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Pproduqtis sasicocxlo cikli 1
Y
“Fad's affordable fashion with style”
margo gabelaia
maka miSveliZe
giorgi miSveliZe
MKTG5110 marketingis menejmenti
leqtori: kote abulaZe
28 maisi, 2011
Pproduqtis sasicocxlo cikli 2
abstraqti
am naSromSi warmogidgenT modis, gatacebisa da stilis ciklebis martiv
models,MmaT ganviTarebis etapebsa da momxmarebels TiToeul etapze.
AagreTve yuradreba gamaxvilebulia im mizezebze, rac ubiZgebs
sazogadoebas gahyves modas. ZiriTadi idea mdgomareobs imaSi, rom
romelime produqtis floba Tu moxmareba avlens informacias maTi mflobelebis
Sesaxeb. MmagaliTad, adamiani, romelic yidulobs Nike-ს sakalaTburTo
fexsacmels ambobs : «me minda viyo, rogorc maiki!». TiToeuli brendi,
tansacmlis stili, varcxniloba exmareba sxvas gansazRvros socialuri jgufi,
romelsac is miekuTvneba.
Pproduqtis sasicocxlo cikli 3
“Fad's affordable fashion with style”
yovelTvis saintereso da saxalisoa daakvirde, rogor icvleba stili,
tendenciebi da gatacebebi wlebis ganmavlobaSi da kidev ufro sainteresoa
roca isini cdiloben daubrundnen sazogadoebas. Yyvelas axsovs sayvareli
saTamaSo, garkveuli modis an brendis tansacmeli, romelTan erTadac
izrdebodnen. Ggatacebebi SeiZleba gamoxatuli iqnes sxvadasxva aspektSi,
iseTi rogoricaa vTqvaT ena, Cacmuloba Tu ubralod garToba. Ggataceba
ganisazRvreba, rogorc gadaWarbebuli interesi raimes mimarT garkveuli drois
ganmavlobaSi. Toq, iuridiuli Tu realuri satelevizio Souebi gaxda meinstrimi
dRevandel satelevizio bazarze ukanaskneli wlebis ganmavlobaSi. ”nanukas
Sou”, “profili”, “Cas suda”, “mosamarTle judi” Tu sxva gadacemebma
daikaves samauwyeblo gaWrebis maRali platformebi. adreul romSi xalxi
ikribeboda kolizeumSi, sadac, sajarod, imarTeboda rogorc sanaxaobebo,
mimdinareobda sasamarTlo procesebi, gamoqondaT ganaCeni iseve
axorcielebdnen dasjas. Cveni cxovreba da cxovrebis stili Seicvala modasTan
da gatacebasTan erTad. Cacmuloba, garegani elferi icvleba da meordeba
kidec droTa ganmavlobaSi.DdRevandeli modis tendenciebTan msgavseba ar
aris rTuli moviZioT warsulSi.
Ddedamiwaze Znelad Tu moiZebneba adamiani, romelic ar mihyveba,
an ar cdilobs mihyves modas. tarzanis Cacmulobidan dawyebuli, dafaruli
mantiebiT, Semdeg qurTukiT, mdidruli kabebiTa da aqsesuarebiT
Pproduqtis sasicocxlo cikli 4
damTavrebuli , me-19 saukuneSi, moda icvleboda droTa ganmavlobaSi. Ees
yovelive didwilad marTuli iyo elitis fantaziebis mier 1850 wlamde, rodesac
pirveli profesiuli modis dizaineri gamoCnda. Pswored ase moixseniebdnen
parizSi dafuZnebul, britanel dizainers CF Worth-s, romelic pirveli iyo am
sferoSi. pirveli iyo parizi, sadac mefobda moda, Semdeg londoni da milanic
wamoiwia da Seqmna sakuTari niSa.
Mmoda kargavs stils roca is ar miyveba dros da ar icvleba.
DdReisaTvis arsebobs dizainisa da samomxmareblo segmentis farTo
arCevani. 1950 -ian wlebSi modis industriaSi didi yuradReba eniWeboda «Haute
Couture»-s, iseve rogorc dRes. Ees niSnavs, eqskluziur, maRali xarisxis
tansacmels, romelic daWrilia da Sekerili zedmiwevniTi sizustiT – aSkarad
elitaruli da mdidari klientebisaTvis. Semdeg aqcenti gakeTda «prêt-a-porter»
(mzad var vataro), romelic aris Seqmnili ara individualebisaTvis, aramed
gakeTebuli masaze, da mzaddeba didi partiebiT, standartuli zomebiT. Mmale
modis industriaSi icvleba xedva. Ddaiwyo migracia qveynis sazRvrebs gareT,
samSoblosgan daSorebiT da Seiqmna axali sacalo gayidvebis adgilebi
Semosavlebis gasazrdelad - masobrivi sacalo movaWreebis ricxvi swrafad
gaizarda. modis swrafad cvlam da mzardma moTxovnam gadatvirTa bazari
gadamyidvelebiTa da sacalo movaWreebiT.
