nino CeCelaSvili

gayidvebis strategia

kompania NCIB 2010 wels Semovida bazarze mobiluri telefonis novatoruli

modeliT Sun Shine, romelic mzis energiiT (dRis sinaTleze) iteneba.

es aris novatoruli modeli, romelic saSualebas gaZlevT dazogoT Tqveni dro,

energia, ar iyoT damokidebuli zedmet kabelebze da denis wyaroze. iyoT mudmivad
kontaqtze. gavimartivoT cxovreba, moviciloT zedmeti fiqri imaze Tu rodis
gaiTiSeba Cveni mobiluri telefoni.

NCIB-is produqtis mobiluri telefoni Sun Shine-is saSualebiT Tqven mudmivad

iqnebiT xazze, radgan mzis Suqi da dRis energia mudam aris Tqvens cxovrebaSi da
avtomaturad moxdeba datenva, ise, rom es Tqven arc ki SegexebaT. buneba TviTon
muSaobs Tvenze. kompaniac muSaobs Tvenze gamartivebuli modelis garda gTavazobT
1 wlian, 24 saaTian momsaxurebas - piradi mdivani.

mizani
  moxdes saqarTveloSi NCIB-is mobiluri telefonis Sun Shine –is modelis
popularizacia da 10 000 calis realizacia

amocanebi

NCIB-is produqtis - mobiluri telefonis Sun Shine, saqarTveloSi gasayidi

radenoba aris 10 000 cali, romlis TviTRirebulebaa distributorisTvis
sawyobamde 1 500 lari (dRg-s CaTvliT), xolo gasayidi fasi 3 399 lari (dRg-s
CaTvliT). biujeti bazarze produqtis Semosatanad – 500 000 lari

 gayidvis strategiis SemuSaveba da warmatebiT Sesruleba (xangrZlivoba

6 Tve)
 10 000 c. NCIB-is mobiluri telefonis Sun Shine –is modelis
realizacia saqarTveloSi
 kvleva ( bazris pirobebis Seswavla da potenciuri momxmareblis
gamovlena)
 marketinguli da PR gegmis SemuSaveba
 informaciis mitana potenciur momxmareblamde
 faswarmoqmnis politika

arsebuli situaciis analizi

dRevandeli bazari gajerebulia mobiluri telefonebis modelebis

mravalferovnebiT. NCIB-imGki mainc SeZlo SemoeTavazebina novacia, axali
Taobis eleganturi mobiluri telefoni - Sun Shine, romelic ar saWiroebs
aranair denis wyaros, aranair kabelebs, mxolod mzis energias (dRis
sinaTleze) rac aiolebs cxovrebas, ar xar damokidebuli da mijaWuli denis
wyaros.

konkurentuli garemo
sakmaod konkurentul garemoSi moxdeba bazarze Sesvla, aqcenti unda gakeTdes
novaciaze, romelsac warmoadgens mzis energiiT (Ddris sinaTle) datenva, WI-FI
momsaxureba, HSDPA-is siCqare da damatebiTi erT wliani 24 saaTiani momsaxureba
piradi mdivani.

riski
NCIB-is produqtis - mobiluri telefoni Sun Shine-is maRali fasi. saWiroa
SemuSavdes saqarTvelosTvis morgebuli faswarmoqmnis politika. moxdes
diferenciacia sacalo da sabiTumo fasebis, ganvadebis loialuri grafiki,
dilerebis daintereseba.

ganxorcielebis gzebi

kvleva

 segmentis gamovlena. Tu vin aris potenciuri myidveli.

 gayidvebis xarisxis marTvis da kontrolis standartizirebuli kvleva (SQM,

Sale Quality Model) gamoiyeneba produqtis gayidvebis meqanizmebis ramdenad
srulyofilad esmis momxmarebels arsebul produqtis upiratesobebi.

 optimizaciisTvis, gayidvebis efeqturobisa da samomxmareblo kmayofilebis

gazrdisTvis.

