chapter 8

■ Aam Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. axsnaT, Tu rogor igoneben da aviTareben axal produqts kompaniebi; 22.. CamoTvaloT da ganmartoT axali

produqtis ganviTarebis procesis safexurebi; 33.. aRweroT produqtis sasicocxlo ciklis etapebi; 44..

gaaTviTcnobieroT, Tu rogor icvleba marketinguli strategiebi produqtis sasicocxlo ciklis ganmavlobaSi

8axali produqtisganviTareba da produqtissasicocxlo ciklisstrategiebi

wina TavSi Tqven saSualeba gqondaT SegeswavlaT is gadawyvetilebebi,

romlebsac marketologebi individualuri brendisa da produqtis kompleqsis

marTvisas iReben. am TavSi Cven produqtis irgvliv kidev 2 damatebiT Temas

SeviswavliT: axali produqtebis ganviTarebasa da maT marTvas sasicocxlo

ciklis gaTvaliswinebiT. miuxedavad imisa, rom axali produqtis ganviTareba

kompaniisaTvis sariskoa da bevri maTganis istoria marcxiTac damTavrebula,

is organizaciis macocxlebel Zalad moiazreba. swored amitom surT

marketologebs, rom danergvis Semdeg maT produqts xangrZlivi da

warmatebuli sasicocxlo cikli hqondeT. am Tavis pirveli nawili exeba

process, romlis mizania warmatebuli axali produqtebis aRmoCena da

ganviTareba. Tavis meore nawilSi Tqven SeiswavliT da TvalnaTliv dainaxavT,

rom TiToeuli produqti sasicocxlo ciklis ramdenime etaps gadis,

romlebic individualur, mxolod maTze morgebul sxvadasxva marketingul

strategiebsa da taqtikas saWiroeben.

Tavdapirvelad Tqvens yuradRebas gavamaxvilebT kompania Microsoft-ze. Tuki

Tqven gaqvT personaluri kompiuteri, maSin advili misaxvedria, rom Microsoft-iszogierTi produqtiTa da momsaxurebiT isargeblebT. Microsoft Window-is pro-

gramebs xom personaluri kompiuterebis operaciuli sistemebis bazris 97%

ukavia, xolo mis programas “Office”-s _ bazris 90%. Tumca, rogorc Cans bazris

wilis es procentuli maCveneblebi da 25-miliard dolariani brunva,sulac ar

aris kompaniisaTvis sakmarisi. rogorc naxavT misi am warmatebis garantia

siaxleebisaken mudmivi ltolvaa, uamravi axali produqtis ganviTareba da

aseve, `morigi saswaulis~ mudmivi Ziebaa.

rogorc ukve aRvniSneT, albaToba imisa, rom Tqven Microsoft-is romelime

tipis produqts an momsaxurebas iyenebT – sakmaod didia. MicrosoftWindows-is operacili sistema personaluri kompiuterebis bazris 97%,

xolo biznes-momsaxurebebis bazris - 40%-ze mets moicavs. M Microsoft Office-i ki(kompaniisTvis yvelaze meti Semosavlis momtani) mTeli saofise programebis

gayidvaTa 90%-s flobs. kompaniis MSN internetis portali (www.msn.com)

yovelTviurad 300 milion momxmarebels izidavs da amis Sedegad Yahoo-sSemdeg meore adgilzea. MSN internet-momsaxureba, Tavisi 9 milioni

momxmarebliT, mxolod America Online-s CamorCeba, rogorc veb-gverdebze

moxvedris yvelaze popularuli saSualeba. Microsoft Hotmail msoflioSi

yvelaze metad gamoyenebadi ufaso eleqtronuli fostis momsaxurebaa,

romelsac 100 milionze meti abonenti iyenebs. mis swrafi Setyobinebis serviss

ki - 34 milionze meti momxmarebeli hyavs.

ggzzaammkkvvlleevvii || ideebis kvaldakval

262 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da

marketinguli kompleqsis Sedgena

am da sxva warmatebulma produqtma Microsoft warmoudgenlad momgebiani

kompania gaxada. pirveli 27 wlis ganmavlobaSi 50 miliard dolarze meti

mogeba naxa. Microsoft-is 100 aqciaSi Cadebuli 2,800 dolari aTi wlis win, axla

moitnada 14,400 aqcias 1 milioni dolaris Rirebulebis. Microsoft-is damaarse-beli bil geitsi msoflios umdidresi kaci gaxda, romlis qonebac 43 miliard

dolarze mets Seadgens.

rogoria zRapris dasasruli? arc Tu Zalian bednieri. maRali

teqnologiebis swrafad cvalebad samyaroSi araferia xangrZlivi da mudmivi.

garda imisa, rom Microsoft-is mudmiv sazrunavs arsebuli produqtebsa da

biznesis SenarCuneba warmoadgens. man icis, rom warmatebuli momavali kidev

ufro metad damokidebulia missave unarze axali, novatoruli produqtebi

SesTavazos moxmarebels da Sesabamisad, axali bazrebic moicvas.

Microsoft novatorad yovelTvis ar ganixileboda. sinamdvileSi is didi

xnis ganmavlobaSi `did, msuqan mimbaZvelad~, ufro sworad ki – kopiad

miaCndaT. TvalsaCinoebisaTvis ramodenime magaliTs mogawvdiT: bil geitsma

gamzadebuli saxiT ara marto MS/DOS operaciuli sistema, aramed

konkurentuli programebic (romelSic 5,000 aSS dolari gadaixada) iyida.

investiciam gaamarTla! am sistemiT man saocari mogeba naxa. Microsoft-imogvianebiT plagiatobaSi daadanaSaules, radgan man gadaiRo Macintosh-isprogramis asli `Sexede da SeigrZeni~ (Look and feel). sul axlaxans kompania

daadanaSaules Nestcape-is internet brauzeris gadaRebaSi. kritikosebi

amtkiceben, rom es Microsoft-is mier Seqmnili novacia ki ar iyo, aramed mis mier

personaluri kompiuterebis operaciul sistemaze monopoliis uxeSi

gamoyeneba, raTa konkurentebi miwasTan gaesworebina da bazari daepyro.

Windows-isa da Office-is popularobis meSveobiT am programebma 36 miliard

dolarze meti fuladi nakadi Semoitana kompaniaSi. Microsoft-s udidesi

resursi aqvs raTa axali produqtebi da teqnologiebi ganaviTaros. marto

wels is R&D-ze 5.2 miliard dolars xarjavs. es Tanxa ufro metia, vidre misi

konkurentebis: America Online-is, Sun Microsystems-isa da Oracle-is R&D-ze gaTvlili

wliuri biujeti erTad. Zlieri materialuri bazis garda Microsoft-s hyavsgamocdili, novatoruli niWiT dajildoebuli lideri _ bil geitsi. 3 wlis

win geitsma kompaniaSi Tavisi, aRmasrulebeli direqtoris, pozicia kompaniis

meore figuras stiv bolmers gadasca, Tavad ki `programaTa mTavari

ganmaviTarebeli~ gaxda. axla is mis codnasa da dros Microsoft-is axali pro-

duqtebisa da teqnologiebis ganviTarebas siamovnebiT uTmobs.

geitsis mier SemuSavebul inovatirul strategiebSi mTavari adgili

internets uWiravs. rogorc Business Week-is analitikosi jei grini ambobs:

`geitsi elodeba dRes, rodesac Microsoft-is programebiT isargeblebs TiTqmis

yvela momxmarebeli Tu korporacia. misi mizania, adamianebi erTmaneTTan

daakavSiros martivad, miuxedavad imisa Tu sad imyofebian isini~. geitsis mier

nanatr am axal samyaroSi nebismier programas Tqvens kompiuterSi, mobilur

telefonSi, samarTav pultSi Tu sxvadasxva sayofacxovrebo nivTSi SeeZleba

pirdapir internetSi Sesvla, rac dagexmarebaT Tqveni saqme da cxovreba ukeT

moawyoT. imisaTvis, rom aseTi tipis kompiuteruli sistema `nebismier dros,

nebismier adgilas~ moamzados,Microsoft-i programebis kompaniidan internet-mom-saxurebis kompaniaSi gadainacvlebs da erT dResac Microsoft-i amdagvari pro-gramebis uaxles versiebs internetiT SemogvTavazebs. igive analitikosi grini

ambobs: `rodesac es moxdeba, Microsoft-i SesZlebs SemogTavazoT programebi,

rogorc eleqtroenergiis uzarmazari nakadi, romelic yovelTviur Tu wliur

gadasaxadebs agrovebs, rac Sedegad mogvcems... winaswar gansazRvrul

Semosavlis wyaros.~

geitsis mier sworad nanatri dRe ganapirobebs Microsoft-is axal ZiriTad

iniciativebs _ “dubbed hail storm~ da “dot net~ (anu – munjuri, uxmo qseluri mom-

saxurebebi). es yvelaferi aris strategiis nawili, romelic veb-momsaxurebaTa

meSveobiT erTmaneTTan akavSirebs xalxs, informaciasa da sistemebs. misi

sawyisi momsaxureba saxelad “NET Passport” (eleqtronuli qseluri pasporti)daregistrirebul momxmareblebs saSualebas aZlevs Sevides veb-qselSi

erTaderTi, misi pirovnebis damaxasiaTebeli niSniT, rogorebicaa ele-

qtronuli misamarTi da paroli _ da Semdeg es erTaderTi `cifruli pas-

porti~ sxva veb-gverdebze Sesasvleladac gamoiyenon aTasobiT parolisa da

momxmarebelTa saxelebis damaxsovrebis gareSe. idea aseTia _ veb-gverdze

TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 263

swrafi da advili registrireba yvelafrisaTvis, iqneba es: produqciis SeZena,

aviabileTebis dajavSna Tu garigebebi eBay-ze. “Passport”-is wevrebs SeuZliaT

registrireba sxva Net momsaxurebebzec. magaliTad: gansakuTrebuli movle-

nebis Sexseneba an kalendris avtomaturi ganaxleba, rodesac isini Sexvedrebs

swored `onlainis~ reJimSi, anu el-qselis meSveobiT gegmaven da a. S.

Microsoft-i am farTo strategiuli CarCoebis gaTvaliswinebiT axla yve-

laze didi raodenobis axali produqtebis Seqmnas cdilobs. `arasodes gvqo-

nia weliwadSi amdeni axali produqti~ _ ambobs geitsi. qvemoT CamoTvlilia

ramdenime produqti da teqnologia,romlebic Microsoft-ma an axlaxans Seqmna da

SesTavaza momxmarebels, an Zalian male danergavs (informaciis wyaros war-

moadgens Jurnalebi “Business Week” da “Fortune”).

■ qselri momsaxureba (NET services): teqnologia, romelic erTmaneTTan `saub-

ris~ (informaciis gacvlis) saSualebas iZleva veb-gverdebs Soris Tu per-

sonaluri kompiuterebis sxva programebTan. mxolod erTi operaciiT momx-

marebels saSualeba eZleva ramodenime programa da veb-gverdi naxos,

iseTebic, ki, romlebzec aqamde xeli ar miuwvdeboda.

■ sazriani telefoni (Smartphone): Microsoft-is uaxlesi programa mobiluri

telefonebisaTvis. is mobiluri aparatis mflobelebs saSualebas aZlevs

iqonion eleqtronuli fosta, swrafi mesijingi, interneti, moisminon musika,

iTamaSon TamaSebi da kidev uTvalavi ram.

■ saubris aRmqmeli teqnologia (Naural Language Processing): anu programa, rom-

lis saSualebiTac kompiuters saubris meSveobiT dasmul SekiTxvaze

pasuxis gacema SeuZlia. kompiuteris metyveleba meore momsaxureba gaxlavT,

razec Microsoft-is mkvlevarebi gulmodgined muSaoben. am axali produqtis

saSualebiT erT mSvenier dResac Tqvens kompiuters ise gaesaubrebiT,

rogorc Cveulebriv adamians.

■ cifruli saxe (Face mapping): cifruli kameris gamoyeneba personaluri kom-

piuteris momxmarebelTa 3D ganzomilebiani gamosaxulebis misaRebad. pro-

grama emociaTa mTel seriasac moicavs. programis Seqmna gamowveulia imiT,

rom savaraudod, samomavlod moTamaSeebs sakuTari gamosaxulebis TamaSebSi

gamoyenebis survili eqnebaT.

■ sainformacio agentebi (Information Agents): igive programuli agentebi, rom-

lebic elqtronuli informaciis nakadis daxarisxebaSi exmarebian. male

SesaZlebeli iqneba agentma daimaxsovros ra saxis Setyobinebebs kiTxu-

lobT pirvel rigSi; aseve Seiswavlos Tqveni ganrigi. garda Tqveni ele-

qtronuli fostisa, xmovani Setyobinebis miRebac iqneba SesaZlebeli,

romelic mxolod Tqvens sakvanZo (ZiriTadi) Setyobinebebis gamogzavniT

Sewydeba.

■ cifruli saxli (The digital home): es aris momavali Taobis teqnologia, rome-

lic personaluri kompiuteris gamoyenebiT 21-e saukunis cifrul saxls e.w.

eleqtronul centrs Seqmnis. axali teqnologia saSualebas iZleva person-

aluri kompiuterebisa da vebis wyalobiT miiRoT uTvalavi informacia,

gadmoweroT musika, filmebi, satelevizio programebi, isargebloT ele-

qtronuli fostiT, bgeriTi sistemebiT, kedlis zomis satelevizio

ekranebiT. `saxlSi yvelaferi CarTuli iqneba,~ – winaswarmetyvelebs geitsi

da darwmunebulia,rom umravlesoba am programis sargeblobisaTvis swored

Microsoft-s airCevs. pirveli mniSvnelovani produqti iqneba gonieri patara

mowyobiloba saxelwodebiT “Mira”. es aris brtyelekraniani monitori,

romelic personalur kompiuters saxlis nebismieri kuTxidan usadenod

ukavSirdeba. warmoidgineT: ojaxis dedas eleqtronuli fostis Semowmeba

pirdapir samzareulodan SeeZleba; bavSvebs saSualeba eqnebaT megobrebs

qselSi eWoraon, maSin rodesac saxlSi taxtze wamowolilebi MTV-is pro-

gramebs miadevneben Tvalyurs; ojaxis mama ki dasasveneblad aivanze

mokalaTebuli Amazon.com-s daaTvalierebs.

■ gonieri personaluri sagnebis teqnologia (Smart personal objects technology): kom-pania National Semiconductor-Tan erTad Seiqmna iseTi mikrosqemebi, romelTa

macivrebSi, majis saaTebSi da gasaRebebis sakidebSi CamontaJebiT

saSualebas iZleva FM diapazonze radio informaciis miReba. sabolood,

teqnologiebis ganviTarebis wyalobiT isic ki iqneba SesaZlebeli, rom

maRviZaram ubedur SemTxvevamde mcire xniT adre atexos gangaSi.

albaT ukve sakmarisad darwmundiT, rom Microsoft miRweuli warmatebebiT

ar kmayofildeba da yvela Zal-Rones xmarobs, raTa axali, momajadoebeli

teqnologiebi aRmoaCinos. `miuxedavad imisa, rom mis mier warmoebuli pro-

duqtebi jer kidev gayidvaSia, Microsoft fuls ar iSurebs, raTa R&D-iT, Semdegi,

didi aRmoCena Seqmnas~ _ wers grini. geitsi momavalzea orientirebuli. `is

bavSviviTaa Sepyrobili surviliT Seqmnas iseTi kompiuteri, romelic Tqvens

qmedebebs Tval-yurs adevnebs patara videokameriT da gansazRvravs, xarT Tu

ara Zalian dakavebuli imisaTvis, rom satelefono zari an eleqtronuli

fosta miiRoT~. STabeWdilebebiT aRsavse geitsi ki gviziarebs martiv, magram

mudmiv princips, romelic erTgvari wanamZRvaria Microsoft-is siaxleebisTvis:

`mizani aris momxmareblis drois dafaseba _ es aris ideis ganviTarebis yve-

laze mniSvnelovani mizezi~.1

axali produqtebis Seqmnasa da marTvaSi kompania Zlieri unda iyos. ukve

aRvniSneT, rom TiToeuli produqti sicocxlis cikls yvela etaps gadis _

ibadeba, gaivlis ramdenime fazas da sabolood kvdeba, mas Semdeg, rac

asparezze SedarebiT axali produqti gamodis, romelic momxmareblis

moTxovnilebebs ukeT akmayofilebs. produqtis es sasicocxlo cikli 2

mniSvnelovan mesijs gvaZlevs: pirveli _ radganac sabolood yvela

produqtis uaryofa xdeba, firma Zlieri unda iyos, raTa axali produqtebis

SeqmniT moZvelebuli produqcia Secvalos; meore _ firmam unda SesZlos

ganaviTaros da moargos marketinguli strategiebi Secvlil gemovnebas,

teqnologiebsa Tu konkurencias. modiT, ufro konkretulad SevudgeT Tavis

SesavalSi Camoyalibebuli sakiTxebis Seswavlas. Tavdapirvelad axali

produqtebis aRmoCenisa da ganviTarebis problema ganvixiloT, SemdgomSi ki

viswavloT, Tu rogor unda vmarToT isini warmatebulad produqtis

sasicocxlo ciklis sxvadasxva etapze.

■❚ aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbiiss ssttrraatteeggiiaa

momxmareblis gemovnebis, teqnologiebisa da konkurenciis swrafi cvlilebis

gamo kompaniebma axali produqtebi da momsaxurebebi mudmivad unda SeimuSaon.

axali produqtebis Seqmna SesaZlebelia 2 gziT: 11)) SSeessyyiiddvviiTT _ mTeli

kompaniis, patentis an licenziis SeZeniT, da 2) aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbiiTT

kompaniis kvlevisa da ganviTarebis (R&D) departamentze dayrdnobiT. terminSi

`axal produqti~ Cven vgulisxmobT arsebuli produqtebis ganviTarebas,

gaumjobesebas, modifikaciasa da axali brendis SemuSavebas, romelsac

kompaniebi sakuTari kvlevebisa da ganviTarebis samsaxuris daxmarebiT

axorcieleben.

is, rom inovacia SeiZleba sarisko iyos, ukve aRvniSneT. Ford-ma Edsel-is man-qanis gamoSvebiT 330 milioni dolari izarala; RCA-m Selecta Vision videodiskisfleieris warmoebaze _ 580 milioni dakarga,Texas Instruments-ma ki kompiuterebisbiznesSi _ 660 milioni dolariT izarala. es Tanxebi araferia im 5 miliard

dolarTan SedarebiT, romelic Iridium-is globalur satelitze dafuZnebuli

usadeno, e.w. mobiluri telefonis sistemis danergvaze uSedegod daixarja.

kompaniebis warumatebeli produqtebis sias emateba: kompania Coca-Cola-s NewCoke-i, Eagle Snacks (Anheuser-Busch), Zap Mail-is eleqtronuli fosta (Fedex), PolarVision-is swrafi kinoCvenebebi (Polaroid), Premier-is sigaretebi (R.J. Reynolds), Clorox-is sarecxi saSualeba (Clorox Company) da Arch Deluxe-is sendviCebi (McDonald’s).2

axali produqtebi sul ufro xSirad ganicdian marcxs. erT-erTi wyaros

SefasebiT, bazarze axali produqtebis mxolod 10% rCeba sami wlis Semdeg.

meore kvleviT dgindeba, rom sakvebi, sasmeli, silamazisa da

janmrTelobisaTvis gamiznuli axali 25,000 produqtis mxolod 40% iqneba

gamoyenebuli momavali 5 wlis ganmavlobaSi. metic, dadgenilia, rom axali

sawarmoo produqtebis marcxis done ukve 30%-s Seadgens da, rogorc sxva

Sefasebebidan Cans, es maCvenebeli 95%-mde gaizrdeba.3

ratom ganicdis amdeni axali produqti marcxs? arsebobs ramdenime



aaxxaallii pprroodduuqqttiiss

ggaannvviiTTaarreebbaa (New-product development)firmis, sakuTari,

kvlevisa da ganviTa-

rebis samsaxuris

mier arsebuli pro-

duqtebis ganviTa-

reba, produqtebis

gaumjobeseba, pro-

duqtebis modifi-

cireba da axali

brendebis SemuSaveba.


mizezi. TavisTavad idea, SesaZloa, kargi

iyos, magram bazris sididis araswori

Sefaseba moxdes. SesaZloa am pro-

duqtis dizaini ar iyos saTanadod Seq-

mnili an bazarze araswori pozicio-

nireba moxda. mizezi SeiZleba iyos

Zalian maRali fasi, araefeqturi rek-

lamireba da a.S. gamocdil liders

SeuZlia kargi idea Camoayalibos, miuxe-

davad marketinguli kvlevis mwiri Se-

degebisa. zogjer produqtis ganviTa-

rebis xarji mosalodnelze metia.

xandaxan ki konkurentebic ufro metad

da didxans ibrZvian. ganvixiloT kon-

kretuli magaliTi:4

robert makmatis axali produqte-

bis eqspoziciisa da saswavlo centris

gasasvlelebSi siarulisas SegrZneba

gaqvT, rom moxvdiT saSinel supermar-

ketSi. aq aris Gerber-is sakvebi mozar-debisaTvis (motkbo-momJavo Roris xor-

ci da wiwila “Madeira”), “Hot Scoop”-isnayini nigvziTa da xiliT, “Ben Gay”-saspirini, “Premier”-is sigaretebi da

“Miller Clear”-is ludi. gamofenili 80000

produqtidan umravlesoba warumatebeli iyo. arada maT warmoebaze didi rao-

denobis Tanxa da rac mTavaria _ imedi daixarja.

makmati, smitsonis samuzeimo kompleqsis samomxmareblo dargis

gamorCeuli specialisti, sicils ver ikavebs, rodesac Tavis sayvarel

SekiTxvas svams: `raze fiqrobdnen isini?~ magaliTad: R.J. Reynolds-isPremier-is sigaretebi erT dros TiTqos kargi idea iyo _ vin ityoda

uars ufro jansaR sigaretze, romelic garemos naklebad abinZurebs?

