TO: NCIB

FROM: Shota Nishnianidze

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 Content:
Vision…………………………………………………………………………………………................…4

Mission Statement ………………………………………………………………………...…………...…4

Category Size…………………………………………………………………………………………...…..4

Market Growth………………………………………………………………………………………… ...4

Product Life-cycle………………………………………………………………………………….…….....5

BBCG matrix………………………………………………………………………………….…………....5

Sales cyclicity and Seasonality ………………………………………………………………………..…...6

Profits………………………………………………………………………………………………….…….6

Porter 5 force…………………………………………………………………………..…………………….6

Threat of new entrants………………………………………………………………….…….…...6

Bargaining power o suppliers……………………………………….………………………….....7

Bargaining power of Buyers………………………………………………………………………7

Pressure from substitutes…………………………………………..………………..…………….8

TECNOLOGICAL FACTORS ...... 8

POLITICAL………………………………………………………………..………………….…..9

ECONOMIC………………………………………………………………….………………..…..9

REGULATORY…………………………………………………………….……………..……...14

SOCIAL FACTORS………………………………………………………….…………….…….14

Competitors Analysis……………………………………………………..……………………..14

Searching for information. . . ………………………………………………...………….……..15

SWOT Analysis .............................................................................................................................................17

Strength..........................................................................................................................................17

Weakness.......................................................................................................................................17

Opportunity...................................................................................................................................17

Threat.............................................................................................................................................17

CustomerAnalyses………………………………………………………………………..……….…18

Market Structure and Segmentation……………………………………………........…….…18

Buying Roles………………………………………………………………………………………..……...20
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When do customers buy? .............................................................................................................................20

Why they prefer a product. ………………………………………………………………..…………..…21

Economic ………………………………………………………………………………………..20

Functional…………………………………………………………………………..…………...20

Psychology……………………………………………………………………….…………...…20

STRATEGY………………………………………………………………………………………….…….21

cooperation……………………………………………………………..………………….……22

customer tide up…………………………………………………….………….…………….…23

guerilla marketing………………………………………………………………………………..23

choose right marketing chanel. ……………………………………………………………..…25

Adventingis direct marketing……………………………………………………………….…25

POSITIONING………………………………………………………………………………………….…30

maslow………………………………………………………………………………………………………31

4P – MARKETING MIX…………………………………………………………….……....................…32

Product: ……………………………………………………………………..……………….…32

Price ………………………………………………………………..………............................…33

Place………………………………………………………………..……………....................…33

Promotion………………………………………………………………...…….…………….…34

Monitoring……………………………………………………………...…….…………….…………35

BUGET…………………………………………………………………......................................................35

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 Vision
21-e saukune aris alternatiuli energiis saukune. Aalternatiul
energiiT momuSave aparatura, mimzidvel bazars warmoadgens, romelsac
uzarmazari potenciali aqvs. Sun shine “Cven" SevZlebT bazris aTvisebas da
lideris poziciis dakavebas.

Mission Statement
momxmarebels SevuqmniT komforti, davnergoT alternatiul energiaze
momuSave teqnologiebi. kompania iTvisebs uaxles teqnologiur
SesaZleblobebs da klientebs sTavazobs yvelaze Tanamedrove miRwevebze
dafuZnebul gadawyvetilebebs.

Aggregate Market Factors

Category Size
biznesis dawyebisas iseT SemTxvevaSi rogoric Cvenia sasurvelia ganisazRvros
Cveni produqtis kategoriis bazris wili. Cvens SemTxvevaSi kategoria aris
telefonis aparati romelic imuxteba mzis energiiT. warmoadgesns
alternatiul energiaze momuSave inovaciur aparats. Cven unda viyoT
fokusirebulni maRali Semosavlebis segmentze, vinc afasebs produqtis stils,
mis xarisxs da SesaZleblobebs. Aam perspeqtividan gamomdinare Cveni bazari
unda moviazroT mciredad.

Market Growth
ekonomukuri garemo Cvens qveyanaSi dRiTi-dRe umjobesdeba, wlidan
wlamde xalxs aqvs ufro da ufro meti fuli fufunebis sagnebze
dasaxarjad. Bbazari Sun Shine tipis modelisTvis izrdeba. maRal fasian
telefonebis bazris zomis Sesaxeb samwuxarod SeuZlebelia mopoveba
statistikuri informaciis izrdeba Tu mcirdeba. viTvaliswineb ra rom
tendencia iyo zrdis fufunebis sagnebze, vTvli rom, Cvens produqciaze
SenarCundeba zridis tendencia momavalSic. Bxolo wlis me-3 kvartalSi
sagrZnoblad Semcirda fiWuri kavSiris tarifi, momavalSi varudoben
saubris metad gaiafebas, rac pirdapir proporciulad xels Seuwyobs
maRal fasiani telefonebis bazris zrdas.

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Product Life-cycle
Sun Shine aris axli produqcia qarTuli bazrisTvis, is aris bazarze
gaSvebis stadiaSi. Bbazarze gamoCenisTanave gadainacvlebs “wardgenis”
stadiaSi, rac gvTavazobs gafarToebis axal SesaZleblobebs, magram
amavdroulad gvTavazobs safrTxeebs.

stadiidan gamomdinare Cven unda mivmarToT resursebi cnobadobis

gasazrdelad da produqtis gasaRebis bazris ganviTarebisken. Tavis
mxriv marketing miqsze zemoqmedebs, rasac qvemoT ganvixilav.

BBCG matrix:

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 ganvixiloT bosTon konsaltingis matrica: matrica mTliani suraTis
garkveuli aspeqtebis danaxvaSi dagvexmareba. Sun shine aqvs mcire bazris
wili xolo alternatiul energiaze momuSave aparaturis bazris zrdis
koeficienti sakmaod maRalia, amitom produqcia aris “kiTxvis niSnis”
poziciaSi, xSirad problemuri bavSvad moixsenieben, am pozicias aqvs
potenciali gadavides varskvlavSi TumcaRa did sifrTxiles da
investiciebs moiTxovs.

Sales cyclicity and Seasonality

SeiZleba iTqvas, rom gayidvebis cikli da sezonuroba Sun Shine - isTvis ar
arsebobs.

Profits
mogebis marJa, inovaciur, produqciaze sakmaod maRalia, rac
SesaZleblobas gvaZlevs ufro Tavisuflebi viyoT moqnili marketinguli
ideis danergvisas.

porteris 5 Zala
porteris 5 berketi saukeTeso saSvalebaa biznesis Sefasebis. 5 dan
3 ganvsazRvravT gare safrTxeebs xolo danarCeni 2 Sida
safrTxeebis gasasazRvrad gamoiyeneb SWOT -s

Threat of new entrants

axali biznesis Semosvlis safrTxeebi am biznesSi raTqmaunda arsebobs. Mmodi
visaubroT ra barierebi SeiZleba SevuqmnaT Cven maT. erTi SesaZlebloba aris
“economies of scale” magram qarTuli bazari fufunebis telefonebze arc Tu ise

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didia. Aarc arsebuls da arc axal moTamaSes SeuZlia miaRwios mas arsebul
situaciaSi.