 Mystery Shopping. gamoiyeneba danergili gayidvebis standartebis kontrolis

Sefasebisa da koreqtirebis mizniT
  fokus jgufi

logo - Sun Shine

slogani – daimuxte mzis energiiT

bazarze Semosvla aqtiurad, efeqturad (efeqtis moxdena)

saimijo sareklamo rgoli – energiuli, xalisiani, dinamiuri, naTeli (meti dRis

Suqis efeqti, mze), xalisiani saxeebi, gaTvlili saSualo
da maRal fenaze.
musika – dinamiuri (Milk and Sugar - Let The Sunshine In (mus.ge)
qronometraJi – 30-35 wami

media dagegmareba da ganTavseba - sainformacio gamoSvebebi, saRamos gasarTobi

programebi.

reklamis ganTavseba Jurnal gazeTebSi da statiebi.

posteris dizaini

bilbordi

sareklamo – sainformacio flaerebis damzadeba

sareklamo atributika–saweri kalami, bloknoti, kalendari, CanTebi . . .

web gverdis Seqmna – sainformacio, sareklamo. mobiluri aparatis gamowera,

reklamis ganTavseba socialur qselebSi - www.facebook.com

www.twitter.com

 pres-konferencia, prezentacia. (Tbilisi - Radisson Blu Iveria, baTumi – Sheraton

Batumi Hotel)

moewyoba efeqturi pres-konferencia, prezentacia sadac mopatiJebuli stumrebi

(potenciuri momxmareblebi, Jurnalistebi, cnobadi saxeebi, saelCoebi. . .) NCIB-i
mobiluri telefonis Sun Shine –is modelis Sesaxeb miiReben amomwurav
informacias.

winaswar arCeuli iqneba sami cnobili adamiani, sxva da sxva sferos

warmomadgeneli, romelsac gadaecemaT NCIB-i mobiluri telefonis Sun Shine –is
modeli.

adgilmdebareoba – Radisson Blu Iveria. sastumros Sesasvlelis win didi zomis

Sun Shine –is modelis sareklamo telefoni. (xalx mravali

adgilia. dainaxaven rogorc mowveuli stumrebi, ise
redisonis klientebi da ubralo gamvlelebi)

pirveli nawili – pres-konferencia, kompaniis da axali modelis wardgena.

meore nawili – sasiamovno musika, furSeti, interviuebis Cawera. sareklamo

agentebi produqts warudgenen damswre sazogadoebas.

SesaZlebeli iqneba adgilze produqtis SeZena.

interieri – gaformebuli brendis ferebSi, sareklamo stendebiT . . .

pres konferencis gaSuqeba - yvela arxis sainformacio gamoSvebaSi.

gakeTdeba aseve vrceli siuJetebi biznes kurierSi da P.S-Si (rusTavi 2)

 faswarmoqmnis politika ( sacalo, sabiTumo, ganvadeba)

sacalo fasi - 3 399 lari (dRg-s CaTvliT)

sabiTumo fasi – 10 c. – 3 349 lari (dRg-s CaTvliT)

20 c. – 3 299 lari (dRg-s CaTvliT)
30 c. _ 3 249 lari (dRg-s CaTvliT)
40 c. _ 3 199 lari (dRg-s CaTvliT)
50 c. – 3 149 lari (dRg-s CaTvliT)
50 c. < fasi iqneba gadaxedili

ganvadeba - uprocento 1 wlis ganmavlobaSi. 3 399 lari (dRg-s CaTvliT)

 distribucia

distribuciis jgufi –individualurad konkretul momxmarebelTan an

momxmarebelTa jgufebTan sareklamo- sainformacio prezentaciis Catareba.

momsaxureba – adgilze mitaniT.

potenciur momxmarebelTan Sexvedra - Tavdacvis saministro, Sinagan saqmeTa

saministro (mesazRvreebi, samaSvelo samsaxuri. . ),

 evro kavSiris damkvirveblebi cxel wertilebSi,
garemos dacvis saministro, alpinistebi, (kritikul
situaciaciebSi sauketeso saSualebaa
komunikaciisTvis, rodesaw miuwvdomelia denis
wyaro) sxva da sxva saxelmwifo Tu keZo
organizaciebi, kerZo pirebi . . .