`adamianebi,romelTac es produqti moewonaT,aramwevelebi iyvnen, iseni

ki namdvilad ar warmoadgendnen im bazars, romlis dapyrobasac RJR-is warmomadgenlebi isaxavdnen miznad,~ _ aRniSnavs makmati.

sxva kompaniebma marcxi ganicades mxolod imitom, rom TavianTi

produqti im brends miandes, romelic mis xasiaTs sruliad ar

Seefereboda. magaliTad: rodesac gesmiT saxeli “Ben Gay” imaze

fiqrobT, Tu rogor gavlenas axdens is Tqvens kanze? SegiZliaT

warmoidginoT “Ben Gay”-s aspirinis gadaylapvis procesi? an ras

igrZnobT Exxon-is xilis punSis dalevisas? Kodak-is cecxlmaqrobis

an tonikis gamoyenebisas?

im produqtebis siaSi, romlebic kargi saxelis SenarCunebas

cdiloben, aris: Cracker Jack-is burRuleuli,Smucker-is ketCupi,Fruit of theLoom-is TeTreulis sarecxi saSualeba. `raze fiqrobdnen?~ _ isev

svams kiTxvas makmati. SegiZliaT upasuxoT, rom zogierTi axali pro-

duqti saxelis gagonebisTanave ganwiruli iyo: Toaster Eggs, Cucumber-isoflis sawinaaRmdego aerozoli, Health Sea-s zRvis Zexvi, Look ofButtermilk-is Sampuni,Dr.Care-is kbilis pasta (bevrma mSobelma gakvirveba

gamoxata, Tu ratom unda gamoscadon es produqtebi TavianT

Svilebze!). da marTlac, raze fiqrobdnen es kompaniebi?

imis gamo, rom amdeni axali produqti marcxs ganicdis kompaniebi

iswrafian Seiswavlon yvela is gza da saSualeba, romelic gamoasworebs

situacias, aanazRaurebs miyenebul zarals da warmatebis garanti iqneba. erT-

erTi gza gulisxmobs warmatebuli axali produqtebis gamoyofasa da maTi

saerTo niSnis Seswavlas. meore gulisxmobs axali produqtebis warumate-

blobis Seswavlas, raTa Zveli Secdomebi gakveTilad gamoiyenon. bevri kvleva

imaze miuTiTebs, rom axali produqtis warmateba damokidebulia unikaluri

produqtis (unique superior product) ganviTarebaze, romlis mTavari maxasiaTebelic

■ axali produqtebis eqspoziciis da saswavlo centris viziti saSi-

nel supermarketSi aRmoCenas hgavs. TiToeuli produqtis kraxi war-

moadgens dolarebis flangvis da imedebis gacruebis magaliTs.



aris maRali xarisxi, axali niSan-Tvisebebi da gamoyenebis ufro maRali

faseuloba. warmatebis ganmapirobebeli faqtori ki produqtis kargad gansaz-

Rvruli koncefciaa (well-defined product concept), sadac kompania Zalian frTxilad

da zustad gansazRvravs Tavis samizne bazars, produqtis moTxovnilebebsa da

sargebels.

amdenad, kompaniebi dganan problemis winaSe _ maT unda Seqmnan axali pro-

duqtebi ise, rom danakargi warmatebas ar aRematebodes. problemis gadaWris

gza SemdegSia: saWiroa axali produqtis Seqmnis Zlieri gegma da axali pro-

duqtis ganviTarebis sistemuri procesis Camoyalibeba. suraTi 8.1 gviCvenebs

axali produqtis ganviTarebis 8 ZiriTad safexurs.

iiddeeeebbiiss ggeenneerriirreebbaa

axali produqtis ganviTareba iwyeba iiddeeeebbiiss ggeenneerriirreebbiiTT _ axali produqtis

Seqmnis Sesaxeb ideebis sistematuri Ziebis procesiT. kompaniam, Cveulebriv,

unda uzrunvelyos uamravi ideis generireba, raTa saukeTesoTa Soris

saukeTeso amoarCios Semdgomi ganviTarebisaTvis. erT-erTi cnobili menejer-

konsultanti ambobs: `1,000 ideidan mxolod 100 iqneba sakmarisad perspeqtiuli

komerciuli TvalsazrisiT; aqedan mxolod 10 iqneba finansuri mogebis

garanti, magram am aTidan, mxolod oriode idea moipovebs warmatebas.~v daskv-

nis saxiT konsultanti dasZens: `Tu Tqven gsurT aRmoaCinoT ramdenime idea,

romlebic SeZleben myidvelis moxibvlas, konkurentebisTvis winaaRmdegobis

gawevasa da investorebis amoZravebas, Tavdapirvelad, Tavi unda mouyaroT

asobiT da SesaZloa aTasobiT gamouyenebel strategiul ideas.~

axali produqtis ideaTa ZiriTadi wyaroebi aerTianebs Sida da gare

wyaroebs, rogorebic aris myidvelebi, konkurentebi, distributorebi, mimwode-

blebi da sxvebi.

iiddeeaaTTaa SSiiddaa wwyyaarrooeebbii.. Sida wyaroebis gamoyenebiT axali ideebis aRmoCena kom-

panias formaluri kvlevisa da ganviTarebis meSveobiT SeuZlia. man Tavi unda

mouyaros kompaniaSi momuSave mecnierebis, inJinrebis, mwarmoebeli momsaxure

personalisa da gamyidvelebis Sexedulebebs. zogierTma kompaniam iseTi pro-

gramebic Camoayaliba, romlebic personals stimuls aZlevs ifiqron da

Seqmnan axali produqtis ideebi. mag.: 3M-is cnobili `15%-is wesi~ momuSave

personals saSualebas aZlevs sakuTari drois 15% daxarjon e.w. `ukanono

vaWrobaze~, anu imuSaon pirad interesebze dafuZnebul produqtebze miuxe-

davad imisa, moitans Tu ara produqti kompaniisTvis pirdapir sargebels. sar-

wmuno wyaroebi gvarwmuneben, rom 3M–is am strategiam gaamarTla. warmate-

bulma idea “Post-it”-is Canawerebma swored aseTi programis meSveobiT `gaSala

frTebi~. msgavsi ideebis programas Texas Instrument (TI) sTavazobs, romelic

gamoyofs fondebs momuSave personalis ideebis gansaxorcieleblad. programa

IDEA-s warmatebul produqtebs Soris iyo TI-is “Speak’n Spell”-i, pirveli

sabavSvo saTamaSo, romelic mikroCips Seicavda. amas mohyva bevri sxva mola-

parake saTamaSos Seqmna ramac, sabolood, TI-is ramdenime aseuli milioni

iiddeeeebbiiss ggeenneerriirreebbaa

(Idea generation)axali produqtis

Seqmnis Sesaxeb idee-

bis sistemuri Ziebis

procesi.

ssuurraaTTii 88..1188..11

axali produqtis

ganviTarebis ZiriTadi

etapebi


dolari moutana.6

kompania Eureka!Ranch-I, kargad cnobili `axali produqtebis inkubatori~,

TavisTan amuSavebs rogorc `meTodur~, ise `giJur~ ideebs, raTa kompaniebs

axali produqtis ideaTa generaciis procesis daCqarebaSi daexmaros (ixileT

marketingi muSaobis procesSi 8.1).

iiddeeaaTTaa ggaarree wwyyaarrooeebbii.. kargi ideebi axali produqtis Sesaxeb aseve warmoiSoba

myidvelebze dakvirvebiT da maTi mosmeniT. kompanias SeuZlia myidvelis SekiT-

xvebisa da saCivrebis analiziT aRmoaCinos axali produqti, romelic momxma-

rebelTa problemebs ukeT gadaWris. vis SeuZlia aseTi dakvirveba? kompaniis

inJinrebs, gamyidvelebs, SesaZlebelia kompaniam fokus-jgufebis kvleva awar-

moos, raTa momxmarebelTa moTxovnilebebi da survilebi Seiswavlos da a.S.

Heinz-ma swored am xerxs mimarTa, rodesac saqme exeboda im bavSvebis kvl-

evas, romlebic gayiduli ketCupis naxevarze mets miirTmevdnen. kvlevis mizani

iyo daedginaT, Tu ra gaxdida ketCups ufro warmatebuls. `rodesac maT

SevekiTxeT,Tu ra gaxdida produqts maTTvis ufro sasurvels,pasuxebs Soris

gamoirCeoda feris Secvla~ _ ambobs Heinz-is warmomadgeneli. amdenad, Heinz-maCamoayaliba da warmoebaSi gauSva EZ Squirt _ mwvane ketCupi, romelic

moTavsebulia msubuq, priala boTlSi, romlis miznobriv bazarsac swored

bavSvebi warmoadgens. axali produqti erTgvari hiti aRmoCnda, ase rom Heinz-maganagrZo EZ Squirt-is produqtis seriis gagrZeleba cisartyelas ferebSi. maT

Soris iyo Funky Purple,Passion Pink,Awesome Orange, Totally Teal da Steller Blue. EZ Squirt-is boTlebis specialuri gadmosasxmeli-tuCidan gadmodis ketCupis viwro

nakadi. `am gziT bavSvebs SeuZliaT hamburgerebi sakuTari avtografebiT

daamSvenon (an gawuwon vinme, magidasTan mjdomi, miuxedavad imisa, rom Heinzuaryofs am efeqts).~ mTlianobaSi, am axalma produqtis seriam, sursaTis

maRaziaTa Taroebze produqtis moTavsebis Semdeg erTi wlis ganmavlobaSi

kompanias gayidvebis 5%-iani zrda moutana.7

xSirad momxmareblebi TviTon qmnian axal produqtebs. kompaniebma ki unda

SesZlon am produqtebis aRmoCena, daxvewa da sakuTari kompaniis saxeliT maTi

bazarze gatana mogebisa da sargeblis miRebis mizniT. magaliTad: Avon-ismier gamoSvebuli abazanis Semdgomi zeTebisa da nelsacxeblebis brendi Skin-So-Soft-isTvis momxmareblebis mier iyo aRmoCenili axali gamoyenebebi. wlebis

■ rodesac kompania Heinz-ma hkiTxa bavSvebs, ra gax-

dida maT produqts - ket-

Cups ufro sasurvels, maT

upasuxes - `SecvaleT fe-

ri~. amgvarad kompaniam

gamouSva gasayidad EZSquirt-is ketCupebis sxav-dasxva ferebis seria,

romelic bavSvebze iyo

gamiznuli.

ganmavlobaSi momxmareblebi amtkicebdnen, rom Skin-So-Soft-is nel-

sacxebeli mwerebis sawinaaRmdego saSualebaao. maSin rodesac

momxmarebelTa erTi nawili aromatuli zeTis surneliT gajerebul

abazanaSi banaobda, meore nawils is zurgCanTaSi edo, rodesac sacx-

ovreblad banakebSi midiodnen. produqtis qila momxmarebelTa

nawilisaTvis sanapiros saxlis Taroze ido, rogorc mwerebis

sawinaaRmdego saukeTeso saSualeba. axla Avon-i sTavazobs Skin-So-Soft-is mwerebisgan Tavdacvis produqciis seriasac, romelic Seicavs

damatenianebeli sacxis, mwerebis sawinaaRmdego saSualebisa da mzis-

gan damcavi kremis kombinacias.8

zogierTi kompania momxmareblebs axali produqtis ganviTa-

rebisaTvis iaraRebsa da resursebsac ki awvdis.

momxmareblebisaTvis miwodebuli aseTi aRWurviloba

bevr axal teqnologiebs moicavs. maT Soris: kompiuteruli

modelirebisa da swrafi prototipebis Seqmnis saSualebas,

rac xels uwyobs produqtis swraf ganviTarebas naklebi

danaxarjebiT. magaliTad: Bush Boake Allen-i (BBA), specialuri

saneleblebis msxvili mimwodebeli iseTi kompaniisTvis,

rogorica aris Nestle, sTavazobs mowyobilobas,romelic mis

myidvelebs saSualebas aZlevs sakuTari saneleblebi

Seqmnan. amis msgavsad, GE Plastics-i myidvelebs kompaniis

monacemTa bazasTan Sexebis saSualebas aZlevs. sainJinro

eqspertiziT, modelirebis programebiTa da vebze

dafuZnebuli sxva saSualebebiT myidvels SeuZlia plastma-

sis ukeTesi produqcia Seqmnas. iseTi kompaniebi, rogorebic

arin LSI Logic da VLSI Technology myidvelebs awvdian Sesabamis

aRWurvilobas, romelTa saSualebiT maT SeuZliaT Seqmnan

sakuTari spacializebuli mikroCipebi da momxmareblebze

gaTvlili, integraluri sqemebi. rogorc xedavT myid-

velebis, rogorc novatorebis gamoyeneba faseulobis

Seqmnis uaxles saSalebad iqca.9

miuxedavad bevri dadebiTi Sedegisa, kompaniebma sifrTxile unda

gamoiCinon da axali produqtis ganviTarebis dros momxmarebelTa

SemoTavazebebs mTlianad ar unda daeyrdnon. es gansakuTrebiT exeba

maRalteqnologiur produqtebs. momxmareblebma SesaZloa arc icod-

nen, zustad ra sWirdebaT maT. aseT SemTxvevaSi `myidvelebi

gadawyvetilebis miRebisas ar arian sandoni. isini sakmarisad

informirebulni ar arian inovaciaTa procesis Sesaxeb. swored

amisTvis arsebobs R&D jgufi. am SemTxvevaSi, myidvelebs unda

mosTxovon Tqvan Tu ra undaT rom produqtma gaakeTos _ anu is,

risTvisac maT sWirdebaT produqti Tu momsaxureba~ _ ambobs

inovaciaTa menejmentis konsultanti.10

axali produqtis ideebis meore saukeTeso wyaros konkurentebi

warmoadgenen. kompaniebi Tvalyurs adevneben konkurentebis

reklamebsa da sxva marketingul komunikaciebs, raTa amoicnon

arsebiTi informacia axali produqtis Sesaxeb. isini yiduloben

axal konkurentul produqtebs,swavloben maT maxasiaTeblebs, aanal-

izeben gayidvebs. yovelive amis safuZvelze iReben gadawyvetilebas,

Seqmnan Tu ara sakuTari axali produqti.

axali produqtis Sesaxeb saukeTeso ideis wyaros aseve war-

moadgens distributorebi, mimwodeblebi da gadamyidvelebi.

gadamyidvelebi kargad icnoben bazars da, aqedan gamomdinare, maT

momxmarebelTa problemebsa da axali produqtis SesaZleblobebze

saintereso informaciis mopoveba SeuZliaT. mimwodeblebs ZaluZT

kompanias uambon axal koncefciebze, teqnologiebsa da masalebze,

romelTa gamoyenebac axali produqtebis SeqmnisTvis aris SesaZ-

lebeli. ideaTa sxva wyaroebis warmoadgens savaWro Jurnalebi,

gamofenebi da seminarebi, samTavrobo saagentoebi, axali produqtis

konsultantebi, sareklamo agentebi, marketinguli kvlevis firmebi,

universitetisa da komerciuli laboratoriebi da gamomgoneblebi.




axali produqtis ideaTa kvleva unda atarebdes ara SemTxveviT, aramed

sistematur xasiaTs. winaaRmdeg SemTxvevaSi, mxolod ramdenime idea ganxor-

cieldeba, danarCeni ki gafermkrTaldeba da daviwyebas miecema. menejments

aseTi problemebis Tavidan acileba ideaTa marTvis sistemis danergviT

SeuZlia, rac axali ideebis nakads marTavs. Sesabamisad, SesaZlebeli gaxdeba

maTi mogroveba,ganxilva da Sefaseba. aseTi sistemis Camoyalibebisas kompanias

SeuZlia isargeblos qvemoT CamoTvlili RonisZiebebiT erTad an cal-calke.

esenia:11

■ sworad SerCeuli adamianis daniSvna, romelsac kompaniis ideebis marTva

SeeZleba;

■ jvaredin mofunqcionire ideebis marTvis komitetis Seqmna, romelic Sedgeba

R&D-is, inJinrebis, Sesyidvebis, operaciebis, finansebis, gayidvebisa da mar-

ketingis sferoebis TanamSromlebisagan; maTi mizania, regularuli

Sexvedrebis safuZvelze Seafason axali ideebi.

■ 1-800-iT dawyebuli ufaso telefonis nomerisa da veb-gverdze sakontaqto

el-fostis Seqmna imaTTvis, visac TavianTi axali ideis kompaniisTvis

gaziareba surT.

■ kompaniis yvela mewilis – momuSave personalis, mimwodeblebis, distribu-

torebis, dilerebis – waxaliseba, raTa TavianTi ideebi menejers gauziaron.

■ formaluri e.w. wamaxalisebeli programebis Camoyalibeba imaT dasajil-

doeblad, vinc saukeTeso axal ideebs miawvdis kompaniebs.

ideaTa menejeris qmedebebi xels unda uwyobdes or sasurvel Sedegs:

pirveli – is unda exmarebodes inovaciaze orientirebuli kompaniis kul-

turis Camoyalibebas (bunebrivia, rom menejmenti mxars uWers, amxnevebs da

ajildoebs inovaciebs), meore – mas unda Semoqondes mravali idea, romelTa

Sorisac SesaZlebelia saukeTesos aRmoCena. sistmis daxvewasTan erTad, ideebi

ufro Tavisuflad ganxorcieldeba. amis Semdeg kargi ideebi arasodes gaxun-

deba, miuxedavad imisa, eyoleba Tu ara mas susti produqtis menejeri.

iiddeeaaTTaa SSeerrCCeevvaa

ideaTa generaciis mizania ideebis didi raodenobiT mogroveba, xolo Semdgomi

etapebis ki _ am raodenobis Semcireba. ideaTa Semcirebis pirveli etapi

iiddeeaaTTaa SSeerrCCeevvaaaa, rac kargi ideebis gamoyofisa da uperspeqtivo ideebis rac

SeiZleba swrafad Tavidan moSorebis saSualebas iZleva. momdevno etapebze,

kerZod ideis koncefciis ganviTarebisas, produqtis ganviTarebisTvis saWiro

xarjebi izrdeba. amitomac, kompanias surs mxolod is ideebi ganaviTaros, rac

SemdgomSi mogebian produqtad gadaiqceva.12

bevri kompania Tavisi aRmasrulebeli muSakebisagan moiTxovs, axali pro-

duqtis ideebi standartuli formiT warmoadginon, rac axali produqtis

komitetis mier maT ganxilvas gauiolebs. aseTi Canaweri aRwers produqts,

miznobriv bazarsa da konkurentebs. zogadad fasdeba bazris sidide, pro-

duqtis fasi, ganviTarebis dro warmoebis xarjebi da Semosavlis done.

komiteti ideas ZiriTadi kriteriumebis mixedviT afasebs. magaliTad, KaoCompany-Si _ iaponuri samomxmareblo produqciis mwarmoebeli didi kompania

_ komiteti svams aseT SekiTxvebs: namdvilad gamosadegia Tu ara produqti

momxmareblebisa da sazogadoebisaTvis? kargia Tu ara is kompaniisaTvis?

Seesabameba Tu ara is kompaniis calkeul miznebsa da strategiebs? kompanias

gaaCnia Tu ara personali, unari da resursebi, raTa produqti warmatebuli

gaxados? konkurent produqtebTan SedarebiT moaqvs Tu ara meti faseu-

lobebi? advilia Tu ara reklamis gakeTeba da distribucia? da a.S. bevr kom-

panias axali produqtebis ideaTa SerCevisa da SefasebisaTvis kargad

Seqmnili, daxvewili sistemebi aqvT SemuSavebuli.

kkoonncceeffcciiiiss ggaannvviiTTaarreebbaa ddaa ggaammooccddaa

ideebis SerCevis Sedegad yuradsaRebma ideam axal safexurze, kerZod – kkoonnccee--

ffcciiiiss ggaannvviiTTaarreebbiissaa ddaa ggaammooccddiiss safexurze unda gadavides. Zalian mniSvne-

lovania erTmaneTisgan ganvasxvaoT produqtis idea, produqtis koncefcia da

iiddeeeebbiiss SSeerrCCeevvaa (Ideascreening)axali produqtis

ideebis filtracia,

maTgan saukeTesoebis

SerCevis mizniT.



giWirT cxel-cxeli ideebis mofiq-

reba axal produqtTan dakavSirebiT?

ewvieT Eurika! Ranch-s. 75,000-150,000dolaris farglebSi Tqven SegiZ-

liaT marketingis aTobiT menejeri

daasvenoT da kargi dro gaatarebi-

noT. Eurika!Ranch, romelic 80 akrzea

gaSenebuli, moicavs xelburTis moed-

nebs,tbas sawylosno sportisaTvis da

golfis mindors _ es adgili da-

sasvenebel kurorts ufro hgavs, vid-

re adgils, sadac axali produqtis

Sesaqmnelad ideebi ibadeba.

Eurika!Ranch-is mizani marto dasvenebada kargi dros tareba rodia. piri-

qiT, es aris adgili Zalian serio-

zuli biznesisaTvis – sivrce, sadac

axali produqtebis Sesaxeb ideebi

ibadeba.Eurika!Ranch-is fuZemdebelia

Procter&Gamble-is `master marketolo-

gi - gamomgonebeli~ doug holi. es

yvelaferi cotaTi sigiJesac hgavs.

ganixileT qvemoT moyvanili

magaliTi.

Gardetto-s – wasaxemsebeli sakvebi

produqtebis mwarmoebeli kompaniis

- aRmasruleblebma Eurika!Ranch-iskari SeaRes. maT dilaadrian sasi-

amovno kompoziciebiT 2-kaciani

jaz-bendi Seegeba. metad energiuli

musikis TanxlebiT doug holi da

misi momsaxure personali stumrebs

egebebian Rimiliani saxeebiT,

guliTadi misalmebiTa da

sxvadasxva wasaxemsebeli

produqtiT. cisfer, havais stilis

perangsa da jinsebSi gamowyobili

holi male Tavis stumrebs sas-

tumro oTaxis centrSi uyris Tavs.

mis fexebTan raRac grovas zemodan

zewari faravs. mcire wardgenis

Semdeg, romelSic is aRniSnavs,

rom `dRes realoba ar aris

mniSvnelovani~, holi fexebTan

ganTavsebul grovas zewars xdis

da stumrebi xedaven iaraRebis

grovas. jariskacis SeZaxiliT is

xels stacebs iaraRs da moulod-

nelad cecxls uxsnis Sokirebul

monawileebs. erT wuTSi isinic

brZolaSi ebmebian da erTmaneTs

ferad-feradi saRebavebiT savse

pistoletebs umizneben. TamaSi

iwyeba...

