The FINANCIAL — Producers of alcoholic drinks brands are less active in Georgia media sphere. In accordance to the 6 month monitoring carried out in 2010 we can say that by media activity is distinguished “Teliani Valley” and “Bagrationi 1882”.
All alcoholic brands producers can’t be considered as straight competitors. Therefore, as far as it may be surprising sparkling wine producer “Bagrationi 1882” takes the second place by the frequency of mention in media. As you are aware there is no its direct competitor in the market however, company still makes positioning. The same can be said about the company "Sarajishvili" – as well. It is the takes 4th position by the media activity.
Today in the Georgian market, there are many wineries that are direct competitors with each other. Despite the fact that, in the Georgian market there is a small part of the user of bottle of wine, and cause of the value of the existing social situation of our country, the media still are very active.
It should be noted that the media's most active wine producing company is Teliani Valley (43), most of which comes from the press. TV's most active company is Bagrationi 1882.
It is obvious that the media activity of companies is not a spontaneous. It’s Possible to say that they are addressing the vector PR activity.
Informational activity of the majority of wine producing companies is not large. The main reason of activity of companies is based on state policy. Previous 6 months analysis showed that almost 30 companies have been mentioned in media landscape, but the frequency of mentioning of only 7 of them passed the unit 5.
What is a cause of such less activity? There may be named several factors. Of course, this is caused by the population incomes and as export orientation.
Based on that socio – economic situation can not provided the increasing of high-quality wine demand and The Georgian manufacturers in the market approach with care to a question of financial capital expenses. Outside the country, positioning of the brand in print and television media is the expensive pleasure.
I think that with improvement of economic situation in country and incomes raise, Georgian market will have more rapid development, but companies’ activity should not wait for it. For the today, above mentioned mass media are not a unique possible way for information distribution.. As time passes the more users holds the time with computers and the Internet. Almost all the brands now have Web sites, where information about the company existing, but in the XXI century, the era of technology it is not enough.
For the moment, in Georgia and around the world is very developed social networks. Vast majority of society is using these social networks. Especially Facebook and Twitter are very popular among other networks. It’s very important to provide the proper attention to the activity of social networks and it’s should not be unplanned and irrational. This is the social nets, which should be used for the activity and positioning for the brand. Companies which are oriented on export and not only they are given the best opportunity to increase their users, both in Georgia and abroad and to enhance the brand image.