mobiluri aparatebis distribucia sastumroebSi (Radisson Blu Iveria, Tbilisi Marriott

Hotel, Courtiard Marriott, Sheraton Metechi Palace Hotel Tbilisi, Sheraton Batumi Hotel, Betsy’s Hotel,
Kopala . . .)

teqnikis maRaziebi, saxva da sxva savaWro qselebSi.

 dilerebi

dilerebis waxaliseba. bonusebi. TiToeul gayidul NCIB-i mobilur

telefonze Sun Shine –is modelis Rirebulebis 7%

damatebiTi momsaxureba – piradi mdivani

momsaxureba piradi mdivani Seiqmna NCIB-i mobilur telefoni Sun Shine –is
modelisTvis. am modelis momxmarebeli SeZlebs 24 saaTis ganmavlobaSi darekos
nomerze 97 97 da miiRos nebismieri informacia nebismier Temaze. aseve miiRos
garkveuli fasdaklebebi sxva da sxva obieqtebSi. momsaxureba aris ufasod.

NCIB-is da mobiluri kompaniis erToblivi aqcia

mobiluri telefoni CarTuli yvelaze dabali tarifis mqone mobiluri
kompaniis qselSi, eqskluziuri satarifo gegmiT. sami Tvis ganmavlobaSi, TveSi
erTxel daericxebaT saCuqrad 200 wuTi qselis Sida zarebze sasaurod.

distribuciaSi CarTul pirebi

M
1 Ddireqtori 1 xelfasi+mogeba

2 buRalteri 1 6 Tviani kontraqti

xelfasi

3 gayidvebis agenti 2 6 Tviani kontraqti

xelfasi+bonusebi

4 mZRoli 2 6 Tviani kontraqti

xelfasi

5 piradi mdivani 9 6 Tviani kontraqti

xelfasi

proeqtis ganxorcielebi gegma (2010 wlis 1 noembri – 2011 wlis 1 maisamde)

 RonisZiebebi I II III IV V VI

1 kvleva

2
faswarmoqmnis politika

3
Llogo

4
slogani

5
media dagegmareba da ganTavseba

6 saimijo sareklamo rgolis gadaReba

7 sareklamo klipis televiziiT gaSveba

8 sareklamo atributika

9 pres konferencia- prezentacia

Tbilisi, baTumi

10 Pmomsaxureba piradi mdivani

RoisZiebebi I II III IV V VI
11
posteris dizaini

12
statia Jurnal - gazeTebSi

reklamis ganTavseba
13 (Jurnal - gazeTebSi)

Bbilbordi
14

sareklamo sainformacio flaerebis

15 damzadeba

web gverdi
16

reklamis ganTavseba socialir qselSi

17

Ddistribucia
18

NCIB-is da mobiluri kompaniis

19TerToblivi aqcia

biujeti
 dasaxeleba sacalo raodenoba sul
Rirebuleba

1 kvleva 1500 2 3 000

2 saimijo sareklamo rgoli 1 50 000

3 sareklamo atributika 2 23 000 46 000

4 pres konferencia- 2 40 000

prezentacia

5 reklamis ganTavseba 6 Tve 200 000

(televizia) (fasdaklebiT)

6 reklamis ganTavseba 5 Tve 2 000

(Jurnal gazeTebSi)

7 Bbilbordi 3 000 3 45 000

5 Tve

8 sareklamo sainformacio 0.5 15 000 7 500

flaerebis damzadeba

9 web gverdi 1 5 000

10 xelfasebi 15 91 500

dasaxeleba sacalo sul

Rirebuleba raodenoba
11 ofisis xarjebi 6 Tve 5 000

12 gauTvaliwinebeli xarjebi 5 000

sul jami 500 000

*Tanxa miTiTebulia larebSi dRg-s da saSemosavlos CaTvliT