Eureka! Ranch-is yoveldRiur cxov-

rebaSi sigiJe xSiria... doug holi,

romelsac erTxel `bil geitsis, ben

franklinisa da Bozo jambazis kombi-

nacia~ uwodes, monawileebs SeboWi-

lobis gadalaxvasa da TavianTi no-

vatoruli niWis gamomJRavnebaSi

exmareba. Eureka!Ranch qmnis saWiro

garemos, romelic sakonferencio

oTaxSi SemoqmedebiTobis gaRvivebas

uwyobs xels. amis Sedegia axali

produqtebisa da momsaxurebebis

brwyinvale ideebi da strategiebi.

Gardetto-m, romlis mTavari produq-

tis saxelia Snak-ens _ krendelebis,

Wvavis xraSuna Cxirebisa da puris

Cxirebis kombinacia _ 15-kaciani jgu-

fi gagzavna Eureka!Ranch-is ordRe-naxevrian programaze dasaswrebad.

Eureka!Ranch-is am programis dRisganrigi seriozuli da ideurad mar-

tivi iyo. `me ar vmuSaob asortimen-

tis gafarToebaze an, ubralod, karg

ideaze. me veZeb raRac brwyinvales!~

Eureka! Ranch: aaxxaallii pprrdduuqqtteebbiiss SSeeqqmmnniissaaTTvviiss

iiddeeaaTTaa mmooZZiieebbiiss mmeeTTooddeebbii ddaa ssiiggiiJJeeeebbii

8.1

axali produqtebis ideebis generireba: Eurek!!Ranch axla SemoqmedebiT

siyvaruls aerTianebs ufro sistemur procesebTan da realuri msof-

lios monacemebTan. magram, mecnierul meTodTan erTad mas mainc

sigiJis elferi dahkravs!

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


_ ganacxada Gardetto-s vice-preziden-tma nan gardetom. magram pirvelive

dRis programa Tavisufali da qmede-

bebiT datvirTuli iyo. gulisamaCqa-

rebeli iaraRebiT TamaSs mohyva go-

nebis gasavarjiSebeli leqciebi.

pirveli dRis udidesi nawili daeT-

mo rac SeiZleba meti giJuri ideis

SemuSavebas. realoba? ar aris mniS-

vnelovani!

Eurika!Ranch-Si ideaTa swrafi

tempiT, TamaSiT generirebis erTi Se-

xedviT sasacilo stili, kars uRebs

axal ideaTa talRas. is iwyeba `tvi-

nis Sturmis~ (brainstorming) savarji-

SoebiT, romelic gonebas aviTarebs

da ideaTa generirebas klientis

problemis irgvliv axdens. pirvel

dRes Seqmnili arc erTi idea arap-

raqtikuli araa da yoveli maTgani

Cawerilia. ranCoSi sadilze myofi

klientebi 1,500_2,000-mde ideas ude-

ben dasabams. isini TavianTi Sromis

nayofs mxolod sadilis Semdeg afa-

seben. `Gardetto-s jgufisaTvis iseTi

idea, rogoricaa Gar-Chia _ wasaxemse-beli produqti, romelic wyalSi

fuvdeba _ sanagveSi ikavebs adgils.

magram sxvadasxva idea umravlesobis

mxardaWeras imsaxurebs. Ramis 11

saaTze, rodesac klientebi dasasve-

neblad midian, Eureka!Ranch-is dauRa-lavi personali _ `gawrTvnili go-

neba~ _ dRis Sedegebs ajamebs da

aanalizebs.

meore dRe iwyeba msuye sauzmiTa

da tvinis gamosafxizlebeli yaviT.

Semdeg Gardetto-s jgufi uzarmazar

dafasTan ikribeba, romelzec

Eureka!Ranch-is personals Camowerili

aqvs yvelaze popularuli 12 pro-

duqtis da yvelaze popularuli 19

axali pozicionirebis ideebi, rom-

lebsac safuZveli swored wina dRes

Caeyara. gundi mimoixilavs koncef-

ciebs, maTgan saukeTesoebs Rrmad

aanalizebs da TiToeuls Tavidan

uyris kenWs. dRis darCenil nawils

isini gamarjvebuli ideebis deta-

lur ganxilvas uTmoben. `wina dRes,

romlis mizania yvelanairi ideis ga-

moTqma, rac ki TavSi mogiva, mosdevs

meore dRe, romlis amocana ufro me-

ti koncentrireba; monawileebi

grZnoben, rom isini diskusiebs mar-

Taven im ideebis irgvliv, romel-

Tagan SeiZleba ganviTardes wasaxem-

sebeli produqtebis sruliad axali

seria.~

maSinac ki, rodesac jgufi seri-

ozul sakiTxebs ganixilavs, atmos-

fero mxiaruli da msubuqia. `marto

is faqti, rom saTamaSo pistoleti-

dan nasroli burTi wuiliT gadag-

ifrens Tavze, raRac sxva fiqrebs

badebs. es qaoss kidev ufro metad

amZafrebs. aseTi tipis TamaSebis

mowyobis survili ofisSic gagiC-

ndebaT. magram es araa realuri sam-

yaro,~ _ ambobs erT-erTi monawile.

dRis bolos Gardetto-s jgufi gan-

satvirTad iqve restoranSi sadilze

midis. amasobaSi, doug holi da misi

personali saboloo dRisaTvis emza-

debian. isini ideaTa CamonaTvals am-

cireben da weren koncefciebs, rom-

lebic maTi azriT, axali produq-

tisaTvis yvelaze mniSvnelovania.

bolo dRe: `kidev erTi nisliani

dila, kidev erTi gemrieli sauzme da

kidev erTi finjani yava gonebis ga-

mosafxizleblad,~ _ ase aRwers

damkvirvebeli am suraTs. fexSiSve-

la holi, romelsac muqi wiTeli man-

tia acvia Gardetto-s jgufis Sedegebs

waradgens _ saukeTesoTa Soris sau-

keTesoebs. jgufi msjelobs TiToe-

uli axali produqtis ideis ir-

gvliv. zogierTi uaryofilia, maga-

liTad, SabaTis Ramis Snack’Ems (ta-

faze gamomcxvari xorblis puri) da

Bistro Baguettes (tkbili puri Jolos

SampanuriTa da yvelis naRebiT). mag-

ram sxva ideebs bevri mxardamWeri

hyavs. Gardetto-s personali kmayofilia

_ isini ukan brundebian SefuTvasTan

dakavSirebli 16 axali ideiT, 9 axa-

li logoTi da R&D samzareuloe-

bisaTvis wasaxemsebeli sakvebi pro-

duqtis ramdenime axali koncefciiT.

Gardetto-s kmayofileba tipuri movle-

naa. axlaxan sazogadoebam `kadrebis

ganyofilebis aRmasrulebelma~

Eureka!Ranch qveynis 10 saukeTeso

trening-programis Sem-qmnelebs

Soris daasaxela. monawileebis 85%

programas asaxelebs saukeTeso

trening-programad, romelsac odesme

daswrebian. Eureka!Ranch-is sesiebismonawileTa 80%-ze mets iseTi cno-

bili kompaniebi Seadgenen, rogore-

bica arian Ford, Fidelity, Tenneco,Johnson&Johnson, Walt Disney, Nike, Frito-Lay, Procter&Gamble da American Exspress.`rodesac dougi Disney-s xvdeba, nay-ofiereba arasodes agvianebs. Cveni

gundi swored maSin iwyebs warmate-

bul muSaobas, rodesac dougi Cven-

Tan erTad fiqrobs~, _ ambobs Disney-saRmasrulebeli Eureka! Ranch-is stum-robis Semdeg.

4000-ze met axal produqtsa da

ganviTarebisaTvis mebrZol 6,000

mowinave jgufTan muSaobis wyalo-

biT Eureka!Ranch-ma bevri kargi gakve-Tili miiRo imasTan dakavSirebiT,

Tu rogor miaRwios warmatebas. sain-

tereso isaa, rom mxiaruli TamaSebi

nayofier ideebs aZlevs dasabams.

sinamdvileSi, bolo wlebSi

Eureka!Ranch-is sesiebi ufro serio-zuli da naklebad qaosuria. axla

is `sigiJes~ `meTodurobiT~ abal-

ansebs.

swrafi qmedebebi da tvinis Se-

moqmedebiTi Sturmi isev grZeldeba

(videoTamaSebi kvlav gamoiyeneba) da

Eureka!Ranch gvpirdeba sesiebs (Sex-

vedrebs), romlebic Tqvens fiqrebs

`gaaRviZebs da ubiZgebs~ warmate-

bisaken. magram axla sesiebs mxars

umagrebs didi raodenobis xaris-

xiani monacemebi, romlebic

Eureka!Ranch-ma wlebis ganmavlobaSi

axali produqtis ganviTarebaze mu-

Saobisas SeiZina. `tvinis Sturmis~

meTodTan erTad, axla klientebi

`marketingis fizikis 3 kanonsa~ da

`kapitalisturi SemoqmedebiTobis

kanonebs~ swavloben. im mxiarul

sesiebs axla produqtis ganviTa-

rebis ganaxlebuli iaraRebi da uf-

ro meToduri procesebi avsebs. maga-

liTad, Eureka!Ranch-ma Seqmna Tavisi

kompiuteruli programa Merwyn _

axali ideebis Semajamebeli sistema.

Merwyn erT milionze met monacems

moicavs, romelTa meSveobiT SesaZ-

lebelia axali produqtis bazarze

warmatebis gansazRvra.

doug holiseuli ganmartebidan

gamomdinare, axali produqtis war-

mateba `araa SemTxveviTi... arsebobs

warmoebis mecnieruli gakveTilebi

da kanonebi, romlebsac SeuZliaT

ufro metis SeZenaSi daxmareba, maTi-

ve wyalobiT dakargavT naklebs da

gaakeTebT ufro met fuls.~ Eureka!Ranch axla SemoqmedebiT siyvaruls

aerTianebs ufro sistematur proce-

sebTan da realuri msoflios mona-

cemebTan. magram, mecnierul meTod-

Tan erTad, mas mainc sigiJis elferi

dahkravs.

wwyyaarrooeebbii:: Quotes and other information from ToddDatz, “Romper Ranch,” CIO, May 15, 1999; LoriDahm, “Pursue Passion,” Stagnito’s New ProductsMagazine, October 2002, p. 58; Eva Kaplan-Leiserson, “Eureka!: This little-Ranch-that-CouldTeaches You to ‘Win More, Lose Less, and MakeMore Money,’” T&D, December 2001, p. 50(14);Geoff Williams, “I’ve Got an Idea!” Entrepreneur,December 2001, p. 36; Monique Reece, “ExpertShares His Ideas to Jumpstart Businesses,” DenverBusiness Journal, September 28, 2001, p. 33A;Doug Hall, Jump Start Your Business Brain(Whitehall, VA: Betterway Publications, 2002); JohnEckberg, “New Radio Host takes on Small Biz,” TheCincinnati Enquirer, January 13, 2003, p. 7B; andwww.eurekaranch.com, August 2003.

produqtis imiji. produqtis idea aris idea im SesaZlo produqtisa, romelsac

kompania SesTavazebs bazars. pprroodduuqqttiiss kkoonncceeffcciiaa aris im ideis detaluri

aRwera, ise, rom gasagebi iyos momxma-reblisTvis. produqtis imijis saxiT

aRiqvamen momxmareblebi arsebul Tu

potenciur produqts.

kkoonncceeffcciiiiss ggaannvviiTTaarreebbaa.. Daimler Chryslergazze da eleqtrul elementebze momu-

Save sacdeli eleqtromobilis gamosaS-

vebad emzadeba. am manqanis kombinire-

buli sistema garemos aranairad ar

abinZurebs. is meTanolis gazze muSaobs

(es sawvavi 75%-iT metad efeqturia,

vidre benzinze momuSave Zrava). axal

manqanas garemos dacvis mxriv upirate-

sobas aniWebs da ukan itovebs Sigawvis

Zravaze an eleqtro akumulatorze mo-

muSave manqanebs.

amJamad, Daimler Chrysler-i NECAR 5-scdis (axali, subkompaqturi eleqtromo-

bilis prototips) da momxmarebli-

saTvis amgvari manqanis miwodebas 2006

wlisaTvis gegmavs. A klasis Mercedes-zedafuZnebuls, NECAR advilad aRwevs 90

mils saaTSi siCqares da SeuZlia gaia-

ros 280 mili (erTi eleqtro datenviT). amiT igi jobia eleqtromanqanas, ro-

melsac mxolod 80 milis gavla SeuZlia da mere saWiroebs 3-dan 12 saaTamde

batareebis datenvas.13

Daimler Chrysler-is amocanas warmoadgens am axali produqtisagan alter-

natiuli produqtis koncefciebis Seqmna, aseve imis Seswavla Tu ramdenad

mimzidvelia TiToeuli koncefcia myidvelisTvis, da mxolod amis Semdeg kon-

cefciebs Soris saukeTeso SearCios. man SeiZleba Camoayalibos produqtis

Semdegi koncefciebi kombinirebul sawvavze momuSave manqanis Sesaqmnelad:

kkoonncceeffcciiaa 11:: saSualoze dabali fasis subkompaqturi manqana qalaqSi

samgzavrod, romelic ojaxSi meore manqanad gamoiyeneba. igi idealuria

saqmeebze sarbenad da megobrebis mosanaxuleblad.

kkoonncceeffcciiaa 22:: saSualo fasis mqone kompaqturi sportuli manqana,romelic

axalgazrdebzea gaTvlili.

kkoonncceeffcciiaa 33:: iafi, `mwvane~ manqana, romelic gaTvlilia garemos sisuf-

Tavis SenarCunebisaTvis orientirebul adamianebze, romelTac sWirdebaT

transportireba da garemos mciredi dabinZureba.

kkoonncceeffcciiaa 44:: jipis tipis manqana, romelic zedgamoWrilia moculobis

moyvaruli myidvelisTvis,romelic amavdroulad sawvavis did xarjs ganic-

dis.

kkoonncceeffcciiiiss ggaammooccddaa.. kkoonncceeffcciiiiss ggaammooccddaa gulisxmobs axali produqtis kon-

cefciaTa miznobrivi momxmareblebis jgufebTan testirebas. momxmarebli-

saTvis koncefciebi SesaZloa warmodgenili iyos simbolurad an fizikuri

modelis saxiT. magaliTisaTvis ganvixiloT zemoTmoyvanili koncefcia:

efeqturi, advilad samarTavi, kombinirebul sawvavze momuSave kom-

paqturi eleqtromanqana, romelic 4 adamians itevs. es maRalteqno-

logiuri saocreba praqtikul da sando transportirebas garemos

dabinZurebis gareSe gvTavazobs. is saaTSi 90 mils aviTarebs da ele-

qtroakumulatorebze momuSave eleqtromobilisagan gansxvavebiT, aku-

mulatorebis Tavidan gadatenva arasdros sWirdeba. is 20000 dolari

Rirs.

zogierTi koncefciis gamocdisTvis koncefciis sityvierad an suraTiT

aRwera sakmarisia. miuxedavad amisa, koncefciis ufro konkretuli da



pprroodduuqqttiiss kkoonncceeff--

cciiaa (Product concept)axali produqtis

detaluri aRwera,

rac advilad gasage-

bi iqneba momxmareb-

lisTvis.

■ Daimler Chrysler-is mizania SeimuSaos kombinirebuli, e.w. sawvav-elemen-

tebze momuSave eleqtromobili.

kkoonncceeffcciiiiss ggaammooccddaa

(Concept testing)koncefciis gamocda

gulisxmobs axali

produqtis koncef-

ciaTa miznobrivi

momxmareblebis jgu-

febTan testirebas,

raTa dadgindes misi

mowonebis xarisxi.


fizikuri wardgena koncefciis testirebis sandoobas zrdis. dRes zogierTi

marketologi inovaciur gzebs poulobs, produqtis koncefciebis Sesaqmnelad,

romlebic momxmareblisaTvis ufro realuri iqneba. magaliTad, zogierTi

iyenebs virtualur realobas. virtualuri realobis programebi, kompi-

uterebsa da sensorul saSualebebs iyeneben (xelTaTmanebi da damcavi

saTvaleebi) realobis modelirebis mizniT. samzareulos dizainerebs

SeuZliaT iseTi virtualuri realobis programa gamoiyenon, romelic myid-

vels daexmareba `dainaxos~ rogor gamoiyureba misi momavali samzareulo da

rogori iqneba igi muSaobaSi. Tmis stilistebi virtualur realobas wlebis

ganmavlobaSi iyeneben, raTaAmomxmareblebs uCvenon, rogori iqnebodnen axali

stilis varcxnilobiT. miuxedavad amisa, virtualuri realoba jer momwifebis

fazaSia, misi gamoyeneba jer kidev yoveldRiurad izrdeba.14

koncefciis ganxilvis Semdeg momxmareblebs SesaZloa sTxovon, pasuxebi

gascen SekiTxvebs, rogoric naCvenebia cxrilSi 8.1. miRebuli pasuxebi kompa-

nias daexmareba gadawyvitos, Tu romel koncefcias aqvs yvelaze meti Zala.

magaliTad, bolo SekiTxva exeba momxmareblis ganzraxvas yidvasTan

dakavSirebiT. vivaraudoT, rom momxmarebelTa 10%-s yidva `gadaWriT~ aqvs

gadawyvetili, 5% ki pasuxobs _ `SesaZloa~. kompanias SeuZlia es maCvenebeli

mTlian miznobriv jgufze ganavrcos, raTa potenciuri gayidvis moculoba

Seafasos. Tumca amis Semdegac ki Sefaseba swori ar aris, radgan xalxi

yovelTvis ar asrulebs Tavis ganzraxvebs.

bevri kompania axali produqtis koncefciebs momxmarebelTan erTad

ganuwyvetliv amowmebs manamde, sanam maT realur produqtebad ar aqcevs.

magaliTad, yovelTviurad Acu POLL 40 axali produqtis kocefcias 100 qveynis

masStabiT gastronomiuli maRaziebis momxmareblebTan amowmebs da maT hyofs

an `wminda oqros~ an `sulelTa oqros~ kategoriebad. sul axlaxans,

gamokiTxvebSi Nabisco-s Oreo-s Sokoladis peCeniis koncefciam miiRo iSviaTi

maCvenebeli A+, rac imas niSnavs, rom momxmareblebi fiqroben, rom es aris

gamorCeuli koncefcia, romelsac gasinjavdnen da iyididnen. Glad Ovenware-ma,Reach Whitening-ma, Tape Dental Floss-ma da Lender’s Bake at Home Bagels-mac did warmate-bas miaRwies. sxva produqtis koncefciebi ki arc Tu saxarbielo aRmoCnda.

antibaqteriuli kbilebze Sesasxurebeli Nubrush -is sadezinfeqcio xsnarma,romelsac Applied Microdontics-i awarmoebs, miiRo F (Cavardnis niSani).momxmarebelTa azriT, Nubrush-i Zalze Zviria da maT uCndebaT problema,

romelic swored `infeqciuri~ kbilis jagrisebiT aris gamowveuli. momxmare-

blebi ukmayofilo darCnen agreTve preparatiT Excedrin Tension Headache CoolingPad-iTac. sxva koncefcia, romelmac aseve marcxi ganicada iyo Ohet Williams 5Minute Marinade-i, romelic myidvelebma specialuri SpriciT xorcSi unda

Seiyvanon. `sursaTis maRaziis Taroze amis danaxva ar SemiZlia. ubralod,

politikurad ar aris marTebuli am saxis Spricis maRaziaSi dadeba,~ _ aseT

ccxxrriillii 88..11 kiTxvari kombinirebul sawvavze momuSave manqanis

koncefciis Sesaxeb:

1. gesmiT kombinirebul sawvavze momuSave manqanis koncefcia?

2. gjeraT aseTi manqanis maxasiaTeblis?

3. ra aris ZiriTadi sargebeli kombinirebul sawvavze momuSave manqanisa Cveulebriv

manqanasTan SedarebiT?

4. raSia misi upiratesoba eleqtromobilTan? (mxolod akumulatorze momuSave

avtomanqanasTan?)

5. ra SegiZliaT SesTavazoT gaumjobesebebis mizniT sawvav-elementebze momuSave

manqanisTvis?

6. ra SemTxvevaSi amjobinebT kombinirebul sawvavze momuSave manqanas Cveulebriv man-

qanas?

7. ra aris aseTi manqanis fasi?

8. vin miiRebda monawileobas Tqvens gadawyvetilebaSi aseTi manqanis SeZenis dros?