Y yvela ver aZlevs sakuTar Tavs uflebas SeiZinos “Haute Couture»-s,,
umetes urCevnia gonivrulad Sewonili fasis moda. Zara-მ, Valentine-მ,
Gicch-მ swrafad moaxdina reagireba, ganaviTara efeqturi faseulobaTa jaWvi
Pproduqtis sasicocxlo cikli 5
da daiwyo iafi tansacmlis damzadeba. Zara, magaliTad cnobilia rogorc iafi
tansacmeli, romelic aris gemovnebiT Sekerili, komfortuli da ar aris
Semawuxebeli. sacalo movaWreebi acnobiereben maragebis dagegmarebis
kritikul mniSvnelobas - gaurkveveli moTxovna, klebadi sezonuri gayidvebi,
grZeli SekveTa - motanis ganakveTi, moitans dabal mogebas. MmoTxovnas
modur tansacmelze aqvs mokle, sezonuri moTxovna da gaaCnia Semdegi
fazebi - wardgena, zrda, momwifeba da kleba. Kklebis periodi TiToeuli sezonis
bolosaa, rodesac moTxovna praqtikulad qreba.
Mmoda yovelTvis icvleba da Cven xandaxan verc ki vxvdebiT amas.
ramdenjer gqoniaT iseTi SemTxveva, rodesac SegiZeniaT raime da erTxel,
Pproduqtis sasicocxlo cikli 6
mogiswriaT Cacma, imitom rom ukve ar aris modaSi? ramdeni tansacmeli
gaqvT garderobSi, romlebsac ar unaxiaT dRis Suqi? Mmoda, marTlac, ise
myisierad icvleba, rom rTulia gaarCio gataceba namdvili modisgan da xSirad
vyidulobT iseT tansacmels, CanTebs Tu aqsesuarebs, romlebsac ver
CavicmevT, ver vatarebT momaval TveSi, an uares SemTxvevaSi momaval
kviras. Aai ramodenime rCeva :
saWiroa icode ra aris tendecia, da icnobde sakuTar Tavs!
realurad Zalian advilia gansazRvro ra iqneba momavali tendecia, vinaidan
Cven vuyurebT popularul satelevizio gadacemebs da Tvalyurs vadevnebT
cnobil adamianebs. cnobili saxeebi, selebriTebi, rogorc wesi xels uwyoben
axali trendebis popularizacias. Tu Tqven ar giyvarT maT cxovrebaze
Woraoba, is mainc gaiTvaliswineT, rom es aris erT-erTi gza imis aRmoCenisa
Tu ra iqneba momavali moda.
MmoviZioT ra aris axla popularuli, Zalian advilia. AamaSi gvexmareba, Jurnal-
gazeTebi, gare reklamebi da sxva. MmTavaria sworad davusvaT sakuTar Tavs
SekiTxva da sworadve vupasuxoT: SemiZlia me es vataro? Dda meqneba Tu
ara amis SesaZlebloba?
Nnu iyidiT mxolod imitom , rom es axali trendia, Tu ar xarT
darwmunebuli, rom SesZlebT mis tarebas, an im imediT rom
momavalSi CaicmevT. Ees marTla uazrobaa.
Ggahyevi modas, daaignorire gataceba!
Mmacdunebelia iyido ukanaskneli modis jinsebi da Tavi gaanebivro
Pproduqtis sasicocxlo cikli 7
espadrilebiT, magram nu dagaviwydebaT upirvelesad yuradReba miaqcioT
imas rac klasikaa da arasdros gadadis modidan: patara Savi kaba, Savi
Sarvali, TeTri perangi, jinsebi da Savi moxdenili qvedatani.
Aar aris aucilebeli iyido is rac modaSia, iyide is rac Senze kargad zis da
gixdeba.
gatacebebs, zogadad, sicocxlis mokle xangrZlivoba aqvs.
Tumca aris zogierTi gatacebebi, romlebmac xalxis didi masebi moizida
da didxans darCa sazogadoebaSi. Aarsebobs sami ZiriTadi faqtori, rac
ganapirobebs gatacebis warmatebas:
1. Tu vin aris gatacebis avtori da vin gamofens mas.
2. ramdenad advilia masisTvis advilad daakopiros da aiTvisos.
