileobas miiRebs.

9. rogori unda iyos safirmo maRazia maRazia iqneba ori tipis: • TviTmomsaxurebiT • standartuli momsaxurebiT. TviTmomsaxurebis tipis maRaziis SemTxvevaSi kidev ufro meti xarisxiTaa gasaTvaliswinebeli yovelive zemoTqmuli, radgan gamyidvelis funqcia amoRebulia da Sesabamisad, myidvelis komunikacia maRaziasTan moisustebs. aseT SemTxvevaSi, myidvelis garemosTan komunikaciaSi ZiriTadi roli konsultants ekisreba, romelic arsebuli produqciis Sesaxeb nebismier kiTxvas gascems pasuxs. Tavisi vizualiT, CacmulobiTa da servisis xarisxiT, konsultanti asociaciurad unda qmnides sando, gamocdilebis mqone diasaxlisis imijs.

10. momxmareblis molodini safirmo maRazisagan • produqciis farTo asortimenti • servisis maRal done • sufTa garemo da mSvidi atmosfero • myidvelisaTvis xelmisawvdomi fasebi • produqciis dagemovnebis SesaZlebloba • siaxleebis mudmivi SeTavazeba • myidvelisaTvis sasurveli dafasoeba • xarisxisa da fasis Tanafardoba • mimzidveli SefuTvis mqone asortimenti

11. segmenti kompaniis arsebuli strategiidan gamomdinare, “nikoras” maRaziis segmenti SesaZloa ganisazRvros saSualo da saSualoze maRal Semosavlian, 30 wels gadacilebuli asakobrivi kategoriiT, ase vTqvaT, “hauzholderebis” tipiT, orive sqesis Tanabari gadanawilebiT. segmenti, romelic mkacrad orientirebulia produqtis gemovnur Rirebulebasa da xarisxze.

12. asortimentis kvleva da Sedegebi momsaxure personali gamokiTxvis Sedegebi:

13. asortimentis kvleva da Sedegebi momxmarebelTa gamokiTxvis Sedegebi:

14. asortimentis kvleva da Sedegebi arsebul Sedegebze dayrdnobiT da kompaniis gen. direqtorTan SeTanxmebiT, momavali wlisaTvis safirmo qselSi asortimentis gasafarToeblad igegemeba Semdegi sasaqonlo kategoriebis Setana: • yveli • Cai • yava • sigareti • tkbileuli/Sokoladi

15. maRaziaTa qselis safaso politika safirmo qselisaTvis gansazRvruli safaso politikiT: • safirmo qselSi warmodgenili, kompania “nikoras” nebismieri savaWro niSnis qveS mier warmoebuli produqcia ar unda iyos iaffasiani. • safirmo qselSi warmodgenili, ara “nikoras” mier warmoebuli saqoneli 10-15 TeTriT iafi unda iyos maRaziis garSemo arsebul savaWro obieqtebSi warmodgenili produqciis fasze.

16. strategiuli programebi samomavlod, asortimentis gafarToebasTan erTad momxmarebelTa ricxvis zrda bunebrivia, rac warmoadgens kidec axali strategiis mizans. magram, Cven ar unda daviviwyoT “nikoras” axlandeli safirmo qselis uamravi momxmarebeli, romelTa gadabirebasac konkurent maRaziaTa qselebi ecdebian, sanam Cven axali bazris mozidviT viqnebiT dakavebulebi. amitom, aucilebelia vizrunoT, rogorc axali momxmareblis mozidvaze, aseve, Zveli klientebis SenarCunebasa da potenciuri bazrebis moZiebaze. es yvelaferi ki mxolod maSin miiRweva, Tu Cveni safirmo qseli iqneba unikaluri. unikalurebi ki mxolod maSin gavxdebiT, Tu momxmarebelze maqsimalurad viqnebiT orientirebulni: Cven unda davanaxoT maT, Tu rogori mniSvnelovania TiToeuli maTgani CvenTvis, rom TiToeulis azri CvenTvis misaRebi da gasaTvaliswinebelia, rom Cven mudmivad vzrunavT maTze.

17. rogor gavxdeT unikalurebi 1) mudmivi degustaciebi mniSvnelovania, kviraSi erTxel mainc ewyobodes degustaciebi kompaniis saerTo gegmasTan mimarTebaSi. axali produqtis degustaciis garda aucilebelia bazrisaTvis ucnobi produqtis gasinjva-SeTavazeba, radgan xSiria SemTxveva, rodesac momxmarebelma ar icis ama Tu im produqtis Sesaxeb, romelic qselSi ukve didi xania iyideba. yoveli degustacia winaswar unda daanonsdes poligrafiuli masaliT.

18. rogor gavxdeT unikalurebi 2) loialobis baraTebi • bonusuri sistema; • fasdaklebebis sistema; • staJis mixedviT; (gansazRvruli staJis mqone momxmarebels SevTavazoT fasdaklebis moqnili sistema sxvadasxva an konkretul savaWro niSnebze.) • ko-brendingi (momxmarebeli, romelic vaWrobs Cvens safirmo qselSi, navaWris garkveuli procenti ericxebodes romelime sxva kompaniaSi (mag. “visolSi”, sadac jamuri TanxiT SeeZleba sawvavis SeZena, an “superis” qselSi raime nivTis SeZena da a.S.))

19. rogor gavxdeT unikalurebi 3) momxmarebelTa informirebuloba rogorc ukve aRvniSneT, xSiria, rom arainformatiulobis gamo, momxmarebelma ar icis, ra produqciis SeZenis SeaZlebloba aqvs Cvens maRaziaSi (bunebrivia, dro ar hqondeT, rom mudmivad aTvalieron da Tvalyuri adevnon siaxleebs) da mudmivad, erTsa da igives yidulobdes, an ar icodes, produqtebis produqtebis momzadebisa da Senaxvis wesebi, ris gamoc produqciis sagemovno Tvisebebi arasworad momzadebis an Senaxvis SemTxvevaSi, misTvis miuRebeli xdeba, rasac sabolood, arasasurvel Sedegebamde mivyavarT.

20. rogor gavxdeT unikalurebi 4) produqtTa sapromocio aqciebi winaswari gegmis Sesabamisad, TveSi erTi kvira unda ganvsazRvroT ama Tu im produqtis sapromociod, romlis drosac maRaziis vitrinaze arsebul sareklamo plakatze es konkretuli produqti iqneba warmodgenili ori fasiT – Zveli, gadaxazuli da axali, sapromocio fasiT. Semdeg kviraSi, ukve sxva produqtze iqneba ganxorcielebuli msgavsi aqcia, rac mudmivad dinamiuri procesi gaxdeba qselisaTvis. fsiqologiurad, momxmarebeli mudmivad Seecdeba, isargeblos am “SansiT” da im garkveul periodSi SeiZinos sapromocio produqti. amasTanave, momxmarebels eqneba siaxlis mudmivi molodini fasebis mxriv da erTgvari azartic ki.

21. rogor gavxdeT unikalurebi 5) servisis gakontroleba aucilebelia, safirmo qselis momsaxurebis mudmivi kontroli. sasurvelia, calke Stati gamoiyos amisaTvis anu, saWiroa adamiani, romelic safirmo qselSi mxolod servisis gakontrolebaze iqneba orientirebuli - momsaxure personalis Cacmulobidan dawyebuli maRaziis sisufTaviT damTavrebuli.

22. morCa 