9. iyiddiT aseT manqanas?

komentars akeTebs Acu POLL-is warmomadgeneli. zogierTi momxmarebeli

SesaZloa fiqrobdes, rom xorcSi SpriciT raRacis Seyvana sazizRrobaa.15

Hershey Tavisi produqtis koncefciis testirebas veb-gverdis saSualebiT

awarmoebs. is onlain testebs iyenebs, raTa Tavisi produqtis koncefciis

yvela aspeqtTan dakavSirebiT safuZvliani informacia moipovos. SesaZloa

momxmareblebs aCvenon suraTebi, romlebzec asaxulia fqviliT moTxvrili

tkbileulobis maRaziebi Tu sacxobebi da potenciuri produqtebis saxelebze

azri SeekiTxon. `SesaZloa saWiro gaxdes 100 koncefciis testireba,raTa erTi

kargi produqti miviRoT, romelic bazarze gava,~ _ ambobs Hershey-is erT-erTi

mkvlevari. koncefciis onlain-testirebiT Hershey-m am axali produqtis

ganviTarebisaTvis saWiro dro ori mesamediT Seamcira.16

mmaarrkkeettiinngguullii ssttrraatteeggiiiiss ggaannvviiTTaarreebbaa

davuSvaT Daimler-Chrysler-isaTvis mesame koncefcia _ kombinirebul sawvavze

momuSave eleqtromanqanasTan dakavSirebiT _ misaRebi aRmoCnda. momdevno

nabiji gaxlavT mmaarrkkeettiinngguullii ssttrraatteeggiiiiss ggaannvviiTTaarreebbaa _ ZiriTadi mar-

ketinguli strategiis Seqmna, romliTac es manqana bazarze gava.

mmaarrkkeettiinngguullii ssttrraatteeggiiiiss ggaannaaccxxaaddii Sedgeba 3 nawilisgan: pirveli nawili

aRwers miznobriv bazaars da dagegmili produqtis pozicionirebas. agreTve,

saxavs gayidvebis, bazris wilisa da mogebis miznebs pirveli ramdenime wlis

ganmavlobaSi.

amdenad, Cven SemTxvevaSi mmiizznnoobbrriivvii bbaazzaarrii aris SedarebiT axal-

gazrda, kargi ganaTlebis mqone, saSualodan maRali Semosavlis mqone

individebi, wyvilebi an patara ojaxebi, romelnic eZeben praqtikul,

garemos sisufTaveze gaTvlil satransporto saSualebas. manqanis

pozicionireba moxdeba imis mixedviT, Tu ramdenad ekonomiuri iqneba

misi eqsploatacia, ramdenad sasiamovno iqneba misi tareba da ramde-

nad naklebad daabinZurebs haers. aseTi tipis manqana naklebad

SezRudulia, vidre mxolod eleqtronul akumulatorebze momuSave

eleqtro manqanebi. kompania miznad isaxavs pirvel wels 100 000 manqa-

nis gayidvas. maTi gaTvlebiT zarali ar unda aRematebodes 15 milion

dolars. meore wels igi miznad isaxavs 120 000 manqanis gayidvas,

saidanac mosalodnelia 25 milioni dolaris mogeba.

marketinguli strategiis ganacxadis meore nawili xazs usvams produqtis

dagegmil fass, distribuciasa da pirveli wlis marketingul biujets:

kombinirebul sawvavze momuSave eleqtromanqana 3 feris iqneba:

wiTeli, TeTri da cisferi. mas eqneba haeris kondicioneri (arCeviT)

da meqanikurad momuSave siCqareTa gadacemis kolofi. misi sacalo

gasayidi fasi iqneba 20,000 dolari, romlis 15% dilerisaTvis iqneba

gankuTvnili. dilerebi, romlebic TveSi 10 manqanaze mets yidian, im

TveSi TiToeul manqanaze damatebiT 5%-is fasdaklebas miiReben.

sareklamo kampaniaze 50 milioni dolari iqneba gamoyofili. reklama

yuradRebas gaamaxvilebs manqanis sasiamovno mxaresa da gamona-

bolqvis dabal maCvenebelze. erTi wlis ganmavlobaSi marketingul

kvlevaze 100,000 dolari daixarjeba imis dasadgenad, vin yidulobs

manqanas da rogoria maTi kmayofilebis done.

marketinguli strategiis ganacxadis mesame nawili aRwers dagegmil

grZelvadian gayidvebs, mogebis mizansa da marketinguli kompleqsis (4P)strategias.

Daimler Chrysler-i miznad isaxavs mTeli saavtomobilo bazris 3%-is

dapyrobas da investiciaze ukugebas 15%-is odenobiT. amis misaRwevad

droTa ganmavlobaSi produqtis xarisxi unda gaumjobesdes. meore da

mesame weliwadSi fasebi gaizrdeba, Tu amis saSualebas konkurencia

miscems. mTeli sareklamo kampaniis biujeti yovelwliurad 10%-iT

gaizrdeba. marketinguli kvleva ki pirveli wlis Semdeg yovelwliu-

rad 60,000 dolaramde Semcirdeba.



mmaarrkkeettiinngguullii ssttrraa--

tteeggiiiiss ggaannvviiTTaarreebbaa

(Marketing strategydevelopment)ZiriTadi marketin-

guli strategiis

Seqmna axali pro-

duqtisaTvis.


bbiizznneess--aannaalliizzii

mas Semdeg, rac menejmentma miiRo produqtis koncefcia da marketinguli

strategia, mas SeuZlia SeTavazebuli winadadebis biznes-momxibvleloba

Seafasos. bbiizznneess--aannaalliizzii axali produqtis gayidvis, xarjebisa da mogebis

prognozis analizia, raTa dadgindes akmayofilebs Tu ara mocemuli faq-

torebi kompaniis miznebs. am SemTxvevaSi, produqts SeuZlia misi ganviTarebis

momdevno etapze gadavides.

gayidvis Sesafaseblad kompaniam msgavsi produqtebis gayidvebis isto-

rias unda gadaxedos da bazris Sexedulebebi Seiswavlos. Semdeg, mas SeuZlia

gayidvebis moculobis minimumi da maqsimumi daadginos, raTa riskis diapazoni

gansazRvros. gayidvebis winaswari gegmis momzadebis Semdeg menejments

SeuZlia produqtis mosalodneli xarjebi da mogeba Seafasos. xarjebi

moicavs marketingze, R&D-ze, sawarmoo operaciebsa da sxva daniSnulebiT

gaweul danaxarjebs. Semdeg kompaniam gayidvisa da xarjebis maCveneblebi unda

gamoiyenos, raTaAaxali produqtis finansuri momxibvleloba gaanalizos.

pprroodduuqqttiiss ggaannvviiTTaarreebbaa

Tu produqtis koncefcia gaivlis biznes-analizs, is pprroodduuqqttiiss ggaannvviiTTaarreebbiiss

fazaSi gadava, sadac is R&D-isa Tu inJinrebis meSveobiT fizikur produqtad

gadaiqceva. am SemTxvevaSi produqtis ganviTarebis etapi didZal investicias

moiTxovs. es gviCvenebs, SesaZlebelia Tu ara produqtis idea sasurvel pro-

duqtad gadaiqces.

R&D-is departamenti Camoayalibebs da testirebas Cautarebs produqtis

koncefciis erT an ramdenime fizikur versias. R&D cdilobs Seqmnas pro-

totipi, romelic momxmareblebs daakmayofilebs, moxiblavs da romlis war-

moeba swrafad iqneba SesaZlebeli biujetSi arsebuli TanxebiT. warmatebuli

prototipis Seqmnas SesaZloa dasWirdes dReebi, ramdenime kvira, Tveebi an

wlebic ki. xSirad, produqtebs mkacr testirebas utareben raTa darwmundnen,

rom isini usafrTxo da efeqturia. darwmuneba agreTve saWiroa imaSi,rom momx-

marebeli swored maTSi aRmoaCens misTvis sasurvel faseulobas. ganvixiloT

produqtis testirebis ramdenime magaliTi:17

myvinTavi Tojina barbi 15 saaTis ganmavlobaSi wyalSi unda imy-

ofebodes, raTa daakmayofilos Mattel-i, rom is, sul mcire, 1 weliwads

gaZlebs. magram gamomdinare iqidan, rom am Tojina barbis fexebi

SesaZloa patara mflobelebis

pirSi ufro xSirad aRmoCndes,

vidre pirsabanSi, Mattel-ma CaataraSemdegi, ufro mkacri testi: barbis

fexebi daamagrebs rkinis

samagrebiT, raTa misi kani ar

daskdes da amiT, Sesabamisad,

gaakvirvon arsebuli mflobelebi.

Gillette-is SemTxvevaSi, testire-

bis procesSi TiTqmis yvela

CarTulia. kompaniaSi yovel samu-

Sao dRes 200 moxalise samsaxurSi

gauparsavi midis. isini kompaniis

meore sarTulze ikribebian da

saparsi qafis niJariTa da sarkiT

aRWurvil patara kabinebSi Sedian.

aq isini instruqcias teqnikis spe-

cialistebisagan iReben, romlebic

moxaliseebs fanjris meore mxri-

dan uxsnian, rogor gamoiyenon

saparsi, gasaparsi qafi Tu gapar-

svis Semdeg saWiro losioni. mox-

aliseebi afaseben saparss basri

piris, gaparsvis mere kanis siglu-

bbiizznneess--aannaalliizzii

(Business analysis)axali produqtis

gayidvis, xarjebisa

da mogebis progno-

zis analizia, raTa

dadgindes akmayo-

filebs Tu ara mo-

cemuli faqtorebi

kompaniis miznebs.

pprroodduuqqttiiss ggaannvviiTTaa--

rreebbaa (Productdevelopment)produqtis konce-

fciis ganviTareba

da fizikur produq-

tad gardaqmna, raTa

darwmundeT, rom am

produqtis idea war-

matebiT realizdeba

sasurvel produqtSi.

■ produqtis testireba: Gillette-i iyenebs moxalise TanamSromlebs

axali saparsi mowyobilobebis testirebisas - `Cven imdenad virjebiT,

rom Tqven, saxlSi, aucileblad kmayofili darCebiT Cveni saparsiT~.

vesa da saparsis kolofis moxerxebulobas. Sxapis oTaxSi qalebi

gadian imave rituals fexebze, iRliebsa da,rogorc kompania delikat-

urad aRniSnavs, `bikinis areze~. `Cven imdenad virjebiT, rom aucile-

blad kmayofili darCebiT,~ – ambobs Gillette-is erT-erTi Tanam-

Sromeli.

axal produqts funqciuri maxasiaTeblebi da fsiqologiur niSan-Tvisebebi

unda hqondes. magaliTad, kombinirebul sawvavze momuSave manqanam momxmare-

blebi unda moxiblos komfortulobiT, usafrTxoebiTa da kargi dizainiT.

menejmentma unda Seiswavlos ra ganapirobebs im azrs, rodesac momxmareblebi

manqanas komfortulad Tvlian. zogierTi momxmareblisTvis es niSnavs, rom

manqanas `solidurxmiani~ karebi aqvs. sxvebisTvis es avariebis dros manqanis

gamZleobas niSnavs. samomxmareblo testireba tardeba iq, sadac momxmareblebi

manqanas Sesamowmeblad midian da mis atributikas afaseben.

tteessttmmaarrkkeettiinnggii

Tu produqti funqciur da momxmarebelTa testirebas gaivlis, momdevno safex-

uri aris tteessttmmaarrkkeettiinnggii – axali produqtis ganviTarebis safexuri, rodesac

produqtisa da marketinguli programis testireba SedarebiT realur

sabazro garemoSi tardeba. testmarketingi marketologs saSualebas aZlevs

Seafasos produqti manam, sanam misi seriuli warmoeba moxdeba. is kompanias

produqtisa da mTeli marketinguli programis – strategiis, reklamis, dis-

tribuciis,faswarmoqmnis, brendirebis, SefuTvisa da biujetirebis - Semowmebis

saSualebas aZlevs.

sxvadasxva axali produqtis SemTxvevaSi, testmarketingis Catarebis for-

mati gansxvavdeba. misi xarji SeiZleba didi iyos da moiTxovos garkveuli

dro, romelic konkurentebs saSualebas miscems moipovon upiratesoba. im

SemTxvevaSi ki,rodesac produqtis Seqmnisa da danergvis xarjebi dabalia, kom-

panias mcire testmarketingis Catareba an masze saerTod uaris Tqma SeuZlia.

sinamdvileSi, bolo wlebSi momxmareblebis mier SefuTuli produqciis mwar-

moebeli firmebis mxridan axali saqonlis testmarketingis done Semcirda.

magaliTad,P&G-ma Folger-is ukofeino granulebiani yava testmarketingis gareSe

gaitana bazarze; Pillsbury-mac Chewy-s saReWi filebi da SokoladiT dafaruli

Granola Dipps-i standartuli testmarketingis gareSe gamouSva.

rodesac axali produqtis danergva did investicias moiTxovs an menej-

menti produqtsa Tu marketingul programaSi darwmunebuli araa, kompanias

SeuZlia Zalian didi intensiobis testmarketingi Caataros. magaliTad, sanam

Lever USA warmatebul Lever 2000-issapons saerTaSoriso bazarze gaitanda,

atlantaSi mis Semowmebas 2 weliwadi

dauTmes. Frito-Lay-m sam bazarze sul

mcire 5 formulis 18-Tviani testireba

Caatara, sanam wasaxemsebeli sakvebis

Baked Lays-is serias gaitanda bazarze.Nokia-m N-Gage-is mobilur telefons

testmarketingi msoflio bazarze gata-

namde londonSi Cautara.18

testmarketingis xarjebi SesaZloa

maRali iyos. Tumca, es xSirad mcire

Cans ZiriTad Secdomas Tu SevadarebT.

magaliTad, McDonald’s-ma Zalian didi

Secdoma dauSva, rodesac dabalcximiani

hamburgeri McLean Deluxe normaluri da

Rrma testirebis procesis gareSe

gamouSva. axalma produqtma marcxi gan-

icada mas Semdeg, rac kompaniam didi

investicia Cado da uaryofiTi Sedegebi

miiRo. aseTive ram mouvida Nabisco-sac,rodesac Tavisi produqtis danergva

testirebis gareSe scada. Sedegi ki

saSineli iyo:19



tteessttmmaarrkkeettiinnggii (Testmarketing)axali produqciis

ganviTrebis safex-

uri, rodesac pro-

duqtis da marketin-

guli programis

testireba SedarebiT

realur sabazro

garemoSi tardeba.

■ testmarketingi: NOKIA-m guldasmiT Cautara testmarketingi Tavis

axal mobilur telefons N-Gage-s (am telefoniT video-TamaSebis Tama-

Sic aris SesaZlebeli), sanam mis momxmareblebs msoflio masStabiT

warudgenda.

Nabisco-m warmatebas miaRwia Teddy Graham-is saSualebiT –

daTunias formis sxvadasxva surneliani krekerebiT. amdenad kompaniam

gadawyvita Teddy Graham-is warmoeba gaefarToebina: 1989 wels man

gamouSva Sokoladiani, dariCiniani da Tafliani saxeobebi. magram

produqtis dagemovnebisTanave momxmareblebs gemo sakmarisad ar

moewonaT. amitom produqtis Semqmnelebma ukan daixies da Seqmnes pro-

duqcia sxva specialuri receptiT. magram maT testireba arc amjerad

CautarebiaT. Sedegi Zalian cudi iyo. produqti rZeSi gazavebuli

didxans ver Zlebda, rogorc amas yuTze ganTavsebuli reklama amc-

nobda. piriqiT, burRuleulis Tasis fskerze rCeboda erTgvari webo-

vani fafa. supermarketebis menejerebma maleve ganacxades uari am

burRulis gayidvaze. Nabisco-s aRmasruleblebisTvisac aSkara iyo,rom

produqtis formulis gadakeTeba ukve Zalze dagvianebuli iyo. amg-

varad, SeiZleba iTqvas, rom siCqaris gamo Nabisco-m Tavis axal pro-

duqts ideis CanasaxSive gamoutana ganaCeni - warumatebloba.

da mainc, testmarketingi warmatebis garanti ar aris. magaliTad, P&G-ma

Tavis axal produqt Fit-s 5-wliani testireba Cautara, xolo Olay-is kosmetikas_ 3-wliani. miuxedavad imisa, rom bazris testireba produqtis warmatebaze

mianiSnebda, P&G iZulebuli gaxda produqtis bazrisaTvis wardgenidan sul

cota xanSi orivesaTvis tabu daedo.20

kkoommeerrcciiaalliizzaacciiaa

testmarketingi menejments gadawyvetilebis misaRebad saWiro informacias

awvdis: gamouSvan Tu ara axali produqti. im SemTxveaSi Tu kompania airCevs

kkoommeerrcciiaalliizzaacciiiiss gzas – arsebul bazarze axali produqtis wardgenas _ mas

didi xarjebi moelis. kompanias mouwevs aaSenos an daiqiraos sawarmoo farTi.

momxmarebelze gaTvlili axali SefuTuli saqonlis SemTxvevaSi, kompanias

pirvel wels reklamaze, gayidvis stimulirebasa da sxva marketingul

Zalisxmevaze 10-dan 200 milion dolaramde eqneba gadasaxdeli.

kompaniam, romelic axal produqts uSvebs, Tavdapirvelad e.w produqtis

gasacnobi drois intervali unda SearCios. im SemTxvevaSi, Tu Daimler Chrysler-iskombinirebul sawvavze momuSave axali eleqtro-manqana kompaniis sxva man-

qanebis gayidvis maCvenebels Seamcirebs, SesaZloa misi wardgena gadaidos. Tu

SesaZlebelia manqanis Semdgomi daxvewa, an ekonomiurma maCveneblebma daiwies,

kompaniam SesaZloa misi gamoSveba momavali wlisTvis gadados.

amis Semdeg kompaniam unda gadawyvitos sad gamouSvas axali produqti –

konkretul adgilze, regionSi, erovnul Tu saerTaSoriso bazarze. mxolod

ramodenime kompanias aqvs saSualeba, kapitali da SesaZlebloba axali pro-

duqtebi qveynis sruli an saerTaSoriso masStabiT gaitanos bazarze. isini

ganaviTareben bazris dagegmil gafarToebas drois gansazRvrul intervalSi.

patara kompaniebma SeiZleba daipyron qalaqebi da regionebi, xolo ufro did

kompaniebs SeuZliaT axali modelebi swrafad danergon ramdenime regionSi an

mTlianad qveynis bazarze.

saerTaSoriso distribuciis sistemebis mqone kompaniebs SeuZliaT axali

produqtebi globaluri masStabiT danergon. Colgate-Palmolive-ma erT dros

`qveynis gaZRolis~ strategia gamoiyena. magaliTad: man Palmolive Optima-s Sam-puni da balzami Tavdapirvelad avstraliaSi, filipinebze, honkongsa da

meqsikaSi gamouSva. Semdeg ki swrafad gaitana evropaSi, aziaSi, laTinur

amerikasa da afrikaSi. miuxedavad amisa, saerTaSoriso kompaniaTa umravlesoba

axal produqtebs axla swrafi, globaluri ieriSebiT nergavs. sul axlaxan

Colgate-ma weliwadis ganmavlobaSi, axali produqtebis yvelaze swrafi dan-

ergvis procesSi, eleqtrul elementebze momuSave kbilis jagrisi – Actibrush-i50 qveyanaSi waradgina. gayidvidan amoRebulma Tanxam 115 milioni aSS dolari

Seadgina. aseTi swrafi, msoflio masStabis eqspansiam bazarze brendis adgili

manam gaamyara, sanam ucxoeli konkurentebi reagirebas moaswrebdnen.21

aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbiiss oorrggaanniizzeebbaa

bevri kompania axali produqtis ganviTarebis process im safexurebis

Tanmimdevruli gavliT gegmavs, romelic naCvenebia suraTze 8.1. es procesi


kkoommeerrcciiaalliizzaacciiaa

(Commercialization)arsebul bazarze

axali produqtis

wardgena.



ideis generaciiT iwyeba da komercializaciiT mTavrdeba. pprroodduuqqttiiss SSeeqqmmnniiss

eettaappeebbiiss TTaannmmiimmddeevvrruullaadd ggaavvlliissaass kompaniis erTi ganyofileba individualu-

rad muSaobs, raTa procesis erT-erTi etapi manam daasrulos, sanam produqti

Semdeg ganyofilebasa da etapze gadainacvlebdes. es Tanmimdevruli procesi

SeiZleba daexmaros kompleqsur da sarisko produqtebze kontrolis

mopovebaSi. magram is saxifaTod nelic ki SeiZleba iyos. swrafadcvalebad,

maRalkonkurentul bazrebze produqtis aseT nel, Tumca ki frTxil

ganviTarebas, Sedegad SesaZloa produqtis Cavardna mainc mohyves. aman aseve

SeiZleba gamoiwvios gayidvisa da mogebis danakargi da bazarze adgilis

Seryeva. `bazrisken swrafi svla~ da axali produqtebis ganviTarebis ciklis

drois Semcireba bevr industriaSi kompaniaTa zewolis sagnad iqca.

bevri kompania bazarze axali produqtebis swrafad dasanergad ufro

swraf, gundze orientirebul midgomas irCevs, romelsac ewodeba _ pprroodduuqqttiiss

eerrTTddrroouullaadd ggaannvviiTTaarreebbaa (gundze dafuZnebuli an e.w. TanamSromlobiTi pro-

duqtis ganviTareba). aqedan gamomdinare, kompaniis ganyofilebebi erTmaneTTan

mWidrod TanamSromloben jvaredin-funqciuri jgufebis meSveobiT, axdenen ra

axali produqtebis ganviTarebis etapebis gadafarvas, isini swrafad gadian

maT, riTac dro izogeba da efeqturoba izrdeba. axali produqtis gany-

ofilebidan ganyofilebaSi gadatanis nacvlad, kompania sxvadasxva gany-

ofilebidan qmnis adamianTa jgufs, romelic axal produqtze pirvelidan

bolo etapis CaTvliT muSaobs. aseTi jgufebi, Cveulebriv, Sedgeba marketingis,

finansebis, dizainis, warmoebisa da iuridiuli ganyofilebebis warmomadgen-

lebisagan.

umaRlesi menejmenti produqtis ganviTarebis jgufs aZlevs zogad

strategiul mimarTulebas, magram ara raime gansazRvruli produqtis ideas an

samuSao gegmas. is jgufs amxnevebs gabeduli da, amavdroulad,

urTierTsawinaaRmdego miznebiT: `SeqmeniT frTxilad da yuradRebiT dageg-

mili maRali donis axali produqtebi, magram es yvelaferi gaakeTeT maqsi-

malurad swrafad~. amis Semdeg ki isini yovelgvar Tavisuflebasa da

resursebs aZleven. Tanmimdevruli procesis dros, nebismieri saxis `sacobma~

Tundac erT fazaSi SesaZloa mTeli proeqtis msvleloba seriozulad

Seaferxos. erTdrouli midgomisas ki, Tu erTi funqcionaluri sfero

dabrkolebas awydeba, is mis gadalaxvas damoukideblad cdilobs, maSin, roca

ganviTarebis jgufi, Sesabamisad, muSaobas Seuferxeblad agrZelebs.

kompania Allen Bradley-m produqtis erTdrouli ganviTarebis Sedegad

uzarmazari sargebeli miiRo. produqtis Seqmnis Zveli, Tanmimdevruli,

etapobrivi midgomiT kompaniis marketingis ganyofileba axali produqtis

ideas miandobda dizainerebs, romelnic izolirebulad muSaobdnen, raTa

moemzadebinaT koncefciebi. produqts Semdgom inJinrebs gadascemdnen. eseni

ki, Tavis mxriv, aseve calke muSaobdnen, qmnidnen Zvir prototipebs da

gadascemdnen warmoebas, romelic Seecdeboda axali produqtis Seqmnis gza

aRmoeCina. dabolos, ramdenime wlis, aTobiT ZviradRirebuli kompromisisa da

gadavadebis Semdeg, marketings mosTxovdnen axali produqtis gayidvas,

romelic xSirad Zalian Zviri an Zvelmoduri iyo. axla Allen Bradley-sganyofilebebi axali produqtebis Sesaqmnelad erTad muSaoben. Sedegebi

gansacvifrebelia, magaliTad: man axlaxans, sul raRac or weliwadSi axali

eleqtronuli kontroleri Seqmna. Zveli sistemiT ki mas eqvsi weliwadi

dasWirdeboda.

erTdroul, jgufze dafuZnebul midgomas ramdenime SezRudvac aqvs.

produqtis Zalian swrafi ganviTareba SesaZloa ufro sarisko da

ZviradRirebuli iyos, vidre SedarebiT neli, etapobrivi midgoma. ufro metic,

is xSirad mzard organizaciul daZabulobasa da uwesrigobas qmnis. kompaniam

unda izrunos da ifiqros, rom produqtis swrafi gatana mis xarisxze kargad

namdvilad ar moqmedebs _ mizani ara produqtis swrafad Seqmna, aramed ukeT

da swrafad Seqmnaa.

am dabrkolebebis miuxedavad, swrafad cvalebad industriebSi, sadac

produqts ufro xanmokle sasicocxlo cikli aqvs, misi swrafi da moqnili

ganviTarebis Sedegebi riskebs bevrad aWarbebs. kompaniebi, romlebic axal da

gaumjobesebul produqtebs bazars ufro swrafad awvdian vidre konku-

pprroodduuqqttiiss TTaannmmiimm--

ddeevvrruullii ggaannvviiTTaarreebbaa

(Sequential productdevelopment)axali produqtis

ganviTarebis midgo-

ma, rodesac kompaniis

erTi ganyofileba

muSaobs raTa daas-

rulos erTi etapi,

sanam axal pro-

duqts gadascems

sxva ganyofilebas

am procesis Semdegi

etapis gasagrZeleb-

lad.

pprroodduuqqttiiss eerrTTdd--

rroouullii ((gguunndduurrii

pprriinncciippiiTT)) ggaannvviiTTaa--

rreebbaa Simultaneous (orteam-based)product developmentaxali produqtis

ganviTarebis midgoma,

romlis dros kompa-

niis sxvadasxva gany-

ofilebebi muSaoben

erTad produqtis

ganviTarebis proce-

sis etapebis gada-

farviT,ris gamoc

izogeba dro da

izrdeba efeqturoba.


rentebi, xSirad saocrad did konkurentul upiratesobas aRweven. maT

SeuZliaT momxmareblis gemovnebis cvlilebaze ufro swrafi reagireba da

axal, gaumjobesebul produqciaze gazrdili fasis daweseba. `Cveni survilia

momxmareblisTvis axali, gaumjobesebuli manqana umokles vadaSi SevqmnaT.

vinc pirveli SesZlebs amas, is moipovebs bazarze lideris pozicias!~,_ ambobs

erT-erTi avtoindustriis warmomadgeneli.22

amgvarad, axali produqtis warmateba moiTxovs ufro mets, vidre kargi

ideebis mofiqrebaa. dawyebuli axali produqtis ideaTa TavmoyriTa da

SerCeviT, damTavrebuli myidvelisTvis survilis damakmayofilebeli

produqtis Seqmna-gamoSvebiT. ufro metic, warmatebuli axali produqtis

ganviTareba mTeli kompaniis valdebulebaa. kompaniebSi, romlebic TavianTi

axali produqtebiT arian cnobilni, rogorebic arian 3M, Gillette, Nokia da Intel –

mTeli sawarmoo kultura inovacias uWers mxars, amxnevebs da afasebs (ixileT

marketingi muSaobis procesSi 8.2).

