კოკა-კოლა - მარკეტინგის მენეჯმენტი

1.

marketingis menejmenti
ciramua sofiko

2.

istoria
ualkoholo sasmelebis kompania koka-kolis
Seqmnis istoria
iwyeba 1886 wlis 8 maiss amerikis patara
qalaq atlantaSi.
sasmeli Seiqmna moyvaruli qimikosis – jon
pembertonis
mier sakuTari saxlis ezoSi.

3.

istoria
mrewveloba: sasmeli
saTao ofisi: atlanta,jorjia, SeerTebuli Statebi
gavrcelebis zona: mTel msoflioSi
Semosavali: 31.5 miliardi
operaciuli Semosavali: 8.23 miliardi
wminda Semosavali: 5.82 miliardi

4.

istoria
• “interbrand”-is kvlevebis mixedviT
koka-kola 2011 wlis yvelaze
ZviradRirebuli brendia.
• Cinurad koka-kola niSnavs- “piri rom
bednieri iyos”
• Tavdapirvelad koka-kola mwvane
feris iyo da is iyideboda Tavis tkivilis
gankurnebisTvis.

5.

misia
yvelafers, rasac Cven vakeTebT vakeTebT sami
principiT, romelTac davarqviT Cveni misia da
CamovayalibeT ase:
ganvaaxloT samyaro….sxeuli, azrovneba da suli…
Cveni sasmelebisa da saqmianobis daxmarebiT
gavaRviZoT optimizmi…
SevZinoT azri yvelafers rasac Cven vakeTebT

6.

mizani
ra Tqma unda rogorc yvela warmatebuli
biznesi, Cvenc mimarTuli varT mdgrad zrdaze
da ganviTarebaze. magram ra aris is rac
gvexmareba am miznis miRwevaSi ukve 125
wlis manZilze? TiToeuli maTganis safuZvlad
aris sityva (damTxveva) romelic iwyeba “p”ze.

7.

mizani
personali – SevqmnaT iseTi samuSao pirobebi sadac
adamianebi iswrafian maqsimalurad gamoavlinon
TavianTi SesaZleblobebi.
planeta – viyoT samyaroze pasuxismgebeli
moqalaqeebi, romlebic samyaros Secvlian
ukeTesobisken.
produqti – SevqmnaT sasmeli, romelic daakmayofilebs
da metic aRafrTovanebs xalxis survilebs da
moTxovnilebebs.

8.

mizani
• partniorebi – xeli SevuwyoT saukeTeso
partnioriseuli qselis Seqmnas da
mxardaWeras, mWirdo urTierTobebis
formirebas, romelic dafuZnebuli iqneba
keTilsindisierebaze dandobaze.

9.

amocana
mTels msoflioSi koka-kola-s kompaniaSi
TanamSromlobs asobiT aTasi adamiani. Cven
yvelani ganvsxvavdebiT erTmaneTisgan,
magram aris iseTi ram rac gvaerTianebs,
riTac vxelmZRvanelobT Cvens pirad da
profesiul cxovrebaSi – es Cveni saerTo
faseulobebia. es aris Cveni 7 amocana:

10.

amocana
1.
2.
3.
4.
lideroba- gabedulad SevqmnaT ukeTesi momavali
sruli mzadyofna- viyoT saqmis erTguli gonebiTa da guliT
patiosneba- viyoT gulwrfelebi
pasuxismgebloba- unda viyoT Cvens saqcielze
pasuxismgebelni
5. TanamSromloba- SevqmnaT Cvens garSemo iseTi
pirobebi, sadac
nebismieri SeZlebs sakuTari genialurobis gamovlenas
6. inovaciebi- veZioT, viocneboT, SevqmnaT da
SevigrZnoT
xelovnebis sixaruli
7. xarisxi- yvelaferi rasac vakeTebT, vakeTebT saukeTesod
“friadze”

11.

miznobrivi jgufi
asaki – 15-25 wlamde da 40+
sqesi – orive sqesisTvis Semosavlianobasxvadasxva Semosavlis mqone
adamianebisTvis (mag: mcire Semosavlis
mqone segmentisTvis koka-kola awarmoebs
produqcias SuSis boTlebSi,
maRalSemosavlianebisTvis ki did balonebSi.)

12.

produqciis asortimenti
koka-kola awarmoebs 400-ze meti produqciis xazs rac
saboloo jamSi 3500 produqtis miqsisgan Sedgeba.
saqarTveloSi warmodgenilia koka-kolas 9 produqti:
• bonAqua
• Burn
• Coca-cola
• Coca-cola light
• Coca-cola Zero
• Fanta
• Fuse Tea
• Schweppes
• Sprite

13.

faswarmoqmnis strategia
• Coca-cola-ს safaso politika gansxvavebulia produqciis
mixedviT, aseve qveynebisa da produqtis moculobis
mixedviT;
• gansxvavebuli fasebia sxvadasxva moculobis
boTlebze (200ml, 300ml, 500ml, 1l, 2l);
• sruliad gansxvavebuli safaso politikaa indoeTSi

14.

filialebi/qseli
• Coca-cola-s filialebi gavrcelebulia mTels msoflioSi. xolo
TviTon produqciis SeZena SesaZlebelia:
• supermarketebSi
• sadReRamiso maRaziebSi
• swrafi kvebis obieqtebSi
• sastumroebSi/motelebSi
• vendingis aparatebSi

15.

konkurentebi

16.

marketinguli strategia
• axali produqtebi
• axali gemo
• distribucia
• xarisxis gaumjobeseba

17.

brendis Zlieri da susti mxareebi
brendis Zlieri mxareebi:
• Bbrendis Rirebuleba $ 77,839 miliardi
• msoflioSi yvelaze didi sasmelebis mwarmoebeli
kompania
• Zlieri marketingi da reklama

18.

brendis Zlieri da susti mxareebi
brendis uaryofiTi mxareebi:
• gazian sasmelebze dayrdnoba
• diversifikaciis nakleboba
• uaryofiTi sajarooba

19.

logo

20.

slogani
gauziare bedniereba

21.

SefuTva

22.

socialuri pasuxismgebloba
- Energy efficiency and climate protection 
- Sustainable packaging.
- Active healthy.
- Water stewardship.
- Developing economies through business and
- 9/8/2011 Coca-Cola leads the charge toward greener.
- 8/26/2011 Coca-Cola joins alliance to measure and map global water risks.
- 8/12/2011 Donates $1.4 million for hunger reliefe in Kenya, Euthopian and Somalia.

23.

gare reklama

24.

reklama radioSi

25.

reklama presaSi

26.

internet reklama

27.

gamoyenebuli masala
1.
2.
3.
4.
5.
http://www.coca-colacompany.com/
http://www.coca-colarussia.ru/home/
http://www.noomarketing.net/marketing-Coca-Cola
http://www.coca-colacompany.com/our-company/mission-vision-values
http://
www.slideshare.net/paulpinakk/marketing-strategies-of-coca-cola-1?related=1
6. http://
iupgrade.net/wp-content/uploads/2014/12/brand-loyalty-cola-chart.jpg
7. http://elbaz-coca-cola.blogspot.com/2011/09/strategic-planning.html
8. http://
elbaz-coca-cola.blogspot.com/2011/11/ch-8-segmenting-and-targeting-markets
.html
9. http://
elbaz-coca-cola.blogspot.com/2011/09/ch-3-ethics-social-responsibility.html
10. http://elbaz-coca-cola.blogspot.com/2011_08_01_archive.html