Pproduqtis sasicocxlo cikli 8
3. cvlilebebi garemoSi, rasac gataceba axdens.
Y yvelaze popularuli gza, rasac SeuZlia safuZveli Cauyaros gatacebas
aris ama Tu im produqtis wardgena, reklamireba popularuli adamianebis
mier. ramdenadac cnobili da sayvarelia adamiani, miT ufro male xdeba
garkveuli saqonlis aTviseba, magram es did zegavlenas ar axdens saqonlis
xangrZlivobaze. Aavril lavini pirveli iyo, romelmac reklamireba gaukeTa
moSvebul halstuxebs, rac xalxma maleve aitaca.
Mmeore mamoZravebeli faqtoria, xelmisawvdomoba da siadvile
mibaZo. Aamis magaliTad SegviZlia moviyvanoT rezinis samajurebi, romlebic
TiTqmis yvela maRaziaSi iyideba, sul raRac erT-or larad. xalxs urCevnia
SeiZinos iseTi saqoneli, romelic iafia. aravis surs daxarjos zedmeti fuli da dro,
maSin rodesac arsebobs ufro iafi alternativa. I-PAD-მა gaamarTla, imitom rom
grZelvadian perspeqtivaSi iafi iyo, vinaidan ar saWiroebs
kompaqtdisks,MmaSin rodesac daivingis Jangbadis balonma kraxi ganicada
da mxolod specialur daivingis centrebma SeiZines da ara masam.
M mesame faqtoria - cvlileba garemoSi. ramdenadac Rrmad iWreba
gataceba adamianis cxovrebaSi, miT ufro didxans rCeba igi da arsad wava Tu
raime ufro gradniozuli ar moxda, an raimem ver SeZlo misi Canacvleba.
zogierTi gataceba rCeba didi xnis ganmavlobaSi. rogoricaa, magaliTad
TviTmfrinavis gamogoneba. is Tamamad SeiZleba CaiTvalos gatacebad,
vinaidan axasiaTebs samive faqtori. is reklamirebuli iyo Tavad prezidentebis
mier, ewyoboda Souebi da gamofenebi, rac zegavlenas axdenda mis
Pproduqtis sasicocxlo cikli 9
popularizaciaze, morgebuli iyo masaze, yvelas visac survili qonda SeeZlo
efrina, da rac mTavaria es iyo manqana, romelmac Zirfesvianad Secvala
Cveni cxovreba da gagviadvila gadaadgileba Sor manZilze. teqnologiebis
ganviTarebasTan erTad viTardeba safreni aparatebic, rac pasuxobs
moTxovnas da saSualebas aZlevs gatacebas kidev ufro didxans icocxlos.
Ggatacebis Tanamedrove ganviTareba:
Cven yvelani vcdilobT movergoT, mivsdioT msoflios da yuradRebas ar
vaqcevT, rom devnaSi Cven TviTon vikargebiT da vkargvT sakuTar „me“-s.
tansacmeli Sida grZnobebisa da ganwyobilebis
gamomzeurebaa.DdameTanxmebiT, yvelas gvsurs CavicvaT is, rac
saukeTesod gamoxatavs Cvens guneba-ganwyobilebas.
Pproduqtis sasicocxlo cikli 10
Tumca, mxolod tansacmeli da varcxniloba ar asaxavs personalur stils.
is moicavs unikaluri erTeulebis erTobliobas, dawyebuli fexsacmlis arCeviT
damTavrebuli Cveni RirebulebebiTa da faseulobebiT. Cveni individualuri
Tvisebebi, rac gangvasxvabebs sxvisgan, unda gaviTvaliswinoT, gamovyoT,
davafasoT da pativi vsceT.
A agreTve, mniSvnelovania ar SegveSindes movsinjoT raime axali,
SeiZleba CvenTvis jerjerobiT uCveulo da ucxo. Mvinaidan eqsperimentebi
dagvexmareba davxvewoT Cveni xasiaTi, vipovoT Tvisebebis axali aspeqtebi
da mivceT mas gasaqani.
stilis elementebi
morgeba: zusti zoma aqorwinebs tansacmels sxeulTan. is gansazRvravs
proporciasa da siluets. winaaRmdeg SemTxvevaSi is amaxinjebs sxeuls.
komforti: tansacmeli, romelic ar aris komfortuli xSirad rCeba garderobSi.
Qqsovilebis gaumjobesebam da maRalma standartebma tansacmeli ufro
mosaxerxebeli gaxada.
feri: ferTa gama aucilebeli komponentia garderobis dagegmarebisaTvis.