SSeerrwwyymmaakkoonncceeffcciieebbiiss

SeisveneT! dafiqrdiT axal produqtebze da imaze, Tu rogor pouloben

da qmnian maT kompaniebi.

■ davuSvaT, Tqven gevalebaT `wlis saukeTeso axali produqtis~

dasaxeleba. romel produqts daasaxelebdiT da ratom? naxeT, risi

gageba SegiZliaT axali produqtis ganviTarebis procesze erT-erTi

am produqtTaganis magaliTze?

■ warmoidgineT im axali produqtis ganviTarebis procesi, romelic

SeiswavleT. CamoayalibeT idea axal wasaxemsebel produqtze da

bazarze misi gatanis swrafi gegma. modundiT da am davalebis

saSualebiT gaxalisdiT.

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

■❚ pprroodduuqqttiiss ssaassiiccooccxxlloo cciikklliiss ssttrraatteeggiieebbii

axali produqtis gamoSvebis Semdeg menejments surs, rom misma produqtma

`xangZlivad da bednierad icocxlos~. miuxedavad imisa, rom is produqtis

mudmiv gayidvas ar moelis, kompanias surs mogebis im wertilTan misvla, sadac

produqciis gamoSvebasTan dakavSirebuli yvela mcdelobisa da riskis xarji

ganuldeba (daifareba). menejmentma icis, rom TiToeul produqts Tavisi

sasicocxlo cikli eqneba. Tumca, misi zusti xangrZlioba winaswar maTTvisac

ki ucnobia.

suraTi 8.2 gviCvenebs tipiur ssaassiiccooccxxlloo cciikkllss ((PLC) mmrruuddss _ anu,

produqtis gayidvisa da mogebis kurss, mis sasicocxlo ciklis ganmavlobaSi.

produqtis sasicocxlo cikls 5 gansxvavebuli etapi aqvs:

11.. pprroodduuqqttiiss ggaannvviiTTaarreebbaa _ etapi iwyeba maSin, rodesac kompania poulobs da

ssuurraaTTii 88..2288..22

gayidvebi da mogeba

porduqtis sasicoc-

xlo ciklis ganmav-

lobaSi, dasawyisidan

- vardnamde.

pprroodduuqqttiiss ssaassiiccoocc--

xxlloo cciikkllii

(Product life cycle - PLC)produqtis gayidvisa

da mogebis kursi

misi sasicocxlo

ciklis ganmavlo-

baSi. is moicavs xuT

gansxvavebul etaps:

produqtis ganviTa-

rebas, wardgenas,

zrdas, momwifebasa

da dacemas.



anviTarebs axali produqtis ideas. produqtis ganviTarebis ganmavlobaSi

gayidva nulis tolia, xolo kompaniis investicia Tanmimdevrulad

matulobs.

22.. wwaarrddggeennaa _ es gaxlavT neli gayidvis zrdis periodi, rodesac produqti

bazarze wardgeba. am safexurze mogeba ar arsebobs, radgan produqtis

wardgena dakavSirebulia mniSvnelovan xarjebTan.

33.. zzrrddaa _ bazris swrafi aTvisebis, gayidvebis da mogebis mzardi periodi.

44.. mmoommwwiiffeebbaa _ gayidvis zrdis Senelebis periodi, rac gamowveulia imiT, rom

produqtma yvela potenciur myidvelebamde ukve miaRwia, mogebis done ki -

gazrdili marketinguli xarjebis gamo, romlis gawevac aucilebelia, raTa

produqti konkurenciisgan daicvan – erT donezea da TandaTan klebulobs.

55.. vvaarrddnnaa _ periodi, rodesac gayidva da mogeba ecema.

aRsaniSnavia, rom yvela produqti ar gadis aseT sasicocxlo cikls.

3M-is TiToeul reklamaSi Tqven Se-

giZliaT naxoT `inovacia, romelic

iRvwis TqvenTvis~. magram 3M-Tvis

inovacia mxolod sareklamo xerxi

rodia. 3M inovacias ganixilavs, ro-

gorc zrdisa da axali produqte-

bisaken mimaval gzas, rogorc macoc-

xlebel Zalas. mas bazarze 50,000-ze

meti produqti gaaqvs: zumfaras qa-

Raldebi, weboebi, Rrublebi, optikuri

linzebi, farmacevtuli nivTierebebi,

navis gare korpusis gamaprialebeli

saRebavebi, magnitafonisa da fotoa-

paratebis sxvadasxva saxis lentebi.

3M-is mizania yovelwliuri ga-

yidvebis 30% modiodes bolo 4 wlis

ganmavlobaSi Seqmnil produqtebze.

yovelwliurad 3M 200-ze met axal

produqts uSvebs. gasul wels gayid-

vebis mTeli 16 miliardi dolaris

mesameds swored is produqtebi

Seadgenda, romlebic bolo 4 wlis

ganmavlobaSi iqna gamoSvebuli. ino-

vaciaze orientaciam 3M amerikaSi im

kompaniad aqcia, romelic sayovel-

Tao aRfTovanebas iwvevs. 2003 wels

kompania 3M Jurnal Fortune-is im sia-Si moxvda, romelSic dasaxelebulni

arian inovaciis liderebi. 3M-Si

axali produqtebi cidan ar cviva.

kompania bevrs muSaobs siaxleebis

mxarmdamWeri garemos Sesaqmnelad.

bolo wlis ganmavlobaSi man kvle-

visa da ganviTarebis samuSaoebSi 1

miliardi dolaris investicia ganax-

orciela, rac wliuri gayidvebis 6%-s

Seadgens, TiTqmis orjer meti, vidre

saSualo Semosavlebis kompania

akeTebs.

3M stimuls aZlevs yvelas, rom

axali produqtebi eZebon. kompaniis

cnobili `15 %-is wesi~ saSualebas

aZlevs teqnikur personals, TavianTi

drois 15% `ukanono vaWrobaSi~ ga-

moiyenon _ anu sakuTari interesebis

mixedviT proeqtebze muSaobisTvis.

`15%-is wesi uaRresad mniSvnelova-

nia 3M-Tvis, raTa man unikalur

ideebsa da cnobil produqtebs mou-

3M: iinnoovvaacciiiiss kkuullttuurraa

8.2

3M ganixilavs inovacias, rogorc zrdis erTaderT gzas, xolo

axal produqtebs - macocxlebel sisxlad. kompaniis mTliani

kultura xels uwyobs, axalisebs da ajildovebs inovaciebs.



zogierTi maTgani wardgenisTanave kargavs sicocxlisunarianobas; danarCeni

Zalian didxans gadis momwifebis fazas. zogi dacemis fazaSi Sedis da Semdeg,

Zlieri stimulirebisa Tu repozicionirebis meSveobiT zrdis fazaSi brun-

deba da a.S.

produqtis sasicocxlo ciklis koncefciis saSualebiT SesaZlebelia

pprroodduuqqttiiss kkllaassiiss (benzinze momuSave avtomobilebi), pprroodduuqqttiiss ffoorrmmiissaa

(jipebis klasi) Tu bbrreennddiiss (Ford Explorer) daxasiaTeba da aRwera. produqtissasicocxlo ciklis koncefcia TiToeuli SemTxvevisas sxvadasxvagvarad

moqmedebs. produqtis klasebs yvelaze grZeli sasicocxlo cikli gaaCniaT _

produqtis klasis gayidvebi didi xnis ganmavlobaSi imyofeba momwifebis

fazaSi. produqtis formebs ki sasicocxlo ciklis standartuli forma aqvT.

produqtis formebma, rogorebicaa ciferblatiani telefonebi da kasetis

magnitofonebi, gaiares wardgenis, swrafi zrdis, momwifebisa da dacemis

Cveulebrivi gza.

yaros Tavi,~ _ ambobs 3M-is kvlevi-

Ti samuSaoebis ganyofilebis vice-

prezidenti. warmatebuli ideis

gaCenisTanave 3M ayalibebs gunds,

romelic Sedgeba ideis Semqmneli

kvlevis specialistisagan da mox-

aliseebisagan, romlebic modian war-

moebis, gayidvis, marketingis gany-

ofilebebidan. gundis wevrebi

produqts gverdiT udganan, sanam is

warmatebas miaRwevs, an, piriqiT, mar-

cxs ganicdis. zogierTma gundma

ideis warmatebiT ganxorcieleba 3-

jer Tu 4-jer scada. 3M yovelwliu-

rad dajildoebis ceremonials

atarebs _ Golden Step Awards _ raTa

waaxalisos gundebi, romelTa axalma

produqtebma amerikaSi 2 milionze

meti dolari gamoimuSava, msoflios

mas-StabiT gayidvebma ki danergvidan

3 weliwadSi 4 milioni dolari

Sead-gina.

3M-ma icis, rom aTasobiT axali

produqtis ideis ganxorcieleba un-

da scados, raTa erTi uzarmazari

jek-poti moigos. 3M-Si erT-erTi

cnobili slogani aseTia: `princesas

sapovnelad bevr bayays unda ako-

coT.~ `bayayebis kocnaSi~ xSirad

Secdomebis daSveba igulisxmeba,

magram 3M uxeS Secdomebs Semoqmede-

biTobisa da inovaciis ganuyofel

nawilad aRiqvams. sinamdvileSi, misi

filosofia aseTia: `Tu Secdomebs

ar uSveb, albaT, arc arafers akeTeb.~

rogorc Cans, swored àm uxeSi

Secdomebidan~ warmoiSva 3M-is yve-

laze warmatebuli produqtebi. 3M-

Si Zvel TanamSromlebs uyvarT is-

toriis moyola 3M-is mecnierze,

romelsac saSinlad eSinoda basri

saparsiT wveris gaparsvis. mis nac-

vlad, man gamoigona mSvenieri wyal-

gaumtari zumfaras qaRaldi, romel-

sac yoveldila wveris mosafxekad

iyenebda. miuxedavad imisa, rom am ga-

mogonebas gaparsvis erTaderT sa-

Sualebad arasodes iyenebdnen, is

mainc iqca 3M-is erT-erT saukeTeso

gasayid produqtad _ naxevrad sveli

zumfaras qaRaldi axla sxvadasxva

komerciul da industriul sferoeb-

Si gamoiyeneba.

arsebobs kidev erTi istoria 3M-

is mecnier spenser silverze. man Za-

lian Zlieri webos Seqmna daiwyo,

Tumca Sedegad miiRo nivTiereba, ro-

melic arafers amagrebda. man es niv-

Tiereba gagzavna 3M-is sxva mecnie-

rebTan, raTa enaxaT, gamodgeboda Tu

ara es sruliad usargeblo masala

sxva rameSi. wlebis ganmavlobaSi is

araferSi gamoiyeneboda. mogvianebiT,

3M-is mecnier artur frais gauCnda

problema da, amasTanave, idea. mister

frai adgilobrivi eklesis gundis

wevri iyo. is sasuliero simRerebs

mReroda, romelTa teqstebs xSirad

ver imaxsovrebda. furclebze dawer-

ili himnebis teqstebi mas yovelTvis

ucvioda da maTi damagreba swored

mister silveris susti weboTi sca-

da. Sedegma gaamarTla _ patara qa-

Raldi ise iyo miwebebuli samagrze,

rom himnis teqsti sulac ar dazia-

nebula. ase daibada 3M-is SeniSvne-

bis Casaweri misakravi qaRaldebi

(stikerebi), romlebic dRes mTel

msoflioSi erT-erTi yvelaze saWi-

ro sakancelario nivTia.

amdenad, 3M-ma advilad SeZlo Ta-

visi grZelvadiani programis _ ìno-

vacia, romelic TqvenTvis iRvwis~ _

gamarTleba: da misTvis kidev 2 sit-

yvis damateba: `da 3M-Tvis.~ miuxeda-

vad amisa, jerac aresbobs SezRud-

vebi. zogierT analitikoss gauCnda

SekiTxva, Tavisufali marTva, SekiT-

xvebis ardasma, muSaobis aseTi Tavi-

sufali kultura, ramdenad Seefe-

reba dRevandeel mkacr ekonomikur

periods, rodesac zewola xorciel-

deba xarjebis Semcirebaze. sinamdvi-

leSi, 3M-is axali CEO jim maknernim

axlaxan Caatara kampania àranairi

patimrebi~. is amcirebs xarjebs da

kompaniis muSaxels. is guldasmiT

swavlobs 3M-is kvleviTi samu-

Saoebis organizacias da kulturas,

anu im sferoebs, sadac, Zveli muSa-

kebis TqmiT, fuli yovelTvis goniv-

rulad ar ixarjeboda. erT-erTi

analitikosis TqmiT, maknerni debs

fics, rom Seqmnis uamrav axal pro-

duqts. is frTxilad amowmebs, Tu

sad ixarjeba kvleviTi samuSaoebis

dolarebi, qmnis maCvenebelTa stan-

dartebs da angariSvaldebulebas

kompaniaze.

sarisko mxolod is aris, rom

cvalebadma kulturam da organiza-

ciulma struqturam SesaZloa 3M-is

SemoqmedebiToba CaaxSos. èrTader-

Ti mniSvnelovani ram aris is, rom

SegiZliaT ise gaakeToT yvelaferi,

rogorc gsurT~, _ ambobs 33 wlis

veterani, 3M-is ufrosi aRmasrulebe-

li. maknernis esmis balansirebis

saWiroebis: efeqturoba kvleviTi

samuSaoebis danaxarjis winaaRmdeg,

angariSvaldebuleba individualuri,

SemoqmedebiTi Tavisuflebis winaaR-

mdeg. `Cemi saqmea, samewarmeo garemo-

Si moZraobis siswrafis masStabis

gazrda. Tu me amiT es samewarmeo

suli Cavkali, es kraxi iqneba~, _

ambobs igi.

wwyyaarrooeebbii:: QQuotes from Rick Mullin, “AnalystsRate 3M’s New Culture,” Chemical Week, September26, 2001, pp. 39–40; and Michael Arndt, “3M: A Labfor Growth,” Business Week, January 21, 2002, pp. 50-51. Also see William H. Miller, “New Leader, NewEra,” November 2001, accessed online at www.indus-tryweek.com; Nicholas Stein, “America’s MostAdmired Companies,” Fortune, March 3, 2003, pp.81–87; Tim Studt, “3M—Where Innovation Rules,” R& D, April 2003, pp. 20-24; and information accessedonline at www.3m.com, July 2003.



specifikuri brendis sasicocxlo cikli cvalbadi konkurentunariani

Tavdasxmebis da reaqciebis gamo SesaZlebelia swrafad Seicvalos.

magaliTad, miuxedavad imisa, rom TeTreulis sarecxma saSualebebma

(produqtis klasi) da fxvnilis sarecxma saSualebebma (produqtis forma)

grZeli sasicocxlo cikls gadian, specifikuri brendis sasicocxlo cikli

bevrad ufro mokle aris. dRes TeTreulis sarecxi saSualebebis wamyvani

brendebia: Tide da Cheer; 75 wlis win ki Fels Naptha, Octagon da Kirkman iyo.23

produqtis sasicocxlo ciklis koncefcia SeiZleba gamoyenebul iyos

iseT mcnebebze rogorebicaa stili, moda an gataceba. maTTvis damaxasiaTebeli

specifikuri sasicocxlo ciklebi naCvenebia suraTze 8.3. ssttiillii aris

gamoxatulebis ZiriTadi da gansxvavebuli forma. magaliTad, arsebobs

saxlebis stili (kolonialuri, ranCo da gardamavali), tansacmlis stili

(formaluri, araformaluri), xelovnebis stili (realizmi, siurealizmi,

abstraqcionizmi). stilma Camoyalibebis Semdeg SesaZloa Taobebs gauZlos da

am xnis ganmavlobaSi is xan modaSia, xan ara. stils aqvs cikli, romelic

gviCvenebs ganaxlebuli interesis ramdenime periods. mmooddaa aris miRebuli Tu

popularuli stili mocemul sferoSi. magaliTad, SedarebiT formalurma

`biznes-Cacmulobam~, romelic 1980-ian da 1990-ian wlebSi arsebobda, gza

dauTmo `biznesis araformalur~ stilis Cacmulobas. modis tendencia

izrdeba nela, popularulia garkveuli xniT da Semdeg aseve nela gadadis

modidan.

ggaattaacceebbaa ki gaxlavT moda, romelic swrafad Semodis, yvela gulmodgined

misdevs mas, piks aRwevs adreul periodSi da aseve swrafad iwyebs dacemas.

misi vada Zalian mcirea da mxolod SezRuduli raodenobis mimdevrebis

moxibvla SeuZlia. `Sinauri cxovelebis qvebi~ gatacebis klasikuri maga-

liTia. rodesac reklamebis Semqmnelma gari dalma Tavisi megobrebis wuwuns

mousmina Tu ra Zviri ujdebodaT ZaRlebis Senaxva, sakuTar ZaRlis qvaze

ixumra da male ZaRlebis gawvrTnis Sesaxeb parodiuli saxelmZRvanelos

weras Seudga. dalim sanapiros 1.5 milioni Cveulebrivi kenWis 4 dolarad

gayidva daiwyo. miuxedavad amisa gatacebam, romelsac safuZveli 1975 wlis

oqtomberSi Caeyara, momavali wlis TebervalSi Tavisi Tavi amowura. dalis

rCeva maTTvis, visac sakuTari gatacebiT warmatebis miRweva surT, aseTia:

`datkbiT, sanam droa.~ gatacebebis sxva magaliTebis moyvanac SeiZleba: kubik-

rubiki (rubikis mier gamogonebuli kubi), lavas lampebi, pokemonis kartebi Tu

motorolerebi. gatacebaTa umravlesoba didxans ver cocxlobs, radgan isini,

Cvelebriv, Zlier saWiroebas ver akmayofileben an ver akmayofileben kargad.24

marketologebma produqtis sasicocxlo ciklis koncefcia SeuZliaT

gamoiyenon, raTa axsnan produqtebisa da bazrebis muSaoba. magram produqtis

sasicocxlo ciklis koncefciis gamoyeneba, imisaTvis rom produqtis

maCvenebeli winaswar ganvsazRvroT an marketinguli strategiebi ganvavi-

TaroT, garkveul problemas warmoadgens. magaliTad, rodesac menejerebs

undaT gansazRvron sasicocxlo ciklis romel fazaSia produqti an winaswar

gaTvalon, rodis gadainacvlebs is Semdeg fazaSi, isini SeiZleba problemas

waawydnen. maT SesaZloa gauWirdeT im faqtorebis gansazRvrac, romlebic

produqtis fazidan fazaSi gadaadgilebaze zegavlenas axdenen. praqtikulad

Znelia ganWvrito gayidvis done produqtis sasicocxlo ciklis TiToeul

etapze, aseve daadgino TiToeulis sidide da produqtis sasicocxlo ciklis

mrudis forma.

produqtis sasicocxlo ciklis gamoyeneba marketinguli strategiis

ganviTarebisTvis SesaZloa Zneli iyos imitomac, rom strategia aris produq-

tis sasicocxlo ciklix mizezic da Sedegic. produqtis arsebuli sasicoc-

ssuurraaTTii 88..33

stili, moda da gat-

aceba

ssttiillii (Style)gamoxatulobis Ziri-

Tadi da gansxvave-

buli forma.