Semdgomi SesaZlebloba aris produqciis diferenciacia brendis saxelis qveS.

safrTxe axali moTamaSeebis bazarze Semosasvlelad ganapirobebs sawyisi
kapitali. sxva sityvebiT, rom vTqvaT Tu didi kapitali aris saWiro bazarZe
Sesasvlelad es ukve barieria xolo Tu mciredi kapitalic ki sakmarisia vais
versa. Cvens SemTxvevaSi didi kapitali ar aris saWiro, magram ucxoel
momwodeblebTan kargi kontaqti SeiZleba sakmaod did “kapitalad” CaiTvalos.
“switching cost” aris Semdegi barieri, Cvens SemTxvevaSi switching cost – i unda
SevqmniT garantiiT, momsaxurebiT, mzis energiaze muSaobis pozicionirebiT,
samadlobeli werilis gagzavniT. vinaidan da radganac Ppirovneba romelic
iyidis aseT fasian telefons SeiZleba ramodenime weliwadi is arc ki
Secvalos, magram aseTi moqmedeba daexmareba mas yidvis Semdgomi disonansis
moxsnaSi. Aaseve xalxs vinc miekuTvneba maRali Semosavlebis segments
urTierTobs da megobrobs imave segmentis warmomadgenlebTan. Mmowonebis
SemTxvevSi erTmaneTs gauziareben STabeWdilebebs.

Semdgomi faqtori romelic SeiZlba gamoyeno bazarze axali moTamaSis

Semosvlis winaaRmdeg aris kargi urTierTobis awyoba distributorebTan.
gansakuTrebiT Cvens SemTxvevaSi, pirvel etapze SeiZleba ar iyos Zalian
mniSvnelovani, magram cotaxnis Semdeg rac gavacnobT produqcias bazaars unda
vifiqroT distributorebTan urTierTobis ganviTarebaze. Llokalurad
azrovnebis SemTxvavaSi davkargavT mniSvnelovan potenciur klientebs.

Bargaining power o suppliers

Cvens SemTxvevaSi momwodeblis Zala didia.

1. momwodeblebi arian maRal koncentrirebulni, dominirebs cota

firma.

A2. ar aqvs Semcveli, Cven SegviZlia SevamciroT momwodeblis Zala da

movZebnoT sxva momwodebeli

3.Mmomwodebels diferenciacirebuli ar aqvs produqti mocemulobis

Tanaxma aseve ucnobia switching costs aqvs Tu ara. M(mag: garantia)

4. momwodeblebi cotani arian. rac momwodebelze damokidebulebas

niSnavs

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Bargaining power of Buyers

Cvens momxmarebeli ar flobs berkets radganac produqti ar aris

yoveldRiuri, is fufunebis sagania. P”patara” myidvelebs aqvT mciredi
Zala, am SemTxvevaSi Cveni momxmarebeli “pataraa” radganac mcired
raodenobas yiduloben. Cven ar gvaqvs maRali fiqsirebuli danaxarji
radganac Cven ar vawarmoebT, mxolod vyidiT. Cveni industria
arastandartulia da diferencirebuli Cveni produqtis specifikidan
gamomdinare. switching costs ze ver vakeTeb gansazRvras radgan arasakmarisi
informacias gvaqvs. erTi ram ki naTelia Cven unda SevuqmnaT
momxmarebels is garantiiT, servisiT, inovaciiT, gansxvavebulobiT, da
ase Semdeg. Swored Seqmnili faqtorebiT unda davapozicioniroT.

Pressure from substitutes

Cvens produqts bevri Semcvleli hyavs. Aarsebulni bazarze da axali
Semomsvlelebi, romlis saSiSroebac arsebobs, radgan Semosvlis barieri
Zalian pataraa. Cvens SemTxvevaSi rodesac produqts aqvs konkurentuli
upiratesoba ekologiuroba, alternatiul energiaze muSaobis
SesaZlebloba, maxasiaTeblebi da inovaciuroba martivia moipovo
konkurentuli Zala qarTul bazarze. qarTul bazarze Semcvlelebia:
Apple iPhone 4 16GB, BlackBerry 9700 Bold, BlackBerry 9520 storm2, HTC Desire,
Sony Ericsson Xperia X10, BlackBerry 9000 Bold, HTC Hero, HTC HD2, Nokia N900,
HTC Touch Cruise, Nokia N96.

ukeTesi fasis SeTavazeba

 Cveni biznesi da produqti inovaciuria da axali qarTul bazarze,
ase rom fasi Sesabamisia da ukeTesic momxmareblis aRqmis
Camosayalibeblad
switching costs
Switching cost - romelsac Cven vTavazobT es iqneba garantia, servisi,
wamaxalisebeli aqciebi. saCuqrebi. aseve davurekavT an gavugzavniT
samadlobel werils yidvis Semdegi kognituri disonansis
mosaxsnelad.

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 ENVIRONMENTAL ANALYSIS

garemo faqtorebi Zalian mniSvnelovania. mas SeuZlia akontrolos firma

da saerTod industria. Ggare faqtorebi pirdapir ukavSirdeba
produqciis momxmarebels da konkurents.

alternatiuli, kategoriebi romlebic kargad pozicionirdnen SeuZliaT

miiRon sargo garemos faqorebis cvlilebiT, dasafasebelia menejeri
romelic garemo cvlilebebs aRiqvams rogorc SesaZleblobebs.

TECNOLOGICAL FACTORS
rac Seexeba teqnologias Cven ar gvWirdeba specialuri teqnologia,
imports vukeTebT produqcias romelic damzadebulia sazRvargareT.
saqarTveloSi bazarze ar arsebobs imave teqnologiis produqcia.
arsebuli produqti aris inovaciuri, uaxlesi teqnologiuri monacemebiT
aRWurvili, ar esaWiroeba eleqtro wyaroze mierTeba.

POLITICAL
politikur situacias umniSvnelovanesi roli aqvs biznesSi. saqarTvelo
aris ruseTis politikuri riskis qveS, romlis survili aris samxedro
komfliqti da Sida ajanyeba. samTavrebo, saparlamentaro,
arasaparlamento, opoziciuri dajgufebebis, ara organizebuli Sida
dajgupebebis safrTxe ar arsebobs. Ddemokratiis indeqsi aris 4.62, es
aris hibriduli regioni

aseve 1989 wlidan okupirebuli saqarTvelos nawili. 2008 wels ruseTma

ganaxorciela agresia. saqarTvelo iTvleba arastabilur regionad.

ECONOMIC
m.S.p erT sul mosaxleze 2.925$. msoflio krizisma didi gavlena
moaxdina garTvelTa saqcielze, aseve didi roli iTamaSa 2008 wlis omma.
dRevandeli ekonomikuri situacia axlosaa 2008 wlis ekonomikur
situaciasTan, saqarTvelom daiwyo msoflio krizisTan da krizisis
panikasTan gamklaveba.

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 Mmsoflio bankis ekonomikuri Tavisuflebis indeqsi

saqarTvelo aris 26 adgilas msoflio bankebs Soris, bankis

Tavisuflebis reitingi aris 70.4 yovel wliurad mocemuli situacia
icvleba da cvlileba Seadgens 0.6. bankis Tavisuflebis indeqsi pirdapir
proporciulad gviCvenebs ekonomikur situacias., aseve jansaR sabanko
struqturas eqneba kargi efeqti Cvens produqciaze radgan is ar aris
yoveldRiuri moxmarebis produqti. Ppirdapiri kavSirSia bankis sistema
Cvens produqtTan.