Sesabamisoba: roca tansacmeli Sesabamisia, is Seesabameba mis
daniSnulebasac.
praqtikuloba: praqtikuloba damokidebulia komfortze, zrunvasa da
gamZleobaze.
Pproduqtis sasicocxlo cikli 11
faseuloba: tansacmeli, romelic faseulia, emsaxureba momxmarebels
didxans da kargad.
Ggatacebis, modisa da stilis sasicocxlo cikli.
ZiriTadi produqtebi, rogoricaa maisurebi da lurji jinsebi, iyideba wlebis
ganmavlobaSi stilis mcire cvalebadobiT. tansacmelsa da sxva
samomxmareblo produqcias sxvadasxva sasicocxlo cikli gaaCnia, romelic
damokidebulia gatacebaze, modasa da stilze.
ZiriTadi da moduri produqtebis sacicocxlo cikli
modas ufro mokle sasicocxlo cikli gaaCnia, vidre ZiriTad produqtebs.
rodesac moda xvdeba bazarze, xalxi swrafad iTvisebs mas, magram
Pproduqtis sasicocxlo cikli 12
mogvianebiT, yovel axal Semosul modaze cvlian. Mmoduri produqtebi
garkveuli drois mere aRweven Agayidvebis piks, xolo Semdgom am
wertilidan iwyeben vardnas. Ggatacebas SedarebiT ufro mokle sasicocxlo
periodi gaCnia. Ees aris stili, romelic aTvisebulia garkveuli sub-kulturebisa da
axalgazrda Taobebis mier drois mokle ganakveTiT.Aai, magaliTad, rodesac
mosalodnelia raime sportuli movlena, olimpiada, erovnuli Cempionati Tu sxva
raime QRonisZieba, gatacebis mimdevrebs acviaT maisurebi sayvareli
gundis, Tu sayvareli sportsmenis, gamosaxulebiT, magram mxolod im drois
ganmavlobaSi sanam TamaSi mimdinareobs, da rogorc ki „cieb-cxeleba“
Cadgeba umal iviwyeben.
Mmomxmareblis xuTi tipi produqtis TiToeul
sasicocxlo ciklisaTvis
produqtis TiToeul sasicocxlo cikls Tavisi momxmarebeli gaaCnia, rogoricaa
magaliTad
1. novatorebi
2. adreuli amTviseblebi
3. adreuli da gviani amTviseblebi (masebi)
4. gviani amTviseblebi
5. CamorCenilebi
Pproduqtis sasicocxlo cikli 13
modis inovatorebi, rogorebic arian modis dizainerebi, pirvelni qmnian
da iTviseben axal produqts. isini dainteresebulni arian axali, saintereso,
ucxo da unikaluri elementebiT. Mmarketinmga da stimulirebam xazi
unda gausvas produqtis axal da გanmanxvavebel detalebs,
reklamirebisa, gamofenebisa da Souebis daxmarebiT.
Mmeore etapze moiazrebian adreuli amTviseblebi, iseve rogorc cnobili
moduri jurnalebis warmomadgenlebi, selebriTebi, romelTa azrsa da
Sexedulebebs gaaCniaT wona, da xdeba misabaZi. isini akopireben
inovatorebisgan da gardaqmnian produqts popularobis obieqtad. Urisi
Sedegicaa is, rom ufro meti kompania awarmoebs da ufro meti sacalo
movaWre yidis gapiarebul produqts. ai, magaliTad dizainerebi
daakopireben mimdinare kanis festivalis wiTel xaliCaze warmodgenil
modas, da iseT stimulirebas gaukeTeben, rom gaxdian popularuls da
gayidvads sxvadasxva qveynebSi.
Pproduqtis popularobis pikze, moduri produqti aTvisebulia masebis
mier, rac ganapirobebuliaFfarTo auditoriisaTvis reklamirebiTa da sacalo
Pproduqtis sasicocxlo cikli 14
movaWreebiT, kerZod ki „moqaCvis“ da „miwolis“ strategiebiT.
roca popularoba qreba, produqti ganwirulia gawmendisaTvis.
Ggayidvebi eceმa da momxmarebels warmoadgens mxolod gvian
amTviseblebi da CamorCenilebi.
PCavardna, gataceba, moda Tu stili?
Zalze mniSvnelovania produqtis Cavardna ganvasxvavoT gatacebis,
modisa da stilis sasicocxlo ciklebs Soris. Grogorc ukve avRniSneT, gatacebas
yvelaze mokle sasicocxlo cikli gaaCnia, swrafad itacebs xalxi da swrafadve
iviwyebs, magram es ar niSnavs, rom produqti Cavarda.
produqtis Cavardnas ganapirobebs araswori, mcdari produqtis koncefcia da
dizaini. AagreTve Cavardnebi ganpirobebulia Semdegi mizezebis gamo:
maRali aRmasrulebeli zewola da idea, romelic ar Seesabameba
miznobriv bazars.