mmooddaa (Fashion)miRebuli Tu popu-

laruli stili mo-

cemul sferoSi.

ggaattaacceebbaa (Fad)moda, romelic Za-

lian swrafad Semo-

dis, miRebulia didi

gulmodginebiT, piks

adreul periodSi

aRwevs da dacema Za-

lian swrafad xdeba.


xlo ciklis pozicia gvkarnaxobs saukeTeso marketingul strategiebs, xolo

marketinguli strategiis Sedegebi produqtis sasicocxlo ciklze axdenen

zemoqmedebas. da mainc, rodesac marketinguli strategiebis gamoyeneba

yuradRebiT xdeba, produqtis sasicocxlo ciklis koncefcia SesaZloa dagex-

maroT produqtis sasicocxlo ciklis sxvadsxva etapebze kargi marketinguli

strategiis ganviTarebaSi.

produqtis sasicocxlo ciklis ganviTarebis fazaSi pirveli – produq-

tis ganviTarebis safexuri - Cven jer kidev am Tavis pirvel nawilSi ganvixi-

leT. axla ki, modiT, produqtis sasicocxlo ciklis darCenili safexurebi

ganvixiloT.

wwaarrddggeenniiss ffaazzaa

wwaarrddggeenniiss ffaazzaa iwyeba produqtis pirveladi gamoSvebisTanave. wardgenas

sWirdeba dro, Sedegad gayidvebis zrda neli tempiT mimdinareobs. cnobili

produqtebi, rogorebicaa xsnadi yava, gayinuli forToxlis wveni, yavis da

naRebis fxvnilis nazavi da a.S. wlebis ganmavlobaSi nela iyidebodnen, sanam

ar gadavidnen swrafi zrdis fazaSi.

am fazaSi, sxvasTan SedarebiT, dabali gayidvis, maRali distribuciisa da

stimulirebis xarjebis gamo, mogeba uaryofiTi an dabalia. bevri fulia

saWiro distributorTa misazidad da maTTvis inventaris Sesaqmnelad.

danaxarjebi stimulirebaze SedarebiT maRalia, raTa momxmarebels axali

produqtis Sesaxeb acnobon da maT gasinjvis SesaZlebloba miscen. imis gamo,

rom bazari srul mzadyofnaSi ar aris, raTa am etapze produqtis ganaxleba

moaxdinos, kompania da misi ramdenime konkurenti produqtis ZiriTad versiebs

(saxeobebs) awarmoeben. es firmebi TavianT gayidvebis fokusirebas im

myidvelebze axdenen, romelnic yidvisTvis yvelaze metad arian mzad.

kompaniam, gansakuTrebiT bazris pionerma, unda SearCios produqtis

bazarze gatanis strategia, romelic produqtis pozicionirebasTan

Tavsebadia. man unda gaacnobieros, rom sawyisi strategia produqtis sasic-

ocxlo ciklisTvis saWiro marketinguli gegmis pirveli nabijia. Tu bazris

pioneri kompania sawyis strategiad e.w. `mokvlas~ airCevs, is grZelvadian

Semosavals msxverplad gawiravs, raTa moklevadiani monapovari gadaarCinos.

rogorc ki aseTi pioneri produqtis sasicocxlo ciklis Semdgom fazebSi

gadava, mas gamudmebiT mouwevs axali faswarmoqmnis, stimulirebisa da sxva

marketinguli strategiebis Camoyalibeba. mas aqvs saukeTeso Sansi, bazarze

lideris pozicia Seiqmnas da SeinarCunos, Tu kartebs Tavidanve sworad

Camova.25

zzrrddiiss ffaazzaa

Tu axali produqti bazars akmayofilebs, is zzrrddiiss ffaazzaaSSii SSeva, sadac gayidva

swrafad daiwyebs aRmasvlas. bazris adreuli amTvisebelni yidvas gaagr-

Zeleben, xolo dagvianebuli myidvelebi liders gahyvebian, gansakuTrebiT im

SemTxvevaSi, Tu isini maTgan sityvieri gadmocemiT sasurvel informacias

miiReben. mogebis SesaZleblobiT moxibluli axali konkurentebi bazarze

Semovlen. isini axal produqtebs waradgenen da bazari gafarTovdeba.

konkurentebis zrda ki distribuciis wertilebs gazrdis. gayidva mkveTrad

gaizrdeba, xolo gadamyidvelebis inventari gafarTovdeba. fasebi ucvleli

iqneba an mcirediT daiklebs. kompaniebis stimulirebis xarjebic igive an

odnav maRali iqneba. myidvelebis produqtis Sesaxeb ganaTleba aqtualuri

rCeba, Tumca ki axla kompaniam ukve konkurentebzec unda ifiqros.

zrdis fazaSi mogeba rogorc wesi matulobs, radgan stimulirebis xar-

jebi gadanawilebulia mzardi moculobis nawarmze da erTeuli porduqtis

warmoebis xarjebi klebulobs. firma bazris swrafi zrdisaTvis ramdenime

strategias iyenebs, raTa es procesi rac SeiZleba didxans gagrZeldes. is

aumjobesebs produqtis xarisxs da damatebiT axali produqtis maxa-

siaTeblebi da modelebi Semoaqvs. firma Sedis bazris axal segmentebsa da

distribuciis axal arxebSi. igi cvlis zogierT reklamas, dawyebuli pro-

duqtis aRqmiTa da produqtis Sesaxeb informaciiT, damTavrebuli klientSi

darwmunebis SegrZnebis SeqmniTa da SeZeniT. firma fasebs zustad gansaz-

Rvrul dros amcirebs, raTa ufro meti myidveli miizidos.

wwaarrddggeenniiss ffaazzaa

(Introduction stage)produqtis sasic-

ocxlo ciklis eta-

pi, romelSic axali

produqti gasayidad

pirvelad gaaqvT.

zzrrddiiss ffaazzaa (Growthstage)produqtis sasicoc-

xlo ciklis erT-

erTi etapi, romlis

drosac produqciis

gayidva Zalian

swrafad izrdeba.



zrdis fazaSi, rogorc wesi, firmebi arCevanis winaSe dgebian: unda

gadawyviton maTTvis prioritetulia bazris didi wilis moxveWa Tu maRali

mogebis miReba. produqtis gaumjobesebaze, stimulirebasa da distribuciaze

didi fulis daxarjviT kompanias SeuZlia xelSi wamyvani pozicia Caigdos

bazris wilis mixedviT. am SemTxvevaSi, miuxedavad yvelafrisa, is arsebuli

mogebis maqsimums ver aRwevs, romlis gazrdasac momdevno fazebSi imedovnebs.

mmoommwwiiffeebbiiss ffaazzaa

garkveul etapze produqtis gayidvebis zrdis tempi Seneldeba. maSin is

momwifebis fazaSi gadava. es mmoommwwiiffeebbiiss ffaazzaa, Cveulebriv, grZeldeba ufro

metxans, vidre winamdebare fazebi, da menejmentisTvis Zlier gamowvevebs war-

moadgens. bevri produqti sasicocxlo ciklis momwifebis fazaSi imyofeba da,

aqedan gamomdinare, marketingis menejmentis ZiriTadi dro momwifebul pro-

duqts eTmoba. gayidvis zrdis tempis Seneleba Sedegad gvaZlevs mravali mwar-

moeblis mier bevri erTnairi produqtis gayidvas. Sedegad, bazris

gadatvirTvas Zlier konkurenciamde mivyavarT. konkurentebi iwyeben fasebis

Semcirebas, reklamis da gayidvebis stimulirebis gazrdas xels uwyoben R&D-

is biujetis gazrdasac, raTaA produqtis ukeTesi variantebi aRmoaCinon. es

nabijebi mogebis Semcirebas iwvevs. zogierTi SedarebiT susti konkurenti

far-xmals yris da, sabolood, industriaSi mxolod Zlieri konkurentebi

rCebian.

miuxedavad imisa, rom bevri produqti momwifebis fazaSi didi xnis

ganmavlobaSi ucvlelia, maT Soris yvelaze warmatebulebi momxmareblis

cvalebad moTxovnilebebs akmayofilebs (ixileT marketingi muSaobis procesi

8.3). produqtis menejerebma ufro meti unda gaakeTon, vidre ubralod

Tanadgoma da momwifebuli produqtebis dacvaa _ kargi Tavdasxma kargi

Tavdacvaa. maT unda gaiTvaliswinon bazris, produqtisa da marketinguli kom-

pleqsis modificirebis, ganaxlebisa da daxvewis SesaZlebloba.

bazris modificirebisas kompania cdilobs arsebuli produqtis moxmare-

bis maCveneblis gazrdas. is axal momxmareblebsa da bazris segmentebs eZebs.

magaliTad, Johnon&Johnson-ma Cvilebis pudriTa da SampuniT axalgazrdebis

bazarze gavida. SesaZloa kompanias surdes brendis repozicionireba,

raTaASedarebiT did an swrafad mzard segmentze gavides, rogorc es Verizon-magaakeTa, romelmac Tavisi momsaxureba maRali siCqaris mqone internetiTa da

usadeno momsaxurebiT gaafarTova. kompaniam SesaZloa moZebnos gzebi, raTa

arsebuli myidvelebis yidvis maCvenebeli gazardos. Campbell amas receptebis

SeTavazebiT akeTebs da arwmunebs momxmareblebs, rom `supi kargi saWmelia~.

Amazon.com-i regularul myidvelebTan nebarTvaze dafuZnebul eleqtronul

fostas agzavnis. is maT awvdis informacias, Tu rodis gamoscemen maTi say-

vareli avtorebi Tu warmomadgenlebi axal wignebs Tu CD-ebs. kompania WD-40-mamoxerxebuli kxrikiT gaifarTova bazari, gamoavlina ra axali gamoyenebebi

Tavisi popularuli produqtisTvis.

kompaniam SesaZloa produqtis modificirebac scados _ Secvalos iseTi

maxasiaTeblebi, rogorebicaa xarisxi, niSan-Tvisebebi an stili, raTa axali

momxmareblebi miizidon da maT produqtis meti raodenobiT gamoyenebisaken

ubiZgon. kompaniam SesaZloa produqtis xarisxi da maxasiaTeblebic gaaumjobe-

sos _ daxvewos misi xangrZlivoba, saimedooba, siCqare an gemo. agreTve

Secvalos produqtis stili da momxibvleloba. manqanis mwarmoeblebi axali

myidvelebis mozidvas swored TavianTi manqanebis arsebuli stilis daxvewiT

cdiloben. sakvebisa da saojaxo produqtebis mwarmoeblebic momxmareblebs

axal surnels,ferebs, ingredientebs an SefuTvebs sTavazoben,raTa maTi gayid-

vebi gamoacocxlon. Heinz analogiurad moiqca, rodesac axali SefuTviTa da

axali ferebiT warmogvidgina ketCupi, kerZod, Blastin Green da Awesome Orange.kompaniam SesaZloa arsebul produqts axali niSan-Tvisebebi daamatos,

romlebic afarToebs produqtis gamosadegobas, usafrTxoebasa an moxerxebu-

lobas. magaliTad,Sony axali stilisa da maxasiaTeblebis mqone `volqmenebsa~

da `diskmenebs~ uSvebs. Volvo ki Tavis manqanebs usafrTxoebis saSualebebs

amatebs. Kimbery-Clark-ma damatebiT gamouSva tualetis axali xelsaxoci, raTaA

Zveli produqtis sasicocxlo ciklisaTvis xelaxali stimuli mieca da gamoe-

cocxlebina.

mmoommwwiiffeebbiiss ffaazzaa

(Maturity stage)produqciis sasic-

ocxlo ciklis eta-

pi, romelSic gayid-

vis zrdis tempi

mcirdeba an klebas

iwyebs.


zogierTi produqti dabadebisTanave

asrulebs sicocxles. magram zo-

gierTi maTgani, rogorc Cans, produq-

tis sasicocxlo ciklis ignorire-

bas axdens, uZlebs aTwleulebs,

Taobebsac ki mciredi an yvelanairi

cvlilebis gareSe. miuxedavad amisa,

gaaanalizeT ufro Rrmad da aRmoa-

CenT, rom msgavsi produqtebi ar

aris cvalebadi. piriqiT, produqtis

sasicocxlo ciklis marjve menej-

menti maT axal iers unarCunebs da

myidvelisaTvis ufro mimzidvels

xdis. aq moyvanilia 2 produqtis ma-

galiTi, romelTac Tavisi Tavi didi

xnis win unda amoewuraT, magram, miu-

xedavad amisa, bazarze dResac gamar-

jvebulis tituls atareben.

Barbie isaubreT produqtebze, romelnic

wlovanebas arafrad agdeben. miuxe-

davad imisa, rom Mattel-is Barbie axla

ukve 45 wlis aris, man maradiuloba

da tendenciuroba SeinarCuna. misi

daarsebidan (1959 wels) moyolebuli

Barbie-m gogonebs ocneba ausrula da

daanaxa, rogorebi iqnebodnen isini,

rodesac gaizrdebodnen. amdenad,

barbic gogonebis ocnebebTan erTad

icvleboda. is qmnida Tojinebis

iseT modelebs, rogorebicaa stiuar-

desa, top-modeli, medda, astronavti,

rokmomRerali, qirurgi da preziden-

tobis kandidati. dRes barbis asaki

sulac ar etyoba _ is kargad irgebs

NBA-is kalaTburTelis, astronavtis,

olimpiuri moTxilamurisa da

NASCAR-is avtomrbolelis rolsac

ki.

imisaTvis rom Tavisi misia gana-

xorcielos _ `miipyros gogonebis

yuradReba, moxiblos da Zala Sema-

tos maT~ _ Mattel-i yovelwliurad

axal barbis Tojinebs qmnis, raTa ar

CamorCes warmatebis, brwyinvalebis,

romantikis, Tavgadasavlebisa da

aRzrdis uaxles tendenciebs. barbi

aseve asaxavs amerikis mravalferovan

da cvalebad mosaxleobas. Mattel-ma1968 wels afroamerikuli Tojina

barbi Seqmna da mas Semdeg laTinoa-

merikul da aziur Tojinebsac awar-

moebs. ukanasknel wlebSi Mattel-mawarmogvidgina kristalis barbi

(brwyinvale, saucxoo Tojina), puer-

torikoeli barbi (misi `msoflios

Tojinebis~ koleqciis nawili), sao-

cari zomis barbi (romelic CarTu-

lia fitnesSi), mfrinavi barbi (`pi-

loti~), fexburTeli barbi (maSin ro-

desac gogonebSi fexburTis bumia)

da bavSvebis eqimi barbi (pirveli

Tojina seriisa `me SemiZlia viyo~).

barbim iersaxec Seicvala: axla mas

ufro farTo saxe, ufro patara

mkerdi da ufro aTleturi sxeuli

aqvs.

produqtis sasicocxlo cikli-

sadmi Mattel-is adaptaciiT barbim

SeinarCuna bazari, iseve rogorc

axalgazrdoba. barbis yidva SesaZ-

lebelia 150 qveyanaSi; msoflioSi

yovel 2 wuTSi 2 barbi iyideba da

weliwadSi misi gayidvidan Semosuli

Tanxa 1.5 miliard dolarze mets

Seadgens. yvela gayiduli barbi er-

TmaneTis gverdigverd rom daayenoT,

isini msoflios 72-jer Semoavleben

wres.

Crayola-ss ffeerraaddii ffaannqqrreebbiiffeerraaddii ffaannqqrreebbii

bolo 100 wlis ganmavlobaSi

Binney&Smith-is Crayola-s feradi fan-qrebi 80-ze met qveyanaSi TiToeuli

ojaxis ZiriTadi produqti gaxda.

mxolod ramdenime adamians Tu daa-

viwydeboda pirveli gamoSveba “64s” _64 ulamazesi fanqari, romlebic mwva-

ne da yviTel ferebSi gadawyvetil

yuTSi koxtad iyo Camwkrivebuli.

Crayola-s axalTaxali yuTis surneli

dResac fantazias uRvivebs bavSvebs,

maTi ojaxis ufros wevrebs ki la-

maz bavSvobaSi abrunebs.

1903 wlidan Crayola-s fanqrebSibevri araferi Secvlila, es is dro

iyo, roca 8 cali fanqari 5 centad

iyideboda. magram ufro Rrma dakvir-

vebebi cxadyofs, rom Binney&Smith-mabevri ram gaakeTa brendis Sesanar-

Cuneblad. kompanam daamata uamravi

axali feri, zoma, forma da SefuTva.

man TandaTanobiT gazarda ferebis

raodenoba. maSin rodesac Tavdapir-

velad, 1903 wels, mxolod 8 feri ar-

sebobda (wiTeli, yviTeli, cisferi,

mwvane, narinjisferi, Savi, yavisferi

da TeTri), 2003 wels ferebis ricxvma

120-s miaRwia. Binney&Smith-ma gaafar-Tova Crayola-s brendic da SeqmnaCrayola-s markerebi, makratlebi, wylis

saRebavebi, tuSis kalmistrebi, Tema-

turi markebi, stikerebi. misi brendis

aRmniSvneli etiketi amSvenebda

uuaassaakkoo pprroodduuqqcciiaa aannuu pprroodduuqqttiiss

ssaassiiccooccxxlloo cciikklliiss ((PLC) ggoonniivvrruullii mmaarrTTvvaa

8.3

gagrZeleba ix. gv. 282


zogierTi produqti gadaurCa sasicocxlo cikls: wlebis ganmavlo-

baSi Crayola-s feradi fanqrebi sasicocxlo cikli gzas ganagrZobs.



fotokameris Casadeb mowyobilo-

bebs, zurgCanTebs, wignis bolo

gverds, finjnebsa Tu kompiuteris

Tagvis gadasaadgilebel xaliCebs.

dabolos, kompaniam damatebiT ramde-

nime programa da momsaxureba Seqmna,

raTa Crayola-s myidvelebTan urTier-

Toba ganemtkicebina. misi Jurnali

Crayola Kids da veb-gverdi sTavazobs

yvelafers bavSvebisaTvis, maT Soris

mSoblebisa da specialistebis az-

rebsa da rCeva-darigebebs bavSvebSi

SemoqmedebiTi unar-Cvevebis ganviTa-

rebis Sesaxeb.

magram Binney&Smith-is produqtissasicocxlo ciklis yvela cvlile-

bebs momxmarebeli keTilganwyobiT

ar egebeboda. magaliTad, 1990 wels

SekvraSi adgilis gasaTavisufleb-

lad kompaniam 64 feridan 8 amoiRo _

mixakisferi, limonisferi yviTeli,

narinjisferi wiTeli, simindisferi,

molurjo nacrisferi, narinjisferi

yviTeli, momwvano cisferi da iis-

feri _ da Seqmna Crayola Hall of Fame-i.

aman erTgvari protesti gamoiwvia

Crayola-s mudmiv momxmareblebSi,

romelTac iseTi organizaciebi Ca-

moayalibes, rogorebicaa RUMPS – theRaw Umber and Maize Preservation Society(ferebis saxelebis abreviatura) da

National Committee to Save Lemon Yellow,

anu garkveuli ferebis dacvis orga-

nizaciebi. kompaniis xelmZRvaneloba

gaocebuli iyo: `Cven vicodiT, rom

Crayola-s erTguleba da nostalgia

exvia gars, magram aseT rames ar mo-

velodiT~, _ ambobs kompaniis warmo-

madgeneli. kompaniam xelaxla ga-

mouSva specialuri koleqcia da 2.5

milioni cali uceb gayida.

amgvarad, Crayola-s feradi sasic-ocxlo cikli gzas ganagrZobs. pro-

duqtis sasicocxlo ciklis moxer-

xebuli marTviT Binney&Smith-ma,(amJamad Hallmark-is ganayofma) fan-

qrebis bazarze pirveloba TiTqmis

saukunis ganmavlobaSi SeinarCuna.

kompania axla weliwadSi TiTqmis 3

miliard fanqars amzadebs, romlebic

sakmarisia imisTvis, rom msoflios

wre 6-jer Semoartyas. saSualod, aT

wlamde asakis amerikelma bavSvma

ukve 730 fanqari gamoiyena. amerikeli

bavSvebis 65%, romelTa asaki 2-dan 7

wlamdea, dReSi sul mcire, erTxel

mainc iRebs fanqars da 28 wuTis

ganmavlobaSi xatavs. maTgan TiTqmis

80% ki Crayola-s fanqrebs irCevs.

wwyyaarrooeebbii:: QQSee “Hue and Cry over CrayolaMay Revive Old Colors,” Wall Street Journal, June 14,1991, p. B1; Margaret O. Kirk, “Coloring OurChildren’s World Since ’03,” Chicago Tribune,October 29, 1986, sec. 5, p. 1; “Crayola Trivia,”accessed online at www.crayola.com, July 2003; AliceCuneo and Laura Petrecca, “Barbie Has to WorkHarder to Help Out Sagging Mattel,” Advertising Age,March 6, 2000, p. 4; Christopher Palmeri, “Mattel: Upthe Hill Minus Jill,” Business Week, April 9, 2001, pp.53–54; Alexandria Peers, “Art Journal: GoodbyeDolly!” Wall Street Journal, January 4, 2002, p. W1Kate MacArthur, “Plastic Surgery: Barbie Gets a RealMakeover,” Advertising Age, November 4, 2002, pp. 4,53; and www.barbie.com, August 2003.

gamonaklisis garda, yovel amerikul ojaxSi ician, rogor

gamoiyenon tualetis qaRaldis ruloni da, aqedan gamomdinare, mas

yiduloben. yvelasaTvis saWiro saojaxo nivTis gayidva sic-

ocxlisunarian brends moiTxovs. magram rogor movaxerxoT tualetis

qaRaldis mimzidvelobis SenarCuneba? kompa-

nia Kimbery-Clark-s, Cottonelle-sa da Kleanex-isSemqmnels, am uprecedento siaxlesTan dakav-

SirebiT gaCenil SekiTxvaze Semdegi pasuxi

aqvs: tualetis winaswar danamuli qaRaldi

saxelad Cottonelle Rollwipes-i _ `saocari pro-duqtia, romelic tualetis qaRaldis kate-

gorias cvlis.~ bavSvis sawmendi rulonebis

msgavsad, produqti Seqmnilia raTa Secva-

los tualetis tradiciuli qaRaldi. `am

kategoriaSi, gayidvebis zrdas saocari pro-

duqtis inovacia ganapirobebs,~ _ ambobs

Cottonelle-is marketingis direqtori. marke-

tingis sxva aRmasrulebeli ki dasZens: `axa-

li produqtebis gareSe, Zveli brendi Zve-

ladve rCeba. im kategoriebSic ki, sadac

ZiriTadad ukve arsebobs produqtebiT kmay-

ofileba, Tqven giCndebaT Sansi axali

sargebeliT kidev ufro didi bazris wili

moixveWoT.~26

sabolood, kompanias SeuZlia marketinguli

kompleqsis modificireba anu gayidvis gaumjobe-

seba moaxdinoT marketinguli kompleqsis erTi

an ufro meti elementis SecvliT. kompanias

SeuZlia fasebi Seamciros, raTa axali da

konkurentebis momxmareblebi miizidos. mas

SeuZlia ukeTesi sareklamo kampania awarmoos an

gayidvis agresiuli stimulireba gamoiyenos,

rogoricaa _ savaWro urTierTobebi, umniSvnelo

fasdaklebebi, sxvadasxva premiumebi da Sejibrebebi. SPAM-is Semqmnelma HormelFoods Corporation-ma axali sareklamo kampania da sxva mastimulirebeli

saSualeba gamoiyena, raTa repozicionireba gaekeTebina da gamoecocxlebina

momwifebuli produqti, romelic 1930-iani wlebidan arsebobs.27

■ kompania WD-40-ma Tavisi moxerxebuli xrikiT gamouZebna

axali gamoyeneba Tavis ukve cnobil produqtis da daamkvidra

igi aSS-s bazarze.


jo aris Cveulebrivi adamiani, romelic SPAM-is receptebis

SeTavazebiT STabeWdilebas axdens xalxze mwvadebis keTebisas, sanapi-

roebze piknikisas da sauzmis dros.

mowodeba ki mdgomareobs SemdegSi

– gasinjeT SPAM-is gamoyenebiT

damzadebuli erbo, kvercxi, pica da

sxva sakvebi, romelic ukeTesi da

ufro gemrielia. ase Seiqmna popu-

laruli sakmazi “Monty Python-isFlying Circus” – morigi cnobili

SPAM. zogierT adgilebSi xalxi

bolomde miirTmevs aseT nawarms

da, rodesac arc erTi ar rCeba, JoetaSs Semohkravs da ambobs, `ufro

meti SPAM!~ da SPAM MOBILE-s moix-mobs, romelic wveulebaze SemoiW-

reba,raTa ufro meti `saocrad gem-

rieli~ sakvebi Camoarigos.

rasakvirvelia, xalxis masa myisve

amCnevs mas da siyvaruliT savse

TvalebiT Sescqeris. sareklamo

kampania cdilobs amerikuli bren-

dis Tavdajerebuloba moipovos.

faswarmoqmnisa da stimulirebis

garda, kompanias SeuZlia SedarebiT did

distribuciis arxebSic gadainacvlos.

dabolos, kompanias SeuZlia myidvelebs

SesTavazos axali an gaumjobesebuli

momsaxurebebi.