Cveni momxmareblebi iqnebian mgrZnobiare saprocento ganakveTis,

sakredito baraTis ganakveTis, da sesxis ganakveTis

saqarTvelos ZiriTadi ekonomikuri monacemebi

mosaxleoba

4,615,807 (ivnisi 2009 )

sxva qveynebTan SedaebiT: 118 adgili

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Eekonomikis mimoxilva

saqarTvelos ekonomikis m.S.pP gaizarda 10% 2006-07, Zlieri

samTavrobo SekveTebis da investiciebis Semodinebis xarjze. TumcaRa
m.S.p –s zrda Senelda 2% iT 2008 wels 2008 wlis agvistos omis
Semdeg, da 5% iT 2009 wels globaluri recesiis da ucxouri
investiciebis SeCerebis gamo.

saqarTvelos mTavari ekonomikuri saqmianoba moicavs soflis

meurneobas produqcias rogoricaa: yurZeni, citrusi, Txili; samTO
saqme marganeci da spilenZi;da mcire industriuli seqtori
alkoholuri da araalkoholuri produqcia,metalebi,
danadgarebi,tvitmfrinevebi da wamlebi.sferoebi exlaxans romelic
viTardeba da izrdeba aris konstruqciebi, sabanko servisi, samTo
seqtori, Tumca mcirdeba ucxouri investiciebi da Senelebuli
regionaluri ekonomika aCens riskis faqtorebs.

m.S.p (Sesyidvis Zalis pariteti)

$20.75 miliardi (2009 )

sxva qveynebTan SedarebiT :121

$21.82 miliardi (2008 )

$21.37 miliardi (2007 )

m.S.p (oficialuri gacvlis koeficienti):

$10.98 miliardi (2009 )

m.S.p (realuri zrdis koeficienti)

-4.9% (2009 )

Sxva qveynebTan SedarebiT

2.1% (2008 )

12.3% (2007 e)

m.S.p- TiTo sulze (PPP):

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$4,500 (2009)

Sxva qveynebTan SedarebiT: 149

$4,700 (2008 )

$4,600 (2007 )

m.S.p (seqtorebis mixedviT)

soflis meurneoba: 12.1%

industriuli: 25.9%

servisi: 62% (2009 )

momuSave Zala:

2.317 milioni (2007 )

Sxva qveynebTan SedarebiT:112

muSa xeli –saqmianobis mixedviT

soflis meurneoba :55.6%

industriuli : 8.9%

servisi: 35.5% (2006 )

umuSevarTa koeficienti:

13.6% (2006)

sxva qveynebTan SedarebiT: 140

Mmosaxleoba siRaribis zRvars qvemoT:

31% (2006)

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diasaxlisTa Semosavali da moxmareba procentulad

Uudablesi 10%: 2.4%

umaRlesi 10%: 27% (2005)

OojaxTa Semosavlis ganawileba (GINI index)

40.8 (2005)

sxva qveynebTan SedarebiT: 59

37.1 (1996)

investireba (gross fixed)

22.3% m.S.p (2009 )

sxva qveynebTan SedarebiT:: 65

inflaciis koeficienti:

1% (2009 )

sxva qveynebTan SedarebiT:: 43

10% (2008 )

centraluri bankis fasdaklebis koeficienti:

8% (25 dekemberi 2008)

SeniSvna: es aris Tavidan finansirebli koeficienti, monetaruli

politikis mTavari gasaRebi saqarTvelos erovnuli bankis.

kerZo bankebis sesxebis ganakveTi:

21.24% (31 dekemberi 2008)

sxva qveynebTan SedarebiT:: 16

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 20.41% (31 dekemberi 2007)

industriuli produqtis zrdis koeficienti:

-8.5% (2009 )

sxva qveynebTan SedarebiT:: 132

Ggacvlis kursi:

lari (GEL) erTi amerikuli dolari – 1.7900 (2010) 1.6819 (2009), 1.47 (2008),
1.7 (2007), 1.78 (2006), 1.8127 (2005)

REGULATORY
biznesis regulireba xdeba saqarTvelos kanoniT gaTvaliswinebli
kanonebiT da evropis saerTaSorisi konviciebis safuZvelze.

SOCIAL FACTORS
is yovelTvis gansazRvravda subieqtis Carevas sxva subieqtTan da maT
koleqtiur qmedebas. Ddemografiuli, sicocxlis ciklis damokidebuleba,
da piradi faseulobebi aris Zalian mniSvelovani

komunikacia zrdis socialuri faqtorebis cvlilebas, axali Taoba

ukavSirdeba msoflios sxva nawils internetiT, telefoniT aseve aqvs
SesaZlebloba iswavlos, imogzauros sxvadasxva qveynebSi, rac awvdis
maT globalur faseulobebs, xedvebs, romelic warmoudgeneli iyo 1990
wlamde. Aai ratomac aris martivi Seadaro axali Taoba Zvel Taobas.
Aaxal Taobas aqvs igive efeqti saqarTveloSi rac qondaT “beibi
bumerebs.: (baby boomer)

interneti aZlevs SesaZleblobas daamyaros urTierToba, myidvelsa da

gamyidvels Soris, miiRos informacia mimwodebelsa da momxmarebelze,
daukavSirdes megobrebsa da ojaxs. qarTveli momxmarebeli saxlidan
iZens produqts, miuxedavad amisi isisni mainc ufro mets moelian
internetisgan. qarTvelo momxmarebeli xdeba ufro individualuri vidre
iyo.
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Competitors Analysis

konkurentebze informaciis moZieba daviwye martivad kiTxvarebis

gakeTebiT erTerTi mizani iyo, rom gamego ra iyo momxmareblisTvis
mniSvnelovani, rodesac isini iReben gadawyvetilebas. Aase rom
gamovkiTxe moxaliseebi radgan mzis energiaze momuSave telefonebis
mqone momxmareblebis naxva ver SevZeli gamovkiTxe sun shine is Semcvleli
telefonebis mqoneni

Searching for information. . .

pirvel rigSi amocana iyo informaciis mopoveba konkurentebis Sesaxeb

da Semdeg gansazRvra vin aris mTavari konkurenti, kvlevis Sedegad
dadginda rom 5 ZiriTadi konkurenti gveyoleba es modelebia:
Apple iPhone 4 16GB, BlackBerry 9700 Bold, BlackBerry 9520 storm2, HTC Desire,
Sony Ericsson Xperia X10, BlackBerry 9000 Bold, HTC Hero, HTC HD2, Nokia N900,
HTC Touch Cruise, Nokia N96. fasebi 1110 laridan zemoT 2000 laramde
meryeobs, damokidebuli modeleze. Sun shine is konkurentebTan
Sesadareblad davusvi SekiTxva: Tu smeniaT mzis energaze momuSave
telefonebis Sesaxeb, samwuxarod arcerTma ar icoda, imis Semdeg rac
davkarge imedi raime faseuli informaciis miRebis, daviwye internetSi
moZieba, TumcaRa aRsaniSnavia isic, rom didi Zalisxmevis miuxedavad
internetSi qarTul bazarTan dakavSirebuli veraferi ver vnaxe, garda
diletanturi kamaTisa forumebze da sxva socialur qselebSi. martivad
gavige rom: bazari aris Zalian wvril-wvrilad dayofili, bevri
sxvadasxva patar-patara firmebis an individualurad Camomtanebis mier.
Aam informaciis mopovebis Semdeg, minda “monetis” meore mxares Sevxedo.
romel faqtorebs aqcevs momxmarebeli umetes yuradRebas? gamovkiTxe 11
Cemi mezobeli da megobari visac ukve aqvs Zvirad Rirebuli telefoni.
maTDdavusvi erTida igive SekiTxva:

1. kmayofili xarT ?

