Gvantsa Skhirtladze: We Always Maintain the Values and Traditions of Georgian Wine, As It’s the Business Card of the Country

Interview with Gvantsa Skhirtladze, Marketing Manager of Teliani Valley

Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?

During my undergraduate years and earlier, I devoted a lot of time to thinking about where I could better represent myself in the future, like attending educational exhibitions, attending university orientation meetings, getting to know programs, getting recommendations, and so on. Eventually, I made the choice to get into business administration, and a little later, marketing became my area of ​​interest, as I realized this to be a field that allowed me to create something important and valuable.

However, before I made that decision, I challenged myself to work at a financial institution, and my next job was at an advertising agency, where I finally made sure I was on the right track.

Amidst the current technological changes, what challenges do you face?

Technology is evolving in our world at the speed of lightning, affecting the company and customer relationships, feedback, behaviors and expectations. Technological advances in this regard make it possible,  over a short period, with less effort, to identify, analyze, customize a product or service, but on the other hand, we have little time for the implementation of the above, do not have the right to relax, we are constantly learning and adapting our plans. It requires caution, because the information spreads very quickly, and is critical to its timely and accurate delivery. Otherwise, the benefits that it brings can quickly turn negative.

What has changed in the field in the last 5 years, and what changes are expected?

The technological developments mentioned above have had a huge impact on marketing, changing the relationships between companies and customers, the customer experience, the decision-making process.

It can be said that social networks have become the most important channel for communications and sales. If only a few years ago, there was a website or just advertising as a source of information about the company, today Facebook, Instagram and other social networks are much more relevant and effective in terms relevant to their budget, and providing information dissemination and direct and instant contact with consumers.

In addition to increased corporate social responsibility, the high quality of products and services offered in exchange for loyalty is no longer sufficient, and consumers are demanding even more, which is crucial in the developed world.

What do you think are the most important qualities a marketing manager should have, and what is his or her role in the organization in general?

A marketer surely has to have the desire to build, the ability to orient and listen, you must constantly have a hand on the pulse, otherwise, even the best decision may prove futile. In short, a marketing manager is a bridge between the producer and the market, helping the company create adequate demand for the product, and on the other hand planning and implementing effective communication with the targeted segment.

What do you do to keep the organization from falling behind on the latest trends, and keep applying innovative approaches to marketing?

I constantly monitor world trends, market demands, listen to our customers, and keep our communication channels updated accordingly.

Different markets need different products, strategies and activities, so our action plans are idiosyncratic and constantly updated. However, depending on the specifics of the product, we always maintain the values ​​and traditions of Georgian wine, as it is not just an easily disposable product in the export market, but a business card of the country.

What's an organization's business model in marketing? How is it focused on the customer?

The business model of the company is fully focused on consumers, their needs and interests, besides, it’s important for us to contribute to the development of the country, presenting Georgian products, and especially Georgian wine in foreign markets.

One word that describes your job.

Dynamic. 

The most useful advice you’ve ever received in your life.

Finding one helpful piece of advice is a bit difficult, as I often get tips and advice, spend a lot of time analyzing it, and in the end, one particular piece of advice isn’t what defines my decision, though I always tell myself "it's worth a try!"

Think of a person who inspires you professionally.

At different stages of professional growth, different people inspired me, and finally, to summarize it all up, these people combined some of these traits: professionalism, an ability to take risks and achieve!