■ momwifebuli brendis gamococxleba: sakvebis mwarmoebelma korpora-

ciam - Hormel-ma - sakmazi SPAM-is damamzadebelma, cota xnis win wamoi-

wyo axali e.w. `giJuri gemos~ reklamirebis da stimulirebis kampania.

mizani iyo momwifebuli produqtis gamococxleba da repozicionire-

ba, produqtisa, romelsac 1930-iani wlebidan awarmoebs.

SSeerrwwyymmaakkoonncceeffcciieebbiiss

cota xniT SeCerdiT da dafiqrdiT ramdenime produqtze, magaliTad,

Crayola-s ferad fanqrebze, romelic didi xania arsebobs.

■ sTxoveT babuas an xanSiSesul vinme sxva adamians, 1940-50-iani wlebis

Gillette-is saparsi da ukanaskneli modeli erTmaneTs Seadaros.

Gillette-is bolo saparsi namdvilad axali produqtia Tu, ubralod,

wina versiis gadakeTebuli saxe? ra daskvnas gaakeTebT produqtis

sasicocxlo ciklze?

■ TamaSi `monopolia" ukve aTeulobiT wels iTvlis. rogor moaxerxa

Parker Brothers-ma misi daberebisagan dacva? (SeamowmeT veb-gverdi _

www.monopoly.com).

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

vvaarrddnniiss ffaazzaa

produqtis formisa da brendis umravlesoba sabolood `yvinTavs~ da iZireba.

vardna SeiZleba nela mimdinareobdes, rogorc burRuleulis SemTxvevaSi, an

swrafad mimdinareobdes, rogorc fonogramebis SemTxvevaSi. gayidva SesaZloa

daeces nulamde an dabal donemde, romelzedac wlebis ganmavlobaSi rCeba. es

aris vvaarrddnniiss ffaazzaa..

gayidvebis vardna bevrma mizezma SeiZleba gamoiwvios, maT Soris axalma

teqnologiurma miRwevebma, momxmarebelTa gemovnebis cvlilebam da gazrdilma

konkurenciam. gayidvisa da mogebis dacemasTan erTad, zogierTi firma bazars

tovebs. darCenilma nawilma SesaZloa produqtis SeTavazebebi Seamciros. maT

SeiZleba bazris SedarebiT patara segmentebi da ganapira savaWro arxebi

vvaarrddnniiss ffaazzaa (Declinestage)produqtis sasicoc-

xlo ciklis stadia,

romlis drosac

produqtis gayidva

mkveTrad ecema.



datovon, an SesaZlebelia stimulirebis biujeti Sekvecon da maT produqciaze

fasebis dakleba daiwyon.

susti produqtis realizacia firmisaTvis xarjiania. es ar exeba mxolod

imas, rom am dros mogeba dabali an saerTod ar aris. arsebobs bevri uCinari

xarji. susti produqti menejmentisagan Zalian did dros da yuradRebas

saWiroebs. is xSirad moiTxovs fasisa da Senaxvis pirobebis morgebas. is

agreTve saWiroebs reklamisa da gayidvaze pasuxismgebeli TanamSromlebis

yuradRebas, arada maTi dro da Zalisxmeva SesaZloa ukeT gamoiyenon `jansaRi~

produqtis Sesaqmnelad. produqtis vardnam SesaZloa kompaniis momxmarebelTa

uaryofiTi damokidebuleba gamoiwvios, kompaniis mier warmoebuli yvela pro-

duqtis mimarT. yvelaze did xarjs ki kompania SesaZloa momavalSi waawydes.

susti produqtebis Senaxva axlis Ziebas aferxebs, uTanasworo produqtis kom-

pleqss qmnis, arsebul mogebas zians ayenebs da momavalSi kompaniis sayrden

wertils asustebs.

am mizezebis gamo, kompaniebma ufro meti yuradReba unda dauTmon ukve

moZvelebul produqtebs. firmis pirveli amocanaa vardnis fazaSi myofi pro-

duqtebis amocnoba – gayidvebis bazris wilis, xarjebisa da mogebis ten-

denciis regularuli monitoringiT. Semdeg menejmentma unda gadawyvitos

SeinarCunos Tu uari Tqvas vardnis fazaSi myof TiToeul produqtze.

menejmentma Tavisi brendis SenarCuneba SesaZloa Secvlis gareSe

gadawyvitos im imediT, rom konkurentebi industrias datoveben. magaliTad,

Procter&Gamble-ma didi mogeba miiRo, rodesac Txevadi sapnis biznesSi darCa mas

Semdeg, rac sxvebma uari Tqves. SesaZloa menejmentma gadawyvitos, brends

repozicionireba an reformireba Cautaros im imediT,rom is ukan, sasicocxlo

ciklis zrdis fazaSi dabrundeba. Frito-Lay ase moiqca Cracker Jack-is klasikuri

brendis SemTxvevaSi:

rodesac Cracker Jack-ma 100 wlis iubile izeima, aRmoCnda, rom es

uryevi brendi moZvelebuli iyo. 1997 wels, Frito-Lay-m SeiZina wasaxem-sebeli sakvebis klasikuri brendi Borden Food-isagan, romelic gayid-

vebisa da mogebis 5-wliani maCveneblebis mixedviT vardnis fazaSi im-

yofeboda. Frito-Lay-m gadawyvita, bavSvebis axali TaobisaTvis

karameliani popkorni araqisiTa da siurpriziT gadaekeTebina. `Cven

popkorni gavxadeT SedarebiT didi da fafuki. movaTavseT ufro meti

araqisi da didi siurprizi, xolo es yvelaferi CavawyveT rogorc

CanTebSi, aseve yuTebSi~, _ ambobs Frito-Lay-is marketingis menejeri kris

noigenti. axali stimulirebis programebi daukavSirda beisbolsa da

sabavSvo gasarTobebs. masze gamosaxulia beisbolis varskvlavi mark

makguaieri, Rawlings-is sportuli saqonlis savaWro baraTebi, sxvadas-

xva cnobili personaJebi. ganaxlebulma market-

ingma Cracker Jack-i vardnis fazidan gamoiyvana.

momdevno 2 weliwadSi gayidva gaormagda da

brendma im wlidan moyolebuli yovelwliurad

orcifriani (10%-ze meti) zrda miiRo.28

menejmentma unda gadawyvitos produqtis e.w.

akrefis strategia (harvesting), rac gulisxmobs

sxvadasxva xarjebis Semcirebas (qarxnebze da

danadgarebze, momsaxurebaze, R&D-ze, reklamaze,

gayidvis Zalisxmevaze),da aqedan gamomdinare gayid-

vebis donis SenarCunebas. warmatebis SemTxvevaSi

aseTi `akrefa~ kompaniis mogebas mokle vadaSi

gazrdis. menejmentma SesaZloa produqtis seriidan

moxsna gadawyvitos. mas SeuZlia is sxva firmas

miyidos an qonebis gadasarCenad, ubralod, misi

likvidacia moaxdinos. bolo wlebSi Procter&Gamble-ma gayida vardnis fazaSi myofi brendebi, rogore-

bicaa Oxydol-i (sarecxi saSualeba) da Jif-i (araqisiskaraqi). cxrilSi 8.2 Tavmoyrilia produqtis sasic-

ocxlo ciklis TiToeuli fazis mTavari

maxasiaTeblebi. aq aseve CamoTvlilia marketinguli

miznebi da strategiebi TiToeuli fazisaTvis.29

■ ukan zrdis fazaSi: rodesac aRmoCnda, rom droSi ur-

yevi es brendi dros aRar Seesatyviseba, Frito-Lay-m ga-dawyvita misi gadakeTeba bavSvebisaTvis. amis Semdeg ga-

yidvebi orjer metad gaizarda teqstSi aRwerili cno-

bili produqtis Sesyidvis da misi saTanado cvlilebe-

bis Semdeg.


ccxxrriillii 88..22 produqtis sasicocxlo cilkis maxasiaTeblebis, miznebisa da strategiebis

Sejameba

wwaarrddggeenniiss ffaazzaa zzrrddiiss ffaazzaa mmoommwwiiffeebbiiss ffaazzaa vvaarrddnniiss ffaazzaa

mmaaxxaassiiaaTTeebblleebbii

gayidvebi gayidvebis dabali gayidvebis swrafi gayidvebis piki gayidvebis kleba

maCvenebeli zrda

xarjebi maRali xarji erT saSualo xarji erT dabali xarji erT dabali xarji erT

myidvelze myidvelze myidvelze myidvelze

mogeba uaryofiTi mzardi mogeba maRali mogeba klebadi mogeba

myidvelebis novatorebi adreuli amTviseblebi adreuli da gviani CamorCenilebi

tipebi umravlesoba

konkurentebi ramdenime mzardi raodenoba stabiluri ricxvi, klebadi raodenoba

romelic klebulobs

mmaarrkkeettiinngguullii produqtis Seqmna sabazro wilis mogebis maqsimalizacia. xarjebis Semcireba

mmiizznneebbii da gamocda maqsimalizacia amavdroulad bazris da brendis `mowelva~

wilis dacva

ssttrraatteeggiieebbii

produqti ZiriTadi produqtis gaumjobesebuli pro- brendisa da modelebis susti produqtebis

SeTavazeba duqtis, momsaxurebisa diversificireba warmoebidan amoReba

da garantiis SeTavazeba

fasi Rirebulebas plius bazarze SesaRwevi fasdadebisas konkuren- fasebis Semcireba

faswarmoqmnis fasi tebis fasebis

gamoyeneba gaTvaliswineba

distribucia SerCeviTi distri- intensiuri distri- ufro intensiuri dis- aramomgebiani savaWro

buciis Seqmna buciis Seqmna tribuciis Seqmna wertilebze uaris

Tqma

reklama produqtis cnobado- masobriv bazarze brendis gansxvavebisa Semcireba im donemde,

bis Seqmna adreul am- cnobadobisa da in- da sargeblis romelic saWiroa

Tviseblebsa da dile- teresis Seqmna xazgasma myidvelebis ZiriTa-

rebs Soris di birTvis loialo-

bis SesanarCuneblad

gayidvebis Zlieri gayidvis stimu- Semcireba, upirateso- gazrda, raTa mxari Semcireba minimalur

stimulireba lirebis gamoyeneba bis misaRwevad `wonad~ dauWiron brendis donemde

momxmareblebis moT- Secvlas

xovnis xarjze

wwyyaarroo:: Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2003),Chapter 10.



da ai, kidev erTi gaCereba Tqvens

marketingul mogzaurobaSi. sanam

marketinguli kompleqsis momdevno

daniSnulebis adgilze gadavalT,

modiT, mimovixiloT axali produqti

da produqtis sasicocxlo ciklis koncefciebi.

kompaniis amJamindeli produqtebi pirispir

dganan SezRudul sasicocxlo drois winaSe da

amitom isini SedarebiT axali produqtebiT

unda Seicvalon, magram axalma produqtma

SesaZloa kraxi ganicados _ inovaciaTa riski

iseTive didia, rogoric misi kargi Sedegebi.

warmatebuli inovaciis gasaRebs warmoadgens

mTeli kompaniis Zalisxmeva, Zlieri dagegmva da

axali produqtis ganviTarebis sistematuri

procesi.

11.. aaxxsseenniiTT,, rrooggoorr ppoouulloobbeenn ddaa aavviiTTaarreebbeenn

kkoommppaanniieebbii aaxxaallii pprroodduuqqttiiss iiddeeeebbss..

kompaniebi axali produqtis ideebs sxvadasxva

wyaros meSveobiT pouloben da aviTareben. bevri

axali produqtis idea Sida wyaroebidan viTar-

deba. kompaniebi awarmoeben formalur kvlevebsa

da ganviTarebebs, Tavs uyrian TavianTi momuSave

personalis ideebs da maT aRmasrulebelTa

Sexvedrebze ayalibeben. kvlevebisa da fokus-

jgufebis CatarebiT, myidvelTa SekiTxvebisa da

saCivrebis analiziT kompaniebs SeuZliaT axali

produqtis ideebis generireba, romlebic sfe-

cifikuri myidvelebis moTxovnilebebs daakmayo-

filebs. kompaniebi fexdafex misdeven konkuren-

tTa SeTavazebebs da amowmeben axal produqtebs,

Slian, aanalizeben maT maCveneblebs,raTa miiRon

gadawyvetileba, waradginon Tu ara msgavsi an

gaumjobesebuli produqti. distributorebsa da

mimwodeblebs bazarTan axlo urTierToba aqvT.

Sesabamisad momxmarebelTa problemebisa da

axali produqtis SesaZleblobebze informacia

ufro meti aqvT. swored amitom axali pro-

duqtis ideis ganviTarebisaTvis maT mier

miwodebuli informacia xSirad gamoiyeneba

kompaniis mier.

22.. CCaammooTTvvaalleeTT ddaa ggaannssaazzRRvvrreeTT aaxxaallii pprroodduuqq--

ttiiss ggaannvviiTTaarreebbiiss pprroocceessiiiiss ssaaffeexxuurreebbii..

axali produqtis ganviTarebis procesi 8

Tanmimdevruli etapisgan Sedgeba. is ideaTa

generirebiT iwyeba. Semdeg sdeba ideebis Ser-

Ceva,, rodesac kompaniis sakuTar kriteriumebze

dayrdnobiT mcirdeba ideebis raodenoba. ideebi,

romlebic SerCevis etaps gadaurCebian, koncef-

ciis ganviTarebis safexurze gadadian, sadac

axali produqtis detaluri versia yalibdeba

da gacxaddeba momxmareblisaTvis mniSvnelovan

da misaReb pirobebSi. momdevno safexurze _

koncefciis gamocda _ miznobrivi momxmareb-

lebis jgufis mier axali produqtis koncef-

ciebis testireba xdeba, raTa gansazRvron, aris

Tu ara es koncefciebi momxmareblebisTvis mim-

zidveli. Zlieri koncefciebi gadadian marke-

tingis strategiuli ganviTarebis etapze, sadac

axali produqtis sawyisi marketinguli strate-

gia produqtis koncefciidan viTardeba. biznes-

analizis safexurze axali produqtis gayidvis,

xarjebisa da mogebis mimoxilvas awarmoeben,

raTa gansazRvron, daakmayofilebs Tu ara is

kompaniis miznebs. dadebiTi Sedegebis SemTxve-

vaSi, ideebi ufro srulyofil saxes iReben

produqtis ganviTarebis safexurze da testmar-

ketingis etapze. sabolood ki maTi gamoSveba

komercializaciis ganmavlobaSi xdeba.

33.. aaRRwweerreeTT pprroodduuqqttiiss ssaassiiccooccxxlloo cciikklliiss eettaa--

ppeebbii

TiToeul produqts aqvs sasicocxlo cikli,

romlisTvisac damaxasiaTebelia problemebisa

da SesaZleblobebis mTeli wyeba. tipuri

produqtis gayidvebi S-is formis mruds mihyveba,romelic 5 fazisgan Sedgeba. cikli iwyeba

produqtis ganviTarebis faziT,, rodesac kom-

pania poulobs da aviTarebs axali produqtis

ideas. wardgenis fazisTvis damaxasiaTebelia

neli zrda da dabali mogeba, radgan produqtis

bazarze axlad gatana xdeba. warmatebuli

produqtis SemTxvevaSi, igi zrdis fazaSi Sedis,

romelic gayidvis swraf zrdasa da mzard

mogebas sTavazobs. Semdegia momwifebis faza,

rodesac gayidvebis zrda neldeba da mogeba

stabiluri xdeba. garkveuli periodis Semdeg

produqti vardnis fazaSi gadadis,sadac gayidva

da mogeba klebulobs. am fazis ganmavlobaSi

kompaniis amocanaa gadawyvitos, unda Seinar-

Cunos, ase vTqvaT – `akribos mosavali~, Tu uari

Tqvas produqtze.

44.. aaRRwweerreeTT,, rrooggoorr iiccvvlleebbaa mmaarrkkeettiinngguullii ssttrraa--

tteeggiieebbii pprroodduuqqttiiss ssaassiiccooccxxlloo cciikklliiss

ggaannmmaavvlloobbaaSSii..

wardgenis fazaSi kompania gamoSvebis iseT

strategias irCevs, romelic produqtis gamiz-

nul pozicionirebasTan Tavsebadia. am etapze

didi raodenobiT fulia saWiro, raTa distri-

butorebi miizidon, Seqmnan maTTvis saWiro

produqciis maragi, momxmareblebs axal produq-

tze informacia miawodon da am mcdelobas

miaRwion. zrdis fazaSi kompaniebi potenciuri

myidvelebisa da distributorebis gaTviTcno-

bierebas agrZeleben. garda amisa, kompania mu-

Saobs, raTa konkurencias gauZlos da Seinar-

Cunos bazris swrafi zrda produqtis xarisxis

gaumjobesebiT, axali produqtis niSan-Tvi-

sebebisa da modelebis damatebiT, axali bazris

segmentebisa da sadistribucio arxebis dapyro-

biT. am miznis miRweva aseve SesaZlebelia

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


myidvelebis mizidvis mizniT fasebis droulad

daweviT. momwifebis fazis dros kompaniebi am

fazaSi myof produqtebSi investirebas agrZe-

leben da yuradRebas amaxvileben bazris,

produqtisa da marketinguli kompleqsis modif-

icirebaze. bazris modificirebisas kompania

arsebuli produqtis moxmarebis gazrdas

cdilobs. produqtis modificirebisas kompania

produqtis zogierT maxasiaTebels cvlis,rogo-

rebicaa xarisxi, niSan-Tvisebebi an stili, raTa

axali momxmareblebi miizidos an maT metis

moxmarebisaken ubiZgos. marketinguli kompleq-

sis modificirebisas kompania muSaobs, raTa

marketinguli kompleqsis erTi an ramdenime

elementis SecvliT gayidva gaaumjobesos. rode-

sac kompania aRiarebs, rom produqti vardnis

fazaSi Sevida, menejmentma unda gadawyvitos: 1.

SeinarCunos Tu ara brendi Secvlis gareSe, im

imediT, rom konkurentebi bazars datoveben; 2.

aiRos Tu ara mosavali, rodesac xarjebs

amcireben da amiT gayidvebs inarCuneben Tu 3.

uari Tqvas produqtze, mihyidos Tu ara is sxva

firmas, an qonebis gadarCenis mizniT, misi

likvidacia moaxdinos.

TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. aRwereT ramdenime mTavari mizezi,

romelTa gamoc bevri axali produq-

ti ganicdis marcxs. rogor SeuZliaT

marketingis menejerebs am informaciis gamo-

yeneba axali produqtis ganviTarebis procesSi?

22.. aRwereT axali produqtis ideaTa mTavari

Sida da gare wyaroebi. Tqveni azriT, romeli

maTgani aviTarebs saukeTeso ideas? romeli

wyaro Camoayalibebs yvelaze met ideas?

ganmarteT Tqveni pasuxebi.

33.. ganixileT gansxvaveba Semdeg terminebSi: pro-

duqtis idea, produqtis koncefcia da produqtis

imiji. ra akavSirebs maT erTmaneTTan?

44.. SeadareT produqtis TanmimdevrobiTi ganviTa-

reba produqtis erTdroul ganviTarebas? ra

aris TiToeuli midgomis dadebiTi da uaryofi-

Ti mxareebi?

55.. aRwereT produqtis klasebi, romlebic, Tqveni

azriT, produqts sasicocxlo ciklis TiToeul

fazaSi warmoadgens. Tqveni azriT, gadis Tu ara

TiToeuli maTgani produqtis sasicocxlo

ciklis xuTive etaps?