2. romeli maxasiaTebelia SenTvis mniSvnelovani ?

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 3. Sansi rom gqondes ras Secvlidi Sens telefonSi ?

4. iyidi mzis energiaze maseTive tlefons 700-900 lariT ufro Zvirad?

mogvianebiT Sevajame:

1. Kkmayofili xar ?

gamokiTxvidan mxolod 2 aRmoCnda 11 dan ukmayofilo. Mmizezi ki

iyo telefonis sinaze rac frTxil movlas moitxovs. xolo
meoresi molodinsa da miRebuls Soris sxvaoba, orTavem saubarSi
Tqves rom am fasad ukeTess iyiddnen.

2. romeli maxasiaTebelia SenTvis mniSvnelovani ?

am kiTxvaze martivad pasuxis gasacemad SevsTavaze “rating scale

question” romelic daaxloebiT ase gamoiyureboda.

aRmoCnda dizaini Zalian mniSvnelvania momxmarblisTvis rac

mosalodneli iyo. produqti xom fufunebis sagania. rac Seexeba
elements rogorc mosalodneli iyo esec mniSvnelovani faqtori
aRmoCnda, xolo dabali Sefaseba miiRo martivma menium, brendma ki
maRali Sefaseba daimsaxuro, umetesoba ki aRniSnavs, mTavaria
kargi iyos magram brendic mniSvnelovani. urCevniT gadaxadonN
meti da iyidonN raime faseuli. rogorc gamokvlvam aCvena xarisxi
aseve Zalian mniSvnelovania.

3. Sansi rom gqondes ras Secvlidi Sens telefonSi ?

respodentebma daasaxeles, rom gaaumjobesebdnen kameras, didi

siamovnebiT dauyenebdnen Swype is ekrans, gaumjobesebdnen
elementis xangrZlivobas, radgan is dapirebulze naklebs muSaobs.

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 4. iyidi mzis energiaze maseTive tlefons 700-900 lariT ufro Zvirad?

gamokiTxulTagan mxolod 1- ma gasca dadebiTi pasuxi. Tvlian rom

maTi diskomforti bevrad naklebd fasobs.

SWOT Analysis
Strength

produqts aqvs konkurentuli upiratesoba mzis energiaze muSoaba ar

Wirdeba damuxtva, aseve maxasiaTeblebi da inovaciuroba, qarTul
bazarze martivia sakuTari konkurentuli upiratesobebis warmoCena, Cven
gvaqvs pirveli Semomsvlelis upiratesoba. SegviZlia avirCioT
mimzidveli niSa davikaoT bazarze adgili da aseve SesaZlebelia
strategiis ganxorcieleba romelic Seamcirebs Tavisufali adgilis
arsebobis SesaZleblobas bazarze. momxmarbeli SeiZleba miekros pirvel
brends da mudam masTan darCes.

Weakness

Cvens SemTxvevaSi, sisusteebi SeiZleba iyos informaciis nakleboba mzis

energiaze momuSave telefonis arsebobis Sesaxeb. maRali fasi.Aase rom
pirvel etapze Cven dagvWirdeba uamravi kampania warsadgenad da aRqmis
gasazrdelad

Opportunity

mzis energiaze momuSave telefons droTa ganmavlobaSi SeuZlia moicvas

mTlianad saqarTvelos bazari. Aaseve gavrceldes mTel kavkasiaSi. A
17
gazardos produqciis xazi SesTavazos axali produqcia potenciur
momxmareblebs. Daseve SuZlia daikaos sxva segmenti an niSe (gadavides
produqti axal bazris seqtorSi) aseve SesaZlebloba aqvs ganaviTaros
internetiT vaWroba.

Threat

industriaSi asebobs safrTxeebi, gaizardos konkurencia, an Semcirdes

bazris wili. Cveulebriv industriis safrTxe da awarmoos igive
produqcia. amcirebs biznesis mogebianobas. sxva firmebs SeiZlebs
Semovides bazarze. aseve transportireba aseve valutis kursi radganac
produqcia ucxouria.

Customer Analyses
Qwestion: Who buys and uses the Sun Shine?

Market Structure and Segmentation

sgementacia aris samomxmareblo marTvis aucilebeli pioroba, erTgvari

gravitacia

firmebis raodenoba bazarze dabal koncentrirebulia. Mmeryeobs

SvaledSi 0%-50%.Bbazarze ar arsebobs msxvili moTamaSe romelsac aqvs
didi Zala, daawesos fasebi erTgvarovan saqonelze. rac Semdegi
formuliT gamoiTvleba.

CRm= Σni=I xi

Kradgan statistiki departamenti Sesabamis informacias ar flobs

da arc sxva sando wyaro iZebneba es daskvan emyareba Cems
Sexedulebebs

koncentraciis xarisxebia 0%-100%:

 Aara koncentrirebuli 0% - SesaniSvav konkurencias,

mTlianad koncentrirebuli- 100% saubaria monopoliaze

Ddabal koncentrirebuli 0%-50% -es miekuTneba oligopoliis karg

konkurencias.

 saSvalod koncentrirebuli 50%-80% -am SvaledSi konkurencia

oligopoliurs waagavs

 maRal koncentrirebuli 80-%-100% konkurencia aris

oligopoliursa damonopoliurs Soris
18
momxmareblebi asakis mixedviT, dasaqmebis.

samizne segmenti.

Tbilisis mosaxleoba
seqsi, asaki da dasaqmeba

sul sul
asaki kaci samuSao Fqali samuSao mosaxleoba dasaqmebulebi

0-4 29,4 25,9 55,4 0

5-9 43 40,7 83,7 0

10-14 48,4 46,4 94,8 0

15-19 45,8 9,3 44,1 8,3 90 17,6

20-24 44,4 15,9 42,7 10,6 87,1 26,5

25-29 42,1 27,5 39 19,1 81 46,6

30-34 40,7 25,4 43,5 21,8 84,2 47,2

35-39 44,3 31,6 49 28,0 93,3 59,6

40-44 38,9 31,4 42,8 30,9 81,8 62,3

45-49 33,3 26,8 37,5 30,8 70,8 57,6 mimzidveli

segmenti

50-54 23,2 24,0 26,8 25,5 50 49,5

55-59 23 20,5 29,1 21,1 52,1 41,6

60-64 29,3 24,5 35,6 24,5 64,9 49,0

64-69 23,8 41,1 32,2 44,0 56 85,06

19
70-74 19,9 30,7 50,6

75-79 8,1 18,2 26,2

80+ 9,5 13,2 22,6

total 547,1 277,8 597,3 264,7 1144,4 542,50

total
47,80% 37,70% 52,20% 32,90% 100% 47,40%
%

mosaxleobis Semosavali
saSvalo
Tviuri Tviuri
mTliani ojaxi Semosavali Semosavali
#
raodenoba (%) (aTasebSi)
($) erT
ojaxze($)