Ggazviadebuli bazris moculoba
arasworad pozicionirebuli produqti
araefeqturi stimulireba, maT Soris SefuTva, etiketi da araswori
marketinguli gzavnili, produqtis, misi Tvisebebisa da gamoyenebis
Sesaxeb, romelmac SesaZloa SecdomaSi Seiyvanos da daabnios
momxmarebeli
Pproduqtis sasicocxlo cikli 15
miznobrivi bazris segmentis ver gageba da araswori brendingi
araswori fasdadeba - Zalian maRali an Zalian dabali
gadaWarbebuli kvleva an produqtis ganviTarebis xarjebi
konkurentebis saqmianobis ver Sefaseba an ver gageba
droisa da distribuciis araswori marTva
araswori marketinguli kvleva, romelic zustad ar asaxavs miznobrivi
segmentis qcevas
marketinguli kvlevebis Sedegebis ignorireba
qselis ZiriTadi partniorebisaTvis informaciis ar miwodeba
gadaWarbebuli mogebis wili
Tu kompania gaiTvaliswinebs, zemoT aRniSnul, produqtisa Tu brendis
Cavardnis gamomwvev potenciur safrTxeebs, is SeZlebs Tavidan aicilos
danakargi da gaxdes ufro warmatebuli.
Pproduqtis sasicocxlo cikli 16
Orogor igrZnobT Tavs, Tu Tqven xarT erTaderTi megobrebSi
romelime, garkveuli produqtis gareSe?
rogor fiqrobT, ratom misdevs xalxi trendebs?
feel stupid borrow from friend save money don't care0
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100
150
200
250
300
Pproduqtis sasicocxlo cikli 17
Aadamianebi misdeven trendebs, raTa :
maT undaT iyvnen “magrebi”
maT undaT moergon sazogadoebas
es aris kargi saSualeba gqondes vinmesTan saerTo da dauaxlovde
imisaTvis, rom iyo popularuli
ar CamorCe selebriTebs, da iyo maT doneze
trendi maT ubralod moswonT
damokidebulia pirovnebaze. zogi Tvlis rom axali Trendi saxaliso da
magaria da amitomac misdevs, da ara imitom rom yvelas acvia.
maT undaT iyvnen da darCnen magrebad. Tumca Cemi azriT yvelaze
mniSvnelovani faqtoria, rom maT undaT Tavi igrZnon komfortulad da ar
iyvnen gariyulebi im xalxis garemocvaSi , romlebic misdeven trendebs.
Hot or Not?
M modis mimdevrebisTvis yvelaze saSinel koSmars warmoadgens
gamoiyurebodnen rogorc SarSandeli, Taroze migdebuli nivTi. Ees ufro
uaresia, vidre aRmoaCinon zedmeti cximi muclis presze da ufro
damamcirebelia, vidre naxon igive tansacmelSi wveulebis sxva stumari.
A amitom, Tu ar gindaT iyoT SarSandeli naxmari nivTi meorad
bazrobebze Tqven TviTon SeqmeniT Tqveni trendi.
Gossip Girl-Start a Trend!
Pproduqtis sasicocxlo cikli 18
Bbevri adamiani svams SekiTxvas «rogor daviwyo, Sevqmna Cemi
sakuTari moduri trendi?» aSkaraa, rom viRac iwyebs TiToeul trends. eseni
arian selebriTebi an xalxTa jgufi, Tumca agreTve SesaZlebelia sakuTari moduri
trendis Seqmnac. AamisaTvis ar unda waikiTxoT Jurnal-gazeTebi. Tu ukve
modis Sesaxeb informacia weria JurnalSi, is ukve ganwirulia mokvdes. Aamis
magivrad Tvalyuri unda adevnoT blogebs. blogebze ganTavsebulia moduri
trendebi, romlebic sul axali Casaxulia da jer kidev ucnobia modis
samyarosaTvis.
UuyureT televizors, raTa miiRoT rCevebi modasTan dakavSirebiT.
Souebs zegavlena aqvs imaze Tu ras vatarebT Cven. Tumca ar aris aucilebeli
yvelaferi davakopiroT, ukeTesia Cven TviTon davamatoT sakuTari elementebi.
GgaakeTe imis sawinaarmdego ras modaSia da ecadeT SegamCnion,
vinaidan xalxi Zalian swrafad iTviseben da cvlian kidec trends.
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