66.. axseniT ganxsvaveba brendis SenarCunebas, e.w.

mosavlis aRebasa da dacemas Soris. ratom unda

SearCios kompaniam erT-erTi am strategiaTagani

produqtis dacemis mdgomareobaSi yofnisas?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. CamoayalibeT axali produqtis idea sami sxva-

dasxva koncefciiT Semdegi situaciisaTvis: mon-

etis zomis sensori, romelic mzis ultraiisfer

sxivebs zomavs da SeuZlia wamoiwyos gangaSi,

rodesac es gamosxiveba saSiS doneebs miaRwevs.

Tqveni azriT, romeli produqtis koncefciaa am

SemTxvevaSi yvelaze xelsayreli? axseniT

pasuxi.

22.. aiReT produqtis erT-erTi koncefcia, rome-

lic wina SekiTxvaSi CamoayalibeT da SezRu-

duli koncefciis testi CaatareT _ 10 adamians

cxrilSi 8.1 mocemuli kiTxvebi dausviT. SekiT-

xvebis modificireba moxdeba Tqveni gansakuT-

rebuli produqtis koncefciis mixedviT. Tavi

mouyareT Sedegebs Tqveni jgufis Semdgom

Sexvedraze.

33.. ganixileT produqti, romelmac, Tqveni azriT,

momxmareblis cvalebadi moTxovnilebebis dasak-

mayofileblad modificireba ganicada ise, rom

misi sasicocxlo ciklis momwifebis fazaSi

darCena gaxda SesaZlebeli. romeli tipis modi-

ficireba moxda: bazris, produqtis Tu mar-

ketinguli kompleqsis? axseniT Tqveni pasuxi.

iimmooggzzaauurreeTT

aaxxaallii pprroodduuqqttiiss ggaannvviiTTaarreebbaa New product developmentbbiizznneess--aannaalliizzii Business analysesddaacceemmiiss ffaazzaa Decline stageggaattaacceebbaa Fadiiddeeeebbiiss ggeenneerriirreebbaa Idea generationiiddeeeebbiiss SSeerrCCeevvaa Idea screeningkkoommeerrcciiaalliizzaacciiaa Commercializationkkoonncceeffcciiiiss ggaammooccddaa Concept testingmmaarrkkeettiinngguullii ssttrraatteeggiiiiss Marketing strategyggaannvviiTTaarreebbaa developmentmmooddaa Fashionmmoommwwiiffeebbiiss ffaazzaa Maturity stage

pprroodduuqqttiiss eerrTTddrroouullii ((gguunn-- Simultaneous (or team-nndduurrii pprriinncciippiiTT)) ggaannvviiTTaarreebbaa based) product developmentpprroodduuqqttiiss ggaannvviiTTaarreebbaa Product developmentpprroodduuqqttiiss kkoonncceeffcciiaa Product conceptpprroodduuqqttiiss ssaassiiccooccxxlloo Product life cycle (PLC)cciikkllii ((PLC))

pprroodduuqqttiiss TTaammnniimmddeevvrruullii Sequential product develop-ggaannvviiTTaarreebbaa mentssttiillii Styletteessttmmaarrkkeettiinnggii Test marketingwwaarrddeeggeenniiss ffaazzaa Introduction stagezzrrddiiss ffaazzaa Growth stage



tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

zogierTi kompania, imis nacvlad, rom

yuradReba gaamaxvilos swored

imaze, rac momxmarebels surs, mas

saSualebas aZlevs sakuTari pro-

duqtebi Seqmnas. Nike swored ase moiqca da

Tavis momxmarebels SesaZlebloba misca, 2000

wels internetis meSveobiT sakuTari xedva da

maxasiaTeblebi Camoeyalibebina sportuli sar-

beni fexsacmlis Air Pegasus-is saxiT. momxmare-

blebs SeeZlo fexsacmlis saukeTeso Ziris

SerCeva, romelzec im zedapirisaTvis aris

gaTvlili, romliTac darbian, simWidrovis,

romelic maTi fexis zomas zustad moergeba,

agreTve fexsacmlis siRrmisa da 8 sxvadasxva

nawilisaTvis feris SerCevis da fexsacmlis

Zirze TviT personaluri saxelisac ki.

ewvieT veb-gverds www.nikerunning.com da kompi-

uteris Tagvis meSveobiT TiTi daaWireT Rilaks

`SeqmeniT sakuTari fexsacmeli,~ romelic

moTavsebulia bmulis `fexsacmeli~ qveS.

(yuradReba miaqcieT, rom is moiTxovs MacromediaFlash-s, romelic Tqvens kompiuterSi dayenebuli

unda iyos _ Tu is ar aris dainstalirebuli,

Tqven mogiwevT misi CamotvirTva). mihyeviT AirPegasus 2000-is SeqmnisTvis saWiro etapebs da

Semdeg upasuxeT SekiTxvebs.

11.. ras fiqrobT SesaZleblobaze SeqmnaT saku-

Tari savarjiSo fexsacmeli onlain reJimSi?

Tqveni azriT, mianiWebs Tu ara es saSualeba

konkuretul upiratesobas Nike-s sportuli

fexsacmlis Semqmneli sxva konkurenti mwarmoe-

blebis winaSe?

22.. ratom airCia Nike-ma aseTi strategia? aRwe-

reT miznobrivi bazari,romelic yuradRebas yve-

laze metad am procesis ganmavlobaSi sakuTari

fexsacmlis Seqmnaze amaxvilebs.

33.. ra uaryofiTi mxareebi SeiZleba hqondes Nike-isaTvis, rodesac momxmarebels sakuTari savar-

jiSo fexsacmelis Seqmnas sTavazobs? rogor

SeiZleba maTi minimumamde dayvana.

2004 wels Honda gaxda avtomanqanebis pirveli

mwarmoebuli, romelic bunebriv gazze momuSave

manqanebs sazogadoebaSi gayidis. Cveulebriv,

aseTi manqanebi erTeulebze gaiyida, ZiriTadad

samTavrobo organizaciebze, romlebic maT xan-

mokle mogzaurobebisTvis iyeneben da

SesaZlebloba aqvT, bunebrivi gazis sakuTari

sadgurebi iqonion. es yovelive Seicvleba,rode-

sac Honda waradgens mowyobilobas, romelic man-

qanebis mepatroneebs saSualebas miscems,

TavianTi manqanebis rezervuarebi sakuTar

garaJSi Seavson. Honda bunebriv gazze momuSaveaTobiT aseTi manqanis gayidvas apirebs

ojaxebSi rigiT meore avtomobilad an rogorc

sezonur samgzavro manqanad. bunebriv gazze

momuSave manqanebis fasi benzinze momuSave man-

qanebis fasis 80%-s Seadgens.

11.. aRwereT, rogor CaatarebdiT am axali pro-

duqtisaTvis testmarketings.

22.. romeli ZiriTadi qmedebebi dasWirdeba Honda-s,raTa am axali produqtis komercializaciis

faza warmatebiT daasrulos?

33.. rogor ganaTavsebs Honda bunebriv gazze

momuSave axal manqanas Tavisi tradiciuli man-

qanebis seriis gverdiT?

bazarze pirvelad Sesvla did upi-

ratesobas aZlevs kompanias konku-

rentebis winaSe. droTa ganmavlobaSi

kompaniis momsaxure personalze es

udides zewolas axdens, raTa maT

produqtis ganviTarebis procesi rac

SeiZleba daaCqaron. am SemTxvevaSi, produqtis

ganviTarebis procesSi safexurebis gamotoveba

an Semcireba (magaliTad, yovlismomcveli

usafrTxoebis Semowmeba) SesaZloa mimzidveli

alternativa gaxdes, raTa droiTi SezRudvis

moTxovna dakmayofildes. TviT arakoreqturi

(ararealuri) angariSgeba, romelic produqtis

testirebasTan asocirdeba, SesaZloa moxdes

kidec.

11.. risi gakeTeba SeuZlia kompanias,raTa daamtki-

cos, rom produqtis ganviTarebis saWiro safex-

urebi adekvaturad Tanmimdevrulia – miuxe-

davad zewolisa bazarze gasvlis

pirvelobisaTvis? ra saxis kontroli unda

gatardes?

22.. ganixileT potenciurad uaryofiTi Sedegebi,

romlebic bazarze axali produqtis daCqarebiT

wardgenas axlavs Tan.

eeTTiikkiiss ssaammyyaarrooSSii

eGo Bikes-is biznessituacia moTavse-

bulia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa


qqaarrTTuullii bbiizznneessssiittuuaacciiaa

jjeeoosseelliiss oorrii aaxxaallii pprroodduuqqttii

2006 wlis martis Tvis

monacemebiT kompania jeo-

sels, saqarTveloSi, mobil-

uri kavSirgabmulobis baz-

ris daaxloebiT 50%-i

ekava. es maSin, roca 2004 wels, jeoselis sabaz-

ro wili 43%-s Seadgenda. am mokle periodSi

jeoselis sabazro wilis mniSvnelovani zrda

ZiriTadad ganpirobebuli iyo kompaniis mier

bazarze ganviTarebis sworad SerCeuli strate-

giiT. mocemuli strategiis erT-erT ZiriTad

Semadgenel nawils warmoadgenda mobiluri

kavSiris momxmareblisaTvis axali/inovaciuri

produqtebis SeTavazeba. jeoselis warmatebul

produqtebs Soris gansakuTrebiT gamosarCevia:

1. WAP (Wireless Access Protocol) - momsaxureba, rom-lis saSualebiTac mobiluri telefonis momx-

marebels SeuZlia modemisa da kompiuteris

gareSe isargeblos internetiT pirdapir mobil-

uri telefonidan da miiRos sasargeblo infor-

macia, esaubros sxvadasxva adamians, Seamowmos

el-fosta, CamotvirTos sasurveli polifoniuri

melodia, TamaSi Tu feradi foni;

2.`jeo MMS~ (Multimedia Messaging Service) - rom-lis saSualebiTac SesaZlebelia audio, video

da naxati Setyobinebis gagzavna/miReba.amJamad saqarTveloSi satelekomunikacio

seqtori, warmoadgens erT-erT yvelaze

mniSvnelovan da swrafad mzard dargs qveynis

ekonomikaSi.

satelekomunikacio bazris realuri

Camoyalibeba da konkurentuli garemos Seqmna,

daiwyo 90-iani wlebis meore naxevridan,rodesac

saqarTveloSi gamoCndnen ucxoeli da qarTveli

investorebi, gaica licenziebi da TandaTanobiT

amoqmednen sxvadasxva standartze momuSave

operatorebi.

ukanasknel wlebSi aSkarad SeimCneva

satelekomunikacio bazris zrdis dinamika, am

seqtoris Semosavlebis mniSvnelovani permanen-

tuli mateba da qveynis mTlian Sida produqtSi

(mSp) misi wilis zrda. amasTanave aRsaniSnavia

satelekomunikacio bazris sxvadasxva segmentis

mkveTrad gamoxatuli araTanabari wili

mTliani Semosavlis struqturaSi, Semosavlebis

60% mobiluri kavSiris segmentze modis.

mocemuli segmenti saqarTveloSi oligopoli-

uri konkurenciiT (kerZod duopoliiT)

gamoirCeva, romelSic ori kompania jeoseli da

magTikomi funqcionirebs.*

saqarTveloSi saxezea msoflios infos-

atelekomunikacio industriaSi bolo wlebSi

gamokveTili tendecia _ am bazris mobiluri

satelefono segmentis upiratesi zrda adgilo-

brivi (fiqsirebuli) satelefono qselebTan

SedarebiT. ITU-s (saerTaSoriso telekomu-

nikaciis kavSiris) prognoziT, 2010 wlisaTvis

mTel msoflioSi mobiluri telefonebis abo-

nentebis ricxvi gadaaWarbebs adgilobrivi qse-

lebis abonentebis ricxvs. es ukve moxda mTel

rig qveynebSi da 2004 wels analogiuri viTareba

dafiqsirda saqarTveloSic.

saqarTvelo warmoagdens erT-erT pirvel

qveyanas postsabWour sivrceSi, sadac dainerga

GSM standartis mobiluri momsaxureba.

kerZod, pirveli GSM operatori saqarTve-

loSi, gaxldaT kompania jjeeoosseellii, romelic 1996

wels daarsda qarTuli da Turquli mxareebis

saerTo investiciiT.

2001 wels jeoselma saqarTveloSi moqmedi

mesame GSM opertori GT mobiluri SeierTa,

rasac Zalzed mniSvnelovani movlena, kerZod

winaswari gadaxdis sistemis, lai-lais danergva

mohyva.

2003 wels msoflio kavSirgabmulobis bazris

erT-erTma liderma Svedur-finur kompania

TeliaSonera-m, kompania jeoselSi ganaxorciela

msxvili investicia da SeiZina misi sakontrolo

paketi. Sedegad jeoseli msoflio masStabis

erT-erTi umsxvilesi jgufis Fintur Holdings B.V.wevri gaxda. mocemul jgufs dsT-s sferoSi

wevrebi hyavs moldovaSi (Moldcell), azerbaijanSi

(Azercell) da yazaxeTSi (Kcell).kompania jeoseli daarsebis dRidanve

gamoirCeva mkafiod Camoyalibebuli strategiiT:

momxmarebelze gamokveTili orientacia, misi

moTxovnebis gaTvaliswineba da maTi maqsima-

luri dakmayofileba.

jeoseli arCeul strategias sxvadasxva

saSualebebiT axorcielebs:

arsebuli produqtebisTvis damatebiTi, axali

Tvisebebis SeZena;

■ perioduli fasdaklebebi, bonusebi da wamax-

alisebeli aqciebi;

■ momsaxurebis punqtebis farTo qseli;

■ davalianebis dafarvis/angariSis Sevsebis

alternatiuli gzebi;

■ dafarvis zonis mudmivi zrda;

■ qvelmoqmedeba - sxvadasxva aqciebis/RonisZie-

bebis mxardaWera;

■ momsaxurebis maRali xarisxi.

magram jeoseli gansakuTrebul mniSvnelobas

aniWebs axali, inovaciuri produqtebis dan-* 2007 wlis gazafxulze bazarze mesame operatori

`mobiteli~ Semodis



ergvas. es faqti arc aris gasakviri,radgan dRes

saqarTvelos mobiluri kavSirigabmulobis

bazari gamoirCeva mZafri konkurenciiT da

mocemul bazarze konkurentuli upiratesobis

mopovebis erT-erT ZiriTad saSualebas swored

axali produqtebis danergva da momxmareb-

lisadmi maTi Sesabamis dros, adgilas da

Sesabamisi formiT miwodeba warmoadgens.

ase magaliTad jeoselma pirvelma saqarTve-

loSi SesTavaza momxmarebels mobiluri tele-

foniT faqsisa da monacemTa gadacemis momsaxu-

reba, sazRvargareT mobiluri telefonis

uproblemod gamoyenebis momsaxureba – saerTa-

Soriso roumingi, saqarTveloSi Zalzed popu-

laruli mokle teqsturi Setyobinebis (SMS) da

xmovani fostis momsaxureba da sxva mravali

komfortuli servisi.

magram WAP-GPRS da MMS momsaxurebis

SemTxvevaSi situacia gansxvavebuli iyo.

2004 wlis bolos jeosels da konkurent

mobilur operators gaaCndaT teqnikuri SesaZ-

lebloba am produqtebis dasanergad, magram mTe-

li rigi parametrebi mocemuli produqtebis-

Tvis orive kompanias daumuSavebeli hqonda.

miuxedavad amisa 2004 wlis seqtemberSi

konkurentma mobilurma operatorma bazars

SesTavaza zemoT aRniSnuli orive produqti.

kompania jeoselma gaaanaliza konkurentis

nabijebi da bazarze arsebuli momsaxurebis

magaliTze gamoavlina momxmareblis realuri

moTxovna WAP-GPRS momsaxurebis mimarT. ro-

gorc aRmoCnda, momxmarebels pirvel rigSi ain-

teresebda momsaxurebis gamoyenebis praqtikuli

SesaZleblobebi, da ara teqnologiuri Tvise-

bebi. Sedegad jeoselma 2004 wlis 28 dekembers

momxmarebels SesTavaza gasarTobi xasiaTis

`ferad-feradi~ servisi, da amiT saSualeba mis-

ca momxmarebels sakuTar telefonSi Camoet-

virTa sasurveli polifoniuri melodia, TamaSi,

feradi foni, animacia.

servisis warmatebuli gaSvebisTvis saWiro

iyo mravalferovani katalogis Seqmna da misi

mudmivi ganaxleba. AamisaTvis jeoselma daam-

yara urTierToba ramodenime kontent-provai-

derTan (saerTaSoriso kompaniebi romlebic

uzrunvelyofen polifoniuri melodiebis, java

TamaSebis, feradi fonebis, animaciebis da sxva

kontentis bazas) da amiT saSualeba misca momx-

marebels esargebla mravalferovani arCevaniT.

momxmareblis waxalisebis mizniT kompaniam

pirveli ori kviris ganmavlobaSi servisiT

ufaso sargebloba gamoacxada. ris Sedegadac am

produqtma sakmaod didi warmateba moipova

bazarze.

diagrama 1–ze warmodgenilia jeoselis GPRSmomxmareblebis raodenobis zrdis dinamika.

droTa ganmavlobaSi WAP-GPRS-ze dayrdno-bili momsaxureba ganviTarda da `ferad-ferad~

serviss daemata mravali axali servisi, kerZod:

■ jeo-Cati, romelic momxmarebels saSualebas

aZlevs ramdenime adamians erTdroulad

esaubros;

■ Geo-Mix, romlis saSualebiTac momxmarebels

SeuZlia: miiRos informacia: amindis prog-

nozis, valutis kursis, horoskopis, safex-

burTo matCebis angariSebis Sesaxeb; Camot-

virTos sasurveli polifoniuri melodia,

MP3 faili, TamaSi, animacia da mravali sxva;

■ GeoMapTbilisi, pirveli qarTuli Java aplikacia,

romelic warmoadgens Tbilisis ruqas,

quCebisa da ubnebis saZiebo sistemiT da maTi

grafikuli gamosaxulebis Cvenebis

saSualebiT;

■ jeo forumi, romlis saSualebiTac momx-

marebels SeuZlia: esaubros sxvadasxva adami-

anebs sasurvel Temaze, gaecnos jeoselis

siaxleebs, ixilos jeoselisa da lai-lais

servisebi, miiRos rCevebi da rekomendaciebi

mobiluri telefonis nebismieri problemis,

dazianebis da eqsploataciis Sesaxeb da

mravali sxva;

■ WAPMAIL, romlis saSualebiTac SesaZle-

belia axali safosto yuTis, misamarTze –

[email protected] daregistrireba da

werilebis gagzavna-miReba nebismier ele-

qtronul misamaTze.

DGdResdReobiT momxmarebels SeuZlia yvela

am servisiT sargebloba Gjeoselis WAP portal

wap.geocell.com.ge-ze Sesvlisas.

amasTanave 2005 wlis 9 Tebervals jeoselma

danerga kidev erTi axali momsaxureba – `jeo

MMS~ romlis saSualebiTac SesaZlebelia

audio, video da naxati Setyobinebis gagzavna-

miReba. aqac,rogorc wina produqtis SemTxvevaSi

`jeo MMS~-is bazarze Semotanis strategia gan-sxavavebuli iyo konkurenti mobiluri oper-

toris mier gamoyenebuli strategiisagan.

kerZod, mocemuli momsaxurebis CarTva

jeoselSi ufasoa, xolo mesijis gagzavnis

Rirebuleba ufro naklebia vidre konkurent

operatorSi. gansakuTrebiT aRsaniSnavia

jeoselis mier, mocemuli produqtis popular-

izaciis mizniT momxmareblisaTvis SeTavaze-

buli momsaxureba - jeo kadri da Catarebuli

ddiiaaggrraammaa 11


aqciebi: jeo ART Semodgoma da jeo ART zamTari.

jeo kadri jeoselis momxmarebels

saSualebas aZlevs mobiluri telefoniT gada-

Rebuli suraTi gaagzavnos Konica-s ofisebSi damiiRos dabeWdili fotosuraTi.

2005 wlis oqtomberSi da 2006 wlis

ianvarSi jeoselma Caatara ori promo aqcia

MMS foto-konkursi: jeo ART Semodgoma da jeo

ART zamTari. garkveuli periodis ganmavlobaSi,

jeoselis nebismier abonents SeeZlo mobiluri

telefonis saSualebiT gadaRebuli foto gaeg-

zavna, kompaniis mier winaswar SerCeuli Tema-

tikis safuZvelze garkveul nomrebze. konkursis

safuZvelze gamovlindnen yvelaze originaluri

fotoebis avtorebi, romelTac gadaecaT

Sesabamisi prizebi. am aqciebma gansakuTrebiT

dadebiTad imoqmeda mobiluri telefonis axal-

gazrda momxmareblebis damokidebulebaze da

Sesabamisad mTlianad kompaniis imijze. moce-

mulma faqtma Tavis mxriv xeli Seuwyo MMS-iTsargeblobis tempis periodul zrdas. diagrama

2–ze warmodgenilia jeoselis momxmareblebis

mier gagzavnili MMS raodenobis zrdis

dinamika.

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::

1. New-Product Development-is ra etapebi gaiara

jeoselis produqtebma WAP-GPRS-ma da jeo

MMS-ma? New-Product Development-is romeli

midgoma iqna gamoyenebuli – Sequential productdevelopment Tu Simultaneous product development?daasabuTeT Tqveni arCevani;

22.. Tqveni azriT ramdenad warmatebuli iyo

jeoselis mier arCeuli strategiebi? Seimu-

SavoT bazarze Sesvlis Tqveni strategia

jeoselis WAP-GPRS da jeo MMS produq-tebisTvis;

33.. Product life cycle-is ra stadiazea amJamad

jeoselis WAP-GPRS da jeo MMS produqtebi?daasabuTeT Tqveni arCevani;

44.. Tqveni azriT ra strategia: Product, Price,Distribution, Advertising, Sales Promotion unda

gamoiyenos jeoselma WAP-GPRS da jeo MMSproduqtebisTvis Product life cycle-is mocemulstadiaze?

ddiiaaggrraammaa 22

chapter 8

Documents

marketingi musaobis processi

misi likvidacia moaxdinos

wall street journal

cven imdenad virjebit

product life cycle

daasabutet tqveni arcevani

da mainc

product development