1 6,40% 18,3 0-20 10,0

2 14,90% 42,6 21-100 60,5

3 16,50% 47,2 101-200 150,5

4 18,70% 53,5 201-400 300,5

5 21,60% 61,8 401-800 600,5

6 15,40% 44,1 801-1200 1000,5

7 2,50% 7,2 1201-1600 1400,5

8 2,50% 7,2 1601-2000 1800,5

9 1,50% 4,3 2001-2400 2200,5

20
 100% 286,1 488,0

mimzidveli
segmenti

samizne jgufi

Tbilisis mosaxleoba 23% 1,144,400

20-50

wlis Tbilisis mosaxleoba 498,000

socialuri klasi 137, 630

Semosavali

74,800 samizne jgufi

samizne jgufi: profesionalebi, 25 dan 50 wlamde, umaRlesi ganaTlebiT,

did kompaniaSi momuSavenni an saxelmwifo struqturaSi. Ees xalxi
warmoadgens Tof menejerebs, muSaoben maRal da saSvalo Tanamdebobebze.
Tviuri xelfasi minimum 1000 $

Sun Shine-is gamoyeneba: bevri mizezia Tu ratom unda gadawyviton Sun Shine-
is SeZena. Ees SeiZleba iyos praqtikuli mizezi, (darekva, SMS MMS… )
unikaluri eleqtro energiis waro, bunebaze zrunva, statusi,
gamorCeuloba. Mmobiluri telefoni erTerTi aqsesuaria saqmiani
adamianis, romelic xSir SemTxvevaSi statuss ganapirobebs. saqmiani
adamianis yoveli wami Zvirad fasobs telefonis dasamuxti dro maTTvis
tyvili drois xarjvaa. unikaluri telefoni mflobels unikalur imijs
sZens.

Buying Roles
Mmodi visaubroT Sesyidvis rolze

 Initiator - vinc idenTifikacias ukeTebs Sun Shine -is moTxovnas.

21
  Influencer - visac aqvs informacia an monacemebi produqtis Sesaxeb.
mSobelma, megobarma, mezobelma da ase Semdeg SeiZleba girCios
raime , is ukve xdeba gavlenis momxdeni.
 Decider – vin iRebs saboloo gadawyvetilebas biujetis gankargvis
SesaZleblobiT. Aam SemTxvevaSi iniciatori da gadamwyveti erTi
adamiania
 Purchaser –vin yidulobs uSvalod?. Nnebismierma mozrdilma adamianma
SeiZleba ganaxorcielos Sesyidva.
 User – momxmari
Sun Shine-is momxmarebli yidvis 5 rolidan 4 umetes SemTxvevai erTi da
igive adamiania.radgan saqme gvaqvs fufunebis saganTan.

When do customers buy?

produqti jerjerobiT arc ki wamdgara bazarze, ar SegviZlia
ganvsazRvro rodis yidulobs momxmarebeli.

Why they prefer a product.

produqtis mimarT faseulobebis codna aadvilebs rTuli

gadawyvetilebebis sworad gadaWras. magaliTad fasis daweseba.

Ppotenciur momxmareblis faseulobis wyaroa:

Economic – fundamentaluri faseuloba aris ekonomikuri benefitebi

romelic momxmarebels ubiZgebs iyidos produqti. eseTi aris drois
ekonomia, garantia, ganvadebi, servisi romelsac kompania SesTavazebs,
aqciebi..

Functional- funqcionaluri faseulobebi telefonis Sromis nayofiereba

ufro maxalia, ar moiTxovs rozetiT damuxtvas. წყარო მზის ენერგია (დღის
სინათლე), ფერთა რაოდენობა: 17 000000 ფერი, 10,2 მეგაბითი/წამში; HSDPA (3G)
- 0:30 სთ, ლოდინის ხანგრძლივობა: 200 საათი, მუსიკალური პლეერის რეჟიმი :
0.5 საათი, ოპერაციული სისტემა : Symbian OS 9,3.Series 60 rel 3.2 , პროცესორი: ARM
11 600 MHz, შიდა მეხსიერება: 45 მბ.

Psychology- es aris fsiqologiuri faseuloba, romelic eufleba myidvels,

telefonis yidvisas. es aris warmosaxva da Sexedulebebi moicavs
telefonis “grZnobas” fasi aris warmosaxvis erTerTi ganuyofeli
nawili. zog momxmarebels maRal fasiani urCevnia. ramodenime meTodia
brendis eqviTis gasazomi momxmarebelSi. Mmagram Cveni produqcia axalia
saqarTvelos bazarze, aRqma, asociacia, damokidebuleba, mibmuloba da
sxva qmedebani SeuZlebelia gaizomos.

22
STRATEGY
kooperireba
kooperireba gulisxmobs ori an meti kompaniis Zalebis gaerTianebas
saerTo miznebis misaRwevad, ise rom orives mxridan jamSi naklebi
resursi daixarjos. swored is droa, am meTods mivmarToT. erT-erTi
aseTi gaerTianeba SesaZloa iyos sxva kompaniasTan erTad marketinguli
aqtivobebis aliansi. (sarealizacio wertilebTan mag. mobi) ara aris
gamoricxuli, rom es gakeTdes, romelime konkurentTan erTadac. (maRal
fasiani telefonebis SemomtanebTan) es SeiZleba iyos erToblivi
sareklamo kampania, erToblivi marketinguli proeqti, da SesaZloa
erToblivi produqtic ki. aseve garemos dacvis saministrosTan erTad
(aqcia, msvleloba..) risi SesaZleblobasac Cveni produqcias aqvs.

momxmareblebis SenarCuneba
momxmarebeli aris is realuri Zala, visac SeuZlia kompania gaakotros
da aayvaos. menejmentma gansakuTrebiT unda gavaZlieroT yuradReba,
nebismieri momxmarebeli, romelsac masTan eqneba Sexeba _ SeinarCunos.
loialurobis programebis danergva erT-erTi gzaa. Tumca, didi
yuradReba unda mivaqcioTs aseve momsaxurebis process. Aaseve unda
davnergoT mkacri momsaxurebis kontroli, aseve mniSvnelovania
personalTan fsiqologiuri muSaoba, raTa isini yvelanairad
momzadebulni Sexvdnen klientebTan urTierTobas.

partizanuli marketingi
partizanuli marketingi marketingis erT-erTi Teoriaa, romelic
gulisxmobs promouSenis tradiciuli saSualebebisgan gansxvavebuli
specialuri meTodebis gamoyenebas, romelic saWiroebs sakmaod mcire
danaxarjebs, TumcaRa efeqti igivea. partizanuli marketingi
dafuZnebulia ZiriTadad internetisa da beWduri saSualebebis ufro
efeqtur gamoyenebaze. mag: forumebis gamoyeneba, kompaniis saqmianobis
Sesaxeb sareklamo statiis gavrceleba, Worebis gavrceleba specialuri
meTodebiT da a.S. swored am principze dayrdnobiT unda gadaixedos da
gaanalizdes, gayidvis arsebuli meTodebi, da unda moxdes mimdinare

23
finansuri SesaZleblobebidan gamomdinare. Ppartizanuli marketingi
efeqtur gavlenas moaxdens.

bolo gamokvlevebis Tanaxmad internet reklama bevrad ufro efeqturia

vidre televizia da radio. mimaCnia rom partizanuli sareklamo
strategii Zalzed efeqturi iqneba. MmTavari mizani partizanuli
marketingis aris rom Seqmnas unikaluri, mimzidveli da amomwuravi
koncefcia “bzuili” bazarze da sabolood gardaiqmnas virusul
marketingad (viral marketing), romelic provaideri iqneba im benefitebis,
romelic telefons aqvs aseve daapozicionirebs, rogorc
alternatiuli energiaze momuSave telefoni xalxisTvis romlisTvisac
SeuZlebeli araferia. partizanuli marketingi Seicavs uCveulo
miRwevebs da SeuZlia mogvces maqsimumi Sedegi minimumi resursiT.

