Posted: 4 years ago

Nia Zotikishvili: A Rating is a Symbol that Shows Trust, and Trust is the Same as a Guaranteed Customer

Interview with Nia Zotikishvili, Marketing Manager at Twins Wine Cellar.

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

I studied at the Faculty of Business Administration, with the specialty of Project Manager at Corvinus University of Budapest. During my studies, I planned social / technical projects, and it was during the information processing that I realized that what I enjoyed the most was coming up marketing schemes. Consequently, I found this field more interesting, and gave it more attention. The project management profession has helped me to get involved in marketing, and pursue a career in this field. My job as a marketer includes the construction and wine production business.

What challenges do you face as a leader in marketing during a time of technological change?

Technological changes are very quickly influencing the behavior of people, so modern ways of delivering products are changing rapidly, and this is a huge marketing challenge, so we need to adapt quickly to the novelties, and identify the market. In the background of the  accelerated pace, the important challenge of modern marketing is to not only attract customers and increase sales, but also to maintain  customer and guarantee company stability. Nowadays, it is very important for the customer to never lose confidence in the brand, so the marketer has to deliver a new, creative, sophisticated and quality product or service in a timely manner.

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

This field is changing very fast, and acquiring more features. For example, nowadays, with digital marketing, content marketing has not become less  important; it’s aimed at attracting and informing users, which means long-term, loyal customers. Content marketing uses search engine optimization (SEO) to make it easier for Google search engine products and users to find one. This also makes it easier to segment users and make the correct calculations. Nowadays, it is important for marketers to find the accurate and necessary keywords in an SEO search engine for brand ranking. A rating is an image that shows trust, and trust is the same as a guaranteed customer.

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

One must be curious, up-to-date, and easily adaptable to environmental conditions and market demands. It is necessary not only to attract customers, but to also maintain them. The day-to-day work of a marketer involves creativity, keeping up-to-date with trends, what is changing in the internal or external market, timely planning, and delivering the right product or service.

What are you doing to help the organization keep up with new trends and use innovative approaches in the field of marketing?

The effective use of digital and content marketing is important at this stage. We also use Direct Marketing, which is when offering a product that allows us to individually identify what our customers need most. We are actively working with our current customers, and periodically offer updated terms and different types of gift packages to our dedicated customers.

Along with our customers, we also have an employee who directly creates or participates in product creation. It is a united team that, together, makes the required product available.

What is your organization's business model of marketing, and how focused it is on the customer?

Our model is based on the well-known Canvas business model that includes:

  • Customer segmentation;
  • Control of offered prices;
  • PR;
  • Ways of delivering the product;
  • Control of the necessary resources;
  • Revenue control;
  • Participation in social activities and searching for news;
  • B2B relationships;
  • Cost control.
  • This approach is focused on effectively delivering what customers need, satisfying demand and increasing brand ratings.

This approach is focused on effectively delivering what customers need, satisfying demand and increasing brand ratings.

One word that describes your job.


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

Overcome fear, notice the time, and do things intelligently. I'm still working on the first piece of advice.

Think of a person who inspires you, professionally.

My brother David Zotikishvili and my husband, Giorgi Kochoradze. They’re successful business people, and real examples of how you can create, manage, and grow your business from scratch. To this day, I learn a lot from my family, and thank them for everything.