chapter 8
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■ 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
264 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 265
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.
266 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 267
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.
268 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 269
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.
270 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 271
_ 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
272 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 273
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.
274 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
mmaarrkkeettiinngguullii ssttrraa--
tteeggiiiiss ggaannvviiTTaarreebbaa
(Marketing strategydevelopment)ZiriTadi marketin-
guli strategiis
Seqmna axali pro-
duqtisaTvis.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 275
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
276 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 277
kkoommeerrcciiaalliizzaacciiaa
(Commercialization)arsebul bazarze
axali produqtis
wardgena.
278 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 279
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.
280 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 281
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 `am 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 _ `ino-
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 `aranairi
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. `erTader-
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.
282 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 283
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.
284 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 285
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
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii
zogierTi produqti gadaurCa sasicocxlo cikls: wlebis ganmavlo-
baSi Crayola-s feradi fanqrebi sasicocxlo cikli gzas ganagrZobs.
286 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 287
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.
288 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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.
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 289
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.
290 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 291
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
292 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 293
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
294 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
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 –
Tqvenisaxeli@wapmail.ge 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
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 295
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
296 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da
marketinguli kompleqsis Sedgena
TTaavvii 88 axali produqtis ganviTareba da produqtis sasicocxlo ciklis strategiebi 297
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