Cven SegviZlia gamoviyenoT pirdapiri marketingis arsebuli formebi,

rogoricaa pirdapiri meili, socialuri qselebi, internet statiebi,
miznobrivi forumebi.

viral marketing- sazogadoebaSi Camoayalibebs brendis imijs, xalxSi vinc ar

aris Cveni segmenTi gaaRviZebs survils qondeT mzis energiaze momuSave
telefoni magram is ver iqneba gamyarebuli materialuri
SesaZleblobebiT qarTuli bazrze yvelaze kargad muSaobs word of mouth
(demografiuli, socialuri da kulturuli memkvidreobis gamo) rac Cveni
samizne jgufisTvis, rogorc sainformaciao, aseve Semaxsenebel rols
iTamaSebs.

24
aq aris ramodenime magaliTi partizanuli marketingis:

modi vimsjeloT BTL, ATL marketingul kampaniaze. ganvaTavsebT reklamas

biznes gazeTebSi, romelsac kiTxulobs saSvalo da maRali poziciaze
momuSave menejerebi, vinc afasebs cxovrebis maRal xarisxs da zrunaven
TavianTi komfortisTvis.

swori gayidvebis arxis arCeva.

uamrav faqtorzea damokidebuli _ ra meTodebiT, vin aris potenciuri
momxmarebeli da ramdenad didia samomxmareblo bazari. romelic zemoT
segmentaciaSi ganvsazRvreT. arxis arCeva erT-erTi yvelaze rTuli da
mniSvnelovani gadawyvetilebaa, romelic moqmedebs kompaniis gayidvebis
raodenobaze, mogebaze da warmatebaze.

25
warmatebuli kompaniebi sxvadasxva gayidvebis arxs arCeven _ zogi iyenebs
brokerebs, gadamyidvelebs, uSualod gamyidvelebs, an qmnis gayidvebis
sakuTar qsels – filialebs. zogierT maTgans ki, gaaCnia specifikuri
gayidvebis sistema, romelic maTi korporatiuli kulturis ganuyofeli
nawilia. aseTi kompaniebis ricxvs saerTaSoriso donis biznesliderebic
miekuTvnebian: Primerica, Mary Key, Excel Communications, Orifl ame, Vorwerk, Avon da
sxvebi... isini gayidvebis pirdapir arxs iyeneben TavianTi produqtisa da
servisis realizaciisTvis. piridapiri gayidvebis dros mwarmoebeli ar
iyenebs Suamavlebs, igi pirdapir ukavSirdeba klients. es sistema erT-
erTi mniSvnelovani da efeqturi xerxia produqtis momxmareblamde
misatanad, igi mniSvnelovan rols asrulebs bazris axali segmentebis
moZebnaSi, im produqtebis gayidvaSi, romelTa Sesaxebac saWiroa
momxmareblisaTvis amomwuravi informaciis miwodeba. pirdapiri
gayidvebiT ZiriTadad Semdegi produqtebi iyideba: teqnika,
sayofacxovrebo nivTebi, kosmetika, Jurnalebi da wignebi, samkaulebi,
dazRveva, sabanko sesxebi da sako munikacio momsaxureoba. Ppirdapiri
gayidvebi dReisaTvis msoflioSi 85 miliards aRwevs. pirdapiri
gayidvebis sxvadasxva saxeoba arsebobs. yvelaze martivi da
dabalxarjiania gayidvebi satelefono da eleqtronuli fostiT.
momxmarebels ukavSirdebian pirdapir imeiliT an telefoniT,
mimdinareobs produqtis SeTavazeba da mcire rekomendaciis gaweva.
Tumca, es xerxi naklebad efeqturad iTvleba, vidre face to face gayidvebi.
Face to face gayidvebi bevri kompaniisTvis marketingis mTavar iaraRs
warmoadgens. igi yvelaze efeqturi xelsawyoa momxmareblis
gasaTvicnobiereblad, masTan grZelvadiani urTierTobis
Camosayalibeblad. Ggayidvebis agenti pirdapir ukavSirdeba momxmarebels,
awvdis informacias produqtis Sesaxeb, aZlevs rekomendaciebs da

26
rCevebs. momxmarebelTan uSualo kontaqti produqtis dadebiT mxareebs
ufro naTlad warmoaCens, pozitiurad ganawyobs momxmarebels kompaniis
da produqtis mimarT.

pirdapirigayidvebi sakmaod warmatebiT muSaobs filialebis qselTan da

maRaziebTan erTad, amis naTeli magaliTia Vorwerk-i da Primerica.

saqarTveloSi pirdapiri gayidvebis wili mTlian gayidvebSi:

pirdapiri gayidvebis upiretesobebi:

• sxva arxebTan SedarebiT mcire xarjiani, efeqturi alternativaa
miswvde axal, specifikur bazris segmentebs.

• momxmarebelTan ukukavSiris saxiT miRebuli informaciis

wyaro, momxmarebelis problemis zustad Secnoba da Sesabamisi

reagirebis saSualeba.

27
• damarwmunebeli, piradi da sando informacia momxmareblis

ganwyobaze, saCivrebze da rekomendaciebze.

• produqtis momxmareblamde miwodeba sxva SuamavalTan SedarebiT

SeRavaTian fasSi.

• momxmarebelTan uSualo kontaqti.

pirdapiri gayidvebis xelSesawyobad promuSenis warmoeba. Pirdapiri

gayidvebis SemTxvevaSi fasdaklebebi maraziisgan gansxvavebit. rac
waaxalisebs pirdapir gayidvebs.

warmatebuli gayidvebis idealuri struqtura mocemulia qvemoT. Ees

struqtura aucilebelia raTa gamoiricxos gap – is arseboba procesSi.
arsebobis SemTxvevasi martivad vipovoT is.Ggayidvebis struqtura iwyeba
gayidvebis strategiidan, strategia mTavari orientiria gayidvebSi mis
gareSe, efeqturobas kargavs. Ggayidvebis agentebi dakompleqteba 16
kaciani profesionali kadrebisgan, naTlad da martivad gaemartebaT
movaleobebi dakompetenciebi. maTi unarebis da ostatobis
gasaumjobeseblad CautardebaT intensiuri treninebi. romelzec
izrunebs 4 kaciani jgufi. aseva Camoyalibdeba 6 kaciani jgufi romelic
izrunebs gayidvebis menejerTa daxmarebaze. sul pirdapiri gayidvebze
izrunebs 26 kadri. maTi Sroma anazRaureba fiqsirebuls + mzardi
bonusebi gayiduli raodenobis mixedviT.

rogorc zemoT arvniSneT aseve gaiyideba mobis qselSi SedarebiT

Zvirad vidre gayidvebis agenti SesTavazeben. Ppirveli 6 Tvis
ganmavlobaSi gayidvebis agentebis moqmedebis areali
Semoifargleba TbilisiT. Pproduqtis gaSvebisTanave daibeWdeba
presaSi, gakeTdeba PS-Si dakveTili siJetebi, gava biznes kurierSi,
Tbilisi laivSi, moewyoba prezentacia(wveuleba) garemos dacvis
saministrostan erTad. saaxalwlod SevTavazebT sxvadasxva
fasdaklebebs partnior organizaciebTan. (sastumroebTan,
silamazis salonebTan, eqstremaluri sportis federaciebTan,..)
gazafxulze 8 martsa da 24 aprils spec SeTavazebebi, aseve am
droeisTvis gamarTlebuli iqneba aqciis wamowyeba “mze, zRva da me”
aqciis safuZvelze yoveli myidveli miiRebs billets, romlis
meSveobiT is monawileobas miiRebs gaTamaSebaSi, gaTamaSdeba
sagzuri zRvispira qalaqebSi. Aaseve pirdapiri marketingis areali
gafarTovdeba risi rogorc materialuri aseve rac yvelaze
mTavaria socialuri resursi gveqneba (maRal doneze momzadebuli
gayidvebis agentebi).

28
 warmaTebuli gayidvebi gayidvis procesi
safexurebi diriTadi
elementebi
urTierTobis
damyareba
Ggayidvebis strategiis
gaanalizeba
strategia
gayidvebis
procesis
Sefaseba MmaTi situaciis
Sesabamisi
garkveva
kontrolis
sistema

struqturireb
a Seafaso maTi
Ggayidvebis ikvlevs process
rogor
situacia da
gegma gadawyvetilebebi
ganviTardeba
gegma
Plan
amowmebs miznebs

gadawyvetilebis
gayidvebis procesebSi Careva SeTavazeba
menegmenti treiningebs
kontrolis
sistema,
komunikacia,
marTvelobiTi
stili, wvrTnuls
da a.S
xelis mowera

Ggayidvebi programis grZelvadiani

ganviTareba
gayidvebis urTierTobis
procesis damyareba
treiningi.

Mmenejmentidan
treiningze
reinfosi

Ggayidvebis Aam Jgufs evaleba

momxmarebelTan
mxardaWera
urTierTobis
mogvareba. maT
aqvT Sesabamisi 29
unari da
mxardaWera gadian
specialurad
momzadebuli
POSITIONING
poziciia gansasazRvrad unda gavceT Semdeg kiTxvebs pasuxi: sad ra
urTierTobaSia Cveni produqti mTlian bazarze? Ees is poziciaa Tu ara,
romelic Cven gvinda gveWiros. saWiroa Tu ara ufro maRal an dabal
fasian segmentSi gadaadgileba? Aam kiTxvaze pasuxis gasacemad
dagvexmareba es cxrili:

Sun Shine is bazari aris maRali Semosavlebis moqne pirebi,

romleTaTvisac prestiji cxovrebis ganuyofel nawils
warmoadgens. A qarTuli bazari ganixileba, prestiJuli
nivTebisken dadebiTad ganwobil auditoriad. zemoT CamoTvlili
telefonebi didi mowonebiT sargeblobs bazarze pozicionireba
da konkretuli niSiT Sesvla sasicocxlod mniSvnelovania.

bazarze Sun Shine pozicionirdeba, rogorc mzeze momuSae

Tanamedrove teqnologiebis miRweva, aqvs yvela uaxlesi funqcia,
zogavs Tqvens dros, SegiZlia mas yovelTvis endo, arasdros
gageTiSeba. ar moixmars eleqtro energias, is Tqveni
komfortisTvis Seiqmna. Zlieri pozicionireba warmatebis
garantiaa.

30
 maslous ierarqia:

poten
ciuri
momxma
rebel
i

potenciuri
momxmarebe
li

maslous ierarqiaSi romel safexurzea Cveni potenciuri

momxmarebeli? gansazRvra dagvexmareba TvalnaTliv davinaxoT
momxmareblis gansxvavebuli moTxovnileba, faseuloba,
mamoZravebeli Zala da prioritetebi, individualizmi da
koleqtivizmi. SevZlebT davgegmoT sakomunikacio arxebi: es aris
esteem- pativiscema, da self-aqtualization-TviT aqtualizacia.

Esteem- Aam ierarqiis safexurze adamians moTxovnileba aqvs iyos

dafasebuli, yvelasTvis sasurveli da faseuli, maTi survilia
CaerTons sxvadasxva aqtiobebSi, raTa moipoon cnobadoba da
wvrili Seitanon sazogadoebriv saqmianobebSi. isini yovelTvis
eZeben gamarjvebas, didebas, statuss, prestijs, yuradRebas
damoukideblobas da Tavisuflebas.

self-aqtualization- rac kacs SeuZlia maTac unda SeuZlon. Msurvili

gaxdes ufro da ufro ukeTesi, SeuZlia yvelaferi rac ki
SesaZlebelia.

31
analizis Sedegad produqtis pozicia aris “prememiumi” - maRali xarisxi

maRal fasad

4P – MARKETING MIX
Product:

32
ზომა: 114 x 58,3 x 10,1 მმ. წონა: 90 გ. ეკრანის ტიპი: TFT, მულტისენსორული.
ეკრანის გაფართოება: 240 x 320 პიქსელი ,22 დიუმი ფერთა რაოდენობა: 17 000000
ფერი .სიხშირის დიაპაზონი: HSDPA 850/ 900 / 1900 / 2100) - 10,2 მეგაბითი/წამში;
GSM 850/900/1800/1900 , ელემენტის სტანდარტი: წყარო მზის ენერგია (დღის
სინათლე), საუბრის ხანგრძლივობა: GSM - 3:00 სთ; HSDPA (3G) - 0:30 სთ, ლოდინის
ხანგრძლივობა: 200 საათი, მუსიკალური პლეერის რეჟიმი : 0.5 საათი,
ოპერაციული სისტემა : Symbian OS 9,3.Series 60 rel 3.2 , პროცესორი: ARM 11 600
MHz, შიდა მეხსიერება: 45 მბ. გამოძახების სიგნალი : პოლიფონიური მელოდიების
ჟღერადობა განისაზღვრება 64 პოლიფონიური ერთეულით, MP3, AAC, MIDI
მელოდიების მხარდაჭერა, ვიბრო-ზარი . მობილური ინტერნეტი და კომუნიკაცია:
ინტერფეისი : WI-FI/WLAN 802.11b/g,microUSB v2.0 , Bluetooth 2.0 с EDR,
ინტერნეტთან კავშირი : HTML, XHTML MP, WML, CSS, HTTP, HTTP, WAP 2.0, GPRS
class B, multislot class 32, EDGE class B, multislot class 32, POP/SMTP -კლიენტი, HSDPA -
10.2 mbps, მოდემი, პერსონალურ კომპიუტერთან სინქრონიზაცია, Nokia -ს
ლოკალური რუქები. შეტყობინება: SMS, MMS ეკრანი: ეკრანის ტიპი : TFT-
16777216 ფერი, გამოსახულება : 240 x 320 პიქსელი. მულტიმედია:ფოტოკამერა 3მგპ.
ღამის გადაღება. აუდიო:MP3 - პლეერი : mp3, .wma, .aac, AAC+, eAAC+ FM-სტერეო
რადიო დიქტაფონი, ხმით დარეკვა, ხმით მართვა, ხმოვანი თანაშემწე, 2.5 მმ -
audio პორტი. შიდა მეხსიერება: 45 მგ , RAM 128 მბ, დამატებითი მეხსიერების
ბარათი : micro SD (TransFlash) მაქსიმუმ 16 გბ კვების წყარო: მზის ენერგია.
სატელეფონო წიგნაკი და ორგანაიზერი: ტელეფონის ნომრების წიგნაკი 1000
ნომერის შენახვის საშუალება ტელეფონის შიდა მეხსიერებაში. ორგანაიზერი:
კალენდარი, კალკულატორი, დამგეგმავი, mაღვიძარა.

Price
zemoT TvalnaTliv davinaxeT rom produqti qarTul bazarze aris
“wardgenis” stadiaSi. Aam dros arsebobs 2 varianti bazarze Sesvlis 1.
naRebis moxdis strategia (skimming ) da bazarze SeRwevis strategia
(penetration) swot analizma gamoamJRavna, rom fasi produqtis erTerTi
sisustea. sabazro fasi 3399 lari. Pradgan produqti inovaciuria,
gvaZlevs saSvalebas naRebis moxdis strategias mivmarToT.

Place
SevarCie ramodenime adgili sadac Cveni produqcia gaiyideba. Mmobis
maRaziebSi daidgmeba specialuri Sun Shine –is “daxli”, specialuri maRal
doneze gaformebili dizainiT, romelic gamomxatavs mzis energiaze
momuSave inovacias. Aaseve telefonis Sesaxeb dawvrilebiTi
informacia ganTavsdeba mobisa da Sun Shine –is oficialur saitze sadac
momxmarebels tlefonis detaluri daTvaliereba da kiTxvebis dasma
SeeZleba. gadavwyvite “daxli” davdgaT GOODWILL-Si, Tbilisis da
baTumis saerTasoriso aeroportSi sadac Sun Shine –is oficialuri
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warmomadgeneli potenciur momxmareblebs miawvdis informaciasda
adascems bukletebs.

Promotion
zemoT ganxiluli produqtis sicocxlis cikli, boston kosaltingis
cxrili swot da porteris berketebi rac saerTo suraTs gviCvenebs rom
produqti gacnobis stadiaSia pirvel rigSi Cveni samizne auditoria
inovatorebi da martivad adaptirebadi potenciuri momxmarebeli. xolo
amocanaa gavzardoT cnobadoba da “vaswavloT momxmareblebs” produqtis
gamoyeneba. reklamireba warmtabis erTerTi umniSvenelovanesi faqtoria.
kotleris Tanaxma promouSeni moicavs komunikacias samotivacio
instrumentebs romelic aucilebelia produqtis cnobadobis da aRqmis
Camosayalibebad. Sun Shine umjobesia frTxilad da miznobrivad mimarTos
sxvadasxva media instumentebs.

Cvenis mier gasanxorcielebeli qmedeba davyoT 2 nawilad: 1. bazarze

produqciis gacnoba 2.SemaxsenebeliB

1-2 Tve (noembersa da dekemberSi) bazarze Sesvlisas sasurvelia gakeTdes

biznes kurierSi siuJeti 2 wuTamde, da aseve gadacemaSi stumroba. PS Si
siuJetis momzadeba. imedze Ngadacema nanukas SouSi stumris dasaCuqreba
mzis energiaze momuSave telefoniT. GsiuJetis momzadeba gadacema
“Tbilisi laiviSi” radiosa da presaSi inovaciuri produqtis Sesaxeb
sijetis momzadeba.

radio reklamireba dilis 08:30 dan 10:00 mde. Ddrois is Svaledi

rodesac potenciuri momxmareblebi avtomobiliT samsaxurisken
gadaadgildebian. Aaseve 13:00-14:00 samsaxurSi Sesvenebis dros. A 18:00-19:00
potenciuri momxmareblebi samsaxuridan saxlSi gadaadgilebisas.

reklamirebisas xazi gaesmeba im obieqts romlSic iyideba telefoni

savaraudod molaparakebis Sedegad “mobi” gadaixdis reklamis xarjis
mesameds.

wveuleba romlis epicentrSi iqneba usafrTxo garemo da alternatiuli

eleqtro energia. (wveuleba umjbesia GgaimarTos garemos dacvis
saministrosTan erTad.) mowveuli iqneba media, radio, da presa.

cnobili saxeebis mowoneba, aseve promuSeni rogoricaa fasis daklebebi,

specialuri SeTavazebebi da mniSvnelovani word of mouth –is komunikacia.

gayidvis agentebis treningi da momxmarebelTa moTxovnis aRqmis. analizi

romlis gaTvaliswinebiT koreqtirdeba Semdegi Tvis promuSeni.

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 3-4 ianvari Tebervali

saaxalwlo ganwyobis fonze cnobili saxeebis mowoneba, promuSeni, fasis

daklebebi, specialuri SeTavazebebi da mniSvnelovani word of mouth –is
komunikacia. internet sivrceSi aqiuri partizanuli marketingis
warmoeba. bazaSi aRricxul momxarebleblebTan misaloci werilebis
dagzavna da spec SeTavazeba mag: meore telefonis yidvis SemTxvevaSi
fasdaklebebi da servisebi. kurierSi kviraSi erTxel reklamireba raTa
xeli Seuwyos pirdapiri marketingiT gayidvebs.

Aaseve Ggayidvis agentebis treningi da momxmarebelTa moTxovnis aRqmis.

Aanalizi, romlis gaTvaliswinebiT koreqtirdeba Semdegi Tvis promuSeni.

5-6 marti aprili

Semaxsenebeli promouSeni da imijis koreqtireba bazris moTxovnis

mixedviT. 8 martis da 24 aprils fasdaklebebi da spec SeTavazebebi.

sagazafxulo aqcia “mze, zRva da me”

Monitoring
gegmis ganuyofeli nawilia monitoringi. Mmonitorings gamoviyenebT rom
SevafasoT Tu rogor sruldeba moklevadiani miznebi raTa mivaRwioT
grZelvadians.

BUGET

noemberi dekemberi ianvari Tebervali marti aprili

personali
xelfasi 8300 8300 8300 8300 8300 8300
benefitebi 1000 1000 1000 1000 1000 1000
bonusebi 4900
sul: 9300 14200 9300 9300 9300 9300

bazris kvleva
pirveladi monacemebi 50000
meoradi monacmebi 1000
Canawerebi 300 300 300 300 300 300
sul 51300 300 300 300 300 300

35
marketinguli komunikacia
brendingi 1500 2500 2000 1500 1500 1500
reklamireba 60000 20000 10000 10000 5000 5000
veb saiti 500 100 100 100 100 100
pirdapiri marketingi 7000 7000 7000 7000 7000 7000
kooperireba 8000
presa 9500 9500 9500 3500 3500 3500
sazogadoebrivi urTierToba 11000 9000 8000 8000 8000 7000
ivenTebi 45000
sul: 142500 48100 36600 30100 25100 24100

arxebi
treiningi da arxebs Sorisi
komunikacia 8500 4000 2500 2500 2500 2500
arxebis promouSeni 4500 4500 4500 4500 4500 4500
arxebis waxaliseba 5000
sul: 13000 13500 7000 7000 7000 7000

sxva
fosta 500 500 500 500 500 500
telefoni 500 500 500 500 500 500
mogzauroba/gadaadgileba 2000 2000 2000 2000 2000 2000
ofisis da kompaniis aRWurviloba 5000 500 500 500 500 500
sul: 8000 3500 3500 3500 3500 3500

sul: 224100 79600 56700 50200 45200 44200

mTlianad 500000

36